2011… The Comeback Year That Started With An Ad
Article By: D Taylor
This is an opinion and does not necessarily reflect the views of Helfman Cars.
Something felt very different about 2011 in relation to the American auto industry. I can’t really put my finger on it, but there was a shift. A fundamental change stemming from the economic fall-out, which began in 2007 and eventually led to bailouts and buyouts/mergers in 2008 and 2009. From 2009-2010 the industry was in a sort of reset mode. Talk of new more fuel efficient models coming to market, along with future introductions of EV’s and Hybrids sounded promising, but there was a lot of skepticism. The hill looked steep and the recession had taken its toll on everyone. Could the industry do an about face? Could we still compete with foreign manufacturers? In 2011 the answer would be “Yes”, and it began with a commercial.
During last years Super Bowl, Chrysler launched their “Imported From Detroit” campaign. Sure the ad featured a Chrysler 200, but I think the ad worked as a rallying cry for consumers across all brands. Yes, the manufacturers had already done the necessary behind the scenes changes, and new models were starting to roll out, but consumer confidence wasn’t quite there yet. As Eminem exclaimed in the ad “This is the Motor City, and this is what we do.” In other words, “We’ve got this America”… and that’s exactly what we needed to hear.
Consumer confidence in the American Auto Industry came back in 2011 backed by all-new or massively refreshed models across all brands. Growth has been strong and it even looks better for 2012. If 2011 has been the comeback year, expect 2012 to be The Growth Year.
Consumer Reports Likes What Chrysler LLC Is Doing
Chrysler LLC moves up on Consumer Reports reliability list for 2011. According to the “Consumer Reports Reliability Ranking” Chrysler jumped 12 notches to No. 15 on the list, Jeep climbed 7 spots to No. 13 on the list, and Dodge moved up 3 slots to No. 21. The No. 13 spot held by Jeep makes it the MOST RELIABLE AMERICAN VEHICLE. Both Ford and GM dropped in overall ranking compared to last year. The rankings are based on 1.3 Million consumers who were polled.
Quick Final Take-Houston Auto Show
Primary take is, America’s Back! Walking from manufacturer to manufacturer I would say that overall the American vehicles pulled the largest crowds. VW and Audi seemed to attract the most onlookers for the imports. On the American side Ford, Chrysler, and Chevy pulled about the same number of onlookers. Attendees appeared to be very interested in interior electronics focusing primarily on the updated Nav/Radio/Info-Systems (with their honking massive displays). I thought I would see a bigger push with hybrid or electric vehicles. I mean they were present, but they just seemed to blended in with their gas loving cousins. Maybe the newness of hybrids/electrics has worn off. The exception would be the Volt, that drew pretty decent crowds.
If I may be a curmudgeon for just a bit. In general, the models on display were very vanilla. EXCEPTION! Chrysler vehicles including Fiat WERE VERY DISTINCTIVE. I’ll come back to them. With other vehicles, Very few stood out. In many cases, if it wasn’t for the manufacturers being sectioned off, it would probably take me a second to realize I’m looking at a different Make. This was especially true with the Japanese makes, except for Scion. The American manufacturers were more distinctive, but there was some vanilla present with them as well. Nothing really came across as daring, or risk taking. Maybe the economic conditions of the past few years has forced manufacturers to be a little more conservative.
The Chrysler section had probably the most distinctive offerings. From a design standpoint Chrysler products simply did a better job. Their vehicles were fresh and daring. They really pulled the crowds. Jeep was hot! You couldn’t get people off the Challenger. The FIAT floor was one of the most congested areas. People were all over the two FIATs, they were like nervous ants. I’m not saying this because I run the Helfman Blog, I’m saying this because it’s true. Yes Ford and Chevy drew big crowds, but for me, in the end Chrysler simply had the best product offerings.
Overall the show was well put together. I was impressed by the fit and finish of all the American brands. The foreign automakers offered some good product, but it simply seemed like more of the same, and didn’t excite. I hope that we see more innovation from manufacturers next year(Chrysler Innovating Now!). But I guess this depends on how well sales do this year. Automakers will probably wait until their flush with cash before we see some risk taking again. Till Next Year.
Helfman Cars
Damon
Helfman Cars 