While looking through a Japanese car magazine recently, I realized that I couldn’t identify the cars pictured because I couldn’t see the logos on them (and the text was only Japanese). Look at various sedans on the road today—a C-class Mercedes, Toyota Camry, Honda Accord, Ford Fusion, Chevy Malibu. They’re all about the same size and not-so-different shapes. Now remove the logos. Could you tell which was which? You are reminded how important those logos are.
The best one of all is probably the Mercedes-Benz three-pointed star. Its elegance and simplicity are recognized the world over. Those three points represent land, sea, and air, the three areas in which Mercedes-Benz has supplied motor power.
Audi, BMW, and Alfa Romeo logos rank next in my book. Those Europeans designed their logos long ago. They incorporated symbols of history or technology relevant to the brand.
Americans? That Ford blue oval is used internationally and is likely the most effective from this country.
The Japanese were late to this logo game and, in my view, not particularly effective. Their Infiniti symbol is a good effort. But then look at the Toyota “sombrero,” Nissan “hamburger,” Lexus “L”—not too impressive.
This all underlines a marketing problem. All cars today must meet certain norms, such as crash-worthiness, aerodynamics, packaging of passengers, mechanical elements, and luggage area.
Designers have computer aids to help them accommodate these often-conflicting demands. The result is that cars come out looking much like one another, regardless of price. Differentiating touches, such as fine interior finish, are not visible from the outside. The logo is. And if it’s an elegant, simple, internationally-recognized symbol, the product bearing it has a big advantage.
The Winners Are . . .
The year 2009 is one most car companies would like to forget. There are, however, a few brands that have actually prospered: Subaru, Hyundai, and Kia are 2009’s big winners. Subaru has defied gravity and increased sales, while its main competitors were losing thirty, thirty-five, forty percent year-on-year. The company passed up well-known brands, such as Mazda and Volkswagen. The Korean twins of Hyundai and Kia have seen their sales skyrocket, making the company number four in the world after Toyota, GM, and Volkswagen.
The newest Kia, the entry-level Forte, is an interesting model to analyze. A base Forte costs under $14,000 and promises to earn high consumer ratings, just as other recent Kias have. The test car was a very nicely equipped four-door that included leather seats and a power sunroof, in addition to a comprehensive list of stereo, Sirius radio, and Bluetooth, which you’d expect to find in a car priced in the $30,000 to $50,000 range. This one retails at $20,000.
Driving the Forte reveals a very taut structure with excellent soundproofing and a distinctly expensive feel. This is a 2.4 liter, 170 horsepower car, so it’s quick and capable. A 6’5” friend expressed doubt about its headroom—until he tried it and was left shaking his head, with room, in amazement.
What’s not to like? As good as this car is, it left me wanting something more—I felt it was sterile and needed some character. But most buyers, who simply want reliability, safety, easy driving, and comfort, will be amply pleased. Those of us seeking some sort of automotive nirvana will pay more and get a Mini Cooper or a VW GTI, which will feed our egos, and our dreams.
The sister brand, Hyundai, has dazzled buyers, consumer satisfaction experts, and industry analysts with its blizzard of attractive new models, high ratings, and keen marketing and pricing. General Motors would do well to study Hyundai/Kia to find out how a turnaround is managed.
The new Subaru Legacy is a handsome addition to this success story. Subaru continues to appeal to a wide audience—from the motor sports group to the Birkenstock crowd—with its sort-of bargain priced, counter-culture Audi-like cars. This new Legacy is a bit more mainstream but still animated.
Only Porsche shares with Subaru a range of “flat” engines—meaning they feature horizontally opposed cylinders. Subarus also feature all-wheel drive, with all its traction and security advantages.
This Legacy, with a range of options that allow the price to vary from $20,000 to about $30,000, proved to be a very pleasant drive. The car tested, a Legacy Premium edition, is priced at about $23,500; it’s a very capable, well-appointed car with a 170-horsepower engine and CVT (continuously variable transmission) transmission, the smoothness and efficiency of which is quite remarkable. This generously sized car gives thirty-one miles to the gallon (!) on the highway.
When shopping for a new car, it can be helpful to have a benchmark against which you can measure the value of various cars. The Legacy is a good baseline to use. In testing various cars, every so often I run across one I’d actually buy with my own money. This Subaru is one of them.
I’ve had two recent cross-country trips with my son in his 2007 Subaru. One was in mid-winter with snow, ice, and freezing rain. The surefootedness of the all-wheel drive was reassuring when we traversed Nebraska in this brutal weather. While the locals were sliding into the median, or crashing into the roadside barriers, we proceeded serenely. Later in the year, in good weather, we enjoyed comfortable eight-hundred-mile days with our capable little Subaru armed with a radar detector, knocking off the miles, often at three-digit speeds (don’t tell anyone).
Interestingly, in the midst of restructuring, General Motors owned a small share in Subaru. GM’s share was recently acquired by Toyota who, I suspect, will be more understanding partners.
And in case you’re fretting about “Buy American,” this Subaru is built in Princeton, Indiana.
Martin Swig is a former San Francisco new-car dealer who now presents the internationally-celebrated California Mille and other historic car events. As a free service to Gazette readers, he’ll offer suggestions on how to dispose of a cherished car. Call him at 415-479-9950.
