Opel Rush

So here they come. Via my snail mail box a few weeks ago, came the first tangible evidence for the arrival of General Motors troubled European branch, Opel.

Technically, I already own one (kind of) with all manner of Achtung stickers under the bonnet of my well weathered 2000 Holden Vectra, and, ownership is not without it's challenges.

Though my particular unit must be a Wednesday car, only midly possessed by the Lucas gremlin, Vectras in general have a bad reputation for undiagnosable stalling issues and diabolical electrickery, so much so that even the local shitbomb peddlers would not even give me a lazy 2 grand for it. To be fair, she just ticked over 278000 kms, but last time (also the first time) I got a lift from Mr. Tow, I was regaled with horror stories of disintegrating engines (due to tardy timing belt maintenance) and bazillion dollar spare key programming.

Does that make me gun shy about the new Opel range? Hell to the no! Have you seen what they are offering?

Let me just firstly say, that you'll have a hard time prying my left hand from the steering wheel of my 210kw RWD Sportwagon, because my right hand will be alternately punching you in the face and family jewels (whether they be nuts or the other kind). However, all three model ranges (compact Corsa, small[ish] Astra, and mid size Insignia) all come with a beautifully modern sleek design, and, at least a passing interest in going around corners.

Most exciting for me, is not the hot hatch GTC, but the arrival of 2 new wagons to the Oz market.

Firstly, the return of the Astra wagon, which I can only hope includes a turbo manual something (petrol), will hopefully help to rid the roads of all manner of clumsy looking inefficient faux SUVs (from the Mitsu ASV to the Angry Birds inspired French 3008). Whilst it may not wipe them off the map, it's a very handsome start.

Next is the Vectra.... ahem, sorry Insignia Estate, which is the first FWD based wagon I've lusted after since I cant remember when (though AWD R36 Passat gets an honorable mention). Virtually perfect proportions, stunning backend and an interior flare that pulls up short of gauche, all add up to a vehicle with real potential in the Australian premium market.

I would even like to see the Zafira Tourer make an appearance but I guess they just don't know if the Oz market is ready yet. And that is the real question. Can Australia's already crowded market provide any meaningful volume for Opel?

There are signs of higher ticket prices for small to medium vehicles (such as Golf which is the prime competitor for the Astra in Europe) and unlike Volkswagens current crop, the Opel range don't look like Teutonic toasters.

So what do Opel need to do? They need to create brand recognition for their fancy lightning bolt, which allows the owner to believe they are driving something above and beyond the much revered VW.

That is certainly a hard task as VW fans can be just as one-eyed as the fans of any other brand, but, Opel do win many European comparisons against the VW equivalents. So I guess you will see a lot of quotes from Europe about how good Opel is, and that is a pretty sound strategy. With 38 awards relating to design, innovation and including European Car of the Year, the Insignia certainly has a healthy pool of praise from which to draw.

Pass The Matches

Caught an interesting media call out today, falling into my inbox with the interesting title: "Comments on Australian Automotive Industry & Rise of Luxury Import Car Sales spike"

"Summary: Need comments on the Demise of Falcon and Commodore in particular.


Details: Automotive piece in The Weekly Review to look at slump in iconic brands' sales (Ford/Holden) and the spike in sales of import vehicles including Jeep Chrysler, Audi/VW and JLR."


You can't really blame them can you? I mean, is there really a need to report information now, or just cut through the boring numbers etc. and just go straight for the flavour of the month beat-up?

Well, if your publication actually provides news, then I guess you would be required to maintain your integrity. Fortunately, "The Weekly Review" is a fluff rag for inner city Melbournites looking for an opportunity to get a jump on the neighbours who always seem to have, and be rid of, the latest fad before it's even featured on "The Panel" (how do they do it!?!) [/sarcasm].

You can't really blame the writers either. With Ron Hammerton on board (notable for his contributions to the well respected GoAuto), it's not like they picked up some lazy ass blogger to fill their Auto review department. Still, a cursory glance across their "Automotive" section shows the same level of superficial sales pitch style editorial policy that usually comes with regular broadsheet lift outs.

