Tag Archives: Fiat

About face

The 2016 Scion iA, not to be confused with the Mazda 2 (Image: Toyota Motor Corporation)

The 2016 Scion iA, not to be confused with the Mazda 2 (Image: Toyota Motor Corporation)

Is Scion’s new direction the right one?

 

The sales woes of the Scion brand have been well documented as of late, including here on this humble blog.

Right now the struggling Toyota subsidiary is valiantly trying to reverse its falling fortunes, announcing three new models and chopping three of its worst sellers, the xB, xD, and iQ.

So far, two of those three company-savers have been unveiled, destined for 2016 showrooms. The iM is a small, sporty hatchback that would compete with the likes of the Honda Fit, while the familiar-looking iA subcompact sedan would compete with just about everyone.

The iA is a jarring thing, because it’s not really a Scion. Anyone keeping tabs on the industry will recognize the body shape and familiar flanks of the Mazda 2 sedan, albeit one with a strange (and huge) grille that serves to put design distance between it and the Mazda.

A third model has yet to be unveiled.

1978 Dodge Challenger (aka the Mitsubishi Galant Lambda), a product of desperate times.

1978 Dodge Challenger (aka the Mitsubishi Galant Lambda), a product of desperate times.

When the iA first rolled onto the scene, it was a head-scratcher. What’s going on here? A Toyota-owned car company getting Mazda to built a car for it? What gives?

Badge engineering is a frowned upon activity for carmakers, but at least that would keep it in the (corporate) family.

Trans-corporate badge swapping like this reeks of 1970s-80s desperation – the kind that saw Chrysler leap into bed with Mitsubishi in order to get some diversity in the merchandise it was offering.

“We don’t have the resources to compete, but never mind that – can I offer you a (Plymouth) Sapporo?”

As weird as those rebadged imports were, the Scion bed-hopping is even more unusual, because it’s going behind the bleachers with close competitors. Not just Mazda with the iA, but also Subaru with the FR-S.

But maybe I’m just not getting it. Subaru and Mazda both offer modern, competitive tech-laden cars that are known for their sporty handling and attitude. Toyota? Not so much, but that’s fine – car companies don’t have to make each marque all things to all people.

Having well-regarded underpinnings for new model makes sense, even if it comes from someone else.

Is it wrong to bash badge-swapping if the donor car is a good one?

Is it wrong to bash badge-swapping if the donor car is a good one?

The appeal grows when you consider the financial incentives of paying another company to provide you with a manufactured product, without the need to invest much of your own capital into design, tooling and production.

In Scion’s case, just like in Chrysler’s way back when, the idea is to move units and make money. That’s what a company needs to do to stay afloat.

I don’t disagree with this reality, nor Scion’s decision to target big-volume segments like compact hatches and sedans. What I do disagree with is the form the product is taking.

Scion was founded to serve as a youth-oriented, edgy brand that stood in stark contrast with its parent company and its competitors. Rebadged Mazda’s and hatchbacks that could so easily carry a Toyota badge are not distinct and don’t distinguish the brand. Buyers might be lured into one for value and versatility, but not for individuality.

In other words, Scion risks diluting the image it has built for itself, confusing its purpose for existing. What’s the point of a Scion brand if they’re not even Scions?

 

Bring in the versatile funk

 

Many posts ago, I let slip an idea I had for resurrecting the Scion brand. It seemed like a good fit at the time, and even though new products have been announced since then, I still feel like it would be worthwhile.

A car company like Scion wants economical and versatile cars, yes? And they want them to be fun, and quirky?

Everyone in 1970s car ads skied, it seems.

Everyone in 1970s car ads skied, it seems.

I propose a modern-day line of cars that draw from the spirit and intent of the lowly Fiat 124.

Yes, the little Italian workhorse that spawned so many different body styles – sedan, coupe, wagon, roadster – between 1966 and 1974.

Durable, boxy, but attainable, the four-cylinder-only lineup is still readily identifiable (and not just because it was copied by Lada from 1970 to 1988).

Not only would it likely appeal to the nostalgia-stricken and wannabe avante-garde hipsters alike, it could draw in those looking for a sporty RWD offering that doesn’t break the bank.

