|
|
BITS AND BITES
1 September 2000
PRODUCTS: General Motors' Cadillac division has confirmed what everyone has assumed these last 20 months: the radical Evoq two-seat roadster concept car will become a production model for 2003.
The Evoq, analysts say, will share the basic Chevrolet Corvette mechanical architecture. The question now is what will Caddy call its roadster when it arrives in production form. Rarely do concept cars go from show stand to showroom bearing the same name. Some speculate that Caddy is planning to move to an alphanumeric system for naming its new models.
Power? Expect to see a supercharged version of GM's new-generation 4.2-litre Northstar V8.
According to CNW Marketing in Bandon, Oregon, the Evoq as a show car was a huge hit with auto show goers. They rated it second only to the Volkswagen New Beetle among recent concept cars...
Speaking of the Beetle, look for a convertible version in the 2002 calendar year. The Beetle droptop will be built in conjunction with Wilhelm Kharmann GmbH of
Osnabruck, Germany...
Within four years (by 2004), automakers will offer more than 272 distinct car and light truck models in North America, reports a study from Merrill Lynch & Co. in New York. Steve Haggerty, who co-authored Car Wars: Who's Hot & Who's Not, says manufacturers will introduce between 39 and 59 new models each year for the next four model years.
Of course some current models will disappear to make way for the new stuff, much of which will be in the high-profit and high-growth areas of light trucks and hybrids that offer a mix of car and light truck attributes.
Merrill Lynch says that DaimlerChrysler AG will lead all automakers by remaking 89 per cent of its current lineup. That will make the German automaker the most competitive in the world. Meanwhile, GM will rank at the bottom for new product introductions...
Bayerische Motoren Werke AG (BMW) plans to build an all-new small car dubbed the "2-series" for sale in 2004. The question now is where will BMW build it.
According to Peter Schmidt of Auto Industry Data Ltd. in Warwick, England, BMW is selling every car it produces, so the company's current plants don't have capacity to add another model.
Thus, BMW has announced it will build a new assembly plant in Germany or Eastern Europe. A final decision will be made in 2001.
Analysts speculate that the 2-series will be BMW's first front-wheel-drive car. But that will be then. For now, BMW is busy getting ready to launch a fleet of new models.
A new Mini sub-compact will be unveiled for the first time this September at the Paris Auto Show and will go on sale next summer. The lineup of BMW sport-utilities is also expected to grow to include an X3 and an X7. And a brand new factory in
Chichester, England will begin producing Rolls-Royce cars in about 2003...
CAR BOOKS: We'll call them road books. Not because you take them on the road, but rather because they're all about hitting the open road for freedom and adventure.
Lonsome Dove author Larry McMurtry's latest is Roads: Driving America's Great Highways, a rip across interstates at "modestly illegal" speeds is more memoir than travelogue. While he's out re-reading the roads he's driven before, McMurtry is mentally re-visiting his favorite novels and his favorite long drives.
Meanwhile, Michael Paterniti's Driving Mr. Albert: A Trip Across America With Einstein's Brain, is as bizarre a tale as the title would suggest. This road trip centres around a cross-country jaunt with an 84-year-old retired pathologist whose greatest life possession - you guessed it! - what is allegedly Albert Einstein's brain preserved in formaldehyde...
BY THE NUMBERS: The Toyota Tundra is a major hit with its owners, according to the latest Total Quality Review from research firm Strategic Vision Inc. of San Diego, Calif.
Strategic Vision vice-president Dan Gorrell says, "Toyota is ready to challenge Detroit on trucks," based on the findings of the survey of 41,000 owners.
