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Europe new battleground for U.S. and Asian automakers
From the West U.S. automakers are continuing
their all-out assault for market share and a bigger piece of the European pie. Their weapons, according to Reuters (via
Automotive
News) are a slew of new products.Daimler-Chrysler is debuting its Dodge Nitro and Caliber, configured for European tastes. General Motors is introducing its Captiva SUV and Epica sedan. And Ford has unveiled a new Focus coupe-cabriolet and a people mover called the S-Max (pictured).
While the Americans are bringing new products to European shores, Asian automakers such as Toyota and Hyundai are forcing the Continent’s automakers to change their manufacturing and management cultures. Volkswagen is expected to reduce its workforce by 20,000 sometime around 2009. And perks such as five-minute breaks every hour at a Mercedes-Benz plant have been eliminated.
"In the past, we found ways to produce win-win situations," said Wolfgang Bernhard, CEO of Volkswagen AG. "We have nothing to give anymore. The only thing we have to offer is the future of the company."
More detailed strategies by the European automakers, such as use of less expensive Eastern European labor, can be found at the link.
Reader Comments (Page 1 of 1)
bert 9:19PM (3/04/2006)
And why don't they do that here????
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Barry 9:59PM (3/04/2006)
A word of advise to Dodge and Chevy, chrome isn't as big a seller here as it is over there, but I'm sure you knew that already...right?
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Brian 10:20PM (3/04/2006)
Hyundai is really pressuring the competition wherever they go. They are the fastest growing brand in Europe. Thanks Hyundai for pushing up the "bar". In the end, this will all lead to better cars.
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Michael Karesh 1:44AM (3/05/2006)
The Dodge Caliber, and probably the Dodge Nitro as well, lack the steering feel and interior materials Europeans demand. Neither will do well there.
My review of the Caliber: http://www.epinions.com/content_221800074884
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Steve 4:27AM (3/05/2006)
Thoughts from a Brit on these models (ignoring looks, that's too subjective an issue really):
Nitro - Oh dear. Too big for a kick off. Only five seats is a major mistake IMHO. Interior looks to be a mile away from the current benchmark and big petrol engines like this automatically kill any chance of appealing to the mass market in Europe. From the pics it feels like a throwback to the sort of cars coming from the non-Japanese bits of Asia not so long ago and just looks... old I guess.
Caliber - Forget it. This is a replacment for the Neon and there's WAY too much competition in that market segment over here. Price might help win some sales but the interior quality is going to be a major issue when pitched against the Mondeo and, god forbid, the Accord.
Captiva - If it's pitched VERY cheap it has a chance to sell well but it won't be competing against other SUV's, rather it'll be up against 7 seater MPV's. Again the interior looks dodgy but might be able to overcome that if there's a raft of standard kit available.
Focus coupe-cabriolet - Ding! We have a winner. If Ford can keep the driving dynamics somewhat intact it'll sell well, if the fickle public like the style it'll sell a hell of a lot. Actually seems to bear a resemblence to the Audi A4 coupe when the top's down.
S-Max - Should do well, there's always a demand for seven seaters that don't resemble tanks and it'll be in keeping with the rest of the Ford range on trim and price. Might end up eating the Captiva's lunch, also might render the Galaxy a tad pointless. Interior shot in the linked article seems to have a wiff of Audi about it, albeit probably not in terms of material quality (I think it's the three airvents that does it).
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Michael Karesh 9:18AM (3/05/2006)
The S-Max is a thoroughly European vehicle, unlike the others. I'd like to see it in the U.S., but the price would be too high for a Ford here.
Developing a vehicle with Europe in mind generally prices it out of the U.S. market for the mainstream brands. Even the European Honda Accord must be pitched as an Acura here.
If Ford had an equivalent of Saturn (and Mercury ain't it) European Fords might be sold here.
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