Revenge of the car

[nadepalma]

SOURCE: http://www.detnews.com/apps/pbcs.dll...01100364/1148/

2007 NORTH AMERICAN INTERNATIONAL AUTO SHOW
Revenge of the car
Big 3 bet on comeback of their midsize sedans
Bill Vlasic | / The Detroit News



DETROIT -- Detroit is getting ready to take another swing at the Japanese champions of the midsize passenger-car market.

The introductions Tuesday of the new Chevrolet Malibu and Dodge Avenger served notice that U.S. automakers won't concede defeat in the mainstream car segment dominated by the Toyota Camry and Honda Accord.

The push for cars also underscores a broader shift in the industry, as many consumers shy away from low-mileage sport utility vehicles in favor of smaller, more fuel-efficient models.

With cars making a comeback, the Big Three want to grab a bigger share of the pie. But executives at General Motors Corp. and DaimlerChrysler AG's Chrysler Group admit that their midsize entries have a lot to prove in the marketplace.

Offering a comparable car at a competitive price won't cut it in the midsection of the car market, said GM Chairman Rick Wagoner.

"It's got to go beyond that," Wagoner said after GM rolled out the new Malibu. "We have got to get people's attention."

Camry, Accord set pace

The Camry and Accord were -- once again -- runaway winners in the race for best-selling U.S. passenger cars in 2006. The Toyota model topped the list with 448,000 sold, followed by the Honda sedan with 354,000.

By comparison, the top seller among American cars was the Chevrolet Impala, with sales of 289,000.

"The Camry and Accord are products that have set the standard for cars for 20 years," said Joseph Phillippi of the consulting firm AutoTrends. "They are the barometers of all the global competition."

The consistent growth of light trucks has overshadowed the enduring strength of the midsize car segment. Last year, sales topped 3.1 million vehicles, or about 19 percent of the overall market, according to Autodata Corp.

Japanese juggernauts

While GM, Chrysler and Ford Motor Co. have multiple entries in the midsize arena -- Ford rolled out a redesigned Five Hundred sedan on Sunday -- the Big Three has had little success in slowing the Japanese juggernauts.

"The domestics particularly want to take back some of the car segment from the Asians," said Jack Nerad, executive editor of the Kelley Blue Book consumer guide.

The Camry and Accord generate near-fanatical loyalty among their ownership base, primarily because of their impeccable reputation for quality and reliability.

Cracking that wall of loyalty is perhaps the toughest challenge in the business, said one Chrysler executive.

"It's our challenge to get as good as the guys who are the best," said Eric Ridenour, Chrysler's chief operating officer. "And you have to do it by earning it, and that takes time."

Avenger latest Chrysler lure

The Avenger represents Chrysler's latest attempt to lure American car buyers away from the Camry, Accord and Nissan Motor Co.'s Altima.

A sister model to the Chrysler Sebring, the Avenger is targeted at married consumers, between the ages of 30 and 45, with household incomes of about $60,000.

Chrysler kept the base price low -- just under $19,000 -- and equipped the Avenger with three engine choices and a variety of creature comforts, including cup holders that can heat or cool beverages.

Malibu banks on dramatic design

For GM, the Malibu embodies its renewed emphasis on innovative design.

Where the Camry and Accord captivate buyers with fit, finish and dependability, GM hopes sharp styling sells the Malibu.

"Make no mistake: GM is back in the car game," said Troy Clarke, president of GM North America. "We've already proven we can lead in trucks, and now we're staking our claim to the car market."

The Malibu is a dramatic departure from GM's conservative, midsize cars of the past. With its sculpted hood, double-band grille and tapered headlamps, the Malibu stands out in the midsize sedan crowd.

GM executives said that previous generations of their midsize cars fell short partly because their designs imitated the leading Japanese models.

"I don't think that we can beat the Japanese by going directly at them and doing the exact same thing they do," said Ed Welburn, GM's vice president of global design.

The Malibu is expected to sell at a base price of about $20,000, with a hybrid version available at the start of production later this year.

Along with the Saturn Aura sedan, Wagoner said the Malibu gives GM its best chance to take buyers from the Camry and Accord.

"I think it's a tough conquest, but it's got to start with products that will get people to move out of their comfort zone," he said.

