Ford’s Brazilian line-up, 2021. Once upon a time, there were locally developed Corcels and Mavericks; even the EcoSport was a Brazilian development. Today, it’s Mustang, a couple of trucks, and a rebadged Chinese crossover.
We heard a lot about the demise of Holden as GM retreats from continents at a time, seemingly in a quest to be a Sino-American player rather than a global one. We’ve heard less about Ford shrinking as well, though the phenomenon is similar.
Ford’s Brazilian range is now the Mustang, Ranger, Territory (which is fundamentally a badge-engineered Yusheng S330 from China with a Fordized interior), and Bronco. It’s beating a retreat from Brazil, at the cost of tens of thousands of jobs (its own, plus associated industries’) in a country that already has 15 per cent unemployment.
Their reasoning is that electrification and technological change are driving restructuring, which seems plausible, till you realize that in other markets, including Thailand where there’s still a plant making Fords, the company is fielding essentially trucks, the truck-based Everest, and the Mustang. Ford warned us that this would be its course of action a few years ago, but now it’s happening, it makes even less sense.
Say it’s all about (eventual) electrification. You’d want vehicles in your portfolio now that lend themselves to energy efficiency, so that people begin associating your brand with it. Trucks and pony cars don’t fit with this long-term. And I still believe that at some point, even before trucks commonly have electric powertrains, someone is going to say, â€These tall bodies with massive frontal areas are using up way more of the juice I’m paying for. We don’t need something this big.’
Let’s say Ford quickly pivots. It sticks a conventional saloon body on the Mustang Mach-E platform (which, let’s be honest, started off as a Focus crossover—the product code, CX727, tells us as much) in record time. Would anyone buy it? Probably not before they see what the Asians, who don’t abandon segments because they can’t be bothered working hard, have in their showrooms. Toyota, Honda, Hyundai, Mazda, and countless Chinese marques, have been building their goodwill in the meantime.
It’s why two decades ago, I warned against DaimlerChrysler killing off its price-leading brand, Plymouth. You never know when recessionary times come and you want an entry-level brand. Before the decade was out, that time came, and Chrysler didn’t have much it could use without diluting its existing brands’ market perceptions to have some price leaders.
Ford retreating from B- and C-segment family cars, even CD- and E-segment ones, means it’ll find it difficult to get back into those markets later on. A good example would be the French, who don’t find much success in the large saloon market generally, and would find it very hard to re-enter in a lot of places.
I realize the action isn’t in regular passenger cars these days, but the fact that Fiat, Chevrolet and Volkswagen still manage to field broad lines in Brazil suggests that the market still exists and they can still eke out some money from their sales.
It’s as though the US car firms are giving up, ceding territory. And on this note, Ford has form.
In the 1990s, Ford’s US arm under-marketed the Contour and Mystique Stateside, cars based on the original European Mondeo. I saw precious little advertising for them in US motoring press. As far as I can tell, they wanted to bury it because they didn’t like the fact it wasn’t developed by them, but by Ford’s German-based team in Köln. â€See, told you those Europeans wouldn’t know how to engineer a CD-segment car for the US.’ The fiefdom in Dearborn got its own way and later developed the Mazda-based Fusion, while the Europeans did two more generations of Mondeo.
In the 2000s, it decided to flush the goodwill of the Taurus name down the toilet, before then-new CEO Alan Mulally saw what was happening and hurriedly renamed the Five Hundred to Taurus.
It under-marketed the last generation of Falcon—you seldom saw them on forecourts—and that looked like a pretext for closing the Australian plant (â€See, no one wants big cars’) even though by this point the Falcon was smaller than the Mondeo in most measures other than overall length, and plenty of people were buying similarly sized rear-wheel-drive saloons over at BMW and Mercedes-Benz.
The Mondeo hybrid has been another model that you barely hear of, even though the Fusion Hybrid, the American version of the car, had been on sale years before.
Think about what they gave up. Here, Ford once owned the taxi market. It doesn’t any more as cabbies ultimately wound up in Priuses and Camrys. Had Ford fielded a big hybrid saloon earlier, Toyota might not have made inroads into the taxi market to the same extent. Ford almost seems apologetic for being in segments where others come to, and when challenging the market leaders, doesn’t put much effort in any more.