Those vehicles ranked were able to achieve a possible 1,000 points. Here's a look at the winners in each segment, along with their scores:
Luxury: Mercedes-Benz S-class (920);
Near-luxury car: BMW 3-series (900);
Luxury sport-ute: Lexus LX470 (895);
Mid-sized speciality car: Pontiac Grand Prix (888);
Mid-sized car: VW Passat (885);
Small specialty car: VW Beetle (884);
Larger car: Chrysler LHS (878);
Full-sized pickup: Toyota Tundra (877);
Compact car: VW Jetta (873);
Large sport-ute: Chevrolet Suburban (870);
Small car: VW Golf (864);
Mid-sized sport-ute: Dodge Durango (850);
Minivan: Honda Odyssey (838);
Small sport-ute: Toyota RAV4 (837);
Compact pickup: Dodge Dakota (826)...
|
|
back
|
|
|
|
BITS AND BITES
25 August 2000
Product, product and more product: The sport-utility vehicle being jointly developed by Volkswagen and Porsche will go on sale in 2002, likely as a 2003 model. The VW version will be called the Colorado and the Porsche will be called the Cayenne...General Motors' Chevrolet division will build the hybrid SSR roadster pickup, also in the 2002 calendar year. The SSR (Super Sport Roadster) was shown as a concept on the auto show circuit this year. Look for a V8 engine...Another Chevy concept, the sedan/truck hybrid Traverse is also going to get the go-ahead...
Consumer stuff: Repair shops need to get in better touch with what consumers want, says the American Automobile Association (AAA). Repair shops underestimate consumer expectations in these areas: the number of mechanics to do the work; time required for maintenance repair; convenience of service hours; convenience of service locations; special offers/discounts; warranty provisions; and fairness of fees. And repair shops overestimate the importance of promptness in writing up service orders; courtesy of personnel; helpfulness of personnel; and shop reputation...
Cars and the media: Britain's popular car television show Top Gear is worth watching if you're ever on a trip to the United Kingdom. Among the more amusing segments on this irreverent show: the host sprayed a load of liquefied manure over a Vauxhall Sintra wagon made by General Motors Corp. when it failed to live up to expectations. On other occasions, cars dubbed "worst offenders" have been awarded the grand flush - hood "badges" flushed down a toilet.
Alternative fuels: In the race for green cars, GM says it will be at the front of the pack. In fact, GM and Exxon Mobil Corp. say they have developed a
highly-efficient gasoline fuel processor for hydrogen fuel cell vehicles. The processor uses gasoline as a fuel to create a stream of hydrogen that powers a fuel cell. It will be used in a vehicle demonstration within 18 months. If successful, the processor will allow consumers to fill-up fuel cell-powered vehicles the same way they fuel current cars and trucks -- right at the pump...GM also says that within five years half of all new GM vehicles will be "innovative products." GM plans to offer two full-size hybrid trucks (half gasoline/half electric) by 2004.
Safety: According to a study from the Harvard Center for Risk Analysis, motorists using mobile phones are at less risk of being involved in fatal accidents than motorists engaged in three other categories of "voluntary" behavior. While 6.4 fatalities per 1 million drivers (n the United States) could be linked to wireless phone usage annually, 30.9 could be linked to motorists driving while intoxicated; 49.3 could be linked to motorists not wearing safety belts; and 14.5 to drivers choosing small cars over larger ones.
|
|
back
|
|
|
|
RACING IS
HIGH-TECH
25 August 2000
MONTREAL? "We are, in a way, the victims of too much data," says Peter Burns of the West McLaren Mercedes Formula One (F1) Team run out of Woking, England by McLaren International Inc..
Mr. Burns, the head of partner programs for the defending F1 championship team, is only half kidding. Critics of F1 have long decried its emphasis on prohibitively expensive
high-technology - the complex software and hardware that some argue relegates driver skill to the back seat.
"Every team out here (at Montreal's Air Canada Grand Prix) is spending between
$160-$200 million (U.S) dollars to race," says Jackie Stewart, the former
three-time champion of the world's premier motorsport circuit who is now a team advisor to the Jaguar Racing Team (the former Stewart Grand Prix Team) he sold to Ford Motor Co. for this season. "The stakes are very, very high."
|Mr. Stewart may, in fact, be underestimating the cost for a team to compete in Formula One racing. Some experts suggest that the
best-financed teams might spend as much as $450 million (Canadian) to support teams of three drivers (two to race, one to test) for the full
17-race season. That's what it costs to buy the incredibly sophisticated and often customized software and hardware that supports three cars (two for race day and a spare) and a crew of more than 300 support workers. There are also drivers' salaries running in the millions, as well as wind tunnels and travelling expenses for racing a circuit covering five continents and running almost nine months, from March to November.