MORE HERE

[Ming]

Big 3 bet on comeback of their midsize sedans

This would be great if I hadn't heard it since 1998.

"The all-new Chevy Malibu, the car you knew America could build."

I'll predict it now - this new Malibu, like every loudly heradled redesign before it, will not sway potential new Camry and new Accord buyers away from their cars. The face looks too much like a current Cobalt (we here on a GM enthusiast forum seriously thought it was a Cobalt refresh when we first saw the sneak peek of the front end) while Toyota's design is "moving forward" (bizarre looking or not) and Honda's will no doubt give an impression of "evolving" the family face as well. While the Malibu follows the Uplander style Chevy "face", the Camry almost redefines Toyota's face. Why? Because the Accord and Camry are key products for Toyohonda, and the Malibu and its Chevy car siblings are still second fiddle to the Trucks and SUVs in Chevy's lineup. And without truly striking exterior details (again, see my sig), not just the overall sleekness and shape, its not going to turn any heads or convince more than a small percentage of buyers to get inside and see how nice it really is, and how improved the powertrain is.

I willing and happy to be proven wrong. But GM is botching the Malibu in my opinion by targeting the lowest common denominator (or rental sales) when it comes to things like not putting Navigation in there with the PR photos ( and ugly 1990's Sebring-style headlights, and I'm not afraid to say it.

And its been said better by others here already:

...With LESS interior room, despite being on a longer wheelbase, LESS 2.4 hp than last years models, no bluetooth or Nav, no bodyside protective moldings, generic looks like everything else side styling, ONLY 26 mpg with the one V6 option and lower power figures than the new Camry, Altima and probably 2008 Accord...

The Avenger is OK. I'm not wild about it, and I think it is unlikely to get more market share in the long run than what it replaces.

The Five-Hundred is not going to "slow the Japanese juggernauts". It will keep Ford in the game, and that's about it.

[hunchman]

Someone please tell me why I should buy a GM (especially the malibu) after reading Ming's reply. Almost makes me want to run right out and buy a camry like the rest of America.

[Dynamo]

Originally Posted by hunchman

Someone please tell me why I should buy a GM (especially the malibu) after reading Ming's reply. Almost makes me want to run right out and buy a camry like the rest of America.

Someone should tell you to reserve judgement until you actually see both vehicles in person. You should drive them both. You should decide how much you're willing to pay for "striking" light bulbs. You should make your own conclusions.

[CADILLACSIXTEEN]

Originally Posted by Ming

I willing and happy to be proven wrong. But GM is botching the Malibu in my opinion by targeting the lowest common denominator (or rental sales) when it comes to things like not putting Navigation in there with the PR photos ( and ugly 1990's Sebring-style headlights, and I'm not afraid to say it.

You must understand... Surely the Malibu will not have the Navigation if the Aura doesnt offer it!!!!!

It only makes sense.... not that Nav isnt available, but that the Malibu isnt getting it.

MY OPINION...
CADILLAC: Navigation standard on ALL models.
BUICK: Navigation standard on ALL models.
SAAB: Navigation optional on any trim level, Standard on Aero.
SATURN: Navigation standard on all XR models.
GMC: Navigation standard on all SLT and Denali models.
HUMMER: Navigation optional on any trim level.
PONTIAC: Navigation optional on any trim level (considering some people who want sports cars, at any trim level, will have diff opinions on whether they want it or not).
CHEVROLET: Optional on LTZ and SS models.

[plane]

Please.
Let's let the marketplace decide.
GM has never had better products.
Six-speed transmissions and all DOHC engines in the Malibu.
Five star safety all the way around.
Competitive fuel economy, even with 2008 ratings.
Inside and out this is a bold leap ahead of the previous Malibu.
And a lower-cost hybrid version is on tap.

Here's a bold prediction - Chevrolet Malibu sales will rise.

[paul38469]

Why didn't they mention the Saturn Aura having dramatic styling and winning COTY? There is proof right there that at least one domestic car company is starting to 'get it'.

The other point to make is that GM already sells more midsize cars than Toyota does among all of its nameplates: Impala, Malibu, G6, Grand Prix, Aura, LaCrosse. So, to say that GM hasn't been a player in the market in comparison to Toyota and Honda is not really true.

