Itâs bittersweet to get news of the Chevrolet Corvette from whatâs left of GM here in New Zealand, now a specialist importer of cars that are unlikely to sell in any great number. And weâre not unique, as the Sino-American firm pulls out of entire regions, and manufactures basically in China, North America, and South America. Peter Hanenbergerâs prediction that there wonât be a GM in the near future appears to be coming true. Whatâs the bet that the South American ranges will eventually be superseded by Chinese product? Ford is already heading that way.
Inconceivable? If we go back to 1960, BMC was in the top 10 manufacturers in the world.
Out of interest, I decided to take four yearsâ1990, 2000, 2010, and 2020âto see who the top 10 car manufacturers were. I havenât confirmed 1990âs numbers with printed sources (theyâre off YouTube) and I donât know exactly what their measurement criteria are. Auto Katalog 1991â2 only gives country, not world manufacturer, totals and that was my most ready source.
Tables for 2000 and 2010 come from OICA, when they could be bothered compiling them. The last is from Daily Kanban and the very reliable Bertel Schmitt, though he concedes these are based on units sold, not units produced, due to the lack of data on the latter.
2000
1 GM
2 Ford
3 Toyota
4 Volkswagen
5 DaimlerChrysler
6 PSA
7 Fiat
8 Nissan
9 Renault
10 Honda
2010
1 Toyota
2 GM
3 Volkswagen (7,341,065)
4 Hyundai (5,764,918)
5 Ford
6 Nissan (3,982,162)
7 Honda
8 PSA
9 Suzuki
10 Renault (2,716,286)
If Renaultâs and Nissanâs numbers were combined, and they probably should be at this point, then they would form the fourth largest grouping.
2020
1 Toyota
2 Volkswagen
3 Renault Nissan Mitsubishi
4 GM
5 Hyundai
6 Stellantis
7 Honda
8 Ford
9 Daimler
10 Suzuki
For years we could predict the GMâFordâToyota ordering but I still remember the headlines when Toyota edged GM out. GM disputed the figures because it wanted to be seen as the worldâs number one. But by 2010 Toyota is firmly in number one and GM makes do with second place. Ford has plummeted to fifth as Volkswagen and Hyundaiâby this point having made its own designs for just three and a half decadesâovertake it.
Come 2020, with the American firmsâ expertise lying in segment-quitting ahead of competing, theyâve sunk even further: GM in fourth and Ford in eighth.
Itâs quite remarkable to me that Hyundai (presumably including Kia and Genesis) and Honda (including Acura) are in these tables with only a few brands, ditto with Daimler AG. Suzuki has its one brand, and thatâs it (if you want to split hairs, of course thereâs Maruti).
Toyota has Lexus and Daihatsu and a holding in Subaru, but given its broad range and international salesâ strength, it didnât surprise me that it has managed to have podium finishes for the last three decades. Itâs primarily used its own brand to do all its work, and thatâs no mean feat.
Iâm surprised we donât see the Chinese groups in these tables but many are being included in the othersâ totals. For instance, SAIC managed to shift 5,600,482 units sold in 2020 but some of those would have been counted in the Volkswagen and GM totals.
I wonât go into the reasons for the US manufacturersâ decline here, but things will need to change if they donât want to keep falling down these tables. Right now, it seems they will continue to decline.
I said it a long time ago: that the Carlos Ghosn arrest was part of a boardroom coup, and that the media were used by Hiroto Saikawa and co. (which I said on Twitter at the time). It was pretty evident to me given how quickly the press conferences were set up, how rapidly there was âevidenceâ of wrongdoing, and, most of all, the body language and demeanour of Mr Saikawa.
Last week emerged evidence that would give meâand, more importantly, Carlos Ghosn, who has since had the freedom to make the same allegation that he was set upâcause to utter âI told you so.â I read about it in The National, but I believe Bloomberg was the source. The headline is accurate: âNissan emails reveal plot to dethrone Carlos Ghosnâ; summed up by âThe plan to take down the former chairman stemmed from opposition to deeper ties between the Japanese company and France’s Renaultâ.
