QOTD: Who's Managing Their Heritage Brand Best?
There’s your manifesto! This year’s Jeep Super Bowl ad was more than a breath of fresh air in the middle of turgid political pronouncements and vapid virtue signaling. It was a reminder that Fiat Chrysler Automobiles has a rock-solid grip on what its core product is and how to develop said product. In fact, other than the temporary aesthetic disaster of the square-headlight YJ, it’s fair to say that the descendants of the CJ-7 have been on a pretty solid path for the past 30 years.
Has anybody else managed their heritage brand this well for this long? The short answer is “maybe.”
Chevrolet put the Vette on the right track in 1984 and it’s been there ever since, making the jump to no-excuses world-class performance with the C5 in 1997 and now taking on the world with the terrifying new ZR1. Not all of the product has been completely compelling, particularly when you’re talking about the automatic-transmission convertibles that make up the bulk of sales. But the underlying technology has been pretty freaking neat for a long time and the car has never fallen behind the competition in terms of raw pace, particularly around a racetrack.
All things considered, however, I think Jeep has done the best job, particularly since the Wrangler is the only one of these vehicles that does genuine volume any more. Feel free to disagree. Or maybe you think some other company is doing better… the BMW M3? The Mitsubishi Eclipse? The… Toyota Camry?
[Image: Fiat Chrysler Automobiles]
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- Redapple2 .....styling has moved into [s]exotic car territory[/s] tortured over done origami land. There; I fixed it. C 7 is best looking.
- TheEndlessEnigma Of course they should unionize. US based automotive production component production and auto assembly plants with unionized memberships produce the highest quality products in the automotive sector. Just look at the high quality products produced by GM, Ford and Chrysler!
- Redapple2 Got cha. No big.
- Theflyersfan The wheel and tire combo is tragic and the "M Stripe" has to go, but overall, this one is a keeper. Provided the mileage isn't 300,000 and the service records don't read like a horror novel, this could be one of the last (almost) unmodified E34s out there that isn't rotting in a barn. I can see this ad being taken down quickly due to someone taking the chance. Recently had some good finds here. Which means Monday, we'll see a 1999 Honda Civic with falling off body mods from Pep Boys, a rusted fart can, Honda Rot with bad paint, 400,000 miles, and a biohazard interior, all for the unrealistic price of $10,000.
- Theflyersfan Expect a press report about an expansion of VW's Mexican plant any day now. I'm all for worker's rights to get the best (and fair) wages and benefits possible, but didn't VW, and for that matter many of the Asian and European carmaker plants in the south, already have as good of, if not better wages already? This can drive a wedge in those plants and this might be a case of be careful what you wish for.
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Gee, no one has said Cadillac, I wonder why?
"It was a reminder that Fiat Chrysler Automobiles has a rock-solid grip on what its core product is and how to develop said product" I don't know, it sounds like the depiction of the fancy new Jeep driving right through a stream (even if a tiny disclaimer said it was an artificial stream on private property) angered some fishers, some of whom own Jeeps.