Home Automotive WHY? – Rants – Autoextremist.com ~ the bare-knuckled, unvarnished, high-electron fact…

WHY? – Rants – Autoextremist.com ~ the bare-knuckled, unvarnished, high-electron fact…

WHY? – Rants – Autoextremist.com ~ the bare-knuckled, unvarnished, high-electron fact…


Editor’s Observe: On this week’s Rant, Peter asks “Why?” about a few of the most urgent points occurring within the enterprise at this time, overlaying numerous floor within the course of. In On The Desk, we preview the Dodge Final Name by Roadkill Nights Vegas occasion, in addition to a the Toyota GR Corolla Circuit Version and the Meyer Manx first-ever Remastered Package. And, appropriately, our AE Music of the Week is “Why” by Annie Lennox. In Fumes, Peter continues with Half VI of his new sequence “The Nice Races” – with a glance again at the 200-mile Monterey Grand Prix at Laguna Seca in October 1964. And eventually, in The Line, we function feedback about F1 by no means embracing electrical, together with protection of NASCAR’s Pala On line casino 400 and the Trans Am Collection introduced by Pirelli’s season-opening race on the historic Sebring Worldwide Raceway. We additionally preview Cadillac’s return to the 24 Hours of Le Mans in June with three of the newly named Cadillac V-Collection.Rs. Take pleasure in. -WG


By Peter M. DeLorenzo

Detroit. I typically marvel about this loopy vehicle enterprise, and after I do, the identical query retains developing time and again: Why?

As in, why is it that it all the time appears to be a revelation to operatives in The Biz when compelling design sells vehicles and vans? Is it actually that onerous? They will digest all the strategic advertising evaluation that’s obtainable to them, they will formulate a logical “can’t miss” advertising technique that covers all contingencies and accounts for all variables, and but they typically ignore the one mitigating issue that may make or break a product launch: Design.

It doesn’t matter how sound a advertising technique is, and what number of thousands and thousands of {dollars} have been spent to get to that time, as a result of if the automobile in query has one thing visually missing, it’s going to arrive available in the market with a thud. That is very true on this “look-alike” period, the place so-called crossover/SUVs share the identical primary form configuration and wrestle to search out some worthwhile visible differentiation. 

There are some notable design-focused exceptions on the market in the meanwhile, and extra on the way in which. A few of my favorites?


The Hyundai IONIQ 5.


The Hyundai IONIQ 6.


The Kia EV6.


The Cadillac LYRIQ.


The Cadillac CELESTIQ.


The Ferrari 296 GTB.


The Ferrari Roma.


The Ferrari Purosangue. 

Sure, I get it, it’s simple to submit Ferrari footage and speak about excellent design, however that’s precisely the purpose. There’s a motive that Invoice Mitchell, the GM design legend, introduced the most recent Ferrari fashions to the GM Technical Heart in Warren, Michigan, and parked them within the GM Styling viewing courtyard. It was to encourage his design troops and expose them to what was occurring within the design facilities of Italy. And it labored. Mitchell was thought of to be the grasp of bringing design idea appears to be like to the mainstream vehicle enterprise right here within the U.S., and GM dominated the market due to it in its heyday. 

GM is main with design statements once more with the LYRIQ and CELESTIQ, however the Korean producers have the bit of their tooth, they usually’re main with compelling mainstream designs of their very own. However as I mentioned, too typically auto firms come up quick once they convey designs to the general public, which makes me marvel why?

Right here’s one other query: Why is that vehicle sellers repeatedly squander the tons of of thousands and thousands of selling {dollars} spent by the producers to place their merchandise? I’ve seen producers nurture and fine-tune their model pictures right down to the final element, guaranteeing that every one attainable contingencies are accounted for and correctly vetted, just for the entire thing to come back aside on the supplier degree due to a nasty in-person expertise. After all the rah-rah supplier exhibits in Las Vegas, full with the compulsory group-think buy-in and nodding approvals from the sellers in attendance, they return to their dealerships and permit the entire thing to come back aside due to their techniques which can be, how shall I say this, incongruous with the model picture at each degree. I’ve seen numerous examples of this through the years too.

