#Branding

BMW’s forthcoming “i” series of high-efficiency vehicles will launch as a two-vehicle brand, spanning the gap between high-end hybrid supercar (i8) and small, premium, rear-drive electric hatchback (i3). So, how can BMW style two such divergent vehicles in such a way that both fit into the same brand? That’s the subject of this video, which previews some of the design cues that mark these cars as BMWs, but also as “i-cars.” And if you’ve forgotten what an “i car” is (something BMW doesn’t want anymore than people forgetting what an “M Car” is), hit the jump for a brief video refresher…

With Opel planning to pull itself into the black within the year, the brand’s thoughts are turning from survival to “luxuries” like a flagship model planned for around 20k units starting in the 2016-2017 timeframe. Codenamed “TOL” for “Top Of Line,” the sedan will be designed to highlight one of GM’s many alt-drivetrain technologies, but according to Automotive News [sub], nobody yet seems sure which. Opel labor rep and recent champion of the brand’s forthcoming products Klaus Franz explains:

Already with the our Ampera electric vehicle, we have shown what we are able to do and enjoy an advantage of two to three years compared to the competition

But with the TOL is planned for 2016, Opel may have to dig deep to jump out ahead of the market, which is why a fuel cell-powered electric drivetrain is being considered (also, after decades of FCV research, GM has to build a production model someday). And if the eventual product has a truly ahead-of-its-time drivetrain, and looks as good as last year’s Flextreme Concept (above), this flagship could be an exclamation point on Opel’s turnaround. Unfortunately, neither of these things are a given…

Every automaker is in this business to make money… there’s nothing surprising about that. But some are a little more focused on profits than others, and it should be equally unsurprising that Porsche is one of them. In an extensive interview with Automotive News Europe [sub], Porsche CEO Matthias Mueller gives a strong impression of how Porsche sees itself over the course of the first two questions:

What is your vision for Porsche in 2018?

Porsche is synonymous with sports cars – yesterday, today and doubtless tomorrow as well. In addition, in every other segment where we operate, such as with the Cayenne or Panamera, we always offer the sportiest vehicle. At the moment we are hard at work on our future strategy. And I promise you, it will contain a few exciting surprises.

What are your most important objectives?

We want to remain the world’s most profitable car manufacturer – and build on this position.

These are actually two separate goals altogether, and not two which necessarily go hand-in-hand. But if anyone can pull off the mix between performance and profit, it’s Porsche… and to understand how this strategy will play out in the near future, let’s take a look at Mueller’s product plans.

If Saab survives long enough, it plans on developing three new vehicles which China’s Youngman Auto will build in China, including a 9-6X midsize crossover SUV. But, as it turns out, a 9-6X already exists… at the museum in Trollhättan. Auto Motor und Sport reports that six years after Saab did the hard work of re-badging a Subaru Tribeca, the firm has brought the prototype out of storage to show… I don’t know, what might have happened had GM kept its stake in Fuji Heavy Industries? The good news is that the Tribeca almost makes more sense as a Saab. In fact, it almost makes you wonder why Subaru didn’t just buy Saab, since it basically stole the Swedish brand’s college-town-lefty market niche. The bad news: Saab’s forthcoming made-in-China 9-6X probably won’t be as good as this cynical GM-era rebadge. Oh well, perhaps this six-year-old reminder of Saab’s extended decline will help the faithful get over their terminally ill Swedish patient…

As the Porsche brand has expanded in recent years to include sedans and SUVs, and as overpriced special editions and cynically neutered products propped up an increasingly bloated pricing structure, Porsche fans have had plenty of opportunities to wonder “what are those guys smoking?” And now, thanks to Autoblog, we have part of the answer: we may not know exactly what Porsche is smoking, but we know what they’re smoking it out of. According to Porsche Design’s presser

The extraordinary Porsche Design Shisha combines high-quality materials such as aluminium, stainless steel and glass with the timeless and unique design approach of the luxury brand. Puristic and stylish at the same time. The Porsche Design Shisha is made in Germany and stands at a height of 55 centimetres. It only shows a discreet branding on the aluminium top of the Shisha and comes with a long flexible tube made out of TecFlex material, which is also used for the classic Porsche Design TecFlex writing tools.

So… when is Chrysler going to get in on this cross-branding opportunity?

Based on spyshots and patent drawings obtained from Al Volante, Auto Motor und Sport was able to commission what is probably an accurate depiction of the next-gen Fiat Panda from Schulte Design, giving us an early look at a small car that will provide the basis for Chrysler’s long-awaited foray into subcompact cars. Chrysler’s product plan [ PDF] calls for 2013 model year subcompact (B-Segment) vehicles for the Dodge, Jeep and Chrysler brands, based on Fiat platforms. The Chrysler-branded model was supposed to be a rebadge of the Lancia Ypsilon (itself very similar to the Fiat 500), but that model is reportedly on hold. The Dodge and Jeep B-Segment offerings are still on though, and the Jeep has long been thought to be a lightly-facelifted version of the Panda 4X4, meaning this model could be an early look at the smallest-ever Jeep.

Remember when we showed you this leaked Alfa Romeo product plan slide, looked straight into your eyes and swore Alfa Rome would be selling a junior supercar and a compact crossover in the US by the 2012 model year? We were lying. Automotive News [sub] let’s us down gently

Chrysler/Fiat CEO Sergio Marchionne still says Alfa, which is owned by Fiat, will make its comeback in late 2012 — which had been the plan since April 2010 — but only for a few units of the limited-edition 4C coupe.