Despite the cost, F1 is not about to roll back the clock to a time when the cars raced without radio and microwave connections sending massive amounts of data back to race engineers in the pits. To a time when teams struggled without sophisticated software provided by companies such as Computer Associates Inc. It is that software, processing that data almost instantly, that allows engineers to do the information analysis that often results in critical racing decisions. And it's very clear that teams do not want to return to a time when, as Scott Bain of McLaren design notes, the cars themselves were
hand-drawn in paper and ink and early prototype race cars were pounded together with a hammer and chisel.
Today's F1 race car is a symphony of software and hardware. The 600 kg. carbon fibre cars themselves are equipped with
150-200 individual sensors, recording data on everything from engine speed and temperature to tire pressure, fuel consumption airflow over the car's wings. The sensors also transmit data on the condition of the brakes, as well as details on electronically controlled
seven-speed transmissions capable of shifting gears in 20-40 milliseconds - much, much quicker than the blink of an eye.
Speed, of course, is the essence of racing. Nowhere is that more evident than in F1. The 750 horsepower F1 cars made of carbon fibre or Kevlar weigh just 600 kg. and are powered by
3.0-litre V10 engines turning over as fast as 17,000 revolutions per minute (RPM). With that power, they can accelerate from
0-100 km/h in two seconds (something the typical family car does in about 10 seconds). Their top speed is in excess of 350 km/h or 11 metres a second and they can come to a full stop from 160 km/h (100 mph) in two seconds.
A lot can go wrong with such a car and on race day; it's the job of engineers and technicians in the pits to do their best to make sure nothing does. To help them diagnose problems before they can affect the car and change the course of the race, each F1 car is equipped with between
150-200 sensors. So, for example, during each of the 69 laps of the Montreal race (typically car ran each lap in about 1:20),
real-time data is transmitted continuously via radio frequencies back to the pits. However, in every race radio frequencies can be blocked, creating gaps in data transmission. So, about two megabytes of data (a floppy disc and a half's worth) is stored in the car's
on-board electronic control unit (ECU), as well. As the car passes the pits, all the information about what's been going on with the car during that particular lap is downloaded, then transmitted to a series of laptop computers located on the pit wall and in each team's garage.
This is what is known as telemetry -- the wireless equivalent of a stethoscope permanently attached to a patient. In this case, the patient is a racing car. Except the
patient-stethoscope is a rather weak metaphor for capturing the incredibly detailed amount of information available to race engineers. To glean as much information about her patient, a doctor would need to hook her up simultaneously to a heart/lung machine, MRI and CAT scanners,
X-ray and ultrasound and goodness knows what besides.
In the case of Team McLaren, the computer and data-processing systems - the stethoscope and other medial accessories, if you will
-- are supplied by team sponsor Sun Microsystems Inc. (look for the Sun logo on the car's mirrors) and Computer Associates. The Sun hardware used by McLaren consists of a
self-contained network of seven UltraSPARC (tm) workstations which travels with the team all around the world to provide
track-side telemetry. The network of workstations is placed in the garage and it is this computer system that remains in contact with the car while it is travelling around the track. This network also sends details about
on-track performance to race engineers sitting in front of laptop PCs at the track wall.
One of the edges Team McLaren enjoys is its exclusive relationship with Sun. All that raw data is very nice, but it's not information available to the team in a usable form. And this is where Java technology comes in. Java code, says Richard Jacklin, McLaren engineer at Sun, can be quickly and easily modified, does not fail in the
pressure-cooker of a race and a graphic user interface presents information in a an
easy-to-use format. Just as important, Java technology uses the same operating system in both desktops and PCs, therefore Team McLaren can use different platforms in different places
- i.e., mainframes in the garage and PCs on the pit wall.
"Java gives McLaren the ability to react to change, both from the strategists and engineers' requirements," says Mr. Jacklin. "Different circuits provide the cars, the strategists and the engineers with different challenges, so the information that benefits them most also changes race by race. Java gives us unparalleled flexibility to change the analysts code
race-by-race to provide the most useful information."
