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SOUND OFF: If You Were The CEO, Which Brands Would You Axe?

Should Ford Motor dump Mercury and Volvo? Jerry York, the longtime adviser to billionaire investor Kirk Kerkorian's Tracinda, which recently acquired 5.6% of Ford, seems to think so. According to Automotive News, on May 1 he said out loud what a lot of people have been quietly thinking, namely that Ford should sell its two struggling brands, Mercury and Volvo.

York isn't alone. Robert Lutz, General Motors' vice-chairman for global development, touched off a storm with Buick and Pontiac dealers in 2005, when he stated the obvious: GM has too many brands, and the company would have to consider phasing out the weaker ones if they didn't perform.

For years Detroit kept drivers and dealers happy by offering a range of marques, many of which were differentiated by little more than a grille and a badge. But those days are gone. The growing feeling is that to fix themselves, one of the first things automakers need to do is concentrate their resources on the brands that still resonate and jettison those that are underperforming.

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SOUND OFF: If You Were The CEO, Which Brands Would You Axe?



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S4cabriofoxoneS4cabriofoxone - 5/5/2008 12:07:25 PMView My AgentSpace
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They would be idiots to drop Volvo.

If I were Ford, I'd dump Mercury.

If I were Chrysler, I would make the Chrysler brand a real Cadillac competitor, and I would cut back on a lot of the crappy recent products.

If I were GM, I would continue to do what I'm doing, because it seems to be working.


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budfrogS4budfrogS4 - 5/5/2008 12:59:39 PMView My AgentSpace
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I agree with Volvo...retaining that is probably the only reason why there's a shred of safety in Ford cars. I'd dump not only Mercury but also Lincoln. That would leave mainstream (Ford), sporty (Mazda) and conservative luxury (Volvo) brands left in the Ford umbrella.

If I was CEO of GM, I'd ax Buick and GMC altogether. I don't see either of those brands having a distinct enough of a niche to be worth keeping or selling. I could see Saturn and Saab being sold together or spun off together. They both seem to attract sensible audiences. I'd try to sell Hummer to the middle east or asia, where they're less eco-conscious. Again, that leaves mainstream (Chevy), sporty (Pontiac) and luxury (Cadillac) brands to focus on.

Spot on with Chrysler, foxone. Give the Sebring, etc to Dodge and let them handle the mainstream cars. I'm not sure if the name Chrysler will allow it to be a luxury brand, but that'd be the best route to go. You obviously can't move Jeep.


EnnNorakEnnNorak - 5/5/2008 3:01:45 PM
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If Kirk wants the company, I'd axe everything by dumping all my shares on him. In any event, the Taurus name has to go. Lincoln needs to start making proper SUVs instead of rebadging the Ford Edge and calling it the MKX.


M35MTM35MT - 5/5/2008 4:45:33 PMView My AgentSpace
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They can't sell Mazda they can only dump their 33% stake.


S4cabriofoxoneS4cabriofoxone - 5/5/2008 6:07:02 PMView My AgentSpace
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"If I was CEO of GM, I'd ax Buick and GMC altogether."

I was thinking about this too (indistinct roles in the lineup), but both obviously bring a lot of sales to GM and I think they're too valuable to get rid of. Buick caters to old people, and they now have room to go a bit more upscale because Cadillac is the sporty luxury brand. GMC? I could see it being kicked as long as Chevrolet got an upscale semi-lineup. Like, the "Denali" brand transferred to them. However, I have to say that I like the GMC Sierra and Yukon a lot more than the Silverado and Suburban, so I personally wouldn't want it to happen.

Otherwise, I agree.


993Turbo993Turbo - 5/5/2008 12:19:56 PM
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Mercury, Pontiac

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answeranswer - 5/5/2008 12:21:35 PM
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SAAB, Mercury, Saturn.

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S4cabriofoxoneS4cabriofoxone - 5/5/2008 6:03:47 PMView My AgentSpace
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SAAB? No way!


carguy68carguy68 - 5/5/2008 12:25:52 PM
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saturn,pontiac,buick

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no1listensanywayno1listensanyway - 5/5/2008 12:30:44 PM
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Mercury, Saab, Buick, Pontiac

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ChipChip - 5/5/2008 12:31:46 PM
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Saab, Mercury, Volvo, Buick

These brands just can't compete in today's market. And yes, I think Volvo is on life support.

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daytonavioletdaytonaviolet - 5/5/2008 12:44:54 PM
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Volvo on life support?

They're one of few things making any money for ford right now.


0to600to60 - 5/5/2008 12:55:54 PM
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I think there is hope for volvo. I dont know if ford is the right company to appropriately spring forth the hope, but there is still hope. I think Mercury, Pontiac, Buick, and Saab can stand to go away. GMC is questionable...


budfrogS4budfrogS4 - 5/5/2008 1:05:25 PMView My AgentSpace
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I see more and more Volvo's on the road, and they look great. They need to focus on being more green so that they can reinvent themselves as eco-safe vehicles. 20/28 mpg out of a 2.4L 5 banger just isn't good enough.


ChipChip - 5/5/2008 3:04:48 PM
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I really like the new C30 and I know the wagons are good (V70) but in my opinion Volvo excels at nothing. People used to buy their cars for their safety and scandinavian design, but now they are barely recognizable on the roads. And the others have all caught up in terms of safety. Finally, the biggest factor in my opinion, they're all too expensive (especially the S80, XC90, C70)

I just don't think they'll ever be able to be competitive again. There are just so many better choices available elsewhere.


S4cabriofoxoneS4cabriofoxone - 5/5/2008 6:08:26 PMView My AgentSpace
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Take a look at the XC60--it's about to breathe new life (again) into the lineup. If they continue with that design language, they will end up in a very good position. It's a really hot-looking small SUV, inside and out, with a good engine to match.


1995e341995e34 - 5/5/2008 1:00:19 PM
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0to600to60 - 5/5/2008 1:27:37 PM
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I was waiting for this one


Agent009Agent009 - 5/5/2008 1:33:15 PMView My AgentSpace
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Lexus? While they "look" Like an American company they are anything but.


M35MTM35MT - 5/5/2008 4:46:40 PMView My AgentSpace
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They look very Japanese to me...I thought you new alot about cars 009?


stash84stash84 - 5/6/2008 3:06:26 PM
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"new"??? uh..maybe u should learn something about spelling


DexDiamondsDexDiamonds - 5/5/2008 1:10:57 PM
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I could not tell you the last time I've seen a new Mercury on the street.

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evilmevilm - 5/5/2008 1:19:41 PM
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hao420hao420 - 5/5/2008 1:48:35 PM
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Same as u,Lexus fan here..........n_n''


AudiphileAudiphile - 5/5/2008 1:22:32 PM
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I agree with S4cabrio with regards to decisions to be made by Ford & Chrysler.

GM, on the other hand, has a more difficult situation to deal with. Prior to about 1966, there was actually differences between the cars offered by Chevrolet, Pontiac, Oldsmobile, Buick and Cadillac. Not anymore. That was why GM dropped the Oldsmobile marque.

In addition, GM now has the Saturn, Hummer, Saab & GMC marques as well. What's a General to do?

As now Saturn no longer has a different product line from the older GM marques, it could be dropped. Hummer should also be dropped. Now that Hummer is nothing but a Chevrolet Tahoe/Suburban with a different body, drop it - who needs a third truck line? Saab can probably be dropped as well.

I frankly cannot decide which is more expendable - Pontiac or Buick. GM could conceivably retain both marques, with Pontiac becoming more performance-oriented while Buick becomes more luxury-oriented. GMC would probably be retained and sold in the same dealerships as Pontiac, Buick, or both - no one is going to buy a Pontiac or Buick pickup truck! (Just ask Cadillac & Lincoln.) GMC would offer both pickups and SUVs, while Pontiac and Buick would offer CUVs.

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PorschinatorPorschinator - 5/5/2008 1:26:05 PM
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Saab is the only GM line I can see. Buick perhaps is their turn around plans does not work. But some of you are high if you think GM is going to close all of it lines..Saab, Buick, Pontiac, Saturn..someone typed GMC...lol. Too funny peeps!

Volvo is doing well and Ford just hacked AM and RR so what makes any sense to cut off more? Ford can reduce the amount of SUVs they offer since they are not selling as well as before.

Has MB dropped the R series yet?

What about Scion? Not doing so hot...

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Agent009Agent009 - 5/5/2008 1:34:46 PMView My AgentSpace
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Scion is picking up steam, but it can be argued a specialty brand that mainly offers looks and no real guts isn't a winning formula.




Agent004Agent004 - 5/5/2008 1:44:03 PMView My AgentSpace
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I would not miss any of them to be completely honest.

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ChipChip - 5/5/2008 3:08:24 PM
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+1

Neither would I.


hao420hao420 - 5/5/2008 1:47:08 PM
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>Toyota<,other than that none of di brand has future.

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NItePhireNItePhire - 5/5/2008 1:57:50 PM
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As much as I hate to admit it Ford needs to drop Mercury. They should keep Volvo simply because they share so many parts and even though Volvo platforms are not ground breaking they could be with investment from money set aside for Mercury. IMO I feel that GM should have gotten rid of Buick,Pontiac and Saturn instead of Olds heres why. If you go back and look cars that Olds sold then in 02-04 they had the best lineup next to Cadillac for GM in design and drive-ability. Also look at the sales numbers for Olds the last two years of existence. They are pretty much the same as Buick,Pontiac and Saturn are now. Chrysler does need to lux up a bit and give the generally everyday stuff to Dodge. Oh yeah one more thing with Ford, how about if they just combine all of their products with Mazda and stop calling them Fords and just call them all Mazda's ,with the main company still being called Ford. So you would have Mazda (sporty everyday excitement), Volvo (safety near lux with environmental appeal) and Lincoln (rwd/awd, real luxury and innovative feature and international appeal). Unfortunately this wouldn't fly due to the fact that no one wants to buy a Mazda F150.

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AudiphileAudiphile - 5/5/2008 2:21:43 PM
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LOL. Clever, but it will never fly!



evilmevilm - 5/5/2008 2:11:18 PM
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Pontiac , not really the performance brand it is supposed to be.

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komododavekomododave - 5/5/2008 6:57:27 PM
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it's on its way though


BMW995BMW995 - 5/5/2008 4:09:40 PM
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It's interesting, as large as Toyota is, they have but two major brands:
1) Toyota
2) Lexus

(not counting the newly arrived Scion)

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0to600to60 - 5/5/2008 4:22:19 PM
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Why is that interesting? They obviously did a great job managing the brands. Likewise, BMW did. I dont feel all the brands are needed as GM and Ford both replicate models.


85bmw745i85bmw745i - 5/5/2008 4:47:45 PM
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I think GMC is useless, altough their sales don't agree with my opinion. It's stupid to have two brands of the exact same truck. just change the front grill. Cadillac and Lincoln need to make their own large SUV instead of badge engineering. then they might have the respect of real enthusiasts. unfortunatley too many of us americans are so ignorant we actually think the escalade is a cadillac and shares nothing with the tahoe. I actually had a guy swear that the escalade shared nothing with any tahow and suburban. I had to actually park his next to a buddys yukon and show him and let him see the interior and compare it. then I popped both hoods and voila! vortech v8 engine cover. Half of americans are ignorant when it comes to cars. trust me I work with cars all of the time being a mechanic. no wonder American cars survived the 70's 80's and 90's. We still have no perception of quality, refinement, build quality ETC. And we swear our chevy gets the bets fuel economy, is faster than anything japan makes ETC. It took me showing an old man the numbers on an avalon before he would believ it was way faster than his impala 3.9v6, and had better fuel economy. once he saw the interior he couldn't say anything, but he still would never buy and import. I buy whats good for me regardless of brand. Detroit didn't give a damn about us building that trash they called cars, and whats worse we actually fell for those phony comercials, and bought cars like the K car over cars like the camry which rode much better and handles light years better.

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xfiftyxfifty - 5/5/2008 4:59:02 PM
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Mercury has to go.

As to Volvo, not as bad as Mercury but in order for Ford to concentrate on their core products they need to let this one go too.

Get rid of both brands while you can.

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mercuryguymercuryguy - 5/5/2008 5:19:32 PM
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Ford Motor Co makeover:
Mercury- Cars and crossovers only, 1 Large redesigned sedan. With Mercury trim level more luxurious than
Ford, it makes sense to keep this label for the car division to better compete against the rivals. Everyone prefers the non-descript Mercury grille over the cheap Ford Grille.

Ford: trucks only

Lincoln: 1 Flagship Sedan, Crossovers, 1 Sport-Lux Car.

The Mustang is Ford's success. Now they need to upgrade the interior with some rich woods. Perhaps they can bring some of the wood in from Jaguar. You see wood on all the finest sports cars, Aston, Maserati, etc.
Axe Chrysler. Their Flagship Sedan is no comparison to the Lincoln Flagship Sedan for Horsepower, acceleration, ride quality, and interior ascetics. My Chrysler 300 is just too small and underpowered to be considered a luxury sedan.


