Ive had the pleasure of sitting on the outside looking in as the industry
has consolidated, wondering how all this mess was going to come together. Consolidation
is one thing. Having the engineering resources, cash flow, and management consistency
necessary to coordinate the process of renewing the multitude of vehicles now
joined together is tremendous, especially in an industry known for attention deficit
disorder; an almost pathological need to change the plans of any predecessor dumb
enough to have created a plan.
VW was the early favorite among industry insiders, its strategy producing
a bewildering array of vehicles from a surprisingly low number of platforms.
Then the lines blurred. In Europe, Skoda Octavias and VW Passats consist of
many of the same parts, but have wildly divergent prices. VW Golf wagons sit
next to their Bora (Jetta) sisters, with little to distinguish them other than
the price and front fascia. Phaetons compete with Audis
and so on. New
CEO Bernd Pischetsrieder is trying to make sense of former CEO Ferdinand Piechs
master plan, and resuscitate the formerly hot main brand, VW.
Nissan and Renault have done well by staying out of each others way.
And Nissan will continue to do well in Asia and North America, Renault in Europe.
They will clash where they sell side-by-side, and North America may feel pressured
to use a common platform too small for the market if costs ever get out of line.
GM got engaged to a majority of the worlds single automakers as though
it was passing out roses on ABCs The Batchelor. Saab, Subaru, Isuzu, Fiat,
Daewoo
Common platforms are now starting to make their way across this
automotive United Nations, and there are troubling signs. Subaru Imprezas and
Chevy TrailBlazers sold as Saabs. Daewoos sold as Chevys in a reprise of the
bad old Geo days. GMCs Envoy rebadged as an Isuzu. Fiat in near-freefall
on the verge of Alfas relaunch in the U.S. This conglomeration will be
fascinating to watch, especially when it comes time to redesign one or more
platform. The tradeoffs will probably spawn its own line of consultants and
business books.
After tentative first steps, DaimlerChrysler has created something of a workable
strategy that, unfortunately, diminishes Chryslers contribution while
vastly increasing its models and individuality. This could be the model for
others to follow. However, it will begin to get fun when the Germans occupying
the Big Office of their respective satellite car companies start jockeying for
the chairmans chair back in Stuttgart. Faced with the prospect of coordinating
this monster while making their own mark, it remains to be seen if it will change
for the better.
I feel odd saying anything, having poked an inquisitive finger in Fords
direction numerous times. But the changes in direction coming from the putative
number two car maker recently is stunning. A casual observer could be forgiven
for thinking the companys very future depends on how many variants it
can pull off Mazdas 6 platform. And the Lincoln versions (a small sport
sedan and SUV) boggle the mind. Apparently no one in Dearborn has read James
A. Wards The Fall of the Packard Motor Car Company, much less Thomas Bonsalls
Disaster In Dearborn. Of course, if I was a Hollywood producer, this one item
could spawn a blockbuster movie. I call it: X-Type 2: Attack of the Clones.