A full return now isn’t scheduled to happen before mid-2013, starting with a compact crossover. The mid-sized Giulia sedan could follow by the end of 2013 at the earliest.

What caused the latest delay? Marchionne has rejected the proposed styling for the [Giulia] sedan three times in the past 18 months.

You decide which bit of news is the worst: that Alfa finds itself lost when it tries to design a D-segment car, or that the hot little 4C is going to be a limited edition deal instead of a 15k-25k units per year, semi-affordable ($60k-ish) little mostro. If forced to choose, I’d argue that the prior challenge is the more difficult and necessary, considering that brand’s past struggles selling larger cars… but of course reasonable minds can disagree. Meanwhile, on a more personal level, I find myself continually amazed at how Alfa’s product plans, like its products themselves, are able to completely attract and repel me from moment to moment. Like so many people who identify “emotion” as a core personality trait, Alfa just can’t seem to have a normal relationship with the people who care about it…

Having penned my own paean to the late, not-so-widely-lamented Renault Vel Satis after seeing its anodyne Korean replacement, I was somewhat heartened to find that I’m not the only auto writer with something of a weird crush on the strangest luxury car of our day. In the August issue of Evo Magazine, Richard Porter of Sniff Petrol dedicated an entire column [excerpted at vel-satis.org] to his inexplicable love for a car that he admits was

a hopeless old crock [from a time] when Renault’s quality control department couldn’t organise a tasting in a winery.

But, argues Porter, the Vel Satis has a unique appeal in the sense that it was

so self-consciously distanced from its dour German rivals that it was practically falling into La Rochelle Harbour

Whether Porter is genuine in is love for the Vel Satis or simply trolling famously elitist, performance-oriented readership is a question I’ll leave to the Best and Brightest. What is clear is that Porter’s weird love will not be recreated, as Auto Motor und Sport reports that Renault has learned its lesson and will be making “conservative” luxury cars in the future.

China doesn’t have the world’s best reputation for respecting intellectual property (pdf). TTAC’s own old China hand Bertel might give us an on-the-ground report that could differ with the reputation, but reputations are still what they are. We’ve seen knockoffs of MINIs and smart cars (do you think that smart could borrow a capital letter from MINI?), and of course there is the notorious Chery QQ’s take on the Daewoo Matiz/Chevrolet Spark. GM was already not thrilled with “Chery” being one letter removed from “Chevy”, but the QQ was kinda overt so GM was understandably upset. Bertel can correct me if I’m wrong but I believe that Chery prevailed in both the Chinese court system and in the Chinese marketplace (apparently by offering more features/value).

Having overplayed the youth marketing angle, only to find its cars being bought by folks well outside its “target demographic,” Scion seems to be making the first hesitant steps towards accepting reality. Autoobserver’s Dale Buss reports:

The economic woes of America’s twenty-somethings have forced Scion to broaden its demographic target to include the rest of the Millennial generation, up to age 35. “It’s a function of affordability and the state of economics for 18- to 24-year-olds, with high unemployment,” said Owen Peacock, national marketing communications manager for Scion. “They’re focused on things like college and debt load. At the end of the day, do you go with a small target or go after those who can actually buy a car now? So you need to adjust.”

But how is the “Zeus”-themed online marketing campaign actually supposed to expand Scion’s appeal to an older demographic?

I hoped that BMW’s GT concept would be a one-and-done type of experiment, like the X6 or the Two-Mode hybrid drivetrain, selling as badly as it is. No such luck. Auto Motor und Sport has caught a forthcoming 3 Series GT prototype wallowing and leaning its way around a test track in Germany. That’s right, what you’re looking at right there is a 3 series… a nameplate that’s synonymous with sharp handling and a nailed-down ride. And just look at it, leaning on its tip-toes like a dune buggy that’s been developed by a French suspension engineer. Unless of course this isn’t a 3er GT at all, but the planned X4 “SAV”… but then, how is anyone supposed to even tell the difference between the two? One’s a softer, slightly larger, slightly jacked-up fastback 3 series, while the other is… essentially the same thing? Talk about losing the plot…

When Fiat and the US government collaborated to bail out and restructure Chrysler, many hailed the news as nothing less than the rescue of the American auto industry. Though Fiat CEO Sergio Marchionne became CEO of the Auburn Hills-based automaker, he maintained much of its management corps on the strength of brief interviews, only relieving a few key members of the old guard. But the debate over whether the rapidly-aligning Fiat-Chrysler is more Fiat or Chrysler is going to be resolved “pretty quickly” according to Marchionne, as Bloomberg reports that a unified management structure is in the works.

Marchionne is working on management changes as he steps up the integration of the two companies. He plans to merge the carmakers to reduce costs and achieve a target of more than 100 billion euros ($140 billion) in combined revenue by 2014. The executive said in May that the timing of a merger hasn’t been decided yet, adding that a combination isn’t likely this year.

But just as there was furor in Italy when Marchionne suggested that the unified Fiat-Chrysler could be headquartered in Detroit, the unified management structure could be yet another source of controversy. It will, after all, be the most direct signal yet as to whether Fiat-Chrysler is an Italian firm with global operations, an Italian-American alliance or a truly global firm. For one thing, unified management should force Marchionne to commit to a single headquarters for the group, reviving a controversy he temporarily cooled by fatuously suggesting there be four Fiat-Chrysler “headquarters,” in Turin, Detroit, Brasil and “Asia.” Having masterfully finessed the PR messaging transition from “rescue of an American automaker” to “wholly owned subsidiary” thus far, a unified management could bring up a lot of unresolved issues. In short, it’s a branding challenge that makes the Chrysler-Lancia transformation look like child’s play…