#BadgeEngineering

Before there was the Geo Metro (a rebadged Suzuki Cultus, there was the Chevrolet Sprint (also a rebadged Suzuki Cultus). U.S. gas prices dropped below a buck per gallon during the middle 1980s, which had the effect of forcing the oil-income-dependent Soviet Union into bankruptcy even faster than predicted, with end-of-Cold-War results. On top of that, cheap gas prices meant that only the most tight-fisted of cheapskates felt that buying a tiny three-cylinder car built by a motorcycle company made any sense at all. Still, enough Sprints were sold that I see them in junkyards every now and then.

While a number of automakers have been complicit (and still are) when it comes to badge engineering, Suzuki in North America has been on the forefront of whoring out or johning platforms since its introduction in the 80s. The ‘Japanese brand that could’ has either slapped the stylized S on Daewoos and Nissans or let GM have their dirty ways with the grilles of small Suzuki cars and SUVs.

Francisco writes:

Dear Sajeev,

Regular reader here. To the matter at hand:

On a recent visit to Mexico, this Mariner was in front of me begging for a bad cellphone pic. Don’t get me wrong, after-market badge-upgraded cars are pretty common there, but this already badge-engineered Ford Explorer (Mercury Mariner – SM) badge-engineered once more to a “Lincoln Mariner 4wd V6” was too ironic to let go. Please note the extra Lincoln badge thrown in for good measure on the dealer license plate cover. Make no mistake, it is a Lincoln.

I assumed that this would bring a smile and a chuckle to an ardent Ford guy like yourself. Hope you enjoy it and keep up the good work!

Best regards from Sweden,
Francisco

By 1990, it just wasn’t done for Detroit to build its own really small subcompacts. Instead, badge-engineered cars designed and/or built by overseas subsidiaries or partners got the job done. GM had the Suzuki-based Metro, Chrysler still had the Simca-based Omnirizon, and Ford had the Mazda-based Festiva. You still see the occasional Festiva on the street, what with gas prices being what they are, but most of them were crushed long ago. Here’s one in Denver, sitting in the limbo between the street and The Crusher.

The Mitsubishi Starion and its badge-engineered Dodge Conquest TSi twin were more quintessentially 1980s than neon-colored leg warmers and regulatory fiascos, combined. You had your gloriously ridiculous Japanese-macho lines, bright red interior, and TURBO emblems everywhere you looked. The Starion/Conquest was quick, too, with a big turbocharged Astron four-cylinder engine. Only problem was, the Starion/Conquest was a finicky, fragile machine, best known for maddeningly undiagnosable fuel-system problems, weird electrical-system woes, and general flakiness. Many are tempted by Starion projects, but eventually most of those MitsuDodges sitting under tarps in driveways will end up in The Crusher’s waiting room, as this Denver example has done.

When Chrysler took over the tattered remnants of AMC in 1987, they created the “Jeep-Eagle” division in order to sell Kenosha-ized Renaults such as the Medallion and the Premier. Chrysler back then wasn’t content unless Mitsubishi got involved, and so they slapped Eagle badges on a Mitsubishi Mirage built by DSM in Illinois. This was very similar to the Geo-ization GM applied to Toyota, Isuzu, Suzuki, and Daewoo products sold in North America. You don’t see many Summits these days (you also didn’t see many of them 20 years ago) so this find in a Denver junkyard was a rare event.

We’ve seen a few NUMMI-built Junkyard Finds in recent weeks, including this ’87 Nova and this ’87 Corolla FX16 GT-S. However, the car that really comes to mind when you think of NUMMI is the Geo Prizm. Here’s an example of GM’s rebadged Corolla that I found at a self-service junkyard about 20 miles from the car’s birthplace. It’s the circle of automotive life!

Some examples of badge engineering are ridiculous yet wonderful, others made a lot of sense for both companies… and some just make you clutch your head in dismay. The Honda Passport is the clutch-your-head type.

A Maverick in a junkyard is a rare sight indeed these days, so you can imagine my surprise when I found this badge-engineered Mercury Maverick just a few rows down from yesterday’s ’75 Ford Maverick Junkyard Find. There wasn’t much difference between the Maverick and the Comet, though the Comet was marketed as being somewhat classier.

It was just a couple of months ago that I shot this blue ’82 Sapporo in a California junkyard… and now here’s another Sapporo in the same yard.

When the GM Fremont Assembly plant took on Toyota managers and became NUMMI in 1984, the same supposedly inept lineworkers who hammered together sub-par Buick Apollos suddenly started building Corollas that were at least as well-made as the ones made by their Japanese counterparts (you are free to draw your own conclusions about GM management in the 1980s). The initial round of GM-badged Corollas were given the Chevrolet Nova name, prior to becoming the Geo Prizm; you still see Prizms around, but the 80s Nova has become a rare sight on the streets and in the junkyards. Here’s a Nova I spotted in an Oakland, California, self-serve yard earlier in the month.

This ’84 Plymouth Colt Turbo caught my junkyard weather eye instantly, because early-to-mid-80s turbo econoboxes are always interesting. Then I realized that you hardly ever see regular fifth-gen Colts, on the street or in the junkyard these days, though they were once among the most commonplace subcompacts on American roads. After that, I kept my eyes open for Crusher-bound naturally-aspirated 1984-88 Colts, finally spotting this one.

After writing my earlier post on the Isuzu Statesman Deville, I got to thinking about all the oddball vehicles that have resulted from badge engineering exercises over the years. Some badge-engineered cars end up being successful for the parent company (e.g., the Colt), but most just confuse vehicle shoppers. The Plymouth Cricket. The Isuzu Hombre. The Mercury Mountaineer. The list is long, but I think the Plymouth Arrow Truck gets my vote for the most senseless act of brand-diluting badge engineering in American automotive history.

Last week, I had never heard of the Isuzu Statesman Deville. Then, my fellow LeMons Supreme Court Justice suggested that I do a quick internet search for the name of this fine Detroito-Australo-Japanese luxury sedan… and my life changed forever.

Until Ford started building Rangers in the early 1980s, their only small pickup was a rebadged Mazda B Series called the Courier. Like so many utilitarian Malaise Era vehicles, Couriers were everywhere… until one day in the early 1990s when just about all of them disappeared. Here’s one of the few that managed to hang on for another couple of decades.