#Branding

The auto sales game has only one rule: sell more cars this year than you did last year. By that measure, these seven brands are “losing” 2011 as we head into the final two months of the year. Of course 2011’s king of bellyflopping brands was Mercury, which went from 78,656 units in the first 10 months of 2010 to 248 in the same period this year. But because it was mercifully euthanized by Ford (not to mention the fact that its 99.7% decline ruined the rest of the graph), Ford’s erstwhile “entry luxury” brand has been left off.

And what we’re left with is a sight to behold… the once-dominant Honda and Toyota (and even their luxury brands) laid low by floods, tsunamis, congressional hearings and a few poorly-received products. Even Subaru, a brand that grew 15 and 16 percent in 2009 and 2010 respectively seems in danger of not growing its volume this year… for less easily-explained (or is that superficially-explained?) reasons. Meanwhile, if Jaguar is falling behind with its freshest lineup in… well, you get the point. With the market up 10% compared to where it was in the first ten months of 2010, nobody wants to be losing volume right now…

On the way to TTAC’s Southern Tour, I filled some of the gaps in my automotive history by reading Car Wars by Robert Sobel. Written in the same year that Nissan opened its first US plant, a sprawling complex in Smyrna, Car Wars documents the early years of the Detroit-Import wars, starting with the Beetle and ending with the rise of the transplant factories. The book is full of lessons, but its most rattling reminders was that Nissan was the major Japanese automaker during the early days of the Japanese industry. Nearly thirty years after Car Wars was written, Nissan often gets lost in Honda and Toyota’s shadow when it comes to perceptions of the Japanese OEMs. And lately Nissan has fallen off more than a few radar screens for the simple fact that its key products are aging: Sentra, Maxima and Altima were introduced for the 2007 model-year, while Rogue is just a year younger. Together these four models account for over half of Nissan’s monthly volume… and yet despite this aged core lineup, Nissan’s sales (as a brand) are up over 17 percent year-to-date, maintaining the brand’s consistent growth.

It’s becoming increasingly clear as time goes on that the Chrysler five year plan promulgated in November 2009 was merely a stopgap strategy aimed at stabilizing the then-recently-acquired firm while CEO Sergio Marchionne plotted a strategic course globally. Now, with news that Alfa is going to be re-launched with the US as its major focus ( possibly replacing Dodge), we’re getting a better and better picture of where the Sergio Show is headed with his transatlantic alliance. In an interview with Automotive News Europe [sub], Marchionne gives the latest snapshot

In his vision, Alfa Romeo and Jeep both have the DNA and the rich history capable to make them the alliance’s two global brands. “We need to continue to globalize Jeep and Alfa, so the development of architectures and engines that are designed to support these two brands is crucial, and everything else becomes almost secondary,” he said.

Chrysler clearly won’t be a global brand, as its products are rebadged as Lancias in Italy. Fiat will offer full lineups in Europe and South America, but only the Fiat 500 will be a truly global brand, in a role Marchionne compares to BMW’s MINI. Dodge doesn’t even rate a mention in this interview, which can only be interpreted as more evidence that it will be lucky to survive at all.

In hopes of escaping Chevrolet’s recent past as what he calls a “truck funded, Midwestern and Southern” business, GM’s Mark Reuss is leading a revamp of Chevy’s Southern California retail environment in order to establish a stronger presence in that key market. Now that Chevy offers higher-quality, more-efficient cars that can compete in the SoCal market, Reuss and company say it’s time to focus on the retail experience. The GM North American boss tells the LA Times

We are really going to have a go at California. This is not some half-baked plan. We will be putting a serious amount of money into this.

Serious money is good… but money alone won’t change the culture of a car dealer that’s always played second fiddle to import brands. So, how will GM tackle cultural shortcomings at its SoCal dealerships? Let’s just say that, for all the apparent seriousness with which this issue is being tackled, GM has come up with a Mickey Mouse plan… literally.

With Audi and Peugeot dominating the last several Le Mans races using diesel technology to outlast the competition, it seems that the famous French race is becoming the premiere stage for developing and highlighting the latest fuel-saving technology. And why not? Most marketing of new fuel-saving technology highlights the preserved performance and enhanced reliability as much as pure energy savings alone. And leadership in this suite of attributes is about to receive a little more competition, as Toyota announces that

In 2012, Toyota will take part in several races of the FIA World Endurance Championship, including the Le Mans 24 Hours, with a prototype “LMP1” car featuring a gasoline-electric hybrid powertrain.

Get Hyundai on board, and bring BMW’s new i brand into the mix, and the international racing business could be re-energized by the competition to demonstrate the perfect compromise between performance, reliability and efficiency. As many of the top racing series see declines in viewers and manufacturer participation due to their increasing irrelevance to mass-market vehicles and brands, the golden age of endurance racing could just be dawning.

My fleeting 15:21 minutes of dubious fame.

Though we haven’t even seen a production version yet, Cadillac’s forthcoming XTS has already lived a full, controversy-laden life. Initially suggested as a replacement for the DTS/STS, the Cadillac faithful quickly recoiled at the idea of a luxury “flagship” based on a stretched version of the Epsilon II midsized platform that underpins the Buick LaCrosse and Chevrolet Malibu. But with the Cadillac Ciel Concept showing the way forward for a “true” Caddy flagship which will eventually become the brand’s standard-bearer, the XTS’s role has been somewhat redefined. Expectations for the XTS were walked back by GM CEO Dan Akerson, who famously said that it was

not going to blow the doors off, but will be very competitive

And this week the enigma that is the XTS only deepened, as Cadillac announced two bits of seemingly contradictory information about it: first, that it would spearhead a new high-tech interface (see video above) and second, that it would mark GM’s return to the livery car business.

