Jeep Made in China

First off, no, Jeep is not made in China. As far as I can gather, Jeeps that will be sold in America will be manufactured in America, and that is the way it will stay. Hooray! I'll get to more on that in a minute.

In the conclusion of my last little article, I mentioned Mitt Romney. I'm not claiming in position in politics. And I don't mean to make any sort of statement in that regard. The reason I brought that up in the Tesla article, is because Romney had referred to Tesla as a failed government energy project. Obviously wrong there.

The Romney camp was wrong again when it came to its claims about Jeep. During last year's election, in a late effort to rally some votes in the always hotly contested state of Ohio, Romney's campaign ran a television advertisement implying that Jeep, which has always been an American-made icon, will be moving its production to China. According to them, this was simply an effort to portray a loss of jobs to China, a nation that competes with us in the marketplace. They say that they weren't insinuating real facts, but rather that this "will be" happening, like in a future-tense, hypothetical, metaphysical sense. Or something like that. 

As you can figure, the goal was to scare voters into thinking that they were going to lose their jobs to China, and somehow the Obama administration had caused this.

They continued to run the ads, and their inaccurate information scared and confused a lot of people.

(This ad campaign later won the Huffington Post "Lie of the Year" Award 2012, simply because it is nothing but untruth.)

Sergio Marchionne, Chrysler's CEO (above), promptly responded. In an e-mail to Chrysler employees, many of which were actually becoming concerned with their own job security because of Romney's false statements, Marchionne wrote, " I feel obliged to unambiguously restate our position: Jeep production will not be moved from the United States to China. It is inaccurate to suggest anything else."

He went on a bit more in the memo:
"North American production is critical to achieving our goal of selling 800,00 Jeep vehicles by 2014... We also are investing to improve and expand our entire U.S. operations, including our Jeep facilities."

Right to the point- you have to like this Marchionne guy.

Mr. Marchionne later said that the efforts made by Jeep as a part of the Fiat-Chrysler family would only strengthen Chrysler in the U.S., not weaken it.

“Jeep is one of our truly global brands with uniquely American roots. This will never change,” he said.

AMERICA

Car Brand Slogans: A Review

Below is a listing of some slogans that were recently used by automotive companies, along with a little nugget of truth about each. Being in marketing, I study these kind of things, and I thought it'd be entertaining for you all to have a glimpse into the mind of a genius.

BMW: “BMW. The Ultimate Driving Machine.”
Audi: “Keeping ahead through technology.”
You have to enjoy the fact that your grammar check will grab you for both of these ads and tell you "nein, your sentence is nicht gut." These slogans are about the same: very assertive, very German, not bad, but not very memorable.

Mercedes-Benz: “Unlike any other.”
Mercedes-Benz is deeply involved in so many different things related to automotive manufacturing; one could really say that they are “unlike any other.” This one is alright.

Alfa Romeo: “Alfa Romeo. Beauty is not enough.”
This slogan is good because it is accurate, not ridiculous boasting or just making up nonsense like most slogans. Alfa really does make truly beautiful cars, so this works. I also love Alfa Romeo so I'm totally biased here.

Ford: “Built Ford Tough”
Effective. You have to admit, it works. My only problem with this is that Ford writes its ads as if their target is car-buying Neanderthals.

Dodge: “Dodge. Grab life by the horns.”
Not great. This ad slogan was written exclusively for high school football coaches.

Chevrolet: “Chevy: an American revolution.”
You can’t really point out a problem with this slogan, but then, you couldn’t repeat it to me two minutes from now either, could you?

Volkswagen: “Relieves gas pains.”
This is a great plan from VW’s marketers – have your customers associate your brand with flatulence.

Toyota: “The car in front is a Toyota.”
            “Toyota. Moving forward.”
When you read the old ad campaign, “The car in front is a Toyota”, you just think - if there is a Toyota in front of me, the accelerator is stuck. Then you read the new, slightly better slogan: “Toyota. Moving forward.” – you still think - of course its moving forward, it can’t stop either.

Saturn: “Saturn. Like always. Like never before.”
A part of this slogan is accurate; like always, your Saturn will be absolute rubbish. Like never before… no it will be embarrassing, like it always was.

(I have enlarged their logo image here so that you can marvel at this absolutely wonderful masterpiece artwork that is the Saturn logo.)

If you have a favorite slogan not seen here, or if I have offended your most beloved car maker in some way, post below in the comment box. I might enjoy reading your submissions.

Dodge Dart (its a Fiat)

Looks awful right? This is a 1966 Dodge Dart. They were decent little 4-door sedans. Nothing special though. Just a car. Many who remembered this car were far from elated, or even cared at all, when Dodge announced that they were going to release a new version of the Dart in America last year.

