Mercedes Benz M-Class

I think the new M-Class SUV is one of the most gorgeous luxury SUVs on the market right now*.  If you haven't seen it, you should. M-Class.

*For comparison sake, The BMW X5 is starting to look very dated.  Hope BMW will take the M-Class serious and invigorate the X5 with some sleek new styling.

FOLLOW UP to: Hyundai, Not the "affordable option" anymore?

I ended my post on Hyundai's increasing price with a question.  That question read, "Now that Hyundai is shrinking the price gap between competitors, would you still consider a Hyundai?"  Well, according to a newly released analysis by Edmunds.com for USA Today, Hyundai buyers, on average, are paying more for their Elantra than Toyota and Honda buyers are paying for the Corolla and Civic.  This shows that Hyundai vehicles aren't just now costing more than competitors but that they already DO cost more.  This also answers the question on whether or not consumers are willing to pay the same(or more) than competing brands.  The answer? A resounding yes.   

Hyundai, not the "affordable option" anymore?

It is no secret that Hyundai is a changed brand.  Go drive a Hyundai Sonata from 2004 and you will most likely not want to drive another Hyundai ever again.  Fast forward to 2012 and you have an array of gorgeous, high quality vehicles.  Hyundai has, in the past, been referred to as the "affordable" option when compared to competitors like Honda and Toyota.  Things are changing.  Hyundai just announced the prices of the new Azera as well as the Genesis Coupe.  The Azera's base price increased from $25,495 to $32,000.  That is a substantial increase.  The Genesis Coupe 2.0 base price went from $22,250 to $24,250 and the 3.8 went from $26,750 to $28,750.  Now that Hyundai is shrinking the price gap between competitors, would you still consider a Hyundai?

The New Face of Lexus

Car companies have generally followed a similar design theme throughout the automaker lineup.  This brings a necessary cohesion to the design team and also makes it easier for the brand to be recognized by consumers.  When an automaker introduces a redesign, typically focusing on the front of the vehicle, it often is polarizing and can split brand faithful.  Let's take a look at a few companies and the effect a "corporate face" can have on the brand's success.

Subaru

Sometime during 2003, Subaru decided it was going to introduce a new grille design that would become the face of all Subaru vehicles.  Our first glimpse of this new face was the Subaru B9 Concept shown at the 2003 Tokyo Auto Show.  Despite very opinionated responses from critics, Subaru designers went ahead with the new front end design.  The first vehicle to showcase the design was the 2006 B9 Tribeca. The new SUV from Subaru was mocked and rejected for its ugly grille design and sales were evidence of that sentiment.  This however did not stop the face from making its way onto the 2006 Subaru Impreza .  Although not nearly as prominent or ugly as the Tribeca, the new Impreza was never deemed beautiful by the masses.  Before the face could make its way to the Legacy, Subaru's flagship sedan, Subaru ditched the face with hopes that it would quietly slip into history with no serious fallout.  With how strong Subaru sales have been the past few years, it appears that this is exactly what the public has done with the failed Subaru face: forgotten.

Audi

If you see a new Audi driving down the road, there is no mistaking that it is an Audi.  What may be mistaken however is which model Audi you have just spotted.  Audi vehicles have always had a very close resemblance to one another, but never as the current generations.  What makes each Audi model so similar to the next is the single frame grille.  Audi developed the "single frame grille" design almost 10 years ago and implemented it on the 2004 Audi A3.  Subsequently it was integrated into the A6, A8, and A4.  Now every Audi vehicle proudly displays this grille design.  Audi is producing gorgeous vehicles right now but must be cautious as some in the industry have complained that there is "too much commonality" between models, specifically between an Audi A8 and the Audi A4, which can have a price difference of between 40-70k between the two models.   Audi may need to differentiate more than they currently are but overall their current design theme is striking and is successfully helping customers identify and associate with the brand, regardless of which model in the lineup they see.

Lexus

Since the title of the article is "The New Face of Lexus", it seems appropriate to finally discuss the topic.  Lexus, one of the most successful selling luxury brands in the United States, has been criticized for years for being "too soft and too boring."  Despite the fact that many shoppers buy Lexus for just this reason, Lexus has decided to take Lexus in a direction that they hope will evoke more passion from owners.  The first vehicle to display the new Lexus design is the 2013 Lexus GS.  The first thing anyone familiar with Lexus will notice is the all new grille design.  This new "spindle" design is anything but bland and screams for attention, quite a contrast from the quiet whispering done by the previous generation GS.  Today, and the motivation for this post, a brochure for the 2013 RX leaked onto the internet.  It looks like Lexus is going all in on the grille design and will be implementing it on other models in the lineup.  This is a potentially risky move when you understand what the RX means to Lexus.  The RX has not only been the best selling Lexus model but also the best selling mid-size luxury SUV in the United States.  With Mercedes and Audi sales surging, Lexus can't afford to have a design failure with the RX, or any other future Lexus for that matter.  The public is finicky.  Luxury car buyers are even more so.  Just look at the "Bangle Backlash" for proof of what uproar you can hear from brand faithful when you muck up the design of an entire lineup.  Lexus is anxious to move ahead of the competition and that success depends on the company's brand new design.  So the question is, will the public smile upon the new face?  Only time will tell.