One highlight:
the documents and recollections of people familiar with what transpired show that a powerful group of insiders viewed his detention and prosecution as an opportunity to revamp the global automakerâs relationship with top shareholder Renault on terms more favourable to Nissan.
A chain of email correspondence dating back to February 2018, corroborated by people who asked not to be identified discussing sensitive information, paints a picture of a methodical campaign to remove a powerful executive.
Another:
Days before Mr Ghosnâs arrest, Mr Nada sought to broaden the allegations against Mr Ghosn, telling Mr Saikawa that Nissan should push for more serious breach-of-trust charges, according to correspondence at the time and people familiar with the discussions. There was concern that the initial allegations of underreporting compensation would be harder to explain to the public, the people said.
The effort should be âsupported by media campaign for insurance of destroying CG reputation hard enough,â Mr Nada wrote, using Mr Ghosnâs initials, as he had done several times in internal communications stretching back years.
Finally:
The correspondence also for the first time gives more detail into how Nissan may have orchestrated [board member] Mr Kellyâs arrest by bringing him to Japan from the US for a board meeting.
Nissanâs continuing official position, that Ghosn and Kelly are guilty until proved innocent, has never rang correctly. Unless youâre backed by plenty of people, that isnât the typical statement you should be making, especially if itâs about your own alleged dirty laundry. You talk instead about cooperating with authorities. In this atmosphere, with Nissan, the Japanese media duped into reporting it based on powerful Nissan executives, and the hostage justice system doing its regular thing, Ghosn probably had every right to believe he would not get a fair trial. If only one of those things were in play, and not all three, he might not have reached the same conclusion.
It’s been fascinating to watch Carlos Ghosn’s press conference in Beirut, and subsequent interviews, confirming my own suspicions back in November 2018 (as Tweeted and blogged).
Carlos Ghosn's criticism of the Japanese justice system isnât âone-sidedâ as they claim. For 14 months, they controlled the narrative and the smear campaign against him. He and others are now redressing the balance. @carlosghosn#CarlosGhosn
Criticisms of Japan’s justice system don’t just come from Ghosn. There was Mark Karpeles, who endured 11 months awaiting trial in Japan. From the Asia Times:
But Karpeles didnât confess. Prosecutors kept re-arresting him and denied his lawyerâs request for bail again and again. During his incarceration, he suffered mild frost-bite, malnutrition and sleep disorders and went slightly stir crazy. He finally won bail in July 2016.
and:
It didnât surprise me that the police and prosecutors didnât want to find the real criminal: I had seen it before in the 2002 Nick Baker drug smuggling case. In that case, Japanese prosecutors declined evidence from overseas police agencies that supported Briton Bakerâs assertion that he had been framed by his traveling companion. Their aim in the case was simple: conviction.
The criticism isn’t coming only from foreigners. Carlos Ghosn’s own lawyer in Japan, Takashi Takano, recalled on his blog:
The Asia Times story has a translation, and you’re free to copy and paste into a translation service.
As someone who follows the car industry, and holds business and law degrees, this case has fascinated me far more than any Instagram caption from the Duke and Duchess of Sussexâand it will also be interesting to see how Renault Nissan Mitsubishi deals with the fallout.
While itâs true that Nissan is worth more than Renault now, we canât forget what a terrible shape it was in at the time the alliance was forged. While Nissan could have declared the Japanese equivalent of Chapter 11, itâs interesting to speculate how it would have emerged: would it have saved face or would consumers have lost confidence, as they have with Mitsubishi? And in the wake of Ghosnâs arrest, stories in the western media began appearing: Nissanâs performance was faltering (‘mediocre,’ says Ghosn). It had had a recent scandal and a major recall. More likely than not, it meant that certain heads were going to roll. To save themselves, they rolled their leader instead.
Weâll see if there has been financial impropriety as things proceed, but to me thereâs an element of xenophobia in the way the story has developed; and it was a surprise to learn at how ill-balanced the Japanese legal system is.
