Whether it's from the www, the latest motor show or the back doors of a carmaker near you, CarPoint Confidential features the good oil other sources either won't publish, don't care about or don't know. Heard an automotive rumour or new model tip? Then let us know at editor@carpoint.com.au
>> Red boot into Blue Oval
Holden's export announcements this week were genuinely good news for the local auto industry -- both for the Lion itself and the numerous parts suppliers whose fortunes rise and fall with the local production numbers.
Denny Mooney was justifiably proud of what his team had achieved. And sharing the limelight with the 'GM Moonies' were the requisite number of pollies and industry hangers-on.
But the proceedings were arguably as interesting for what was not said. There was no announcement regarding the planned exports to Korea (a done deal as far as CarPoint Confidential is concerned), nor the production of WM-based cars in China, nor any confirmation of right-hand drive exports to the United Kingdom.
You can't blame Holden's spin doctors for wanting to milk the rollout of VE/WM exports, but milk it they will. Expect a procession of complete car and platform IP export announcements over the coming months -- very likely kicking off at the Melbourne Motor Show in early March.
We could be unkind and suggest that the drip feed of export confirmations is designed to grind Holden's counterparts at Broadmeadows into the drought-ravaged dust that passes for topsoil these days. Imagine the atmosphere in the Ford HQ every time the gang at Fishermens Bend announces yet another market (and added volume) for the VE/WM...
That a well-designed and well-built but nonetheless conventional large sedan can garner so much interest and entrée into markets as diverse as the Middle East, Korea and South Africa speaks volumes for the unrequited potential of Broadmeadows' equally well-designed and (given the world's love affair with SUVs) eminently more fashionable Territory.
The short-sighted US head office decision to build Territory as an Aussie-only car will be trotted out in years to come as a 'what not to do' case study. How many export announcements could a beaming Tom Gorman been presiding over, if the boot had been on the other foot… Or indeed, the wheel on the other side…
>> Once bitten, twice shy?
CarPoint's scoop regarding the fast-tracking of the new Holden VE Ute (picked up by other websites late this week) was reluctantly confirmed by Holden staff at the Pontiac G8 announcement.
Though they refused to go 'on the record,' senior execs confirmed that the ute needs to go online to help increase plant efficiencies at Elizabeth ahead of the volume increases to accommodate G8 (and other export) production. Currently the plant builds both VE and VZ (ute and wagon) variants, which adds complexity and slows the line.
The nameplate the Ute will head to the USA under is still a closely-guarded secret, however, Holden boss Denny Mooney (inadvertently or otherwise) threw another brand into the ring this week, GMC.
GM's 'commercial' brand in the USA with a line-up made solely of pick-ups, trucks, SUVs and vans, GMC could benefit from the 'sex appeal' of a performance-oriented V8 'sports pick-up.' Plus labelling the VE Ute GMC would also sidestep the need to attach an iconic badge (El Camino) to the Australian-built hauler as would be the case if it was sold as a Chevrolet.
A case or once bitten twice shy? Mooney did say this week that the only mistake GM made with the Pontiac-branded Monaro-based US model was calling it a GTO.
>> Ford ignites marketing afterburner
As Falcon sales declined in the face of record Focus and Fiesta sales during January, and the Toyota Corolla was once again Australia's best-selling passenger car, Ford Australia announced a renewed 2007 marketing push for the Falcon.
Both Tom Gorman, Ford Australia President, and Mark Winslow, Ford's Vice-president of Marketing and Sales confirmed at this week's Ford Ranger launch that "in this last year of the current Falcon's model cycle, the skills of Ford's marketing team would compensate."
This was in stark contrast to Prodrive's recent sacking of the entire FPV marketing team.
Mark Winslow listed the rejuvenation of the commercials, including the addition of the Falcon XR6 cab-chassis as an ongoing model, as representative of what Ford could do. He also noted that the new Transit commercial range had just won International Van of the Year. The new Ranger now had the credentials to be a serious contender in the dual-cab light commercial segment, the area in this segment of greatest growth.
However, CarPoint believes the loss of the popular F-series truck range and the sales decline of Ford's locally-manufactured Falcon and Territory are posing a challenge to the Ford marketing team. Although Ford has trimmed production and staff to meet the decline in the Australian large car segment, dealer throughput remains a concern, especially in those rural areas where these models are important to local volume.
A big boost in Ranger orders coming on top of a growth in 2006 Courier sales should more than compensate for the loss of the F-series range until RHD supplies of the new US model can be secured. The addition of a powerful new five-speed automatic Ranger diesel is expected to boost sales even further following its March on sale date.
Ramping up sales of the ageing Falcon and the now-familiar Territory won't be so easy. The BF Mark II Falcon under current ESP entry deals is far from a spent force when it still offers several key advantages over its much newer VE Commodore rival including a superior six-speed automatic drivetrain, fold down rear seat and arguably a better ride/handling compromise.
Although getting this message across is the key marketing challenge facing Winslow's team, he stopped short of detailing how he would do it.
Ford dealers have told CarPoint Confidential that the luxury Fairmont Ghia which was the most heavily revised model at the BF Mark II facelift late last year, is now generating extra showroom interest -- beyond its very small share of overall Falcon sales. In some dealerships, this has created a supply problem as Ghia sales have lifted.
It follows that the popular XR models and the Territory which were not lifted in appearance at the 2006 Mark II upgrade may need a freshen-up in appearance to replicate this renewed Ghia interest. However, senior Ford executives have maintained there will be no appearance changes in the near future.
This would suggest that the proposed Falcon and Territory marketing push may not involve any more than cannibalising features from upper level models as Ford has done in the past.
Whether this is enough to get its ageing model range over the line before the new Orion replacements arrive in 2008 only time will tell.
>> The new DC edge?
The Deutscher equivalent to the Red-Blue battle, Benz v BMW looks set to hot up this year as Mercedes' gets ready to debut an altogether more dynamic C-Class.
Make no mistake, the new C is gunning for 3 and Mercedes' sources who have already driven the car are saying it is a revelation for the brand -- in steering precision, handling and overall driver involvement. Well, they would...
We don't normally highlight intra-industry gossip here but we'll make an exception in this case. A pointer of the new 'culture' being adopted at the tri-star brand and its USA partner is an event DaimlerChrysler is planning on the eve of the Melbourne Motor Show early next month.
Our insider says the event will "demonstrate a new edge" to the DC reputation Down Under. We're intrigued...
>> Secondhand rows?
On the subject of DC, it will to interesting to see what the multinational giant will do with its 'old' C-Class.
DC has a policy of handing down Mercedes platforms to its Chrysler Group brands -- witness the E-Class-based 300C and SLK-based Crossfire sportscoupe. Following this trend, there's a strong likehood that the rear-wheel drive C-Class platform will find its way into a medium-sized Chrylser Group product -- but which one?
Chrysler has already outlined and indeed shown its next crop of medium cars and they are all front-wheel drive -- enter Sebring and Avenger -- so they're not in the mix. Does this mean therefore that the 'old' C will be pensioned off? Unlikely...
In addition to continuing to underpin the C-Class Sportscoupe models (set to move from German production to DC's Brazil operation around mid-year) the platform will likely become the basis for the Dodge sports roadster that will be displayed at Geneva next month. Drawing inspiration from the 2002 Razor showcar (pictured), the newbie will be called the Dodge Demon.
Though the showcar is built off a Crossfire (and therefore SLK) base, when the car goes to production (and it will) it'll be with C underpinnings. So too, our sources say, will the next generation Crossfire... Though that car is still some way off.
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