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18th of March 2010 | 14:04 GMT | Charles Darveight 
Pedigree of the Brands - A Different View of the Story...
STORY HIGHLIGHTS:
- The automotive industry needs a refreshing change
- Tradition has now been replaced by marketing
...Many of us own cars which come from rather famous brands. Plenty of times, even if you hate to admit it, the badge is the main reason to look at a certain car and, in the end, it's the decisive reason in actually choosing the "perfect"model. OK, there are also people who buy cars strictly to go from point A to point B, but for them there are cars like Dacia. That's also a brand, after all, so I consider this subject closed, at least form this point of view.
The problem comes when people believe they own a Mercedes-Benz, when in fact they own a car with a Mercedes-Benz badge. And this goes for almost any brand these days.
You see, the economy has transformed car brands. The desperation of selling as many cars as possible, the will to be among the first ten places on the sales charts, the relentless search for the magic recipe which lets you build twenty different models on a single platform, all these have diluted the original pedigree of car brands.
About twenty years ago, if someone were to buy a Mercedes or a BMW, he knew exactly what he was getting. I'm not even talking about brands like Porsche or Bentley. Nowadays though, you risk of paying upfront for a Bentley and getting a re-bodied Volkswagen, or buying a British Mini whose French engine won't keep anyone from guessing this is isn't exactly a front-wheel drive BMW in Mini clothing, etc.
People fall easily in traps set up by the ones with the ability of handling the satanic invention named "Marketing". Marketing gives you lovely videos, with shiny cars that have easily noticeable badges. What they don't tell you is that the technical bits are 15 years old and have been modernized to be sold on "emerging markets". Marketing is also fooling you into thinking that you will get the same Mercedes-Benz pedigree in an... SUV. Or the same BMW handling and sportiness in an ugly, 2.5 tonne shored whale, pompously named the X6.
Getting back to topic, I would suggest you to read the history of every major car brand, study its evolution and only buy models that are specific to that brand. It's completely ridiculous to buy an SUV from Mercedes or BMW. They will never be able to make something completely satisfying for someone who actually needs an SUV. It's also totally unproductive to buy a sports car from Peugeot or Renault, never mind Volkswagen. I'm not even getting into a discussion about brands like Skoda and Seat, which shouldn't even exist in a normal world.
It's OK to buy an SL, and S-Klasse or maybe an E-Klasse from Mercedes-Benz. Even the classic G-Klasse has enough Mercedes pedigree. It's also a complete joy to drive a 1-Series or a 3-Series from BMW, but it's ridiculous to buy an X5/X6 and believe that what you're experiencing is a true BMW... It's as ridiculous as an M-Klasse or GL-Klasse from Mercedes or, why not, a convertible from Volkswagen.
Each car brand has its own pedigree and it cannot be hidden. They all have that certain "je ne sais quoi" that they are now trying to desperately hide: tradition! If until about twenty years ago tradition was the main selling point, now it's all about sales volumes, shared platforms, costs reduction, etc. Maybe this is the main reason for the current "well being" of the car industry. You cannot exist without tradition and we shouldn't let marketing dictate in front of tradition and the pedigree which, whether they want it or not, each brand has.
In case you were wondering about the sheer success the Dacia brand is currently having, you should probably learn that they have always been created on a Renault skeleton. The old Dacias were simple cars, extremely cheap and somehow easy to fix in the case something went wrong with them. With the Logan range, Renault only revived a concept long forgotten. And it's successful. Because they respected the brand's pedigree. "Dacias" were cheap, so Renault made the new ones cheap as well, and that was the correct move.
What is there to say when you're buying a Mercedes-Benz that's not comfortable, nor is it reliable and it certainly not a luxurious sedan or a "Silver Arrow" for the road? How can you buy a BMW that's over 5 meters (about 200 inches) long, hoping that you're about to experience the "joy of driving"? It's a boat on wheels, not a true BMW!
Not to mention the sadness I feel when I see a front-wheel drive Mercedes or an all-wheel drive BMW...
PS: I cannot end this rant without noticing a certain trait that has kept coming up on Japanese cars in recent months. They have brake problems! After the Toyota scandal, now Hondas are also starting to experience the "lame brakes" syndrome. Could we possibly see a new "gene" that's starting to get noticed on the pedigree of Japanese cars? Time will tell, I guess...
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The problem comes when people believe they own a Mercedes-Benz, when in fact they own a car with a Mercedes-Benz badge. And this goes for almost any brand these days.
You see, the economy has transformed car brands. The desperation of selling as many cars as possible, the will to be among the first ten places on the sales charts, the relentless search for the magic recipe which lets you build twenty different models on a single platform, all these have diluted the original pedigree of car brands.
About twenty years ago, if someone were to buy a Mercedes or a BMW, he knew exactly what he was getting. I'm not even talking about brands like Porsche or Bentley. Nowadays though, you risk of paying upfront for a Bentley and getting a re-bodied Volkswagen, or buying a British Mini whose French engine won't keep anyone from guessing this is isn't exactly a front-wheel drive BMW in Mini clothing, etc.
