Weekly View: Last decade’s tops and flops (2)

The second decade of the second millennium is almost here, but what about the first one? Apparently, the worst of the crisis is now gone and as it turns out, there will be a happy end for the most of the industry. Who are the winners and who are the losers? What could have been better and who is to blame? According to the press and the stats, these should be noted as a important part of automotive history.

And the losers are:

1) Mercedes-Benz
Somewhere in the late 80’s, Mercedes decided that they would stop overengineering their cars, a feature that had made their products into sleek status symbols worldwide. But the real problems started in 1997, with the A-Class. The concept was quite revolutionary because it had offered big car accommodation in a package of a VW Golf’s size. However, the infamous moose test and appalling reliability weren’t up to premium standards. But things were only getting worse; the first M-Class was one of the worst built cars ever (as Jeremy Clarkson famously inserted his finger in the panel gap) and the E-Class was losing its market share by the BMW 5 Series for almost eight years.
Instead of concentrating on quality and safety, Mercedes was determined to fill almost every market niche possible with its R, B and CLS classes but eventually, BMW took its title of the bestselling premium brand in the world.
Mercedes’ recent designs show that quality, style and technology are clearly back to its agenda, but I seriously doubt that the three-pointed star will ever gain back its reputation and prestige.

2) Opel
What used to be the one of the top car makers in Europe is now a loss-making company with unclear future. After the badly resolved marriage with Fiat, Opel is now in serious trouble. The Magna consortium plans to lay off approximately 10,000 European workers and move the production to Russia. Now, the job cuts will probably affect the already weak sales in Europe and the Russians aren’t exactly the finest workforce for making cars either.
But that would’t be a problem if their cars were any good, but sadly, they are below average. The pretty-faced Insignia and Astra aren’t exactly favored by the press and while the Grande Punto based Corsa is still a strong seller, it cannot compete with the new Polo and Fiesta. In short, Opels aren’t as comfortable as the French, funky as the Fiat, dynamically composed as the Ford or established as the VW.
However, it’s brand presence is strong, but as our previous example has shown, you cannot live on your old fame forever.

3) Saab
Saabs used to be quirky and special, then cooly elegant and safe but their latest creations are none of that. As with Opel, GM did everything it possibly could to ruin it; modern Saabs are unreliable and are suffering from a serious identity crisis and their customers are either grandparents or wealthy young vegans convinced that they’re way cooler than the ones in A4s or 3 Series’ (they would be if they’d bought an 159).
The new owner, Koenigsegg, has support from the Swedish government and it might bring the long waited exclusivity back to the brand.

4) British Manufacturers
Mainstream British cars were never any good (if you don’t count Minis) but neither are their luxury names enjoying massive success either. While some argue that BMW has destroyed Rover (but I seriously doubt that even they could have helped it), the Germans are also responsible for the currently most profitable car made in Britain, the new Mini and the iconic Rolls-Royce. Many also quote BMW as the savior of Land Rover (sold to Ford afterwards) which is now making a positive growth. On the other hand, Bentley became a part of Volkswagen and a favorite among footballers worldwide, often being ridiculed for sharing the same assembly line with the modest VW Golf.
Jaguar is doing quite well, although a rebadged Ford Mondeo that was sold as the X-Type was a financial and a commercial disaster.
In short, besides few smaller companies like TVR, all UK based manufacturers bear a “subsidiary of” in their names which may bother traditionally proud Brits.

5) Americans
The Big Three is now on its knees again: they may have survived the Japanese invasion back in the 70’s , but the new, green invasion will destroy them. Chrysler is now a part of Fiat, which have already announced that some models and brands from the group will be axed (Dodge, anyone?). GM has already extinguished Hummer, Pontiac and Saturn brands to focus on the core four (Chevy, Buick, Cadillac and GMC) while Ford is laying all its hopes to the small Fiesta, a car that has enjoyed enormous success in Europe and has caused many positive attention in the States.
Will that be enough? Chrysler could benefit from Fiat’s fantastic diesel engines, while the Italians are using their new yankee division to offer stunning Alfa Romeos and the cutesy 500 to the american public, GM’s Volt hybrid has been supported even from Obama himself while Ford could profit from it’s relatively small but independent European division that will produce the next Focus.
Perhaps size doesn’t matter at all.

Related posts:

1. Weekly View: Last decade’s tops and flops

2. Weekly View: Fiat’s way to the top (again)

3. It’s time for some Mercedes-Benz CLS walls!

4. Fail-A-Day: Get a new crossover/minivan/saloon/sedan/whatever featuring the R Class

5. Photography: Mercedes S65 on 360 Forged Mesh 10 Photoshoot