So what does this mean during a race? McLaren's Mr. Burns points to recent race in which the car being driven by David Coulthard reported an emerging problem with the transmission. Mr. Coulthard, himself, had not yet noticed it, but the race engineers saw it in the data and radioed advice to him on how to change his shift patterns in order to minimize strain on the gearbox. This advice ultimately allowed Mr. Coulthard to finish the race and score points for the team.
Of course, preparing the cars to race is just as important as keeping them running in the heat of action. And this is where a race car that will never see the track comes in. In fact, team officials concede that this car has done as much as any vehicle to help McLaren win races and last year's championship. But it's not a real car; it's a car written in software, a virtual car in you will, complete to the tiniest detail. It lies nestled in the team's
computer-aided design (CAD) system provided by Catia Solutions and Sun. The beauty of this
car-in-software is that it provides designers with incredible detail without the need for
real-world models.
"Think of this pool of information as the car's DNA," says Mr. Bain of the McLaren design team. "Thanks to the combination of Sun (tm) hardware and Catia software, we knew almost everything about this season's car before it was ever built."
Before the season even begins, designers and engineers gather huge swathes of information on the aerodynamic shape of the car, on the car's performance in both testing and during the previous season's races, and on wind tunnel performance.
"All that data," says Mr. Bain, "everything that actually makes up the substance of the car, plus extra background detail on the various processes that made each component, and the figures from performance tests...all that information is captures and stored in our database."
Then it's applied to a process of software-driven three-dimensional (3D) modelling that allows developers to work together concurrently on every aspect of the car, from the shape of the wings to the location of sensors, in order to maximise
on-track performance.
"Now we see our car evolve months before it ever goes near a track," says Bain. "We can spot errors immediately, or double check something that doesn't look right. If we (designers and engineers) weren't all working from a single master model, that wouldn't be possible."
Henri Durrant, chief aerodynamicist for the team, says CAD-CAM (computer-aided design,
computer-aided manufacture) is especially helpful in "virtually" testing every shape on the car to minimise wind drag. That's important because the slipperier car has a clear speed advantage on race day. Prior to the race season, cars are developed using computational fluid dynamics (CFD) as part of the
CAD-CAM system. CFD treats are flowing over surfaces as fluid, thereby allowing designers to measure how every "drop" of air interacts with car components. The goal is to design a car with shapes that make for the most stable airflow, thus making it smooth and easier to drive.
"Because of what we can do with airflow analysis, we have entered 'bumble bee' territory in F1 (according to the laws of aerodynamics, a bumble bee can't fly)," says Mr. Bain. "There are no straight lines on the car. Even the front wing undulates when you look at it closely. The car is inherently unstable because we are constantly running at the edge of the physically possible."
Embedding design in the software of a CAD-CAM system allows the team to constantly update the car with design changes that take best advantage of track conditions, and driver ability. In addition, because components on cars constantly change based on new knowledge and technology, the designers find themselves frequently tweaking a variety of car shapes to accommodate a new component
- even if the fundamental design of the car has not been altered at all.
"Massive simulation: that's where we've seen the most dramatic technological change (in F1). And it's where we are likely to see still more in the next five to 10 years," says Bain. "The effect of tweaking the front wing a certain way might have taken two weeks to simulate five years ago. Now, we can do it in a day."
At the same time, F1 teams use the software to plug in the data they've acquired during testing in order to acquire a
super-accurate and reliable virtual picture of how race cars will perform in
real-world conditions.
"Obviously telemetry is most useful in testing," says Dick Glover, head of computer simulation at McLaren. "Though the radio updates give us the most important information, there's much more being recorded and we retrieve it by plugging a cable into the car when it returns to the pits and downloading a complete history of the session.
"We can then (using cutomized software) match this information to the driver's analysis of his car's performance to help correct problems and define a
set-up for racing. The data is also vital for our simulation program (software); it's all fed into our simulators in Woking (England) to give a
super-accurate model of individual race tracks."
But that's just today. Sun's Mr. Jacklin predicts that within two years, the way McLaren and other teams design cars will be become even more sophisticated thanks to faster 3D graphic software programs and better networking of workstations.