People fall easily in traps set up by the ones with the ability of handling the satanic invention named "Marketing". Marketing gives you lovely videos, with shiny cars that have easily noticeable badges. What they don't tell you is that the technical bits are 15 years old and have been modernized to be sold on "emerging markets". Marketing is also fooling you into thinking that you will get the same Mercedes-Benz pedigree in an... SUV. Or the same BMW handling and sportiness in an ugly, 2.5 tonne shored whale, pompously named the X6.
Getting back to topic, I would suggest you to read the history of every major car brand, study its evolution and only buy models that are specific to that brand. It's completely ridiculous to buy an SUV from Mercedes or BMW. They will never be able to make something completely satisfying for someone who actually needs an SUV. It's also totally unproductive to buy a sports car from Peugeot or Renault, never mind Volkswagen. I'm not even getting into a discussion about brands like Skoda and Seat, which shouldn't even exist in a normal world.
It's OK to buy an SL, and S-Klasse or maybe an E-Klasse from Mercedes-Benz. Even the classic G-Klasse has enough Mercedes pedigree. It's also a complete joy to drive a 1-Series or a 3-Series from BMW, but it's ridiculous to buy an X5/X6 and believe that what you're experiencing is a true BMW... It's as ridiculous as an M-Klasse or GL-Klasse from Mercedes or, why not, a convertible from Volkswagen.
Each car brand has its own pedigree and it cannot be hidden. They all have that certain "je ne sais quoi" that they are now trying to desperately hide: tradition! If until about twenty years ago tradition was the main selling point, now it's all about sales volumes, shared platforms, costs reduction, etc. Maybe this is the main reason for the current "well being" of the car industry. You cannot exist without tradition and we shouldn't let marketing dictate in front of tradition and the pedigree which, whether they want it or not, each brand has.
In case you were wondering about the sheer success the Dacia brand is currently having, you should probably learn that they have always been created on a Renault skeleton. The old Dacias were simple cars, extremely cheap and somehow easy to fix in the case something went wrong with them. With the Logan range, Renault only revived a concept long forgotten. And it's successful. Because they respected the brand's pedigree. "Dacias" were cheap, so Renault made the new ones cheap as well, and that was the correct move.
What is there to say when you're buying a Mercedes-Benz that's not comfortable, nor is it reliable and it certainly not a luxurious sedan or a "Silver Arrow" for the road? How can you buy a BMW that's over 5 meters (about 200 inches) long, hoping that you're about to experience the "joy of driving"? It's a boat on wheels, not a true BMW!
Not to mention the sadness I feel when I see a front-wheel drive Mercedes or an all-wheel drive BMW...
PS: I cannot end this rant without noticing a certain trait that has kept coming up on Japanese cars in recent months. They have brake problems! After the Toyota scandal, now Hondas are also starting to experience the "lame brakes" syndrome. Could we possibly see a new "gene" that's starting to get noticed on the pedigree of Japanese cars? Time will tell, I guess...
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18.03.2010 | 16:53 GMT
i totally agrree with this arcticle!!
18.03.2010 | 20:30 GMT
Holly -hit!You again! And in order to p----s me off You start to pick on Dacia!I just want to know what is Your pedigree?And about Japanese cars recalls ,do You know why GM recall some .XXX(numbers )..... cars recently!You do not need to replay! My best regards,
19.03.2010 | 13:34 GMT
Hi Marian,
Long time no see! :) Unfortunately, you got it all wrong with the Dacia part. If you had read more carefully you would have seen that nowhere in the editorial did I pick on Dacia whatsoever. On the contrary, they were actually one of the good examples.
About the GM recalls, that is correct, they have had many more problems than the Japanese over the years, but you have to admit that for the time being, Toyota (and now, Honda as well, apparently) are in the recall spotlight.
Cheers!
20.03.2010 | 01:49 GMT
When was the Dacia Duster launch? Coincidence? Trabant ,Zastava Yugo Zaporojets Pobeda will be more adequate! And about the JAPANESE recalls, don't you believe is something fishy, just in time for a state owned company advantage? Coincidence? Nice to SEE You again!
22.03.2010 | 07:32 GMT
I swear this is the first time I agree with an editorial from this Darveight fellow. It was a very honest point there. "Marketing gone wild" is ruining everything nowadays. And that "2.5 tonne shored whale, pompously named the X6" part really cracked me up :))
22.03.2010 | 12:00 GMT
To Mi2 Hey brother that ugly whale is made in USA ,for USA based on USA "needs" with USA mentality BSS Big Strong and Stupid. Charles is right here but at list that" Panzer Divizion Wagen "has some stile compare with american counterparts in special state own GM@comp-GMC,BUICK,Chevrolet,Isuzu and 9.7in Saab version.The funiest one is the 9.7X Aero wich is a realy thirsty killer whale with a Corvette engine."Born for jets" is in fact a second world war SUBMARINE!My best regards to all of You!