Objectively, I would rather have a Mondeo Hybrid than a Camry, but good luck seeing one in a Ford showroom.
Maybe Ford’s smart to be putting all its resources into growth areas like trucks and crossovers. Puma and Escape have appeal in the B- and C-segment crossover markets in places like New Zealand. They’re fairly car-like now, too. But to me that’s putting all your eggs into one basket. In countries like Brazil and Thailand, where Ford doesn’t sell well resolved crossovers in these segments, it’s treading a fine line. I look at the market leadership it once had in cars, in so many places, and in 2021 that looks like a thing of the past. More’s the pity.
Sources
Volkswagen Gol G4—more at Autocade.
The fake friends of social media being the junk food equivalent of real friendships, from this post by Umair Haque.
Stay at home, wear a mask—geek humour shared from Twitter. Thaikila swimwear—seems to have an interesting history.
More on the Fiat 124 Sport Spider here at Autocade.
Jerry Inzerillo, first male on the cover of an issue of Lucire anywhere in the world, in this case the August 2021 issue of Lucire KSA. The story can be found here on our website.
I hadn’t done one of these for a long time: take the number of COVID-19 cases and divide them by tests done. For most countries, the percentage is trending down, though there has been little movement in Sweden. I hadn’t included Brazil, Russia and India before, but as they are in the top part of the table, I’ve included them for the first time for context. That does leave the C of the BRIC countries out, but as China does not disclose its testing numbers, I can’t work out a figure for them. Given the news, it is no surprise that Brazil has the worst percentage I have seen since I began crunching these numbers: more than half of the tests done result in a positive. The source is Worldometers.
Brazil 867,882 of 1,604,784 = 54·08%
Sweden 51,614 of 325,000 = 15·88%
France 157,220 of 1,384,633 = 11·35%
KSA 127,541 of 1,106,398 = 10·99%
USA 2,162,261 of 24,795,407 = 8·72%
Singapore 40,818 of 488,695 = 8·35%
Switzerland 31,131 of 461,128 = 6·75%
Spain 291,008 of 4,826,516 = 6·03%
India 333,255 of 5,774,133 = 5·77%
Italy 236,989 of 4,620,718 = 5·13%
UK 295,889 of 6,772,602 = 4·37%
Germany 187,671 of 4,694,147 = 4·00%
Russia 537,210 of 15,161,152 = 3·54%
South Korea 12,121 of 1,105,719 = 1·10%
Taiwan 445 of 74,409 = 0·60%
New Zealand 1,504 of 311,121 = 0·48%
Australia 7,335 of 1,830,665 = 0·40%
Hong Kong 1,113 of 275,293 = 0·40%
It shows that COVID-19 is far from over, something that we here in New Zealand need to be reminded of as we begin to rebuild. Still, nearby Fiji is also COVID-19-free, so perhaps we can begin having some travel with them?
Companies in FCA’s and PSA’s histories did once produce the Plymouth Horizon, so historically there is some precedent to a trans-Atlantic arrangement—not to mention the type 220 and 179 minivans and the commercial vehicles currently in PSA’s and Fiat’s ranges.
This is a few days old, but it’s nice to know that these hurriedly written thoughts on a private Facebook group reflected what I read a day later in the automotive press.
Copied and pasted from the above (and yes, I know it should be e-208):
I read that as well, Jonathan. Elkann would be chairman and Tavares the CEO. I guess Fiat had to move on from talking with Renault while they have their internal squabbles. While some praise Marchionne, I thought it was foolish to let the less profitable marques suffer as he did—the global economy doesn’t stay buoyant all the time and at some point not everyone will want a hotted-up Alfa or Maserati. Especially as there seems to be no cohesive platform strategy. I think Fiat realizes the shambles it’s actually in despite what the share price says. There is some sense to have PSA platforms underpin a lot of Fiats (let’s face it, very little of the Fiat range is on a Fiat platform—there are GM, Mitsubishi, Mazda, Ford and PSA bits—and the old Grande Punto platform can only go so far), but the more premium marques will still have to have unique platforms.
