Better Late then Never?

 

A profound speaker once noted that, "If at first you don't succeed, then sky-diving is probably not for you." The general trend in the automotive industry at the moment is to further fill as many niche segments as possible. It is almost as if the companies have conceded that they have reached a point of diminishing returns with regard to capturing market share with their current offerings, and instead, venture into uncharted waters by offering completely new models (or even brands). For some, this is, in fact, a second or even third time around this dangerous merry-go-round, and while failure might not kill them as quick as a faulty parachute, it seems like some are betting the farm on it.

A couple of the models that quickly come to mind are those from Honda, Pontiac/Saturn, and Audi. As you may quickly see, this trend is neither manufacturer- nor country-specific, but rather an industry-wide strategy afflicting anyone who doesn't already cover the entire gamut of possible vehicles.

Honda Ridgeline Truck

Now, Honda has never been shy about admitting that they are much more than just an automotive company. As a matter of fact, should you visit their Web site you will find as much attention paid to their handy household robots as you will their automobiles. However, the introduction of a truck, even from a company that produces such manly items as ATV's, generators, and snow blowers is, well, about as likely as a Gucci-designed hammer.

Such a departure from the norm this car is, Honda actually labels it as a "truck" right in the name, lest we forget what it actually is. And, wherever that moniker is displayed, they also add "Built by Honda." I guess that's to keep double takes at a minimum.

Themed after the widely successful and oh so stylish Chevy Avalanche and Cadillac EXT truck/SUV hybrid, I must admit that they nailed the sheer in-your-face ugliness right on the head. But who are they targeting with this behemoth? I would say that judging by its rugged looks, large size, and comfy interior…I have no idea.

Toyota permanently breached the unwritten rule that the truck domain was simply off limits to anyone but Detroit. It should be noted, though, that they have had aggressive SUV products dating back to the original Land Cruiser. Unless people enjoy being ridiculed around the worksite, I have a feeling that the Scooter guys might have some trouble with this one, no matter how well it works.

Pontiac Solstice/Saturn Sky

The trend is also not bound to the hefty end of the automotive spectrum. If it isn't the large that they are missing, then maybe the two seat roadster will do the trick. Again we find a situation where the car and the brand somehow don't exactly match up. Radical exodus from a brand's core competency may or may not work in the short term to move some cars, but one must consider if that is even the goal here.

In my own opinion, the Solstice/Sky are to Pontiac/Saturn what the "Fab 5" are to straight men. This automotive version of a makeover certainly fills a space not yet filled by GM. That they choose a brand that's name makes one think of their Aunt and Uncle's family sedan, and another that conjures images of the Sam's Club version of their Aunt and Uncle's family sedan, prompts the above question. A $20,000 roadster from Detroit is a very intriguing thought, but whether or not they capitalize on the marketing end will likely dictate whether or not this "brand imagination" floats.

AUDI Q7

Talk about showing up late to the party. Audi sat on the sidelines for a considerable amount of time, most likely to judge whether or not the SUV craze was sustainable and if they could leverage the "small SUV crossover" segment (which they basically invented with the Allroad). In bucking the trend, at least temporarily, Audi is able to learn from other's mistakes and get it right the first time. Let's hope there are plans for both diesel and hybrid versions in the pipeline.

The limited, cult-like following of the Allroad and extensive sales of the front wheel drive version of the Lexus RX300/330 are two answers to the same question, the question being whether or not people really need off-road capability or just like the size, comfort, and versatility (read trend) of sports utility vehicles.

Fortunately Audi has decided to extend the Allroad line to the new A6 platform, which should be an improbable improvement to an already great car. The larger picture, of course, is that there are in fact markets for two such subtly different vehicles, especially in the overpopulated SUV range.

Stay tuned to see whether they are "fashionable," or just plain late.