And that is the problem. These types of magazines (and newspapers) are made to appeal to as many people as possible, most of whom have little exposure to Automotive industry news. I'm not trying to poke holes in people with little to no interest in the industry. I wouldn't want to suffer their furrowed brow because I can't tell if a bottle of plonk is from Bordeaux or the Barossa. The point is, when you are reading about a subject outside your own interest, it is very easy to have your opinion swayed.

 Obviously it is this very audience where a dialogue with a deliberate negative intent (as with the media call out detailed above) will propagate unabated, and often unfounded, negative public opinion.  

My money is on Mr O'Neill from the Adelaide Centre of Economic studies putting up his hand as an expert industry commentator, but how can you expect an ex-advisor to the Greens, to pass on an unbiased view of the auto industry, to the less aware masses?

All I really want to see is fairer reporting from the Australian media. The fire starting headlines may raise readership, but they erode your integrity, just like citing a "spike" in luxury car import sales, despite the total volume of Audi or Land Rover not even getting into the top 20 for February.

You would think Land Rover would have fared better considering they've already had 2 full articles on the Evoque in The Weekly Review.


I'm sure it's a coincidence....... 
(and for the record George Ierodiaconou, on the last generation Ford Focus you could hold a button on the remote to drop all the windows, waaaay before the Land Rover Evoque even hit the concept car scene. Did you know that Land Rover used to be owned by Ford, and, now they are owned by Indian car maker, Tata?)


There you go. The truth can be interesting.

Australian Automotive Manufacturing Home Truths

Roughly twice a year, Australian media goes on a little crusade to try and “reveal” the level of assistance which domestic manufacturers are currently receiving from Federal and State coffers. And, as inevitable as the rising of the sun, opinions fly about the viability or value for money obtained through these continual hand outs. To be honest, it’s pissing me off! Not the government support. Not even the genuine concern that other Australians have about the current circumstances surrounding our manufacturing industry. It is the unfounded, and often, inaccurate rhetoric that is passed on as facts. Still, you can’t expect everyone to know everything about …everything, so here are a few (literally just a general run down) of the key facts about Automotive Manufacturing in Australia.

Let’s have a look at some of the circular arguments that always seem to materialise:

They’re not even Australian Companies! They don’t even use local content!

Yes, local cars do have content from foreign manufacturers. It’s a global market place. But, making a price competitive, wholly Australian built car with 100% Australian content could only be done with manufacturing subsidies which would tower above the current level of public investment.

 Aside from that, tell me Arm Chair Industry Ministers, which car are you going to buy? How much local content is there in fully imported vehicles? More than you think, but obviously not as much as locally assembled products.

Most of the engines in Australian built cars come from Australian manufacturing plants.

The money just goes off shore to the foreign owners!

The overwhelming majority of government assistance goes to LOCAL research and development. Funds are utilized to engineer powertrains (such as engines, drivelines and gearboxes) and domestic products, to better suit Australian tastes and conditions. Holden is a leading Design Centre for the infamous US Bogey man General Motors, as is Ford Australia for their evil foreign overlords (just accept the sarcasm okay? I’m all out of smilies). As a result, their expertise, and thus, a small portion of your investment (assuming you pay taxes) does benefit the foreign parent company. The return on that investment is an international reputation that puts them in favourable stead for winning future business. Which brings me neatly to the next Furphy (if you don’t know what a Furphy is kids, google it).

They aren’t innovative enough. They’re still building Dinosaurs. They’re no longer relevant.

This is probably the most ridiculous of all misconceptions (considering 4 of the top ten in Oz are Australian made), so I’ll address it individually by manufacturer:

Toyota

They still build the most popular mid size car on the market; the Camry. Not only is this Camry widely sought after in the used car market (it’s not my kettle of fish, but plenty love it) but it is also a staple of fleets looking for a reliable, cost effect vehicle. Aside from the new generation (just arrived), Toyota also locally assemble the Camry Hybrid. What the Hybrid lacks in driver involvement, it makes up for in impressive fuel economy. Try 6.0 litres/100kms (ADR Rated). 

