We all knew this day was coming. We knew that Maybach would receive one final facelift before disappearing in a puff of garish pretentiousness. And really, we should have been prepared for this last aesthetic update to live up to the Maybach brand’s already-high standards for tastelessness. But could anything have prepared us for this Hyundai Equus-grille’d monstrosity? All of a sudden, the new Phaeton’s terminal subtlety is looking a lot better. After all, would you rather your plutocrat’s chariot be mistaken for a Passat, or a pimp-my-ride nightmare? [via automotorundsport.de]
Much of the speculation in the leadup to Fiat’s five year plan announcement centered on a long-rumored spin-off of Fiat’s auto business from the rest of the industrial conglomerate. Speculators even drove up Fiat’s share price considerably yesterday on hopes that the long-awaited spin-off would be announced today. And sure enough, Fiat did announce today that it would be spinning off part of its business. The only problem, according to Automotive News [sub], is that the newly-formed unit isn’t made up of Fiat, Alfa and Lancia, but Iveco and New Case Holland. Instead of its car operations, Fiat is bundling off its heavy commercial truck and tractor business into a new entity known as Fiat Industrial S.p.A. (Fiat-branded light commercial vehicles and Fiat Powertrain will remain behind).
The last ten years have not been kind to Fiat’s Alfa-Romeo brand, as 2009 sales levels fell to about half their 2000 volumes. Having put Alfa on “strategic review” and stuffed it into a “brand channel” with Maserati and Abarth, CEO Sergio Marchionne has had a change of heart, and is now “determined” to build the brand into a “full-line premium carmaker.” According to Automotive News [sub]’s coverage of Fiat’s five year plan presentation, that means committing to a US presence targeting 85,000 annual sales by 2014. For a sense of scale, the Alfa brand sold a grand total of 103,000 units globally last year. And Alfa is going to have to kick ass around the world to meet Sergio’s goals. By the time Marchionne expects American Alfisti to buy 85k units each year, he wants the brand’s global sales to have increased nearly five-fold to half a million units. Ambitious doesn’t even begin to describe it…
Given Ferrari’s pricing politics, it seems safe to assume that Ferrari/Maserati is a fairly profitable enterprise for its 85 percent owner, Fiat. Indeed, with over $2.5b in combined revenues last year and an 11.5 percent operating margin, the Italian sportscar brands aren’t exactly dying of economic downturn-related causes. But at today’s presentation of Fiat’s five year plan, CEO Sergio Marchionne revealed that his firm has big plans for Ferrari/Maserati, and gave unprecedented planning details as proof of the brands’ path towards even greater profitability.
On point as always, TTAC commenter ajla called it in today’s Camry review. In the comments after that tale of suburban anonymity and “the Marriot of cars,” he asked:
Wouldn’t you really rather have a Buick?
I figure Toyota thinks that, in their heart of hearts, many Americans do still want a Buick. Not an actual Buick, mind you, but a big, comfortable sedan that’s somewhat luxurious but not at all flashy. Over a year ago, I made the friendly recommendation that Buick ditch its explicitly youthful marketing message for “something along the lines of Canadian Club’s “damn right your dad drank it,” campaign.” This spot for the new Avalon probably comes closer to what I had in mind for Buick than anything I’ve seen since. The question then, isn’t so much “is Toyota the new Buick?” as where is Buick going to find its own niche? The wreckage of Acura?
HUMMER fans have a new champion in Illinois Senator Roland Burris, who has agreed to investigate GM’s shutdown of the SUV brand according to Hummerguy.net. Attempts to keep the HUMMER brand alive are being fielded by Capital & Labor International Coalition, a recently-founded fund management firm created by Thane Ritchie, founder of Ritchie Capital Management, as well as failed HUMMER bidder Raser Technologies and The Electric Motor Corporation. According to Hummerguy,
CLIC is hoping for an “acquisition by coalition,” which would involve cooperation with private capital and U.A.W. resources. Union representatives from both HUMMER production facilities were on hand to hear the plan and are running the idea up the chain of command to the International U.A.W..
Surely there was another brand that GM recently cut while saying it would support its former customers… was it LaSalle? Geo? Wait, no, it started with a “P”… was it Passport?
Forgive Audi a little hubris. As Bertel Schmitt has explained, mere decades ago “the brand was thought ideal for high school teachers or tax collectors, who kept their hats on while driving.” To now be figuring in the nightmares of Daimler bosses clearly juices up the marketing staff no end. And though Audi may have won that MT comparo referenced in the ad above, BMW has held off the upstarts for at least one more quarter in the “friendly competition” over global sales numbers. Read More >
Over a year now, the launch of Buick’s new LaCrosse gave us pause to consider the average age of Buick buyers, and the future of the brand’s demography. At the time, The Detroit New claimed the average age of Buick buyers was 63, a fact that gave the paper cause to celebrate Buick’s new lease on life. And considering that the brand once attracted buyers of an average age of 72, that wasn’t a bad trend at the time. Today’s DetN has a similar story, lauding Buick’s newfound youthful appeal with such quotes as this one from IHS Global Insight’s Aaron Bragman:
They are making definite improvements in the U.S. To kill Buick would have been crazy. It’s one of the most important brands in the Chinese market…. It’s still too soon to really come to a verdict on how Buick is doing in the U.S. But nobody can say those are old person’s cars anymore. Because they aren’t.