Fiat really needs to do some rationalization of its own before approaching others but my sense is that it’s gone too far down this road and has no investment in either next-generation B- (Jeep Renegade) or C-platforms (Giulietta) where a lot of European sales will still lie. Its only real prize here is Jeep.
Tavares will be able to slash a great deal and Europe could look good quite quickly, but I doubt anyone has any focus on the US side of things other than Jeep. PSA has some limited experience in South America but it won’t be able to integrate that as easily. And neither has any real strength in China despite being early entrants, with, again, Jeep being the exception. (Peugeot, DS and Citroën are struggling in China.)
He had claimed that PSA was looking at some sort of alternative retail model for the US, but it also seemed a bit far off.
If this happens, I think Tavares will “do a Talbot” on anything Fiat-related in Europe, eventually killing the Fiat marque (with maybe just a 208e-based 500 remaining), and keep Alfa Romeo, Maserati and Jeep. Chrysler will remain with the Pacifica, Dodge might still have the Durango, but everything else would get the chop unless they consider bringing in a rebadged 508. Ram and Fiat Profissional will stay as separate entities. Fiat do Brasil will get some PSA tech. Then there might be some logic to what is left but I still feel Fiat has to get itself in order first.
On reflection, maybe I was a little harsh on Sergio, as ignoring the mass-market brands has left FCA, with a portfolio of specialist and premium ones, a reasonably good fit for an organization that has the opposite set of strengths.
One question remains: which is the cheap brand, the Plymouth, here? You can’t always go premium: sooner or later, economies weaken and people will want something entry-level. There may be wisdom to retaining Fiat in some shape or form. One more 108 variant can’t hurt …
Anyone notice a pattern here? That any company that owns Jeep eventually diminishes its own brand. Willys, Kaiser, AMC, Chrysler, and Fiat are either dead or no longer the forces they once were. Renault managed a controlling interest in AMC with 46·4 per cent in 1982, but that was bought by Chrysler five years later. At some stage, we must tire of these massive vehicles, and already there’s a suggestion that, in the US at least, nonconformist younger buyers are eyeing up sedans. Great if you’re Nissan in the US (and China), not so much if you’re Ford.
I’ve just switched from Inside, the much vaunted news app from entrepreneur Jason Calacanis, to Wildcard as my principal news app on my phone. I never got to use Circa (which I understand Jason was also behind), which sounded excellent: by the time I downloaded it, they had given up.
But we all need news, and I don’t like the idea of apps that are from a single media organization.
Inside seemed like a good idea, and I even got round to submitting news items myself. The idea is that the items there are curated by users, shared via the app. There was a bit of spam, but the legit stuff outnumbered it.
However, I can’t understand the choices these days. A few items I put in from Radio New Zealand, Māori Television and The New Zealand Herald were fine—stories about the flag and the passing of Dr Ranginui Walker, for instance—but none of the ones about the passing of Martin Crowe, possibly of more international interest, remained.
There were other curious things: anything from Autocar is summarily rejected (they don’t even appear) while I notice Jalopnik is fine. When it comes to cars, this is the only place where the publication with the longest history in the sector is outranked by a web-only start-up, whose pieces are enjoyable but not always accurate. The only car piece it accepted from me was about Tesla selling in Indiana, but Renault, Volkswagen, Lamborghini, Porsche, Aston Martin and other manufacturers’ news didn’t make it. This I don’t get. And I like to think I know a little bit about cars, in the week when Autocade hit 8,000,000 page views.
Now, if this is meant to be an international app, downloadable by everyone, then it should permit those of us in our own countries to have greater say in what is relevant to our compatriots.
Visit the New Zealand category, and you see a few items from yours truly, but then after that, they are few and far between: the Steven Joyce dildo incident, for example, and you don’t have to scroll much to see the Otago car chase being stopped by sheep last January. A bit more has happened than these events, thank you. No wonder Americans think nothing happens here.
According to Inside, these news items—separated only by one about Apple issuing a recall in our part of the world—are far more important to users following the New Zealand category than Martin Crowe’s death.
