#Branding

Having struggled to launch and expand its Smart brand, Daimler might be forgiven for being a bit gunshy about investing in brands other than its globally-recognized Mercedes-Benz marque. And it seems the German outfit is currently agonizing over not just one but two big brand choices on the opposite ends of the automotive spectrum. First, Auto Motor und Sport reports that Daimler’s bosses are still undecided about the fate of the über-luxury Maybach brand, noting

“We have to do this year, because the model cycle is not endless,” Daimler CEO Dieter Zetsche tells Auto Motor und Sport. Here, the decision is open, even though the Maybach models are profitable. “I hope for a positive decision as long as we can create the proper conditions. We have invested heavily in the brand, but that is past. On the other hand, we now enjoy a very attractive profit margin on a per-car basis.”

If there’s one major challenge facing Maybach, Zetsche admits, it’s European emissions standards. Which is where Daimler’s other branding problem comes in…

About two and a half years ago, Aston Martin started talking very seriously about bringing back its “four door, four seat” Lagonda brand, arguing that the move

would allow us to develop cars which can have a different character than a sportscar, and therefore offer a perfect synergy.

But, because Aston already had a four-door in the works, the Lagonda Concept turned out to be a bloated abortion of a luxury SUV-cum-Crossover. And having been met with resounding derision from fans as well as high gas prices and an economic downturn, Aston wisely hustled the Lagonda Concept out of sight and proceeded to embarrass itself by rebadging a Toyota. But now that the world economy is looking a little bit better and gas prices are headed up again, Aston Martin is back to touting Lagonda. And this time it seems the British sportscar firm is imagining a whole line of SUVs aimed at the most refined and tasteful buyers on the world luxury market.

With Sprinter back under the Mercedes sign, Chrysler Group is looking to Europe and Fiat’s Doblò (above) and larger Ducato to expand back into the commercial van segment, starting next year. The European commercial vans are a far cry from the last Ram-branded body-on-frame vans, as the Doblò is actually based on a 108.5 inch wheelbase version of Fiat’s SCCS platform, a development of GM’s Gamma subcompact platform. As a result, the front-drive Doblò comes with engines ranging from 1.3 to 2.0 liters, and are largely powered by diesel engines. The Doblò is available in everything from a two-door chassis cab pickup, a three-, four- or five-door panel van, or a five-door passenger configuration.Because the new Ram commercial vehicles will be imported starting next year, expect only the van variants to avoid the “chicken tax.“

The larger, rear-drive Ducato offers a dizzying number of body variants, with wheelbases ranging from 118.1 inches to 149.6 inches, and offers only diesel engines in displacements from 2.2 to 3.0 liters with 100-155 HP. Until we get more details, it’s impossible to know which versions of these vehicles will come to the US, and whether the diesel and (for possibly even natural gas) versions will come as well. But the real question remains the same as it was a year ago:

how will these Euro-derived efficiency-oriented urban haulers jive with the Ram brand’s overbearingly bro-magnon branding?

Saab’s PhoeniX concept has two very different purposes: Saab’s Chief Designer Jason Castriota claims the point of the concept was to create buzz and draw attention to the fact that Saab is still around, but it also provides the first look at a new platform that will underpin future iterations of the 9-5, 9-3 and 9-4X. Saab’s Jan-Åke Jonsson tells What Car? that flexibility is key to the new platform, and that “though expensive” it will ultimately save Saab money, saying

We will be able to use the same powertrains in all our vehicles and build them in the same plant (Trollhattan in Sweden), so there are lots of benefits

Which makes you wonder where the money is coming from to develop an all-new, flexible platform. But the PhoeniX Concept also forces you to ask another question: how exactly is this thing a Saab, anyway? At least that’s what former BMW designer Chris Bangle wondered. Hit the jump to see Bangle tussle over the issue with Castriota [courtesy: CarDesignNews], before the Saab designer goes over the Phoenix’s design and place in Saab’s future.

When you think of Mitsubishi, what do you think of? Chances are, one of the first things that runs through your mind when Mitsubishi gets a mention, is the turbocharged, AWD, rally-car-for-the-road Lancer Evolution series. For decades now, the Evo has provided Mitsu with some desperately-needed sense of identity, although it never really reflected a brand philosophy the way Subaru’s WRX/STI series did for its AWD lineup. And now, it seems, Mitsubishi is done trying to build a brand on a rally replica. Autocar‘s Matt Prior recently sat down with Motsu’s global product director Gayu Eusegi, and he heard some rather jarring news:

The Lancer Evolution X, Eusegi told me, will be the last Evo. “There is still a demand [for the car],” he said, “but we must stop.” Eyebrow up.

“Our influence now is EV technology,” Eusegi said, adding that the decision was a “policy change”.

It seems Mitsubishi, which is going to introduce eight full electric or hybrid cars by 2015, has decided its image is about lowering CO2, not making lurid replicas of rally cars that don’t go top-level rallying any more.

Eusegi said that customers would find it “easier to understand” what Mitsubishi was about if it was no longer in this motorsport-inspired market.

Eusegi goes on to apparently confirm that the Evo X will be the last of the line, until such time as rally racing goes electric. Which means that if you’ve always wanted to buy a new Evo, you might want to think about picking one up soon. After all, an EV-heavy strategy may not be the silver bullet for Mitsubishi, but the Lancer Evolution has had its chance at playing halo. Change can be painful, but it is the only constant… and Mitsu has to evolve or die. Even if that means the Evolution dies first.

Since 2002 GM’s Compact Crossovers, like the Chevrolet Equinox, GMC Terrain and Chevrolet Captiva/Opel Antara have been built on a unique platform known internally as “Theta.” That platform, which debuted on Saturn’s Vue, was developed largely in Korea by GM-Daewoo, based roughly on GM’s Global Midsized (“Epsilon”) platform. Since 2002, Compact CUVs have become one of the fastest-growing segments in the US, and though GM’s Theta-based CUVs have sold well, the competition is moving towards mildly-modified C-segment platforms for Compact CUVs in order to use as many common components as possible, thereby lowering the cost of development and increasing manufacturing flexibility. Now, it seems that GM is following suit, dropping the Korean-developed Theta platform for a new generation of Compact CUVs developed by Opel on the Astra’s global Compact (Delta II) platform.

GM is pushing its Chevrolet brand as a ”world brand,” reports the Freep. First battlefields for global bowtiefication: Europe and Korea. In Korea, the matter is easy: Last month, they took off the Daewoo badge and put a bowtie on instead. As predicted by TTAC nearly a year ago. There is not much that can go wrong in Korea: Hyundai dominates the market, Dawoo’s and now Chevrolet’s market share treads water in the single digits.

In Europe, any substantial market penetration by Chevrolet is “still a long-term goal,” concedes the Freep. And then, the Detroit paper proceeds to publish completely bogus numbers: