My Generation
To Buy or Not To Buy and the Disappointment of Global
Marketing
By Rick Tavel© 3-20-13 all rights reserved
Here’s the dilemma. Though it certainly isn’t unique to me, I know some of you either have wrestled with or are currently wrestling with the same conundrum. It often happens when a new generation of our favorite car comes to market. It’s the developmental strategy that the Corvette has adhered to from the very first generation that complicates our decision – the strategy that requires each generation to be completely developed and improved before introducing a new generation and changing the outward appearance and styling of the car. That strategy has been responsible for bringing us some of the greatest automobiles in history, especially those during the final build years of a generation. It’s not a surprise, just look back at each generation and in almost every case (the C3 may be the exception because of government regulations which affected engine performance) the models produced during the end of the generation are the most revered and coveted. The ’61 and ’62, the ’66 and ’67, the ’95 and ’96, the ’03 and ’04, were the best performing and highest quality cars of the generation. It is during those last years that the ultimate iterations of the generation are produced. And now we come to the end of the C6 generation, arguably some of the most potent production Corvettes ever when appropriately optioned, and as is the tradition, timed just before the introduction of the new C7. Thus herein lies the basis for my dilemma. As Hamlet lamented: “To buy or not to buy! That is the question! Whether ’tis nobler to choose the fully developed, high horsepower, traditional C6 427 convertible or suffer the untested and potential problems which sometimes plagues first year models like the C7.”
I still have my 2000 C5 and love it as much or more than my
C6. They are like old friends and the
idea of getting rid of one is no less traumatic than Hamlet lamenting his
dastardly deed. The decision is
affected not only by rational considerations, such as reliability, comfort,
proven performance and technology, but also by emotional and psychological
factors like styling – traditional vs. modern,
popularity - commonness vs. exclusivity,
and perhaps one of the biggest but least important considerations, what
subliminal message does the car send
about me. And even that consideration
is muddied by my ever-changing perception of who I really am. OMG!
Maybe it’s time for another appointment with my analyst. “Who am I today” is a problem for him to
figure out, I have enough on my mind!
Perhaps my biggest concern about the C7 is the cluttered styling
and I am not just talking about the rear of the car. I’m talking about the black “B” pillar, the
rear quarter windows and the black intake/vent trim scattered all over the
body. All of those black trimmed vents and intakes reminds me of a high style
“rice burner”. It looks to me as if the car has given up
some of its “Corvette” roots to try and be “something” it is not. What is that nebulous “something” that the C7
is trying to be, that “something” which
apparently has infringed on the unique Corvette character and personality? It is the attempt by the designers to make the
Corvette a “Global” car. Understand that
it is not my contention that the C7 has totally lost its inimitability, its
individuality, but rather the stylists
of the new generation Corvette have compromised it, under the pressure inside
GM to make the Corvette a “global” product.
And that is the crux of the problem – how do you make the purely
American Corvette a Global Car without compromising or giving up some of its
purely American characteristics? Characteristics that have made the Corvette so
appealing?
Believe
me, I understand the importance of competing and doing business in a global
economy. I was a business executive for thirty five years and I understand the
pressures and the squeeze on profitability. I understand the need to broaden and expand a
product’s market. And I understand the importance of the global
market for GM. Two out of three products
will be sold in other countries. And GM
is committed to turning the Corvette into a “global car”, clearly demonstrated
by the unveiling of the C7 convertible at the Geneva Motor Show. But the Corvette is accepted in other markets
in its current uniquely American configuration.
So the need for GM to compromise its American styling is unnecessary. And realistically the success of GM certainly
does not rest on selling a few more Corvettes overseas, it doesn’t flicker the
needle.
Already
GM has one of the best selections of outstanding global automobiles in the world. And it is with those products, not the
Corvette, that GM will succeed or fail, with cars like the Chevy Cruze which
sold over 775.000 units last year and the new Cadillac ATS, recently crowned
“North American Car of the Year”. To put
it in perspective, Chevrolet built and sold fewer than 14,000 Corvettes in 2012
while Toyota sold more than 65,000 of its “global” Prius in the state of California
alone. But the Corvette is admittedly
Chevrolet’s Halo car, formerly the Heartbeat of Chevrolet and America, and it
didn’t become the King of the Hill by compromising the styling to satisfy other
countries, just to be labeled a “global car” and sell a few hundred more
units, for God’s sake. But the new mantra at GM is “Global”, even to
the point of replacing “Runs Deep” with “Finding New Roads”. And in the corporate world you either get on
the bandwagon or you’ll be finding new roads.
