I was recently at my Mazda dealer having my Miata serviced. While waiting for them to finish with my car, I was walking around the showroom looking at cars (one of my favorite things to do, along with tracking my car, and test driving other cars). The new CX7 caught my eye, and I picked up one of the brochures for the new mid-size cross-over.
The brochure was full of text and graphics focused on “Zoom-Zoom” and “fun-to-drive”. This dealer also carries Chevrolet, so there were various Chevy models in the building including a Corvette, and Impala, and a Traverse. It immediately struck me that these were 2 companies with strikingly different approaches regarding corporate identity.
Mazda incorporates the “Zoom-Zoom” into every part of their DNA. “Zoom-Zoom” to me equates to affordable performance oriented cars. Every car in their line-up handles well, and has a nice performance package, with a reasonably low cost. This is one of the biggest reasons I now drive the Miata. I paid less for my 2006 Mx-5 PRHT, than I had previously paid for a 2001 Acura 3.2CL.
It’s not only their cars, it’s their advertising (as previously noted), and their participation in racing. Their ALMS program is successful, yet doesn’t break the bank. Spec Miata is one of the most popular SCCA racing classes in existence.
Contrast this with Chevrolet. Let’s review the cars that were in the showroom:
- Chevrolet: One of the world’s best performance cars
- Impala: Mid-size, affordable sedan
- Traverse: Large SUV
What message is Chevrolet sending with their cars and advertising? Performance? Yes in the form of the Corvette. Big? Yes in the form of the Impala, and Traverse. All 3 are good cars (especially the Vette), but what is the corporate message?
I’m not implying that a succinct identity equals success. Pontiac “Excitement” will soon be forgotten. The idea of Volvo being the safest car on the road is not making a meaningful impact in today’s market. However, with the current economy, it’s my belief, that the auto companies need something to hold on to. A focus, a center, something to separate them from the competition could make the difference between surviving, or bankruptcy.
This doesn’t happen overnight. Toyota Motor Co built their legacy of quality over many years (Disclaimer: Toyota is the largest customer of the company for which I work). Now they are gradually adjusting that image to be Green. Aforementioned Mazda put the Zoom in over the last 10 years or so.
The big 3 (For, Chevrolet, and Chrysler) have tried to be everything to everyone in the last 30 years. All 3 companies make:
- Performance Cars
- Big Trucks
- Large Sedans
- Small Economy Cars
There is no identity here.
Ford is in the best position to establish an identity. The American consumer is noticing Fords for 2 reasons:
- They have managed to survive the economic downturn without massive government bailouts
- Their Hybrid Technology. The 2010 Ford Fusion Hybrid is one of Car and Driver Magazine’s Ten Best.
This is just my opinion (heck, that’s what a blog is all about) it’s time for ALL of the American car companies to establish a corporate identity. Live it, breath it, design it, build it. If this happens, people will buy it.
C
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