After all, it was a nimble thing, by all accounts. Boldride.com has a series of excellent Fiat 124 track photos, including one of a sedan lifting its wheel in a corner (isn’t that adorable?) while battling a 124 coupe.

Again with the skiing. This time, a 124 coupe.

Again with the skiing. This time, a 124 coupe.

It would be hard not to compare the concept of a modern day 124 with the original xB – the car that put Scion on the map. That model was a funky take on the lowly compact hatchback, and it initially sold like gangbusters.

It was also unique and instantly recognizable as a Scion, something a rebadged Mazda or Subaru is not.

I don’t expect to be paid handsomely by Scion for this helpful suggestion (I’m here, though – call me) – rather, I’m just putting the idea out there. You know, if it appeals to this writer, there must be at least several other weirdos who’d also like to see it happen.

The full model range of the Fiat 124. Something for everyone.

The full model range of the Fiat 124. Something for everyone.

“We’re Number 2!”

Buick rises to No. 2 in dependability study, Lexus keeps crown

 

The Lexus brand, once again, took the top spot when the reliability of 2012 models was tabulated (Image: Toyota Motor Corporation)

The Lexus brand, once again, took the top spot when the reliability of 2012 models was tabulated (Image: Toyota Motor Corporation)

No one wants to find themselves at the bottom of a J.D. Power Vehicle Dependability Study.

The market research company tracks vehicle reliability over a three-year period, and has the power to make or break a car company’s reputation.

The most recent study followed the trials and tribulations of 2012 model year vehicles, and ranked brands and models accordingly.

Thanks to the study, Buick now has reason to feel sunny, while Fiat might want to have a friend stay at their side.

The resurgent Buick brand rose to the number 2 spot, one step shy of the pinnacle, which is (and was) occupied by Lexus. Toyota and Cadillac were the third and fourth most dependable brands, with Honda and Porsche tied for fifth.

Clearly, there’s a Toyota-General Motors rivalry at play.

Buick also scored the top spot in the large car segment for its Lacrosse.

Buick rose to the Number 2 spot in this year's J.D. Power Vehicle Dependability Study (Image: General Motors)

Buick rose to the Number 2 spot in this year’s J.D. Power Vehicle Dependability Study, with the LaCrosse topping the large car segment (Image: General Motors)

J.D. Power forms its list by tabulating the number of owner’s complaints per 100 vehicles of each brand. With 273 problems reported from 100 vehicles, Fiat scored dead last in this study.

This isn’t good news for a quirky brand that’s trying to gain a foothold in a challenging market.

Other brands that fell below average were Ford, Hyundai, Volkswagen, Land Rover, Mini, Jeep and Dodge.

While these rankings could cause vehicle owners (or prospective owners) to tug comically at their shirt collars, let it be known that the study records all complaints, many of which concern non-essential but much-used functions such as infotainment systems.

Images of exploding gas tanks, detaching driveshafts, transmissions falling onto the road, and pistons flying through the hood are often the first things that come to mind when people talk about dependability, but this is increasingly giving way to frustrations over wonky technology and non-user friendly interfaces.

Fiat ranked dead last in the vehicle dependability study, which factored heavily on in-car technology. A 2015 Fiat 500X is seen here.

Fiat ranked dead last in the vehicle dependability study, which factored heavily on in-car technology. A 2015 Fiat 500X is seen here.

“Technology issues with vehicles are viewed as significant problems by owners, and they typically don’t go away after the honeymoon period of vehicle ownership is over,” stated Renee Stephens, vice president of U.S. automotive at J.D. Power, following the latest rankings.

Buyers demand the latest technology and conveniences in their vehicles, and automakers struggle to keep up with that demand. When the resulting technology is marketed with flaws and drawbacks, buyers tend to be very critical, and won’t forget when it comes time to decide on another vehicle.

It makes you wonder how the Chevy Vega would have ranked had there been touchscreens and Bluetooth in the ’70s.

 

Links:

http://autos.jdpower.com/ratings/dependability.htm

http://autos.jdpower.com/content/blog-post/xCztqM4/in-vehicle-technology-significantly-impacts-owner-satisfaction-according-to-j-d-power-2015-vehicle-dependability-study.htm