Iâve been vocal elsewhere on how poorly I think elements of both companies have been run, but Ghosn does have a valid point in his video when he says that leadership canât be based solely on consensus, as itâs not a way to propel a company forward.
Iâm keeping an open mind and, unlike some of the reporting that has gone on, maintaining that Ghosn is innocent till proved guilty. Itâs dangerous to hop on to a bandwagon. Itâs why I was a rare voice saying the Porsche Cayenne would succeed when the conventional wisdom among the press was that it would fail; and why I said Google Plus would fail when the tech press said it was a âFacebook-killerâ. Ghosn deserves to be heard.
I rented a couple of trucks over the last few days, and Iâm surprised that automatics have taken such a hold in this country.
Iâve written about my preference for manuals elsewhere, and for a regular car, I would consider one with a sequential gearbox. Weâre in an era now where the advantages of a modern automatic can outweigh those of a manual, notably in fuel economy. Generally, however, having the control of a manualâand not having an atrophied left leg while drivingâis my preference, and itâs absolutely fine even in gridlock if you know how to control the gears properly. I grew up with the idea, rightly or wrongly, that a good driver knows how to operate a manual and desires the control that it affords.
Polling my friends, it appears that half have the same preference as me and many note, âBut I own an automatic because I couldnât find a manual.â Itâs true: weâve become a slush-box nation just as the United States has, going from a country where maybe 10 per cent were autos to one where 90 per cent are. A big part of that shift happened this century. The notion that automatics have been market-driven (as I was told at Brendan Foot) is, as far as I can ascertain, bollocks. In 2015â16, I went to some extremes to buy the car I wanted, namely one with a manual transmission, by sourcing one from where the majority of drivers still prefer to shift gears themselves: the UK. I understand that the UK, as New Zealand once did, insists that you do your driverâs licence test in a manual if you want to be able to drive both; should you do it in an auto, youâre restricted to just autos until you ‘upgrade’ to a manual licence. Indeed, the latter position invites ridicule in the UKâDaniel Craig got his share of it after a fake-news piece alleged he didnât know how to drive a manual.
This UK licensing position still makes sense to me, but it appears we license people to drive manuals even though they have never seen a clutch in their lives.
One of the young men helping me out with shifting stuff in the truck, who is on a learnerâs, and owns an automatic, said to me that he couldnât comprehend a manual, and that confirms that we may have it wrong with our licensing system by slavishly following the US.
And after the weekendâs experience, Iâm even more wedded to manual transmissions.
The first truck from Vancy Rentals was a two-tonne Toyota Dyna with a slush box. For the most part it wasnât too difficult to drive, except for one corner when I had to turn off the Hutt Road (speed limit 80 km/h) to head up Ngauranga Gorge, while carrying a load. I didnât consider that I was going too quickly but the truckâs gearing did not change down with the speed reduction, and I had to rely solely on heavy braking to slow the vehicle. I wrestled with the steering wheel to keep it in my lane but came close to crossing the line.
You can put this down to inexperience and you would be partially right. With hindsight, I could have turned off the overdrive, or changed to D-4, but in my opinion autos have a tendency to make you lazy. Itâs the equivalent of a point-and-shoot Instamatic camera: acceptable but not what a professional might demand for full control.
The second was a larger 2·5 tonner from Hino, but with a five-speed manual transmission. That corner was taken cleanly (with an even heavier and higher load) by shifting down, and it was simple heading down Ngauranga later by changing into a lower gearâexactly what the sign at the top of the Gorge suggests you do. It kept the truck to a maximum of 80 km/h, the legal limit down that stretch. (I also accomplished this with D-4 on the Toyota.) It was at this point that my young helper remarked that he couldnât understand the manual, so I pointed out that it was the gearing that was keeping us safely within the speed limit, not the brakeâby having that additional security I wouldnât be reliant solely on the truckâs braking system.
That same thinking applies to my driving in a motor car, and I wonder why one wouldnât want the extra assurance of having chosen the gear yourself, limiting your speed when needed, and not be dependent on the decision of a gearbox engineer in Japan (or elsewhere) who mightnât understand Kiwi roads.