The UK is only slightly better off, but not by much. I notice my submission about Facebook not getting away with avoiding taxes in the UK vanished overnight, too.
News of the royal baby in Sweden wasn’t welcome just now. Nor was the news about the return of one of the Hong Kong booksellers, but news from Bloomberg of a luxury home on the Peak, which I submitted last month, was OK. Lula’s questioning by police has also disappeared (admittedly my one was breaking news, and very short), though Inside does have a later one about his brief arrest.
Yet to locals, the rejected ones are important, more important than Gladys Knight singing to a cop or a knife on O. J. Simpson’s estate (which have made it).
This is a very American app, and that’s fine: it’s made by a US company, and I’m willing to bet most of its users are American. However, the “all” feed, in my view, should be global; those who want news tailored to them already have the choice of selecting their own topics. (It’s the first thing the app gets you to do after signing in.) And if some fellow in New Zealand wants to submit, then he should have the same capacity as someone in the US. After all, there are more of them than there are of us, and I hardly think my contributions (which now keep vanishing!) will upset the status quo.
Or does it?
I mean, I have posted the odd thing from The Intercept about their country’s elections.
Whatever the case, I think it’s very odd for an app in the second decade of the century to be so wedded to being geocentric. I can understand getting stuff weeded out for quality concerns—I admit I’ve posted the odd item that is an op-ed rather than hard news—but this obsession to be local, not global, reinforces some false and outdated stereotypes about the US.
It’s like Facebook not knowing that time zones outside US Pacific Time exist and believing its 750 million (as it then was) users all lived there.
My advice to app developers is: if you don’t intend your work to be global, then don’t offer it to the global market. Don’t let me find your app on a Chinese app centre. Say that it’s for your country only and let it be.
Or, at least be transparent about how your apps work, because I can’t find anything from Inside about its curation processes other than the utopian, idealistic PR that says we’re all welcome, and we all have a chance to share. (We do. Just our articles don’t stay on the feed for very long.)
Wildcard has an attractive user interface, and its mixture of news is more appealing, especially if you want more depth.
Admittedly, I’ve only been on Wildcard for less than a day but I’ve already found it more international in scope. It also has more interesting editorial items. It is still US-developed—east coast this time, instead of west coast—but it supplements its own news with what’s in your Twitter feed. It’s not as Twitter-heavy as Nuzzel, which I found too limited, but seems to give me a mixture of its own curation with those of my contacts. The user interface is nice, too.
I’m not writing off Inside altogether—if you’re after a US-based, US-centric news app, then it’s probably excellent, although I will leave that decision to its target market. I can hardly judge when dildos matter more to its users than the greatest cricket batsman in our country.
For me, Wildcard seems to be better balanced, it doesn’t make promises about public curation that it can’t keep, and I’ve already found myself spending far more time browsing its pieces than the relatively small amount that seem to remain on Inside. It is still a bit US-biased in these first 24 hours, probably because it hasn’t taken that much from my Twitter contacts yet. There seems to be more news on it and I’m getting a far better read, even of the US-relevant items. I’m looking forward to using it more: it just seems that much more 21st-century.
My friend Stephen Smith filmed the following in Cuba, looking at the pre-1959 US cars that are still running (mostly on non-original engines) there. It’s also interesting for the odd non-US car that you see: various Ladas (the original Zhiguli shape), a Volkswagen Gol in one scene, and an Emgrand EC8. Steve and his wife Ilona Kauremszky have more travel stories at their website, www.mycompass.ca, and more videos at their YouTube channel.
The last few times Autocade reached a milestone, I blogged about it, and since this one is a bit of a Duesy, it deserves to be recorded.
The car cyclopædia has reached 2,000 models, with the Opel Kadett D getting us there.
It also passed 2½ million page views during December—I noticed it was about to cross 2 million back in March 2012. Not huge numbers if you break it down per day, but for something that was meant to be a hobby site, it’s not too bad. I also notice that it gets cited in Wikipedia from time to time.