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S4cabriofoxoneS4cabriofoxone - 5/5/2008 6:13:18 PMView My AgentSpace
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There is no room for Mercury. It is a "middle" brand that doesn't have any exact position in the market. It really only competes with its Ford counterparts. I know you have a Mercury, but they probably won't be here much longer.


85bmw745i85bmw745i - 5/6/2008 6:50:31 AM
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Mercury guy I agree. I buy imports but I would love to buy American again and the way GM is going I would but I am still aimed at pre-owned BMW's and LAnd rovers. Call me cheap but it is more practical. 100,000 mile warranty, remainder of the 4 year free maintenance, certified warranty etc. why go new? too much depreciation. I have no problem waiting 2 years. not like they are going to fade out after the first model year like most American makes. Who wants a used malibu?


85bmw745i85bmw745i - 5/6/2008 6:57:57 AM
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Replace Mercury with Volvo. Mercury is a wannabe has been. Add a nicer grill and paint all the trim the same color and you have a mercury. Ford needs to kill mercury to make the gap between Ford and Lincoln larger, so that the Lincoln brand will be taken more seriously.


mercuryguymercuryguy - 5/5/2008 5:27:17 PM
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Well, in working class cities, losing these affordable brands would be of concern to drivers on a budget. Additionally, some of us have to drive our cars for sales. Who is going to buy an expensive BMW for a company and drive it 30,000 miles a year only to get reimbursed 30 cents a mile. Bottom line, the domestics are the cheapest to insure, and maintain. Who really cares about fit and finish when you are driving for a job. None of the clients I’ve taken to lunch has ever complained about fit and finish of a Mercury, they were just happy to get a free ride and a free lunch.

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0to600to60 - 5/5/2008 5:59:38 PM
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There are plenty of other afforadable options


85bmw745i85bmw745i - 5/6/2008 7:03:16 AM
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very well put mercury guy


mini22mini22 - 5/5/2008 5:32:47 PM
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As for Ford-certainly shut down Mercury.Since they are nothing but rebadged Fords.Ford had ample time to develop Mercury with unique products.However that never happened.Lincoln seems to be developing and there are new products coming out.I'm not sure what the point of Mercury is at this point.It's not salable.As for Volvo it's a harder call as a lot of Fords larger car products and C class cars have been developed with Volvo architecture. It would seem to be a difficult sale as so much of the hardware for Volvo's is being used by Ford. The 2.5 inline 5 is in the Ford Mondeo and Galaxy as well as the Euro Ford Focus. It was a much easier sale of Jaguar/Landrover as much of the hardware was specific to Jaguar/Landrover and not used by Ford.(except Duratec V6).The Taurus,and various Lincoln models use S80 architecture and awd,including the new SUV's that are coming out.In fact Ford has very few platforms that still exist that Ford designed in house.90% is now either Mazda based or Volvo based.The Mustang,the Crown Vic and the Towncar are original Ford.I guess you could say the revised Focus is now original Ford (due to suspension and styling changes)as well but originally came from Europe.I would think a Volvo sale would be extremly complicated. The buyer would have to give Ford access to a lot of hardware. It might have to be that Ford would have to hold a minority stake in Volvo for ever.(Perhaps even at a higher percentage then Daimler Benz holds in Chrysler).Speaking of Chrysler they may be restructuring but so far there is little to show for it.Most of their cars have very cheap interiors. They need new engines like Fords new ecotech's.Supposidly there is some restyling going on.Let's hope it's effective. GM-Get rid of Hummer for sure. Why do they need Saab and Saturn. Both are supposed to be international brand. They only need one so a decision should be made.Buick and Pontiac. Right now Buick seems to be selling in China more then the US. While Pontiac has a performance car history the only 2 cars in it's arsenal that are worth keeping are the G8 and Solstice. The point is that either or both of them could be Chevy's so why not consolidate into a brand that really sells.So for GM-I would keep Chevy,Cadillac,Buick,GMC, and Saab. I would ditch everything else.

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komododavekomododave - 5/5/2008 6:52:01 PM
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Everyone keeps wanting to axe buick. Why?? They are supremely seated as one of the premiere auto makers in Asia. It's a genuine status symbol. All of you aren't thinking globally. Saturn does have a different line than other GM makes. At the moment, all of GM's companies are pulling their weight, except Saab, which possibly has some compelling products coming. It's the only company that isn't really showing signs of growth and life. Hummer would be a second, only because it has a somewhat bad media image. The new truck coming looks sharp though.
As for Ford, there is more work that needs to be done besides just axing car nameplates left and right. And Volvo?? It might be a niche player, but it's got a very loyal following. No reason to axe it just because you don't have a dealership in your town which makes you think they're going down the tube.
It's a HUGE deal to shut off a brand. You can't just turn out the lights and leave. Not with the unions having a vice grip on detroit's marbles. Olds cost GM billions to shut. Mercury is truly the only brand out there that should be put down. That takes a lot for me to say since I own one and it's been a really good car to me. 160,000 miles and still strong.