24.03.2010 | 20:21 GMT
I'm afraid I completely disagree with you. If we follow your opinion, then, Mercedes would only be "allowed" of producing big luxury cars. BMW would only be allowed to build sport cars.
Volkswagen would ony be allowed to build and sell small economic cars. And only in sedans, as convertibles are not "in the spirit of the brand". Even if Volkswagen started to produce convertibles more than 60 years ago.
But you also allow Mercedes to build "big rude 4x4", as the G is Mercedes enough. But not the M. Why exactly? What is making the Pedigree of a brand? Why a G, which isn't exactly refined is more a Mercedes than an M?
Does it takes a certain number of years "producing something" before it starts to be part of the pedigree? If so, how many?
It looks like you're acting childishly, deciding which car is good enough ou not. According to you. But who are you to judge?
And what about an MX5? Is it in the pedigree of Mazda? After all, this cas is a success and have fans all around the world. So, does Mazda "deserve" to produce roadsters? And, if so, did they deserved it in 1989, when they launched it?
If no they didn't, then, should they have gave it up according to you?
In your article, you kept complainig that this or that is not Mercedes, BMW or Skoda enough, but you forgot to precise your definition of that "pedigree" is.
There are a lot of cars that I dislike. I really dislike SUVs or MPVs. I never liked Opel cars. But who am I to tell that those cars are "good enough" or not? Nobody.
And maybe that, according to you, an X5 driver will never get the "real" BMW experience (again, what is that "real", we don't know) but as long as he is happy with it, then what?
Car companies are here to make money. Or they will die. And for a company, a good product is a product that you manage to seel. Even when it looks as eye stitching as an X6.
25.03.2010 | 01:41 GMT
hear here!
26.03.2010 | 15:25 GMT
Your complaints are based on your old conceptions. Which were influenced entirely by the marketing of that time. Its a much different automotive landscape now, then 20 years ago. Have some brands been somewhat watered down by model proliferation? Yes, but its not marketing to blame, its the bottom line and the share holders pushing for profits.
27.03.2010 | 23:38 GMT
Hey, people, chill!
Have you guys thought of why people like cars like X5/X6/GL/Gwizz and so on and so forth? Something in their minds tells them that those cars are right, even if we don't agree. They might feel protected, or they like the social status that car brings, or that they can affiliate to a certain group etc. The bottom line is that they like it, so why should car manufacturers stop producing them?
Sure, petrolheads see the whole car industry divided into useful or purist cars and waste of some sort.
and i forgot what else i wanted to say, but i think you got the idea. :))
@Marian: prietene, un calmant te rog :)
29.03.2010 | 00:40 GMT
Hey Mike, is the law of evolution CONTRADICTION or ANTAGONISTIC IDEAS. But You are totally right about makers and owners !!I do like my wife X3 but still I love my Aero!What make You feel better A Gwagen or a Saab9.7X? What about safe? I do choose the G! (Thanks, tocmai am luat o tzuica de la Pietroshitza, un fel de RARA AVIS pe aici!) My best regards!
30.03.2010 | 06:45 GMT
Hey,the guys of bmw have worked really hard,their engines are refined,there is quite a bit of luxury etc.But i like the 5 series gt's styling.It is mind-blowing.I don't agree with the Bmw mini part but i agree 100% about the badging stuff.
05.04.2010 | 09:37 GMT
it is always refreshing to read articles about a topic, written by people, who have not the slightest hint of the theme, they are writing about.
just one example: the author grants mercedes the g-klasse, because it fits in the pedigree. if only the author would have looked only a little bit in the thema, it would have acurred to him/her, that the g-klasse never was a mercedes. is was planned, constructed and build by steyer-daimler-puch in austria and was sold under the names mercedes, peugeot and other brand names...
keeping this in mind, you know, what you can expect from the rest of this article - nothing at all!
do your homework!!!
05.04.2010 | 21:44 GMT
Sorry G-classe is a Daimller-Puch design (Daimler Mercedes?) but early G 500 is in fact the civilian G- WAGEN military lighy expeditionary vehicle used by West Germany army,also UN Blue Helmets used the Gwagen. Also a 3 door turbo diesel in mid 80s was the smaller civilian brother,we used the" Kraut "in Greece and without the military pedigree still we couldn t broke the "sucker"Seems like Peugeot used the design for "Legion" and special operation and some of them "escaped"in civilian life.So in thia situation we can admit the pedigree is present,but not in SUVs or SAVs BMW or Mercedes
06.04.2010 | 06:17 GMT
I could simplify the message of the writer.
Most German branded cars are made in china by oem suppliers and are only re-badged with whatsoever German emblem available there and stick a price 100 times its actual cost.
07.04.2010 | 06:38 GMT
I think u r wrong. Every car is unique in all aspects. Maybe safran, altima, infiniti are sharing the same body but engine and ride handling are quite diffirent...