The 2012 Dart was targeted at younger people - those who had no memory of the lame old Dart. The CEO of Dodge-Chrysler said before its release, "Whoever’s buying [The Dart] doesn’t have an historical memory of our segment predecessors... It’s almost virgin territory when you’re talking to young buyers now.”

Dodge did a great job, I think, in targeting this market through funny ads that featured cool guy extraordinaire, Tom Brady, and financing programs that allow you to register parts of the car like a wedding registry. 

Also, it looks brilliant.

In spite of its looks and a good marketing campaign though, the new Dart did not sell well in 2012. And I'll tell you why.

First of all, its positioning. Dodge-Chrysler Group is now owned by Fiat Motors, which means really nothing. (The end consumer doesn't usually see a change in mid-range cars when these type of mergers take place.) This means that, while the Dart's success in the small car market is crucial to the success of Dodge, its success is being hindered by its position in that market. You would find the Dart directly between the Fiat 500 and the Chrysler 200, both of which seem to be preferable by the small car buyers of 2012. 

Another reason the Dart did not succeed in its initial year was not the fact that the first 5000 sold only had manual transmission. (Dodge's CEO actually tried to use that as a possible reason for poor sales) The reason that the Dart didn't do so great last year was the fact that people don't expect a small car from Dodge-Chrysler, because of their almost total reliance on large cars; trucks, vans, and SUV's. 70% of their vehicle sales last year were trucks, vans, and sport utility vehicles. 

What does this mean for the Dart? It means that it may just take a few years to catch on. It is a good little car, without a doubt, and it looks stunning. I think that people are not perceptive of the fact that Dodge can make a good, small car. When they think Dodge, they think big. Dodge will just have to be diligent marketers so they can become competitive in the small car market, like they want.

We will just have to give it another full year to see if the Fiat dream is going to come true, and if Dodge can sustain its survival through a revival of the Dart.

The Viper

Lets start with a video about the history of the Viper, from its creation, up until today. 

http://vimeo.com/39664078

Right. So here's a little list of reasons why the SRT Viper is great.

1. Its roots: The Viper started basically as a dream, that took shape with a couple of guys with a passion for genuinely great, fast cars, working after hours for pure enjoyment. The Viper was born as a commitment to American muscle, but not in the way that we see so commonly, sacrificing handling and grip for tail-happiness and straight-line speed. The Viper is the American supercar.
2. The maker: Street and Racing Team, or SRT, has taken on different names since they first conceptualized the Viper in 1989, but their goal has remained the same: build a supercar that, while rooted in American muscle, can win against the best on a track
3. The performance: The engine is just a massive V10. The power that the Viper's engine puts out was enough to break the record time for an American production car around the Nürburgring in 2011 - only second in all "production" cars to the Gumpert Apollo. The Viper ACR of the same year also broke lap time records at Laguna Seca and won numerous events Le Mans.

But all those records was the old Viper. That is in the past.

This new 2013 Viper, is almost definitely going to be even quicker - take a second to think about that.

A picture comparison: notice the body styling and and the lines. They have barely changed.

This car was released for retail sale in 1991. Not far off a Ferrari 599. In truth, it looks so modern that I would buy this if it came out today. The Viper's production team was a group of visionaries.

Now two little things have changed that have drawn some complaints; the lights and the logo. The lights have been changed  due to new government mandates, that require headlamps to be a certain height. The logo was voted in by current Viper owners. Beautiful customer involvement strategy, SRT. Outside of those little things, the meat of it is the same. The engine and tuning is about the same, but apparently this one is going to handle better and be more grippy while cornering.

You may want to hear what is realistically wrong with this car, after all, the Americans could have never actually built a supercar that is any good, could they? Oh yes. They have done just that.

The only real complaint I heard that may be of concern to prospective buyers, or car enthusiasts was from racing car driver Randy Pobst, who, while taking the Viper around a track test at Laguna Seca, said it is "fun and satisfying, but you better be on your game if you're going to drive fast in a Viper." So okay, maybe its still a little bit of a bear to drive,  but I think that SRT weren't going for the same target market as Hyundai and Kia. 

Pobst also said that the "ride is terrible, but who cares on the track." He's exactly right about this. Viper drivers aren't into their speedy investment because is comfortable or plush. 

That, to me, is what's great about the Viper - unashamedly loud, uncomfortable, and blazing fast. And in addition to that, this can serve to silence all of those European petrol-heads, who seem to think that Americans can't make a proper supercar.

The old Viper was undoubtedly a wonderful car.
The new Viper is just as fantastic, but improved in terms of grip. I can't wait to see some of the records it'll break.

indisputably

GREAT CAR