Above:Autocade can be hard workâand sometimes you have to put up less exciting vehicles, like the 2001â7 Chrysler Town & Country, for it to be a useful resource.
March 8, 2018 marks 10 years of Autocade.
Iâve told the story before on this blog and elsewhere, about how the site came to beâannoyed by the inaccuracies and fictions of Wikipedia (who said the masses would be smart enough to get rid of the mistakes?), I took a leaf out of the late Michael Sedgwickâs book and created a wiki that had brief summaries of each model, the same way Sedgwick had structured his guides. I received an emailed threat from a well known British publisher (Iâm looking at you, Haymarket, and as predicted in my reply, your thoughts proved to be totally baseless) when we started, and 12Âœ million page views later, weâre on 3,628 models (I think we finished the first day on 12), with our page on the Ford Fiesta Mk VII leading the count (other than the home page). Autocade began as a wiki but with so many bots trying to sign up, I closed off those registrations. There have really been about six contributors to the site, all told: myself and Keith Adams for the entries, Peter Jobes and Nigel Dunn for the tech, and two members of the public who offered copy; one fed it in directly back in the day when we were still allowing wiki modifications. I thank everyone for their contributions.
A few years ago, I began running into people online who used Autocade but didnât know I was behind it; it was very pleasing to see that it had become helpful to others. It also pleased me tremendously to see it referenced in Wikipedia, not always 100 per cent correctly, but as Autocade is the more accurate site on cars, this is the right way round.
When a New Zealand magazine reviewed us, the editor noted that there were omissions, including his own car, a Mitsubishi Galant. Back then we were probably on 1,000 models, maybe fewer. All the Galants are now up, but Autocade remains a work in progress. The pace of adding pages has declined as life gets busierâeach one takes, on average, 20 minutes to research and write. You wouldnât think so from the brevity, but I want it to be accurate. Iâm not perfect, which is why the pages get changed and updated: the stats say weâre running on 3·1 edits per page.
But it looks like weâre covering enough for Autocade to be a reasonably useful resource for the internet public, especially some of the more obscure side notes in motoring history. China has proved a challenge because of the need to translate a lot of texts, and donât think that my ethnicity is a great help. The US, believe it or not, has been difficult, because of the need to calculate cubic capacities accurately in metric (I opted to get it right to the cubic centimetre, not litres). However, it is an exciting time to be charting the course of automotive history, and because there are still so many gaps from the past that need to be filled, I have the chance to compare old and new and see how things have moved on even in my four-and-a-half decades on Earth.
Since Sedgwick had done guides up to 1970, and paper references have been excellent taking us through the modern motor carâs history, I arbitrarily decided that Autocade would focus on 1970 and on. There are some exceptions, especially when model lines go back before 1970 and it would be a disservice to omit the earlier marks. But I wanted it to coincide roughly with my lifetime, so I could at least provide some commentary about how the vehicle was perceived at the time of launch. And the â70s were a fascinating time to be watching the motor industry: those nations that were confident through most of the 20th century with the largest players (the US and UK) found themselves struggling, wondering how the Japanese, making scooters and motorcycles just decades before, were beating them with better quality and reliability. That decadeâs Japanese cars are fascinating to study, and in Japan itself there is plenty of nostalgia for them now; you can see their evolution into more internationally styled product, rather than pastiches of othersâ, come the 1980s and on. The rise of Korea, Spain, China, India, Turkey, México and other countries as car-exporting nations has also been fascinating to watch. When Autocade started, Australia still had a domestic mass-produced car industry, Chrysler was still owned by Americans, and GM still had a portfolio of brands that included Pontiac and Saturn.
I even used to go to one of the image galleries and, as many cars are listed by year, let the mouse scroll down the page. You can see periods grouped by certain colours, a sign of how cars both follow and establish fashion. There are stylistic trends: the garishness of smog-era US cars and the more logical efficiency of European ones at the same time; smoother designs of the 1980s and 1990s; a creeping fussiness and a concentration on showing the brandâs identity in the 2000s and 2010s. As some of the most noticeable consumer goods on the planet, cars make up a big part of the marketing profession.