If your dearest wish is that the Chinese car industry will implode, then you should pray that the Chinese remain on strategy. For whatever inconceivable reason, the Chinese car industry has embarked on a plan, which – if properly executed – will mean its assured destruction.

With Chrysler, Dodge, Ram and Jeep brands consolidating into single dealerships as part of Chrysler’s “Project Genesis” dealer overhaul, CEO Sergio Marchionne is voting overlapping models off the island, starting with Dodge’s Grand Caravan and Avenger. Automotive New [sub] quotes Marchionne saying

We cannot have the same type of vehicle in the showroom because the consumer is not stupid. We’re not going to create the confusion and conflict in the showroom.

Dodge’s minivan (which outsells its Chrysler T&C sibling, albeit at lower margins) and midsized sedan will be replaced in 2013 by a single crossover, based on the next-generation minivan platform. A compact crossover, based on a Fiat platform, will replace the Avenger “after 2014.” Oh, and the subcompact is definitely off. In other words, you can pretty much forget the product plans unveiled two years ago at Chrysler’s five year business plan.

Lotus invited a considerable amount of schadenfreude when, about a year ago, it introduced not one new car, but an entire new lineup. And there have been plenty of opportunities to steal a mirthless laugh at Lotus’s expense, including when the firm backed away from Toyota engines, talked up the “authenticity” of a rolling chassis, ran into Chinese branding problems, and drew inadvertent comparisons to Reebok by hiring rapper/producer Swizz Beatz. And the hits keep coming. Lotus Senior Adviser, Former BMW executive Karl-Heinz Kalbfell tells Autocar

The brand is well known but the products are not. We are focusing on a new range of cars, but we must sell more cars now.

But how well can the brand be if the cars aren’t selling? Speaking as someone who spends bit of time interacting with auto enthusiasts, I’d argue there are actually some serious questions out there about what a Lotus is, what with all the talk of hybrids, folding hardtops, performance sedans and generally increased weights. But Kalbfell was just scratching the surface of the host of problems to be found in the land of the Lotus eaters…

No, it’s not a special-edition 911 with a few extra horsepower and leather-wrapped mirror-adjustment levers. Nor is it a water pipe built to the most exacting standards ever imagined by German engineers. No, Porsche has a freaking palace for sale, Schloss Bullachberg to be precise. Conveniently located in Bavaria’s castle district, near some of Germany’s most famous castles, Bullachberg was once the seat of the von Thurn und Taxis dynasty… and can now be yours for an undisclosed sum. The Frankfurter Allgemeine Zeitung reports that Porsche bought the property five years ago, for some six million Euros, with plans to turn it into a luxury resort hotel for “kaufkräftig” (literally purchase-powerful) customers and management retreats. Fast forward through one financial crisis and one overambitious attempt to buy Volkswagen, and Porsche has decided to let the property go. But be warned, as the FAZ reports that

only the most necessary work was done on the building’s upkeep.

Now that Ferrari even has its own amusement park (conveniently begun before the financial crisis), there’s no way Porsche will ever match its Italian rival in terms of cross-branded destination tourism. Which is fine. After all, we’re talking about car companies here… right?

Hyundai and Kia are technically separate companies, with Hyundai owning less than 50% of its junior partner. But as the two major divisions of the Hyundai-Kia Motor Group, the two firms share resources and align their strategies through carefully-maintained relationships in the classic Korean chaebol (conglomerate) fashion. Hyundai has long been the senior partner in the relationship, getting the newest technologies and the most expensive new cars. But in both Korea and abroad, Kia is beginning to catch up with its big brother, raising questions about the future shape of its delicate relationship. Together, Hyundai and Kia enjoy a dominant position in Korea, earning 45.2% and 33.2% of the overall Korean market in 2010 (including commercial vehicles). But if you just look at sedans and SUVs, the Korea Herald reports that their 2010 market share numbers are much closer: 39.6% and 35/7% respectively, and converging

Hyundai Motor Group is focusing on the possibility that Kia will catch up with Hyundai within one year in terms of monthly market share ― for sales of sedans and sport utility vehicles ― domestically for the first time…

The gap for sales of sedans and SUVs have continued to narrow ― 22.9 percentage points in 2007, 17 percentage points in 2008, 15.4 percentage points in 2009 and 3.9 percentage points in 2010.

And this fresh-brewed sibling rivalry isn’t just about Korea: around the world, Kia is catching up. And this shifting relationship is shaking things up at the highest levels of the group’s leadership.

I like to tout myself as the youngest full-time auto writer in the industry, but sometimes it backfires – like when an Acura exec came up to me on my first press trip (at 19 years old) and warmly told a few assembled journalists and PR types that he hadn’t seen me since I was this big.

On the other hand, my youth gave me particular insight into two products that launched within the last month, and are aimed squarely at my demographic – the Hyundai Veloster and the Chevrolet Sonic. Both cars launched at the 2011 North American International Auto Show, though their reception couldn’t have been more different.