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doctorproctordoctorproctor - 5/5/2008 8:11:00 PM
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Face it, Detroit doesn't know what to build anymore! Today's generation wants what Detroit is not building. Also, there is little brand loyalty other than for Toyota, Honda, BMW, etc. Ford should dump Mercury (when was the last time you heard anyone say "I drive a Mercury?"), Lincoln (especially the 'zephyr/mark whatever'), the ugly 'identity-confused' Taurus/500 as well as the 'newly-styled-looks-not-much-different-than-before' Escort (why can't we have the European model??) and the bland 'Fusion'. While their at it, fire their design team and hire people with talent (Ford has the most boring looking vehicles of the big three). Keep Mustang, Volvo and Mazda (the only cars that are noteworthy for Ford). Chrysler is suffering from 'cross-over overload', why do they continue to build cars at all? GM can keep Cadillac, Saturn and their Trucks...ditch all the Chev/Pontiac/Buick duplicates (maybe keep the Malibu?). It's so obvious today just by looking at most of the big three's products that those in charge don't have a clue! Instead of playing 'name games' start building some decent vehicles!

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jt716jt716 - 5/5/2008 10:01:24 PMView My AgentSpace
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I don't agree with doctorproctor about Ford having the most boring vehicles ever! That should go to Chrysler who has the most boring and poorly designed vehicles selling at high prices.

Ford
They should get rid of Mercury! There is no space between Lincoln n Ford. As for Volvo they should stress more on safety while bringing in some rear wheel drives cars and move a bit more upmarket to compete a bit more with the Germans. Mazda is doing excellent and should continue. Lincoln should axe their whole product line and have their own separate design team and etc. Like almost a totally separate company and not having to rely on Ford for all their rebadging. If not then bring all the Euro models and replace the whole Lincoln line. Ford should continue to make models with interiors like the Flex. The Fusions look isn't that bad its just the engine and the interior plus the fit and finish that need working on. They can bring the Euro Focus Coupe and Cabriolet with the sedan, and bring something more exciting than the Taurus!

GM

Very tough to dissect, but GMC should be gone. Chevy's trucks and SUV's should get the look of the GMC since they were always better. They should get rid of the Daewoo...I mean Chevy Aveo and the cobalt. The Impala is as boring as it gets... Cadillac should be the sport Luxury like BMW and Buick like Mercedes classy, elegant. (something which MB has been moving away from trying to chase BMW which they shouldn't) Pontiac needs to focus more on the sport but for some reason I think they should be axed:S. Saturn is the American Opel just keep doing tht.

Chrysler

Move Higher create better quality cars get rid of everything now. No SUV's at all only cars and crossovers. Bring Coupes and Cabriolets and small to large sedans and that look good, drive good and are built good. They should look at the consumer's view and not the Bank Account. Dodge should be more mainstream all good quality cars and no SUVS just cars , minivans, and crossovers. Coupes Cabriolets the works just all look great feel great and are built great.

Jeep should have only 4 models small suv, medium, and large. Then the whole Wrangler line. All have to be fuel Efficient and built great. Chrysler has ALOT OF WORK they better make it through.

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85bmw745i85bmw745i - 5/6/2008 7:14:15 AM
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Buick should compete with lexus FWD. then old people would have 2 makes to choose from. and this isn't a bash on lexus, but the ES and La Crosse/Lucerne seem like direct competitors. Pontiac needs to continue where the G8 started. GMC is no different than a chevy with a nose job. keep Saturn european AKA Opel. Make the Mailbu a cheaper but more than good enough alternative to the camry, and give cadillac the proper engineering to make it as good or better than it's german rivals. Give America a reason to stand behind its cars besides just buying because it's the patriotoc thing to do. Let us Americans choose our domestic brands over Toyota and honda without feeling like we sacrificed something in the process.