The site is large enough that I wouldnât mind seeing an academic look at industry using the data gathered there; and I always thought it could be a useful book as well, bearing in mind that the images would need to be replaced with much higher-resolution fare.
For now, Iâm going to keep on plodding as we commence Autocadeâs second decade. The Salon de Genève has brought forth some exciting débutantes, but then I should get more of the Chrysler Town & Country vans up âŠ
A photo taken in Wellington with a test car I had for Lucire. White cars aren’t the over-represented colour in New Zealand: guess from this photo what is.
A friend of mine put me on to this Fairfax Press Stuff article, entitled ‘Silly Car Question #16: Why are there so many white cars?’. It’s a silly question all right, because I haven’t noticed this phenomenon in New Zealand at all, and if any colour is over-represented, it’s the silverâgrey tones. It seems like “fake news”, and if you read on, then there’s more to support that assertion.
âIt’s because every second car imported from Asia is white – literally. Latest research tells us that 48 per cent of all vehicles manufactured in Asia, particularly Japan, are painted white.’ (My friend, of Chinese descent, summarized jokingly, ‘It’s our fault,’ and my thought was, ‘Not again.’)
Let’s break this one sentence down. The author says that we source a lot of our used cars from Japan, hence this 48 per cent figure is reflected in the New Zealand fleet. But you only need to ask yourself a simple question here: how many of those white cars made in Japan (or Korea, or India, or Thailand) stay in those countries to become used imports to New Zealand? These nations are net exporters of cars, so whatever trickles on to the Japanese home market will be a smaller percentage of that 48. How many are whiteâwe don’t have that statistic, but, as I noted, it’s certainly not reflected in the cars on our roads. Now, if we’re talking Tahiti, where there are a lot of white cars, then that’s another storyâand that is likely to do with white reflecting light in a hot climate. As this is a foreign-owned newspaper group, then perhaps the author does not live in New Zealand, or if he does, maybe he hangs around taxi ranks a lot.
Let’s go a bit further: ‘Statistics gathered by Axalta Coating Sytems, a leading global supplier of liquid and powder coatings, showed that worldwide 37 per cent of all new vehicles built during 2016 were painted white, which was up two percentage points on 2015’ and ‘All this leads to the next obvious question: why are all these cars painted white? / It may be because that’s what the manufacturers want.’
From what I can tell, this article was cobbled together from two sets of statistics. A bit of research wouldn’t have been remiss. However, it is a sign of the times, and even we’re guilty of taking a release at face value to get news out. But the result on Stuff just doesn’t make much sense.
James Newburrie, a car enthusiast and IT security specialist, has a far more reasonable answer to the high number of silver (and dull-coloured, which includes white) cars, which he gave me permission to quote in May 2016:
Car colours are fairly well correlated with consumer confidence. In an environment where consumer confidence is high, regular cars are likely to be available in all sorts of bright and lurid colours (purple, green, yellow, etc). As consumer confidence tanks, people start to think more about resale value and they chose more “universal” colours (the kind of colours no one hates: Silver, conservative blues, etc).
Cars directed at young people tend to be cheaper and maintain strong colours throughout the cycle – but to keep costs down they tend to stay around red, black, white, blue and silver, perhaps with one “girly” colour if it is a small car. Cars directed to financially secure people as second cars, like sports cars for instance, tend to be more vibrantly coloured, because your buying into the dream.
So, in the 1950s while the economy was good, people bought cars in bright colours with lots of colours, the oil crisis comes along and they go to white and beige, the 80s come along and we all vomit from car colours, the recession we had to have leads to boredom, then everything is awesome again and you can buy a metallic purple Falcon, or a metallic orange commodore – then the great recession and we’re all bored to death again.
Consumer confidence probably is just starting to recover now. If history is any indication, there will be a point where people just go “oh screw worrying” and then they will see that other people aren’t worried anymore and they’ll say “screw worrying” etc ⊠and we will snap back.
Follow that up with what car dealers are now selling, and bingo, you might have a serviceable article.