Toyota Australia used a large portion of government research and development funds to instigate a local engine manufacturing plant. Both, the Hybrid, regular Camry, and their V6 sister car, the Toyota Aurion, are all built right here in Australia. Last year they built around 94,000 examples for local sale and export.

Ford

Ford Australia has had a tough run with their parent company placing the Oz manufacturing arm in a less than favourable position. Despite the Falcon beating Ford Taurus (a gargantuan FWD monstrosity) in packaging (interior space) and beating their halo SHO model (a gargantuan all wheel drive monstrosity) to the punch with Euro IV (that’s an emissions standard kids. Again with the googling) compliant turbo charged 6 cylinder, which would out drive it any day of the week and twice on Sundays, Ford North America declined and denied any opportunity for export.

Nonetheless, the Ford Falcon continues to innovate, with the all new LPG system bolting onto the Australian made in line 6, which shames many 4 cylinder cars for Carbon emissions and running costs, whilst returning better power than the regular Petrol iteration.

 Their impending Ecoboost 2.0 direct injected turbo engine is apparently worth raving about and is the first time the global powerplant has been used in a RWD vehicle anywhere in the world. Economy is likely to scare most mid size vehicles and rightfully shame many compact and mid-sized SUVs (Don’t kid yourself; just accept that you bought a mini-van).

Last, but not least, Ford Australia also engineered the much needed diesel V6 (originally from Land Rover) to slot into the Territory. It pulls like a truck (I recognize that many inner city folk don’t need to tow, but I didn’t exclude the merits of the Camry, so recognize the skills okay) and can handle most anything Australia can throw at it (unlike Mercedes G-Wagens which get stranded in the desert awaiting rescue).

Holden

If the Commodore is such a dinosaur, why has it sold more units in Australia for the last 16 consecutive years? That’s right: 16. Mazda 3 outsold the sedan and wagon by a few hundred units this year, but ute sales are not included, as they are classed as a commercial vehicle. That is despite the fact that the base model is now only built to order. The sport models are far and away the biggest sellers.

The HFV6 engine has dedicated engineers who work tirelessly to improve economy yet still gain power, and, both the 3.0 litre and 3.6 litre units are built right here in Australia (Port Melbourne to be exact). The 3.0 litre has it’s own throttle mapping to match Australian tastes (the US 3.0 has a sky high pek torque) . Both versions (and the GM Power train V8) can all run on 85% ethanol. In case you didn’t know, ethanol is a renewable energy source that can be extracted, not just from regular organic sources such as sugar cane, but also household rubbish and old car tyres.

Have a guess who is investing in the business case for a garbage munching ethanol plant in Victoria….

That’s right; Holden (and their partners) are investing in other industries, with the potential of creating more jobs outside of their sector.

Beyond the Commodore, Holden also locally manufactures the Cruze sedan and hatch. Boasting the largest interior in it’s class and competitive pricing, the Cruze also offers buyers a choice of 1.8 petrol, 2.0 diesel and a turbo charged 1.4 petrol (unlike Japanese and European turbos, the Belgian sourced 1.4 can run on regular unleaded). After 2 years on the market, it falls nicely into the top 5 best selling vehicles in the country. Don’t forget that: both sedan and hatch are made in Australia. For some reason, many people seem to have trouble grasping that point.

Did you know that all of them are built on the same assembly line in Elizabeth, South Australia? No, not just the Cruze sedan and hatch. I’m talking about the Cruze sedan and hatch (in four different specifications, with manual or automatic transmission and 3 different engines) as well as the Commodore sedan, sportwagon, ute, Caprice and Chevrolet Caprice PPV (google) which offer 3.0 and 3.6 Direct injected V6, 6.0 Litre V8 with AFM (you should really have google open in a separate tab by now) and associated gearboxes. This has been done so that Holden can respond to market shifts as swiftly and efficiently as possible.