Maverick2020Maverick2020 - 5/5/2008 10:33:08 PM
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My plan would make each of the Detroit 3 highly focused, highly focused sales channels/brands for the 21st century to compete against Toyota, Honda and Nissan:

GM

- Chevrolet (High Volume Toyota Killer)
+ Fold-in Hummer H2 and H3 product at select Chevrolet dealers; HUMMER is not really a premium product, and therefore not sold at Cadillac dealers
+ Rebrand/re-badge Pontiac G8 as Chevrolet Impala but manufacture here in US, not OZ
- Cadillac (Full-line Lux Cars, CUVs and SUVs)
+ Add true 3-series competitor ($30,000 MSRP)
+ Add true 7-series STS/DTS replacement ($50-70,000 MSRP)
+ Rebrand Sky/Soltace and take it slightly upmarket as a Cadillac

Cadillac should be repositioned as "The Standard of the World. Again."

Totally eliminate GMC, Buick and Pontiac. Sell SAAB. Sell or eliminate Saturn--there is no use for this brand anymore since all product except Astra and Vue are rebadges.


Ford Motor Company

- Ford (Volume Toyota Competitor)
- Lincoln (Luxury)
- Volvo (Keep Brand and Invest)

Chrysler LLC

- Chrysler (Full-line Premium Cars and CUVs only)
- Jeep (3-4 highly focused, authentic Jeep product)
- Dodge (Trucks and SUVs only + hi-performance cars)


My plan isn't that radical. From what I understand, these plans are already being considered at Ford and Chrysler. The biggest change would be GM.

The big problem is that traditional Detroit 3 customers are brand loyal. Where would they go? They are less likely, at this point to go to Honda, Toyota or Nissan since they haven't already. Would a Mercury customer shift to another FoMoCo product? Could you get the traditional Buick customer to buy an Impala or Cadillac. This of course, is the big problem, since the Detroit 3 can ill-afford to lose any more market share.

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85bmw745i85bmw745i - 5/6/2008 7:17:32 AM
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Bravo, very well put the Domestic car buyer is much more likely to move up to its respective higher brand AKA Ford to lincoln, Buick to Cadillac, Dodge to chrysler.


S4cabriofoxoneS4cabriofoxone - 5/6/2008 11:45:33 PMView My AgentSpace
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I don't think GM should get rid of FIVE brands. They should certainly keep Buick (MASSIVE in China), GMC and Pontiac are iffy, and SAAB, well, I don't know. SAAB seems too close to Cadillac. Perhaps sell it to a private investor who will actually spend some time developing decent new products. Saturn could be turned into a quirkier sportier, lower volume brand than Chevrolet (Mazda competitor).



charlik05charlik05 - 5/6/2008 1:54:38 AM
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Ford:
-Ax the entire Mercury line.
-improve the Lincoln image and quality as a luxury brand. Add a coupe into the lineup.
-Keep mazda as is.
-bring back the R series Volvo's

GM
-Ax the trailblazer and all of its siblings.
-Keep the crossovers
-Ax the HHR, entire Pontiac line.

Chrysler
-Replace the pacifica with something similar in quality with more power.
-Ax the aspen,crossfire
-restyle the sebring
-new pt cruiser
-new 300C

Jeep
-Ax commander, compass
-Ax the designers
-restyle grand cherokee, patriot


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85bmw745i85bmw745i - 5/6/2008 7:19:57 AM
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I agree except GM needs pontiac as their performance brand along with the image, remember people actually bought the grand Am because of the performance image it had even though the performance was sloppy and lackluster. Pontiac is re-claiming their brand as the excitement/performance end of GM.


S4cabriofoxoneS4cabriofoxone - 5/6/2008 11:47:56 PMView My AgentSpace
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One thing that I just realized is that Jeep should stop trying to be "weird." No more quirky, odd, angled designs like the Compass and Liberty. They should focus on simplistic, elegant, lasting designs like the '90s Cherokee and the current Wrangler. Along with a good diesel engine and a new petrol V6, along with a bit better interior quality, it will bring people to the brand in droves. Make Jeeps the MINIs of SUVs.


mercuryguymercuryguy - 5/6/2008 1:57:20 AM
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Lincoln should aim for Rear drive and small diesels. This is what people want in a flagship luxury sedan, not a V6 Front drive turbo. That is powertrain is better suited to an econbox Ford.
The Lincoln MKt concept looks interesting. Ford should give it the new 4.4L Diesel. Ford plans to go mainstream with this small Diesel. Get used to seeing them in the next F150 and small trucks. At least Ford is Pioneering the return of the Diesel so that it can be mass-produced for the masses, and not just a powerplant for the rich. (Audi A8 Diesel, Mercedes Diesel Sedans)

The rear-wheel drive Fords have always been a sturdy vehicle of decent quality. I drove an Aerostar for 10 years, 250,000 miles, the vehicle just wouldn’t die, and only did routine maintenance. The complaints about Fords are usually the cheap front wheel drive models, which are of low quality and should be avoided.