In fact, a traditional manual, one with gears you change with a clutch, comprises considerably less than 20 per cent.
One friend, like me, specifically sought a manual in 2015, and asked me to scan through websites. In the greater Wellington region, cars matching his other criteria on engine size and price numbered a grand total of two, one in Eastbourne and the other in Upper Hutt. He eventually had to go outside his criteria to buy a manual.
I visited one dealership in Lower Hutt where one of the senior salespeople told me that was what the market demanded, so they followed suit, as he tried to sell me an automatic, Turkish-made car. This claim was, based on my own research, bollocks.
Granted, this research was of a sample of my 2,300 Facebook friends, but of those who responded, it appeared to be evenly divided. Some of the comments were along the lines of, ‘I wanted a manual, but I had no choice, so I bought an automatic.’
If I didn’t have a second car (since sold to a friend who also preferred manuals), I could have found myself looking at doing the sameâjust because I needed wheels in a hurry. Or I could have bought a car that did not meet all my needs, one that was “near enough”. But if you are spending a five-figure sum, and you intend to hold on to the car for the next decade, is this such a wise thing to do? A car is an investment for me, not a fashion item.
That earlier Renault took me four months to find in a market that wasn’t so heavily biased against manuals in the mid-2000s, and this time out, I wound up searching for eight. Most people don’t have that luxury.
The most evident explanation for the overwhelming numbers of automatics is that so many used cars are sourced from Japan, but it’s really not what all people want.
I’ve nothing against the half of the population who prefer automatics, but they are just not my sort of thing. These days, the most advanced automatics are more economical than manuals, but generally, you still get a few more mpg from a car you shift yourself. I enjoy driving, and automatics blunt that enjoyment for me, but I’m sure others don’t mind them as much.
In future blog posts I’ll touch on this subject again, and I’ll be penning a story for Classic Car Weekly in the UK on the whole saga of buying a new car. Who knew that, despite being armed with money, it would be such an uphill task to find someone to give it to?
It also suggests that if someone wishes to specialize in manuals, they would be tapping in to a large, unserved chunk of the New Zealand market.
Cortana gives completely the wrong address for me. I wonder if the resident of 39A Aparima Avenue is getting identified as the home of a lot of Windows 10 users.
Thereâs not an awful lot that Cortana can tell you. Most enquiries wind up on Bing, and sheâs only really good for the weather and exchange rates (as I have discovered so far). There are a few fun questions you can throw at her, asking if sheâs better than Siri, or whether if sheâs met Bill Gates, but generally, but weâre far from Knight Rider or replicant technology here. A New Zealand accent presents no problems. One thing she gets very wrong is my location, which is allegedly 39A Aparima Avenue in Miramar. Iâm not sure how she arrived at that address, as I donât live there and I donât believe I know the person who does.
Itâs not too unpleasant to look at although the mobile-specific features can get a bit annoying. The menus feel too large overall, because itâs all designed from a mobile-first standpoint, while the biggest gripe from me comes with the typography.
Microsoft has ruined ClearType here in its attempt to make something for mobile first, and most type looks very poor on screen. Fortunately, a Japanese website still hosts the MacType plug-in, which brings the font display closer to what we experience on Mac OS X. It even goes beyond what we were used to in Windows 7, which had been Microsoftâs best use of its ClearType technology to date.
After installing MacType, ITC Legacy Serif looks far more like it does in print.
You can alter the fonts through the Registry Editor, and I set about getting rid of Arial as always. Windows 10 doesnât like you removing a system font, so the trick is to replace it with something else called Arial, then remove the original from HKLM\Software\Microsoft\Windows NT\CurrentVersion\Fonts.
Windows 10 removes your ability to change the icon and menu fonts, and they now have to be changed in the registry, too, at HKCU\Control Panel\Desktop\WindowMetrics, and very carefully.
After tinkering with those, the display began looking like what I was familiar with, otherwise there was a bit too much Segoe on screen.