"The next century will be about intelligent software that liberates the enormous processing power and IT (information technology) investment that is locked into designated workstations
- most of which may well be switched off during non-working hours," says Mr. Jacklin. "Sun's vision will enable corporations to draw on the processing power of its entire networked computing resource and apply it where needed. The network truly is the computer."
Clearly, all the developments in software and hardware have made and continue to make racing a challenging adventure for engineers, designers and technologists who, frankly, are for the msot part completely hopeless behind the wheel of a fast car.
"If F1 was boring for people like us that compete in it, then it would be boring for the people that watch it," says Mr. Durrant. "There is far more to F1 than who can press the throttle lever hardest."
So in today's F1, it's as much about who can crunch the numbers fastest and it is about who can hit the racing track's apexes the quickest.
SIDEBAR: McLAREN THEN AND NOW
1966: The first car was designed on two drawing boards, with two slide rules
2000: The team uses a CAD-CAM package with workstations from Sun Microsystems Inc. and software from Catia Inc. Today's care require 10 times more drawing to be done than in 1966.
1966: No data was recorded on the car. Improvements were made through intuition.
2000: Thousands of data points are recorded per second for both engine and chassis parameters. The data sent from the car to the garage is analysed on
pit-wall computers.
1966: Driver Bruce McLaren was not only the McLaren team boss, he was also the driver
-- the equivalent of David Coulthard training, testing and racing all day and then going home to run the business.
2000: The 300-member Team McLaren runs on a budget estimated at $300 million a year.
1966: The two of the leading technical positions, chief designer and technical engineer, were held by the same person.
2000: Some of the niche specialists central to the success of McLaren are data analysts, systems engineers, and electronics engineers. The team employs 13 dedicated engineers, including three
full-time engine specialists, just to interpret mountains of data.
1966: Hand-held stopwatches were used to time the cars.
2000: Digital timers keep track of lap time differences in the thousands of a second.
1966: Communication amounted to shouting in pit lane and hand-held signs from the pit wall.
2000: Voice radio communications are used between the driver and his team in the garage and on the pit wall.
1966: Cars produced aerodynamic lift.
2000: Cars produce downforce - lots of it.
1966: Drivers often got by on beer and sandwiches.
2000: Computer-aided fitness tests and programmes are used to ensure drivers enjoy high fitness levels for the demands of F1 racing.
|
|
back
|
|
|
|
GM PLANNING 2001 PRODUCT BARRAGE
18 August 2000
The Pontiac Aztek "sport-recreation vehicle" may be the most visible new model in the General Motors universe for 2001, but don't ignore the 21 other new and redesigned cars and trucks coming from the world's biggest automaker.
And most of those new models are aimed at undermining the General's stodgy image. Just as important, the product barrage includes highly profitable and in-demand upgraded minivans and completely reinvented heavy duty trucks.
John Middlebrook, GM vice president and general manager of vehicle brand marketing, says the company is working hard to become a company with three core values: big and fast; innovative; and, technology-driven.
GM is already big, but company officials and auto analysts agree that GM has not generally been fast to the market with new and innovative products. Middlebrook challenges critics to look at the 2001 lineup changes as evidence of a much faster-moving General.
For instance, the Aztek was first shown to the world 18 months ago and is now ready to go on sale. GM also developed four-door Crew Cab versions of the S-10 and Sonoma compact pickups in roughly 12 months. And as far as fast cars go, the 2001 ZO6 Corvette will go from zero to 100 km/h in about four seconds.
Critical to GM's near-term market success, however, are the upgraded minivans (Chevrolet Venture/Pontiac Montana/Oldsmobile Silhouette) and an all-new lineup of heavy duty Chevrolet Silverado and GMC Sierra pickups.
The only major 2001 innovation for the minivans are new second and third row seats that fold flat to haul cargo. But in 2002, they will get an excellent all-wheel drive system. GM officials gleefully point out that all-wheel drive is something DaimlerChrysler officials say was impossible to offer in a minivan with fold-flat rear seats. Thus, the 2001 Dodge Caravan and Chrysler Town & Country do not have them.
