ON THE TABLE

March 7, 2012

    Abominations from Geneva. The Geneva Motor Show is always a harbinger of spring, and it's also a chance to see the latest thinking from some of the automakers in attendance. And some of that thinking leaves a lot to be desired, to put it mildly. The Mercedes-Benz A class tries way too hard with its grandiose body side sweep, and this is the car M-B expects to lure younger buyers away from its chief rivals? Good luck with that. As wonderful as the Land Rover Evoque is, the chopped-top convertible concept version is an egregiously offensive visual train wreck that should never have seen the light of day. And all hail the most horrific vehicle at the Geneva show, hands down: The Bentley EXP 9 F SUV concept. We get the fact that Bentley has a compelling need to get a piece of the large luxury SUV business, but this rolling atrocity is an insult to everything that's good and right about Bentley. It is the quintessential definition of FUBAR, in fact. We would like to think that they have a better idea waiting in the wings but it's clear by the fit, finish and presentation of this thing that it's pretty much etched in stone just as it sits. Ugh doesn't even begin to cover it.

(Courtesy of Bentley)

   GM-PSA. The more we hear about it, the less we like it. And now we're hearing that the two companies expect to save at least $2 billion within the next five years. Really? We'll believe it when we see it, as in, no frickin' way.

Tom LaSorda. From the "Electric Kool-Aid" File comes word that the ex-Chrysler honcho is now well and fully engulfed in the Fisker universe. Mark Rechtin reports in Automotive News that LaSorda is insisting that Fisker will be profitable in 2013 from sales of the Karma extended-range hybrid alone. Huh? We get LaSorda is trying to get investors excited so that they will dump more cash into Henrik's vanity project, but, really? Tick, tick, tick.

The Chevy Volt. Due to sluggish sales, GM has been forced to idle the Volt production line for five weeks. We still view the Volt to be a technological tour de force and a spectacular example of American ingenuity at work. Something that's too often missing in action, we're afraid. It is an excellent machine in every respect and it delivers what's promised, and we're bullish on the Volt. But there's no getting around the fact that American consumers are just not embracing hybrids and electric vehicles, no matter how hard our government tries to jam them down their throats.

The Europe Thing. Memo to automakers with dreams of redemption in Europe: It's about overcapacity. Period.

(BMW)
The vehicles are hand-picked, the number of participants is strictly limited and the setting is simply spectacular. The Concorso d’Eleganza Villa d’Este is regarded as one of the most exclusive events in the world of classic automobiles and motorcycles. “Our aim is to preserve this exclusive ambience while at the same time welcoming further enthusiasts who are keen to experience the Concorso,” says Karl Baumer, President of the Concorso d’Eleganza Villa d’Este and Director of BMW Group Classic, outlining the target for the years ahead. “That’s why we want to extend the public day into a classic weekend.” Whereas in the past the grounds of Villa Erba in Cernobbio were only open to the public on the Sunday for a viewing of the Concorso’s historic automotive gems, last year saw its gates open on the Saturday as well. This year the Concorso will open on Friday evening as well, allowing visitors to enjoy an Italian festival and open-air cinema.

Editor Note: Our West Coast correspondent and L.A. resident, Tom Pease, adds his thoughts on Peter's column in this week's "Letter from L.A. - WG

Letter from L.A.

By Tom Pease

Beverly Hills.  What people who say that they want to "Crack the California Code" don't get is that they'd better narrow their focus, big time. Which California do you want to play to?  Conservative Orange County? Farming in Fresno? Tahoe? Sacramento? San Francisco (who will give you a collective pitying look for trying)? Heck, Los Angeles alone is comprised of so many different areas with different facets it might as well be a continent. You might as well attempt to say you're going to narrowly focus on selling to carbon-based life forms.

But you know what? You can. Here's how. Build cars that are exciting. Exciting to look at and exciting to drive. Build cars with the excitement present and accounted for even before you've started the engine. Build cars that get decent mileage and aren't expensive to own or maintain. Don't benchmark cars that are already out there. Don't ever, ever think you've "gotten there."

Some of you've clearly gotten the memo. The cars I've been in recently have been good. Really good. But here's where you can really sell in California (or anywhere else): change the way your dealers work. Much in the same way some manufacturers have realized that cutting corners, cheapening out and doing "just okay" isn't going to cut it anymore, you have to drill into your retailers that the customers have to walk out feeling good about their purchase. All the wenge and granite interiors, Billy Haines furniture and hot and cold running frappuccino isn't going to go you any good if the glad-handing meat-puppet representing your brand made a customer (even a potential one) feel like a trip to the free clinic might be in order.

If you really want penetration in California, stop closing dealerships. I'm not even sure where in West Los Angeles I can buy a Chevy or a Buick. Hey, Beverly Hills Porsche is leaving town and abandoning a gorgeous 1920's building on Wilshire that's now too small for them. Hey, GM: how about a Volt boutique there? Call me...

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