Oh, and they also export to China as a Buick.

Remember, this is just the manufacturing side. I assume you are starting to glaze over by now, so I’ll just generally tell you that Ford Australia was lead developer for the new Ford Ranger (which is sold across most of the planet). Holden is also doing development work for Buick and Chevrolet. Let’s cover the international design and R&D side of things another day mkay?  All righty then.

So let’s just summarise with another old chestnut.

It’s protectionism, pure and simple.

Well duh. It is protecting one of Australia’s greatest assets: the manufacturing industry as a whole. There is an estimated 200,000 of your fellow Australians building, designing and innovating across the country. Not all of them rely directly on the Automotive industry, but most will take a severe hit if the three local manufacturers go down the gurgler. Just think for a second, what effect that will have on state and federal revenue, not just through personal income tax, but our reliance on importing goods, and, as skills decline, the importation (or off shore outsourcing) of professional services. How can states build infrastructure when you can’t pay for it?

What it isn’t, is Isolationism. In reality, our level of protection for the Automotive industry is actually the lowest in the developed world. Germany has a significant finger in its Automotive pie (German state, Lower Saxony, owns 20% of VW) and in China, you can’t even build a car unless you enter into a joint venture with a State owned company. 

We tried to play fair with Thailand, entering into a Fair Trade agreement, and they stiffed us by introducing big fat tax on six cylinder cars (essentially eliminating any opportunity for our products to reach their shores). Conversly, here are a few vehicles we import from Thailand:

Toyota Rav-4 and Hilux, Nissan Navara, Honda Jazz, Civic and Accord, Ford Ranger (Mazda BT-50) and Holden Colorado. 

For us, imported vehicles are hit with a piddling 5% tariff. Most of those products come from countries where workers do not enjoy the level of rights, nor the standard of living that we have in Australia. Don’t let anyone tell you that the luxury car tax is to blame either. That only kicks in above $57,000, so there is no excuse for Audi to cry poor when you have to pay for options in their base model A3, like cruise control and pockets in the back of their front seats (really, you can’t make this stuff up).

So next time you are at a dinner party and the discussion turns to the local Automotive industry, don’t be a chicken shit and shake your head in disapproval with the rest of the know-nothings (there is no excuse now that you know the facts). 

Be proud of what the local manufacturers are doing. Their products are Australian cars built for Australian conditions, by Australians and for Australians (and occassionally, the middle east, Asia and potentially...North America come MY2014). 

Four Australian built cars in the top ten can attest to that.

Why don’t you instead ask why, despite our sky rocketing Australian dollar, does it still cost tens of thousands of dollars more to buy a European marque than the equivalent model in the US. After all we just hit parity. Or is that parody? 

Disclaimer: some of those European cars may not actually be built in Europe. Try South Africa. Shhhhh, it’s a secret.

The truth shall set you free.

Death By Focus Group

I'm guessing many of you have noticed a clear shift in automotive tastes over the years, where products no longer attempt to reflect the idealogical impressions we had of cars when we were young (unless you were born in the 90's, in which case, you are still young).

I remember when I was about 13, being stunned at the sheer speed of my mates fathers VL Commodore. When he asked me to push the overdrive button on the shifter, all he did was floor that (Nissan) 3.0 litre straight six and make a face like he was fearing for his life. The NVH completed the illusion. I also thought my 1974 HQ Kingswood was fast, but in reality, it was just my first car and therefore accelerated like the space shuttle and cornered like TRON. None the less, I still chase that same feeling of exhiliaration, these days attained by nailing gear selection and apexes through a series of favoured twisties.

Look at vehicles these days and the advertising and product seems more focussed on connectivity to electronics rather than the road. Vibrating, heated seats, Follow-me-home puddle lights and on board golf ball cleaner? A Jedi craves not these things.