GM’s ongoing success is of course Cadillac. Especially the Seville STS. Everyone loves that Northstar engine, and the car is very roomy. You have to step up to Audi or BMW to get a motor that is better than a Northstar. I sat in Acura RL at the car show, and it simply didn’t have the roominess or luxury level of any of even the entry-level Cadillacs, and the RL is Acrua’s Flagship, what gives?

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85bmw745i85bmw745i - 5/6/2008 7:22:35 AM
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And make the Mark LT more than an F150 with a different grill and a set of reflectors on the tailgat and some tacky chrome rocker paneling. Make it at least look a little different than the F150. The only way anyone can identify the lincoln is the reflectors on the tailgate and the chrome on the rocker panels AKA old school mexican low-riders


mercuryguymercuryguy - 5/6/2008 2:08:17 AM
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Hummer was a decent vehicle when LTV/ Grumman built them. They had a sensible Diesel engine and were built to last over a decade of hard abuse.
Then GM bought the company, and turned a good idea into a Gas-Guzzling, Status Symbol nightmare.
Thanks GM, you did the same thing to Rudolf Diesel’s masterpiece engine. Took a gasoline engine block, turned it into a throw-away Diesel in the 80s, forcing the mass-public to repower their cars back to conventional gas engines. What a waste of money.
When GM wants to be good, they are really good, when they’re bad, they are really bad.


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85bmw745i85bmw745i - 5/6/2008 7:25:24 AM
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And yet after all of that we were dumb enough to buy domestic cars for almost 20 more years, most of which never changed desigh as far as electronics, ETC. all the new GM's were re-skined old ones with nothing new to offer on technology except a few gimmiks and mis'leading ads.


mercuryguymercuryguy - 5/6/2008 2:12:57 AM
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Maybe Lincoln/Volvo dealerships.
Replace Merc with Volvo.


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GinsterCQGinsterCQ - 5/6/2008 9:47:39 AM
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I agree with some of the comments, but not all.

With respect to Ford, definitely kill Mercury. All it does is drain Ford of cash for minimal sales increases; it's just not worth it. I'd definitely hang on to Mazda and Volvo, as they really need them for their engineering expertise.

For GM, dump Hummer and GMC for sure. I also think they really need to work on redefining their brands. Why would they continue the Impala when the Malibu is about the same size and a car Americans actually want? I think they need to focus Saturn as budget Euro brand, something to compete with VW. They have done a pretty good job with Cadillac so far. They also need to dump some of their SUV's and trucks. Focus on creating cars that people want! Also, invest some damn money in Saab! There really is potential there!

Chrysler is a big mess. They really need to just work on their products. Try to move Chrysler upmarket a bit. Right now, they've only done it with a few cars. That's not going to work when you still sell those god awful PT Cruisers. With Jeep, the need to scrap the entire lineup, minus the Wrangler. They're all inefficient, ugly piles of junk. Dodge needs an identity. Grabbing life by the horns just isn't cutting it.

Just my thoughts.

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M53RM53R - 5/6/2008 2:08:43 PMView My AgentSpace
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Here's what I think should be done.

GM
- Chevrolet (Toyota competitor) I like where they are going recently
- GMC, Keep the denali line-up only, get rid of the rest as they are rebadges chevys.
- Hummer, make it a limited edition product, to be sold with GMCs.
- SAAB, I dont see a point of this brand, just axe it.
- Buick, keep it but only sell it in asia where it has a market.
- Cadillac, keep it, improve quality, make it a true luxury contender, no more rebadging SAABs and SUVs.

FoMoCo
- Ford, improve quality and make it a true Toyota competitor.
- Mercury, just get rid of it, pointless.
- Lincolin, improve quality, get rid of the 80+ image.
- Mazda, keep it as it is. Stylish, Sporty, Cheap.
- Volvo, market it properly, make it innovative, lower prices.

Chrysler
- Chrysler, make it true luxury value.
- Dodge, sporty image, and make it cheap.
- Jeep, more focused SUVs, hire new designers.

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S4cabriofoxoneS4cabriofoxone - 5/6/2008 11:51:14 PMView My AgentSpace
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I completely agree with everything you said except one thing:

"SAAB, I dont see a point of this brand, just axe it."

