• Apr 3, 2008
Brand revival has become a hot trend in the automotive industry, but while European marques like MINI, Maybach, Bugatti and Spyker have returned to the limelight, American automakers have yet to climb on board. According to this Brandjunkie survey conducted by Interbrand's website brandchannel.com, the public most wants to see the retired American auto marques Oldsmobile and Studebaker revived. The gone-but-not-forgotten car brands follow names like Pan Am and Atari on the list, which also happened to include the retired Chrysler division Plymouth.
Elsewhere in the survey, respondents answered that BMW would make a great dinner party guest; Ford and Toyota have made a significant impact on the course of history; GM and Ford deserve a good tongue lashing in an argument; BMW, Toyota, Mercedes or Volkswagen would be good brands to be if one could be a brand; BMW, Mercedes and Toyota inspire people; GM, BMW and Mercedes need to be rebranded; and Toyota, Honda, GM and BMW are truly "green" brands. Outside the auto industry, Apple is apparently the best brand ever created, as it nabbed the No. 1 survey spot in most questions.

[Source: brandchannel.com via NYTimes Wheels]


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    • 1 Second Ago
  • 40 Comments
      Larj
      • 6 Years Ago
      Studebaker did make a comeback, for one year. The Subaru B9 tribeca! If the front end isn't stude-ly I dont know what is! And Subaru has aplant in Indiana! But now the Tribeca looks just like a Chrysler Pacifica. As for Oldsmobile, after GM dropped they stopped renewing the trdemark for the brandname. I just heard on the radio that Toyota picked it up!
      • 6 Years Ago
      My father-in-law still maintains that the best car ever made was a '57 Studebaker Goldhawk. He had one but had to sell it for some reason. They're quite rare and valuable now because Studebaker made only about 4000 Goldhawks that year. Anybody know where I can find one that still runs?
        • 6 Years Ago
        A friend has a golden Hawk that he had gotten from his grand father. It sits in the garage. Too many other projects to pay attention to. But since it was his grand fathers, I do not think he wants to sell. Plus his boys are in Jr high and I'm not sure what his plans are. He also has a studabaker Datona Lark hot rod, and 52 PU. studabaker.
      • 6 Years Ago
      Oldsmobile just died. Let a few generations pass, then dream about its revival. Oldsmobile, like the rest of Generic Motors, sucks.
      • 6 Years Ago
      A friend had an Intrigue which I drove once.

      It was a very good car except for the cheap interior: plastic on door panels puckered, rim around the dashboard air vents shrank and deformed, and the sea of cheap, gray materials didn't match the car's excellent driving characteristics.


      • 6 Years Ago
      Studabaker isn't totally dead. Avanti Motors, based in Cancun, Mexico, continues production of 150 hand-built units per year.
      As for Oldsmobile, GM still has Buick and any car that they would make for Olds can be released under Buick.
      I'm all for Plymouth comming back. Plymouth sebring {with 3.0L MDS & 3.8L MDS & VW2.0Lcrd & MB 2.2Lcrd}, cuda, Fury (off the 300C) [with specs that would impress any police officer like more trunk and interior room for the driver. All the things the charger isn't for the police department. 4.0L MDS, 5.7L MDS & MB 3.0L CRD] Pt California cruiser {off the caliber + 1.8L hybrid, 2.0L 5sp, 2.4L auto, & VW2.0Lcrd} and Pt cruiser wagon {off the dodge journey - offering 2.4L, VW2.0Lcrd, MB2.2Lcrd OM651 and 2.0L hybrid} and PT pickup crd {off the journey platform VW2.0L CRD & MB2.2L CRD}
      Then Chrysler would have the town and country, 300, Luxury version of the Sebring with different fenders and face. Chrysler Windsor.
        • 6 Years Ago
        I'd leave the rental companies decide what they want. If they want a few SRT-8's, or streched 300C's for limo work, so be it. If they want a dodge stratus and plymouth sebring as rentals, I'm not going to complain.
        As for a fury wagon to take over the magnums spot, I think the 300 wagon would be cheaper since it's already made for over seas market. I was kind of hoping they would just remove the top in the back and back doors to make a magnum truck like an El Caminio. Then add a diesel to the package. MB3.0L crd & cummins V-6 4.2Lcrd (if it fits) and to make it run cleaner have the diesels become flex fuel between propane and diesel.
        I was hoping for a fury 4dr just to make a police car that they would really like. The charger is just too small in the front seat area and trunk area and rear door entry so some articles talk about when asked why they like the Ford Crown vic better.
        As for cheapness between dodge and plymouth. I don't think Plymouth should be any cheaper made. Like Dodge they can have 3-4 levels of luxury package and performance.
        I was hoping chrysler sebring would have taken a different name with the body it currently has. It's like a crossfire with 4 doors. So why not call it C200. (Name last used in 1952) I still think the Dodge avenger should have been dodge dart with the 2007 body.
        The biggest thing Chrysler LLC needs is the V-6 MDS motors to help in saving gas and if combined with 2 mode hybrid the motor can be half a motor longer. I'd love to see a V-6 2.6L MDS replace the 2.4L even if it matches the same HP and lb-ft rating of the current 2.4L. I just figure the 2.6L might hit more torque at a lower RPM and save gas when in 1.3L mode.
      • 6 Years Ago
      Chrysler could utilize Plymouth for vehicles for partner built vehicles sold by Chrysler such as China sources vehicles or Mitsubishi built vehicles if Chrysler were to resurrect it's relationship with Mitsu similar to the 1980's when it obtained compact trucks compact cars from Mitsubishi. Chysler version of the L200, Colt, Colt Cabriolet, Pajero and Eclipse would make sense.
      Oldsmobile made no sense when it was killed and it makes no sense now. Oldsmobile should have kept the Intrigue and Aurora vehicles as Saturns and limited number of Olds dealers could have become Saturn dealers. GM was correct to kill Oldsmobile as they have too many brands. GM's current strategy to combi Pontiac-Buick-GMC and leave Chevrolet and Saturn is sound.
      Kill Saab or sell it.
      • 6 Years Ago
      Bring back the Hudson Motor Car Company, a company with real integrity.
      • 6 Years Ago
      Uhh. Eight of the thirteen "retired" brands on their list still exist. Who are these people, and can someone teach them to fact-check?
      • 6 Years Ago
      I dont think people realize that Toyota's philosophy came straight from Henry Ford. Their "Moving Forward" slogan , straight from ol' Henry's book. Too bad FoMoCo didn't take it to heart much earlier.
      • 6 Years Ago
      Wait a minute Toyota inspires people??
        • 6 Years Ago
        and bmw's are green???
      • 6 Years Ago
      Hey Autoblog, if you're going to blog about bringing back Oldsmobile, then at least use the old "Rocket" emblem graphic in your post - not that lame new rounded emblem they started using during the Aurora era.
      • 6 Years Ago
      HAHAHA...Apple
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