How could this be? The very pastime, formerly viewed as a demonstration of adulthood, a freedom reserved only for those having achieved the state determined age requirements and skills to the satisfaction of the local assessor, has become nothing more than an opportunity to obtain a larger Smart Phone docking station.

The content of the product has shifted dramatically from the primary function. "It is what the market demands" I hear you shout. That may be true. No doubt, endless focus groups have already defined your next car for you. Social Media updates available through your GPS narrator, automatic restaurant bookings based on the smell and frequency of your personal emissions, triangulated with your current location. All the "essentials" for modern life.

Most of the input comes from people whom are as interested in cars as I am in the discography of Lady Gaga. Why? When you are building your house, do you ask the garbage man to knock up some blueprints? No longer do most people care about the functionality of their vehicle, with respect to the act of actually driving, thus, their input is inevitably detrimental to such qualities. The result is the slow decay of real cars and therefore a thinning of real car culture.

I am sure that not many people will even care about the atrophy of automotive communities (after all, cars are evil and they kill baby whales), but they should! Why? Because driving requires care and attention. Every road user that is checking their facepic status, is not watching the road, and, despite the bad wrap, [whom I believe to be] real car fans are very attentive drivers who focus more on honing their craft than impressing their buddies.

Manufacturers should take note too. The more they push features that take the focus away from driving, the less important their core expertise becomes to customers.

Do I have an answer on how to stem the tide? No. All we can do is hope that eventually all motor vehicles will become so saturated with features, that everyone has the same superfluous crap. Only then can the focus return to where it should be; on driver involvement and satisfaction.

Brand Management

Has anyone noticed the fundamental problem with social media? It is pretty easy to cite examples and even easier to summarise. Some members of society are complete wankers! The general understanding is that social media provides an avenue for society to interact, yet just like reality TV, the society that you see is influenced by the environment in which they reside.

For example, I have been managing my own brand for the last few months, mainly to understand how the social media environment operates. I would like to apologise in advance to those of you from whom I have tried (rather shabbily) to hide the fact that I am @mikmakGMI, @misterquality and @beltedradial.

Most of you knew the two former were one in the same. @misterquality came around to address issues not perptaining to motor vehicles, but yours truly @beltedradial, came about in order to allow me to say "cock" every now and again when it was warranted, with out damaging the brands to which I was attached.

The penny dropped shortly after my watching Bob Lutz on @autoline After hours describing how an absence of brand clarity at Pontiac, resulted in the ultimate demise of the General Motors performance arm (despite its self inflicted atrophy in the preceding decade or two). Essentially they denied what they always should have been: passionate with grunt to spare.

That is not unlike my own [d]evolution upon becoming a moderator on GMInsidenews. I still love GMI. It provides a great service, and the Brand Management of that site has seen it go from strength to strength. More importantly, the GMI crew have discussed what type of environment we want, decided upon it and focussed therein to great success. But it is not me. I will still contribute there (if they'll still have me), but continuing to restrain myself is like sticking your finger in a dyke. Sure it sounds like fun, but eventually there will be more holes than you have fingers.

Then one of my favourite tweeters @millionsofmyles mentioned recently how he was going to start a blog. A personal blog.

Honesty; what a concept! Surprised I never thought of it because I spent too much time reading e-books about what I'm supposed to do. (dickhead!)

Which brings us to me (the other me). I will be giving @mikmakGMI an electronic bullet in the head in the next few weeks and taking over the account of @beltedradial as my primary personal account. It will be my honest personal feelings about everything. I will be posting all manner of analysis, critiquing and general noise about what ever I feel like commenting about (but mostly cars!).

@misterquality shall be maintained as I'm sure many of you don't give a rats ass about AILs arising from your annual mangerial reviews.

So allow me to introduce myself. My name is Michael McWilliams. I am a conceptual analyst and technical communicator, a dad, husband, car nut and aussie.

I've also been around the track a few times making me feel (and look) like a belted radial.

Please feel free to post eulogy suggestions for mikmakGMI (note: must be <140>

MORAL OF THE STORY: be honest or your brand will die a slow and boring death.