*Note: I avoided discussing Acura and the corporate front end design since I recently discussed my distaste for Acura's current lineup.

Hyundai, hard at work.

Now this is a company who is hard at work.  Look at the new models/updates all due before Fall 2012.
Click HERE.

Honda: Asleep at the Wheel

The Chicago Auto Show Media Preview began today.  As a result, we get a look at two new production Acura vehicles, the refreshed RDX and the all-new ILX.  Really?  Seriously Acura?  This is the BEST you can do?  I think Acura has strayed a long way from the beautifully designed Acura Legend, Integra, and NSX of the early 90's.  During a time when most car companies were still producing hideous vehicles, a result of a terrible design style of the late 80's, Acura was the exception.  Sure Acura produced the terrible SLX (a re-branded Isuzu) but they made up for it with beauties like the Legend coupe.  Fast-forward to 2012 and you have a brand new ILX that does nothing to engender love in a car buyer.  It has the now company standard "shiny beak", drab dark interior, and unconvincing lines.  From a sales perspective, this car makes little sense because it will most likely cannibalize Accord and TSX sales.  Does Acura really need a luxurious Honda Civic?  These new Acura vehicles aren't as boring as the new VW Jetta or Passat, but they are pretty terrible.  A discussion on the root of the problem is in due measure.

Honda, the parent company of Acura, is really to blame here.  I would say the only semi decent looking model that Honda has produced lately would be the brand new 2012 Honda CR-V.  This is primarily due to the fact that they basically copied the design of the Volvo XC60.  The CR-V is the exception; the rest of the lineup is the rule.  The 2012 Honda Civic is a design failure and a great example of how unimaginative the designers at Honda can be. The 2012 Honda Civic, to an untrained eye, looks almost the same as a 2006 Honda Civic.  The fact that the 2006 Honda Civic was probably designed sometime around 2004 means that Honda is continuing use of eight year old design styles.  The 2012 Honda Civic is so bad that the CEO of Honda has practically made a public apology.  I'm not the only one who feels this way either.  Consumer Reports failed to recommend the Honda Civic for the first time in history and The Wall Street Journal referred to the Civic as heavy on the "ick."

The problems don't stop with the Civic.  Cars.com just recently named the Crosstour to their "10 Ugliest Cars from the past 30 years List".  The CR-Z easily could have made the list as well.  Then you have the Honda Pilot, which very nearly resembles the Acura SLX that I mentioned earlier.  I actually don't think that the Honda Pilot is ugly, I just find it induces uncontrollable yawning.  For some reason many car companies still like to sell ugly hybrids.  The Insight is proof of this and tragically, the Insight is almost as ugly as the Prius.  The Honda Accord is decent but, in my opinion, far behind the new Toyota Camry or Hyundai Sonata.  We won't spend too much time on the Accord, since it continues to be one of the top selling vehicles in the country.  This, however, is most likely a result of it being a good car and not a beautiful car.  This brings me to my last vehicle in the lineup that I want to talk about: the Honda Ridgeline.  Released in 2005 as a 2006 model, this truck has gone through nothing more than minor tweeks in the last 7 model years.  That is a sad sentence since it was ugly the moment it hit Honda dealerships in early 2005.  Being born ugly and staying ugly until you die is a tragic life and most likely the path that the Ridgeline will follow.  The Ridgeline is also a sad excuse for a truck and is the laughing stock for every other truck on the market.  It is kind of like a woman wearing a sweat suit and never actually doing any physical exercise or a guy in a full ski suit who just hangs out in the lodge all day because he can't ski down the hill.

Honda needs to wake up.  The competition is increasing.  Hyundai is selling more Elantras than they can keep on their lots.  Kia is spending serious marketing money on the new Optima.  Nissan is about to release the redesigned Altima and  Toyota just debuted the newly designed Toyota Camry.  Honda, your move. Acura too needs a hot coffee to alert the company's senses.  If they haven't noticed, Audi, Mercedes, BMW, and Lexus are all making extremely attractive, quality vehicles.  Acura has the quality but the looks, when compared to the competition, are embarrassing.  Since the ILX and RDX were just shown today it doesn't look like the design team will be making serious changes any time soon. And that is sad.