[rob2299usa]

Isn't the fuel mileage of the new malibu calculated using the new epa test cycle?? Have we seen the 2008 Camcord fuel mileage ratings under the new system????

[SVTKAR3]

Originally Posted by nadepalma

The Five Hundred doesn't look to bad in this shot.

[hunchman]

Originally Posted by Dynamo

Someone should tell you to reserve judgement until you actually see both vehicles in person. You should drive them both. You should decide how much you're willing to pay for "striking" light bulbs. You should make your own conclusions.

Thank you! ..you are so right and I hope others read this as well. What you said seems to be the biggest problem these days.

[K-1]

...With LESS interior room, despite being on a longer wheelbase, LESS 2.4 hp than last years models, no bluetooth or Nav, no bodyside protective moldings, generic looks like everything else side styling, ONLY 26 mpg with the one V6 option and lower power figures than the new Camry, Altima and probably 2008 Accord...

-Less homely overall shape costs at most an imperceptible inch in any measurement, wheelbase is up 6", overall length only up 3"
-HP on the 2.4L is likely down so it stays above 30mpg (new 2008 EPA ratings)
-Bluetooth/Nav are irrelevant as hardly anyone actually gets them
-Bodyside protective moldings are useless and tacky when color matched
-Sans the greenhouse, there are only so many ways to design the side of a car
-26mpg is with the NEW 2008 EPA ratings - EVERYONE'S ratings will drop
-Peak horsepower is irrelevant without the torque and powerband to back it up

[dlr]

I hope GM is right with this 2008 Malibu. Considering they want it to fill in sales of the Impala when the Impala goes bigger and RWD.

My question on Nav systems, out of the 448,000 Camry's that were sold, how many had Nav systems?

[1487]

I dont know what car MIng is talking about but he surely isnt talking about the Malibu.

Isnt this a pro-Gm site? Anyone who honestly believes this car is lacking in styling is sorely mistaken. This is one of the best looking midsize cars on the market. The Camry is decent but still looks like a camry, the Accord is lame, the Sonata is typical Asian blandness. The Malibu looks like a $30k car. Compare it to the TSX or MKZ or Passat in terms of styling, it can definitely hold it's own against any of them. It looks very sophisticated and the powertrains are fine.

As someone said, it gets 26mpg under the NEW standards and all V6 sedans willd drop to 26-28mpg once they are rated including the Camry and Accord. As for the Altima, the V6 model with CVT IS NOT FASTER THAN THE AURA. I am sick of people complaining about the 18hp deficit without mentioning that the Aura 3.6 is faster according to tests in the mags. That said, who cares that the Malibu/Aura is down by 18hp to the Nissan. Hell if all you care about is power you can get a 303hp Grand Prix for the same money as an Altima SE.

There is nothing striking or distinctive about current Toyota/Honda designs and I like what I see from GM much more than those two companies. I totally disagree about the Malibu not attracting any glances as it drives buy. Just like people look at the Aura and say "that's a Saturn?" I see them saying the same thing when they see that LTZ roll by looking like a entry level luxury sedan. How anyone could praise the Camry's styling and call the Malibu too dull is beyond me.

Bluetooth and nav dont sell cars, which is why 90% of cars that offer them are sold with them. Do you know what you have to spend to get those two features on the Camry and Altima? Considering the majority of both cars are probably sold in the low $20ks I dont think many owners are getting nav/bluetooth.

[nadepalma]

Originally Posted by SVTKAR3

The Five Hundred doesn't look to bad in this shot.

No it doesnt, looks good.

But by far, IMHO, the best picture I've seen of the Five Hundred is HERE -- it seems to be the best publicity photo of the bunch Ford put out.

[Ultra Magnus]

Originally Posted by dlr

My question on Nav systems, out of the 448,000 Camry's that were sold, how many had Nav systems?

From what I have seen quite a few. People love techy stuff even if they dont use it. A friend of mine has a new Camry and I must say i was impressed with the bluetooth and Nav system in the car. Is it a must have, of course not. But if you have the money to spend and are trying to reach a younger demographic that eats this stuff up, you at least need to offer it.