But this latest round of Buick-boosting is still based on the old reference point of a 72-year-old average buyer demographic. Compared to a year ago, Buick’s average buyer age appears to have crept back up again, as the Detroit News cites a current average demographic of 65.
Where to start with Saab-Spyker CEO Victor Muller’s plans for world domination? Why not with the craziest part? Despite declining sales, the boutique supercar arm of Saab-Spyker claims to be developing a “Super Sport Utility Vehicle” in the mold of the D12 Peking-To-Paris showcar. Autoinformatief.com caused quite a stir when it revealed images of both a clay model and a test mule for this allegedly production-bound (yes, again) piece of madness. Moreover, news that Spyker won’t be invited to use Audi engines in forthcoming models caused at least one popular car blog to run the headline “Spyker’s New Ferrari-Powered SUV.” Because apparently Spyker can’t decide if it wants to use an AMG engine or a “supercharged Ferrari V8.” Does this give you a taste of just how goofy things have become ’round Saab-Spyker way? Well, it gets worse.
As analyst comments on the freshly-announced Renault-Nissan-Daimler deal come in [via Automotive News [sub]], a consensus seems to be building around the notion that the tie-up offers few real advantages to the three firms outside the real of small-car development. The financial impact and opportunities for luxury-segment component sharing are constrained by the deal’s structure, meaning the stock-swap and attendant hoopla are little more than window-dressing for the real project: developing compact and subcompact cars for tomorrow’s C02 standards. As Bertel noted, rumors of a Daimler-Renault tie-up have always centered around the Smart brand, and today Daimler’s Dieter Zetsche told Automotive News [sub] that
We could not have found a feasible basis alone for the next-generation Smart family… Of course, we could do a next-generation Smart alone, but we would lose a lot of money
I had the opportunity to visit with the Cadillac folks at a Pre-New York Auto Show Reception in West Village. It was a tasty cocktail gig with a trio of V-series models (CTS Sedan, Wagon and Coupe) available for closer inspection. Though nobody actually sat in them. But that’s not the point: marketing and re-branding the product was the topic of conversation.
Inspired by the Volvo-Geely deal, Automotive News Europe [sub]’s Luca Ciferri contemplates the unthinkable:
Back in 1986 Ford offered to buy nearly 20 percent of Alfa with its stake rising to 100 percent if a turnaround plan for the struggling government-owned brand succeeded…. But the venerable sports car maker is still European. Its destiny is decided in Turin. If Ford had bought Alfa, the brand probably would be now owned by a Chinese automaker…. I wonder how the Alfisti would react to the prospect of decisions on future Alfa cars being taken near Beijing. I wonder what the unions would say if they had to learn Chinese?
Well Luca, infamous Italian xenophobia aside, perhaps the better question would be could Alfa really be any worse off than it currently is? If the brand manages to survive the year under its blessedly Italian leadership, it will be lumped into a GM-style “brand channel” and its new products will be based on Chrysler’s leftovers. Oh, and there’s no guarantee that it will survive its “strategic review” at all, as Fiat has said there’s a chance that Alfa won’t survive past another year. So who knows, maybe the Chinese will end up with Alfa sooner than Ciferri might imagine.
Chinese site auto.sina.com [via thetycho.com] has a belly-laugher of a wild-ass rumor: they say BYD has its eye on Daimler’s zombie luxury brand Maybach. The rumor is clearly based on the fact that BYD and Daimler recently closed a cooperation deal, in which they will jointly build vehicles in China for sale under a new brand name. But beyond that, there’s not much to go on. From what I can tell from the Google Translate version of the story, auto.sina.com seems to have an anonymous source in BYD that on March 23 divulged:
BYD is on the matter and approached Daimler, Daimler announced soon abandoned the brand, BYD Auto will soon be underway acquisition action.
Buick’s LaCrosse is dropping its little-loved 3.0 V6 base engine in favor GM’s direct-injected 2.4 liter four-banger, probably so it can use the magic term “3o MPG highway” in forthcoming marketing. The downsides? You mean, besides having to move over 4,000 lbs with a 182 hp, 172 lb-ft engine (compared to the 3.0’s 255 hp, 217 lb-ft)? Read More >
Over a year now, the launch of Buick’s new LaCrosse gave us pause to 
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