By Robert Farago
April 23, 2008 -
O.K., after we recorded this daily podcast, Jonny Lieberman and I figured-out who's who in terms of brand positioning in the U.S. market these days– if only to make Matt Hardigree jealous. (Pay no attention to my branding statement in the actual 'cast.) We reckon… Lexus is the new Mercedes. BMW is the new Audi. Audi is the new BMW. Mazda is the new Honda. Hyundai is the new Ford. VW is the old Hyundai. Kia is the new Mercury. Toyota is the new GM. Chrysler is the new Studebaker. As for the rest, I need one. Feel free to complete the picture, argue the points or just listen to us schmooze.
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April 23rd, 2008 at 5:07 pm
Honda is the new Toyota, Acura is the old Infiniti, Infiniti is the new Acura?
April 23rd, 2008 at 5:20 pm
BMW is the new Audi. Audi is the new BMW.
I don’t get those two.
With Audi as the new BMW: I’m thinking R8=8-series and TT=Z3, and A5=6-series. But, A6=5-series or A3/A4=3-series doesn’t really work.
I don’t see how the current BMW is anything like the old Audi though.
How about: Subaru is the old Volvo?
April 23rd, 2008 at 5:24 pm
No — Subaru is the old Audi, also, somehow.
April 23rd, 2008 at 5:27 pm
GM is soon to be Tesla?
April 23rd, 2008 at 5:30 pm
No — Subaru is the old Audi, also, somehow.
Trying to compare present day Subaru and present day BMW to old Audi just blew my mind.
April 23rd, 2008 at 5:35 pm
Subaru is the old Volvo.
April 23rd, 2008 at 5:37 pm
Pontiac is the new Pontiac.
April 23rd, 2008 at 5:41 pm
BMW is turning into the new Cadillac? Their cars are getting large and fat as hell, with big monster engines and gaudy styling cues. Also, all the new money around here just love driving their base 328i. Correct me if I’m wrong, but isn’t this where Caddy was half a century or so ago?
April 23rd, 2008 at 5:44 pm
This is confusing as all get out. But I don’t see VW being the old Hyundai. Can you explain that one a little.
However, I can see Subaru as the old Audi…in a way. I definitely don’t see Subie as the old Volvo.
April 23rd, 2008 at 5:58 pm
Hyundai is the new Ford. Didn’t make sense at first, but I agree.
Subaru is definitely the new Volvo.
Audi is not the new BMW, not yet at least. The new A4 will bring them a little closer, but there is no BMW in the market at the moment. BMW is way too popular to be the new Audi.
mocktard:
Acura is the old Infiniti, Infiniti is the new Acura?
100% agreed. Those two have totally switched places, although Infiniti is showing some complacency, much like the beginning of Acura’s downfall.
Edit: Thought of one for VW: VW is the new Alfa.
Edit2: Nope. VW is the new GM.
April 23rd, 2008 at 6:27 pm
strippo,
no, no…PONTIAC IS CAR remember? ;)
that has got to be the stupidest tag line ever.
mocktard,
totally agree with your assessment on honda, acura, and infiniti.
Future prediction:
Hyundai will be the next Lexus. Kia will be the next Hyundai. Suzuki will be the Honda.
April 23rd, 2008 at 6:29 pm
So when is TTAC going to be hiring Mr. Hardigree away from the Gawker folks?
April 23rd, 2008 at 6:55 pm
Ford is the new Chrysler.
GM is the new British Leyland
Tata is the new Jaguar.
–chuck
http://chuck.goolsbee.org
April 23rd, 2008 at 8:05 pm
Cadillac is the new Buick.
April 23rd, 2008 at 8:44 pm
# Strippo :
April 23rd, 2008 at 5:37 pm
Pontiac is the new Pontiac.
No, Pontiac is CAR.
April 23rd, 2008 at 9:36 pm
No, Pontiac is CAR.
That’s just crazy talk.
April 23rd, 2008 at 11:40 pm
Darn, Ajla,and TriShield beat me to it.
Subaru is the old Volvo
Hyundai is the new Toyota- great reliable cars for bargain hunters and old folks
Toyota is the new GM- too many cars and reliability issues
Honda is not quite sure what it is but they’re better at it than anyone else.
Volvo is the old Peugeot, Citroen, Fiat or Rover- a brand that will fail here eventually.
Infiniti is probably the new BMW, which is unfortunate because everyone likes the old BMW.
Mazda is the old BMW.
April 23rd, 2008 at 11:58 pm
I’ll side with RF on the seat height being the primary reason for people buying SUVs. It seems “fun” and reassuring to be able to see over at least 60 percent of cars on the road.
For the larger models it was also the only way to get a V8 engine in a car that sat 4 or 5 people comfortably.
Image wise the SUV was a counterpoint to all the BMWs and Mercedes that were popular in the 80s yuppie movement. Just say, “My big American truck will run right over your puny German car.”
I think the SUV craze started long before the Sopranos came on the air.
April 24th, 2008 at 2:00 am
wow, Audi has realized that the black colour of the small sidedoor looks more original than beautiful. hope they will realize that the front bumper and partially headlights look too skinny.
April 24th, 2008 at 9:50 am
at least Porsche is still Porsche
April 24th, 2008 at 10:06 am
I’d have to agree with Jonny on the SUV thing, first it was image; big, brawny, powerful, next is the commanding view of the road (look at the marketing literature of the time and you will find commanding view in most of them) and last is perceived safety do you size.
I thought for sure I read something on TTAC that condemned the new Flex now you all are singing it’s praises? Of course my memory could be faulty.
The Flex will do well, not ridiculously well but well. A mini-van would still be better but with as image conscious as American’s are this would be a nice alternative for similar money give or take a few K. One thing that it has going for it is a distinctive style, borrowed a bit from Mini and perhaps the xB but you won’t mistake it for anything else.
April 29th, 2008 at 12:32 pm
I think of Mazda as the new VW. They seem to be filling the Affordable/low-frills/fun-to-drive niche that VW has abandoned. What’s Fahrfergnugen in Japanese?