There have so far been no program incompatibilities. As upgrades go, it hasnât been too bad, and I havenât been stuck here forever downloading updates. Apple still gets higher marks for its OS upgrade processes (when they work) but given how much data I have on my main Windows machine, and how different each PC is, Microsoft has done a good job. Iâm glad the system waited till now, and delivered me a relatively bug-free transition. Software upgrading is one area where I don’t mind not being first.
The Geely King Kong Hatchback, one of the new entries on the Autocade website.
Not that I blogged it at the time, but Geelyâs multi-brand strategy in 2009 felt doomed. Earlier this year, the company retreated, and brought everything from Englon, Gleagle and Emgrand back under its parent brand again.
It wasnât unlike Mazdaâs attempt to do the same in the early 1990s, when it began selling cars under marques such as Efini, Autozam and Eunos, as well as its own brand. The bursting of Japanâs bubble economy didnât help things, but the problems went deeper than that. Those who were used to buying a Mazda Capella from a certain outlet were surprised to find that it had become one of these new channels, and there was no Capella or equivalent to be seen. In fact, for those years, there was no Capellaâa nameplate Japanese buyers had become accustomed to for decadesâas Mazda decided to offer cars such as the Cronos, which went over the 1,700 mm width that landed it in a higher tax bracket.
We never noticed much of these issues outside Japan, as these cars were simply sold as Mazda 626, and there were fewer signs of the companyâs ambitious plans that landed it in such trouble then-shareholder Ford installed a Scot in charge. It was the first time a Caucasian wound up running a car maker there. Mazda felt embarrassed it wasn’t one of their own.
Geely might not have had the Chinese economy collapse on it, and it may have been buoyed through the 2000s as it went from being a manufacturer of recycled Daihatsus to a major Chinese automotive force, but there was the obvious problem of increasing its marketing costs dramatically. Could it also develop lines for four marques all of a sudden? Remember, too, it would swallow Volvo around this time, giving it a fifth marque.
The answer was no: Geely wound up shifting various models to different marques, badge-engineering others, and generally confusing the state of affairs for Chinese consumers. Thereâs a solid argument to be made for Geely at the time though: the automotive market was clearly segmenting, and there was a need to have budget and luxury brands. But it didnât seem organic, but dramatically forced. I take my hat off to Geely for carrying it out, nevertheless, even if some of the models were lacking: the Emgrand EC7, for instance, had rear torsion beam suspension, and it was supposedly a premium product for the well-to-do upper-middle-class Chinese buyer.
It all came crashing down earlier this year, when Geely realized that it lost economies of scale in marketing, and the most important player in all of thisâthe consumerâreally couldnât follow what was what. To top it off, these new brands had no goodwill, just as Mazdaâs didnât 20 years before. Unless youâre willing to push these brands like crazy, itâs a hard battle to win, especially in the most competitive market on earth. China, too, has had a downturn in car sales this year, and the heady days of thinking one can adopt multi-brand strategies without the numbers to support them are over.
Why has it come up? Today, Autocade has successfully recorded the entire current line of Geelys, and there are quite a few historical models in there, too. It was incredibly confusing, too, tracking the new identities of a lot of the modelsâdid the Englon SC5 get renamed? Which lines were dropped because there was a badge-engineered equivalent? And, as is particularly common among Chinese models we put on Autocade, how on earth shall we translate some of these model names? (The practice is to use the Chinese companyâs own translations, where available, and not succumb to using the export names to index them.)
While some pages had the new Geely names appended to the old Englon, Emgrand and Gleagle model pages, there were new entries for the Geely New Emgrand, the old King Kong line along with the Englon SC5-based King Kong hatchback, the two generations of GeelyVision, and the historical Geely Haoqing (an old car based around a 1980s Daihatsu Charade: to think, at the turn of the century, this described pretty much every car in the Geely range) as well as the new flagship SUV that now bears the name.
The reason for being a bit obsessive over the Geelys, as well as some other models (we added nearly all the current Cadillacs and a few more Changâans), is that with the demise of Auto Katalog, I believe more will go online. If we can present a credible new-car siteâalthough we have a long way to go before we get every current model line upâwe may go some way to filling the void with Autocade.