They should not "axe" SAAB. Definite no-no. I don't know if you just don't know much about the brand in the UAE, but it has a major cult following due to its sporty, quirky, unique vehicles stretching back decades. One of their most iconic cars was the 900 Turbo, which I owned (of course). I won't be buying one any time soon, but I am a SAAB fan and would be very sad to see them go. Sell the brand to a private investor, GM; don't kill it.


M53RM53R - 5/7/2008 9:26:06 AMView My AgentSpace
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Yes it's true because I barely know anything about the brand, and I know their cars dont sell well. The reason Im saying they should axe it is that their products are cross shopped with cadillac, or Pontiac. Pontiac being the sporty brand, Cadillac being the luxury brand. So I dont know how they can fit in.

I forgot in my post above to mention Pontiac. Well they should just keep doing what they are doing now, as the G8 and G6 are both very promising.


mercuryguymercuryguy - 5/6/2008 11:42:34 PM
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Ford leads the way on Electronic Instrumentation. Look at the new Microsoft Synch on Ford and Lincoln vehicles. Ford is Pioneering the GPS Nav, hands-Free cellular and connectivity with the combined solution approach. The homelink built into the overhead console contains garage door opener and buttons to turn your house lights on.
I don’t see anything as good Synch on any of the imports. My boss drives a high-end Acura. His front seat looks like someone dumped spaghetti. All kinds of wires running everywhere, even tangled around the shift knob, and suction cups stuck to the widows holding GPS and other gadgets that fall when you hit bumps. What kind of innovation is that?
So I don’t see huge advantage on electronics on the imports. I see cleaner ideas on the domestics where everything is built in. Ford has always offered a full gauge package as standard equipment. Ford includes an Oil Pressure Gauge, Voltmeter, Water Temperature, Tachometer and Digital Compass. Ford no longer offers the more costly Ammeter. Ford was among the few companies that even thought to offered one. I also see numerous 15 amp 12 Volt powerpoint outlets on the domestics.
The imports tend to use the cheaper idiot lights as opposed to the more costly gauges. By the time the light comes on, it is too late. Gauges are better and provide continuous feedback. I’ve noticed Chrysler has been cheapening their dashboards by phasing-out gauges in favor of the cheaper lights.
Perhaps someone can give some better insight on this.


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mercuryguymercuryguy - 5/6/2008 11:57:41 PM
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I see VW will be re- badgeing the Chrysler Mininvan as opposed to building their own. I really liked the previous generation VW minivan.
Chrysler needs to reengineer the Chrysler 300. It just isn’t a true Luxury sedan, and not worthy of flagship status.

I liked Chrysler products better when they made the Cordoba, Labaron and New Yorker.

Their 318cid motor was very sturdy and performed well. Chrysler started building junk on their front-wheel drive platforms starting with the K-Car.


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mercuryguymercuryguy - 5/7/2008 12:00:26 AM
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How about a Cadallac/SAAB showroom?

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TheDepressingTruthTheDepressingTruth - 5/8/2008 8:22:41 PM
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GM: Kill Pontiac or dual it with Cadillac (Performance Brands) Dual Buick with Chevrolet w/Buick doing the large to mid-size..Chevy, mid-size to small. With gas prices the way they are going to be for now on...make Hummer a "Sub-Set" of Pontiac/GMC (bet you didn't know that GMC doesn't have design dept. it's now done in Pontiac's design studio)Saab and Saturn are both re-badged Opels..So let Opel/Holden/Saturn be one division (kill Vauxhual Replace with Chevrolet Name...already happening)Sell off Saab.

Chrysler: Needs desperatly to sell in North America the lineup of diesel powered cars that they sell in the rest of the world (Sebring w/ VW diesel is sold in Europe and GETS 47+ MPG!)

Ford: Like Chrysler, needs to sell in North America,what it sells in Europe and forget about the high end of the market(What's the point of Mercury anymore?) Ford needs to "Get back to Basics"

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TheDepressingTruthTheDepressingTruth - 5/8/2008 8:54:15 PM
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P.S.
All this talk about GM may be a moot point..as far as north america is concerned.
GM lost 3billion in the last quarter...it has aprox. 20 billion on hand...but GM has 10 billion of the 20 billion "in float" at any given time...if their cash on hand drops below 10 billion...then they can't pay the bills...the Banks pull their lines of credit...(and if they are smart, and they arn't) GM reorganizes as a Canadian Company closes it's US plants and lowers its health care costs by about 70%?


mercuryguymercuryguy - 5/8/2008 11:38:27 PM
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