The history has been noted here before, especially when I first started it in 2008. It was meant to be an editable wiki, but, sadly, in 2011, the bots became too uncontrollable, and I made the decision to lock down the registration process. A small handful of people—I count four, including myself—have contributed to the site with content and programming, among them Keith Adams of AROnline and Peter Jobes. A fourth contributor, whose name I have forgotten, provided some early info on Indian cars.
It’s still a bit light on American cars, mostly due to the issues of converting from cubic inches. Some of my references aren’t that accurate on this for the same reason, and I want to make sure that everything’s correct before it’s published. Most US sites just record cubic capacity in litres when metric measures are given, and we need to be more accurate. But we will get there.
Of course, over the years, we have recorded some oddball cars. So, as I did for its fourth birthday, here is a selection. My thanks to Keith and Pete, and to all our readers.
And since I blog less these days—Facebook (including the fan page), Twitter, Instagram, Tumblr and the rest seem to take more of my attention—I imagine this is my last entry for 2012. Have a wonderful 2013, everyone!
Rambler by Renault:after Renault bought IKA’s operations in Argentina in the mid-1970s, it inherited a design based on the Rambler American.
Ford by Chrysler:Simca took over Ford’s operations in France in the 1950s, and the model it inherited, the Vedette, stayed in production long enough in Brazil for Chrysler to put its own badges on it when it bought Simca out.
Chrysler Esplanada.1967–9 (prod. unknown). 4-door sedan. F/R, 2505 cm³ (V8 OHV). As with Regente, rebadged when Chrysler took over Simca Brasil. Power reduced to 130 PS; comments for Regente apply here, with the principal outward difference being Esplanada’s higher trim level. Slightly more powerful engine.
Chrysler by Volkswagen:this one is perhaps better known. Chrysler found itself in such a mess by the end of the 1970s that it sold its Brazilian operations to Volkswagen, which eventually rebadged the local edition of the Hillman Avenger.
Volkswagen 1500/Volkswagen 1500M.1982–91 (prod. 262,668 all versions). 4-door sedan, 5-door wagon. F/R, 1498, 1798 cm³ (4 cyl. OHV). Facelifted version of Dodge 1500, itself an Argentine version of the Hillman Avenger. Had a good history as a Dodge in the 1970s, and sold on that goodwill as well as robustness; but largely seen as an economy model for VW in the 1980s. Five-speed gearbox from 1988, with air conditioning on more models.
Volkswagen by Ford:as part of the Autolatina JV in Brazil, Volkswagen and Ford rebadged each other’s models. A similar experiment was happening in Australia between Ford and Nissan, and Toyota and Holden, around this time.
Ford Versailles (B2).1991–6 (prod. unknown). 2- and 4-door sedan, 3- and 5-door wagon. F/F, 1781, 1984 cm³ (4 cyl. OHC).Volkswagen Santana (B2) with redone front and rear ends, and addition of two-door sedan and three-door wagon. Part of the Autolatina tie-up in South America between Ford and VW, replacing Corcel-based Del Rey. No different to Volkswagens in that market, with same engines. Wagons called Royale, but five-door only added in 1995. Fairly refined by early 1980s’ standards but ageing by time of launch, though better than Del Rey.
While we’re looking at South America, the Aero-Willys probably deserves a mention. Autocade doesn’t have the Ford-badged versions there yet, but it will in due course. Thanks also to acquisitions, Ford wound up with Willys in Brazil, and built a Brooks Stevens-penned design till it was replaced by its own Maverick in the 1970s. Here is that car, with an old platform, but more modern (compared to the 1950s’ version) styling.
Aero Willys 2600 (213).1963–8 (prod. unknown). 4-door sedan. F/R, 2638 cm³ (6 cyl. OHV). Rebodied Aero, considered one of the first all-Brazilian cars, originally shown at the Paris Salon the year before. US platform as before, and modern styling by Brooks Stevens, but this shape was unique to Brazil. Engine now with 110 hp. Rear end altered in 1965, and spun off upmarket Itamaraty model in 1966.
Renault Torino.
Chrysler Esplanada.
Volkswagen 1500/Volkswagen 1500M.
Ford Versailles (B2).
Aero Willys 2600 (213).