Nothing blows up a model picture extra convincingly – and with gorgeous immediacy – than a supplier who conducts its enterprise with an ingrained egregious angle aimed toward extracting as a lot short-term profitability as attainable from prospects, whereas utterly forgoing any sense of name picture by any means. Sure, that is the automobile enterprise in any case, as sellers will say, and shoppers should be savvy earlier than they stroll by way of our doorways. Actually? There’s a motive a majority of car-shopping shoppers despise setting foot in a dealership. Merely put, it’s as a result of dangerous issues occur there. And it has gotten a lot worse in these supply-challenged occasions we’re residing in.

Don’t just like the “take-it-or-leave-it-because-someone-behind-you-will” state of affairs? Robust. Don’t like the truth that all the vehicles on a supplier’s lot are pretreated with some form of “mystical” ceramic coating that you simply didn’t ask for and don’t need to the tune of $1,000 further? Too dangerous. I’ve nothing in opposition to a supplier’s means to make a revenue – that’s the secret in any case – however there’s a advantageous line between making a revenue and flat-out exploiting shoppers, and too typically sellers are working on the improper aspect of that line.

I’m seeing that due to the excessive rates of interest and the free fall in used automobile costs (though they appear to be firming up a bit) that some sellers are softening their stance and really making an attempt to work with shoppers as a lot as attainable, realizing that these are troublesome occasions for everybody, as they worth the basic idea of gaining repeat enterprise. However who’s kidding whom right here? All it takes is one unscrupulous rogue supplier – and the destructive word-of-mouth fallout that ensues from their actions – to explode a $100 million advertising marketing campaign. In spite of everything, it’s onerous to embrace high-minded ideas from a producer like “we offer an uncompromised expertise that may envelope you in luxurious” – or one thing like that – when a supplier is enjoying Hose-O-Rama on a shopper’s head. (And true to type, sellers are already squawking that the excessive rates of interest are slicing into their means to generate profits on F&I, a supply of pure, unfettered income. To that I say, Boo-Fucking-Hoo.)

There are many different “whys?” after all. As in…

Why is a “legacy” auto firm that claims to be a necessary a part of the American material at each alternative merely unable to launch a automobile with out myriad issues exhibiting up? The systemic failures are mind-blowing at this juncture, and the reasons are certainly carrying skinny.

Why does the U.S. Authorities proceed to permit Tesla to function with impunity? The main recall simply introduced over Tesla’s “full self-driving” know-how isn’t sufficient. The shoppers who paid $10,000 for a know-how that didn’t come near providing what was promised by its Blowhard-in-Chief needs to be paid again that cash in full. Interval. In spite of everything, folks died utilizing this alleged know-how. Till there are actual penalties for this ongoing Muskian nightmare, it’s going to proceed to be a whole travesty.

Why is the EV infrastructure lagging behind BEV improvement? I’ve considered this lots, and I’ve to say that I’ve come to the conclusion that it’s three issues: 1. The thought of a reliable EV infrastructure was considered too late within the course of. 2. The price and technical experience wanted to assist and repair new and current EV cost factors was by no means constructed into the equation. And three. There wasn’t sufficient revenue potential seen. Until and till these factors are addressed, the entire EV “factor” goes to take time, a lengthy time, to come back collectively.

Why do sure auto producers proceed to underwrite NASCAR at this level? And what once more is the purpose precisely? Does the inner clarification revolve across the idea {that a} sure degree of picture wrangling must be maintained? I’m not shopping for that for a second. The NASCAR crucial appears to exist inside these firms out of sheer “we’ve all the time accomplished it” inertia. And that merely isn’t adequate. The OEMs may simply lower their monetary involvement in NASCAR by 75 % and guess what? The NASCAR Circus would determine a method to go on.

Why do the EV startups (Lucid, Rivian, Fisker, and so on.) get a lot of the consideration from the automotive media? And why is the collective media shocked when those self same startups have critical issues and are unable to fulfill even a fraction of their authentic manufacturing/gross sales objectives? That is recurring unmitigated bullshit that should cease if the auto media needs to retain a shred of integrity. Memo to the carpal-tunnel challenged scribes: Name these firms out proper from the beginning and undertake a large “we’ll see” skepticism earlier than the bullshit pile will get too excessive to get out from beneath. As a result of the way in which you’ve been doing it makes you look silly.

I’ve loads extra “whys?” to cowl, so I will probably be revisiting this matter down the highway.

And that’s the Excessive-Octane Fact for this week.


Editor’s Observe: You possibly can entry earlier problems with AE by clicking on “Subsequent 1 Entries” under. – WG



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