First, great cars
have their own unique personalities and characteristics; personalities and traits that become attached
to the car and acquired over time, some performance based and others from
certain consistent styling cues and design styles. Think of any great sports car and immediately
some of these personality traits and characteristics will come to mind. For example the Aston Martin has a very
unique personality which in many ways mirrors its British heritage: classic
styling, the very best materials (especially leather and wood), an impressive
racing heritage and uncompromised quality.
In short: traditional British elegance and exclusivity. Ferrari emits its own distinctly Italian
roots: cutting edge styling, twelve cylinder engine, exquisite engine sounds,
outstanding performance, unparalleled race heritage, and sexy styling. Neither
of these legendary sports cars compromises its roots but rather capitalize on
them. It’s those intrinsic qualities that
give each car its very distinct “character”.
Not a bad plan, but trying to recapture the characteristics which gave a car its “roots” is not an easy process, especially since consistency is a key ingredient to establishing the important flavor that give it “roots”. Once individual, unique styling and performance characteristics are abandoned they are almost impossible to recapture in the short term, especially in the mind of the enthusiast.
There is a bigger reason that most Asian cars do not have unique personalities which define them. It is because Asian cars are the very definition of a “globally marketed product” and global products are, from the start, designed to appeal to a world-wide mass market. As a result any individuality is engineered out. By trying to design for a global market every trait has to be compromised, it’s the cost of trying to appeal to the “average” customer. And as anyone in business can tell you, designing and building to “average” improves, leverages poor products up, but conversely hurts and leverages great products down. It certainly is no accident that it is often difficult to tell one Asian model from another. If it’s not what the global masses want then it’s not designed in the car and if it is what the masses want then it will be engineered in - come hell or high water.
What better example of trying to be all things to all people than redesigning the once popular RX7 sports car into a Mazda RX8 four door sports coupe! It didn’t work and it didn’t sell. The "global" RX8 was a dismal failure and now Mazda is looking to revive the heritage of the original RX7 two door sports car. The RX9 will be the reincarnated version of the RX7. Mazda hopes to be able to recapture many of the RX7 enthusiasts who "left the fold" when the four door concept was introduced. Note in the new RX9 rendering how much more closely the new car resembles the original RX7 rather than the RX8 it replaces. Mazda, like Nissan, realizes the mistake they made and is trying to recapture its roots.
Simply put, the Corvette, more than any other car, is all-American. It’s designed and built in America to satisfy
American tastes. Critics in other
countries traditionally have viewed the car as ostentatious, overweight and
“overpowered” by big thirsty engines.
Regardless, the car was built for what American enthusiasts wanted. Even Corvette’s marketing and advertising has
reflected its American heritage alluding to and portraying national values,
pastimes, and interests.
When you got
your first Corvette it was tantamount to marrying Miss America! And the first
time you drove the Corvette was like the first time….never mind!
So let’s try and understand just what characteristics the
new C7 is missing or has changed. Though
it is difficult to define the Corvette’s styling, though revolutionary, is no
longer uniquely American and reflective of “Corvette”. Until the C7 there was no question that each
generation of Corvette was purely an American car, it was unmistakable. Put any generation Corvette next to another
sports car and you knew it was American, a Corvette. But I believe the pressure to make the
Corvette appeal to a “global market” has compromised the look of the car from a
purely “American sports car” to just a “sports car”, albeit an impressive one. Not globalizing or ruining the Corvette that Mazda did when they redesigned the RX7 into the RX8 but if you look there are signs. The
point is the car could have been designed and built anywhere. If we hadn’t known a new generation Corvette
was being developed, when we saw the car’s styling for the first time had we
been told it was a “Toyota” or “Mazda” concept car we wouldn’t have questioned
it except for the emblems and the V8 engine.
And if you look at the RX9 rendering in many ways it resembles a Corvette even more than the C7. The forever sensuous body curves have given way to more angular
lines. There is even a “B” pillar and rear
quarter window for God’s sake. And there
is more than a small similarity from the “B” pillar and quarter window to the
1970 Datsun 240Z. What is next a back seat, four doors maybe? That is clearly why I like the convertible
version of the car so much better, no top, no ”B” pillar and no black colored
rear hip vents. Unless the price is
unrealistically high I predict the convertible will be the most popular C7
style.
The fact that the convertible C7 does not have the rear hip vents is a huge improvement that cleans-up and enhances the look and flow of the rear fenders. If the convertible has found an alternative way to cool the transmission and limited slip differential, then why couldn’t the designers apply the same design enhancement to the coupe, especially if it improves the styling?
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