On the heavy duty truck side, company officials say their new models have the highest payload and most towing and hauling capacity in the class. They also say the standard V8 engine is the most powerful and fuel efficient among heavy duties. But essential to success with the HD crowd will be the way the new Duramax diesel engine is received. Developed with GM's partner Isuzu, the Duramax is the most powerful diesel every offered in a full-size pickup.
On the high-tech side, GM plans to offer a vehicle stability system called Precision Control on its Oldsmobile Intrigue for 2001. Precision Control uses the anti-lock braking system and engine controls to help drivers overcome a loss of traction at highway speeds. Also coming are expanded features for GM's OnStar satellite communications system, satellite radio and in-car Internet access.
New models due in the coming months include the Chevrolet Avalanche, a huge sport-utility pickup; new mid-size sport-utility vehicles called the Chevrolet Trailblazer, Oldsmobile Bravada and GMC envoy; an all-new Cadillac Escalade and GMC Yukon; and the
Rendevous, Buick's version of the Aztek.
The heavy emphasis on trucks is by design, says Middlebrook. Trucks remain hot in the marketplace despite escalating fuel prices. Middlebrook argues that GM needs new trucks to boost GM's sagging market share. GM's near-term goal is to boost its product mix of trucks versus cars to 54 per cent trucks/49 per cent cars, from the current 49 per cent trucks/51 per cent cars.
"We're very encouraged by the gains we're making in trucks," Middlebrook said, pointing out that last year only 47 per cent of GM's sales were in trucks. "That trend should continue because we are improving our total vehicle mix toward trucks."
So far analysts offer mixed reactions to GM's latest moves. Burnham Securities analyst David Healy calls the Aztek "one of those polarizing vehicles...you love it or you hate it."
GM expects to sell about 80,000 Azteks this year, so it won't make a huge impact on reversing the company's market share declines. GM's share in the U.S. has dropped to 27.8 per cent from 29.5 per cent since last year, while globally, GM's share has fallen to 15.6 per cent from 16.4 per cent in the same period. In Canada, GM's share is in the 32 per cent-range.
Analysts, aware of GM's size and complexity, continue to urge the General to be less conservative and cautious in its product offerings and development processes.
"I think a lot of the problem is bureaucracy," says S&P Equity Group analyst Efraim Levy. "They are also dealing with more product lines than a lot of the other auto makers."
|
|
back
|
|
|
|
VOLVO LAUNCHES NEW MID-SIZED MODELS
11 August 2000
Volvo Canada has entered a new market segment with the launch of its new S40 sedan ($29,995) and V40 station wagon ($30,995).
Both models have been on sale in the United States for the past year, but their launch in Canada was delayed so that Volvo could adapt the headlight array to conform to Canadian Government standards.
Targetted primarily at buyers in their early to mid-30s, both models come equipped with Volvo's signature safety features: standard anti-lock braking, two-stage from airbags, side impact protection that includes side airbags and an inflatable head curtain and Volvo's patented Whilplash Protection System (WHIPS).
Volvo will also make both models available with Dynamic Stability Assistance, a traction control-like system that enhances grip in slippery conditions.
Power for both models comes from a turbocharged 1.9-litre aluminum four-cylinder engine rated at 160 hp.
With the V40 and S40, Volvo this year has introduced a total of four new models. And more new Volvo products are coming. In mid-August Volvo will launch the latest version of its Cross Country wagon. And due later this year or early next will be the new S60 sedan.
|
|
back
|
|
|
|
SAAB GETTING CAR-BASED SPORT-UTE: REPORT
28 July 2000
Saab Automobile plans to sell a car-based sport-utility vehicle by late 2002, reports trade publication Wards Automotive Reports.
Saab, a wholly-owned unit of General Motors Corp., will base the new vehicle on the current Pontiac Aztek and upcoming Buick Rendezvous - both of which use many of the mechanical underpinnings of the Chevrolet Venture minivan.
Citing unnamed sources, Wards says the as-yet unnamed sport-ute is part of a four-year, $5.0 billion product blitz planned to double annual world-wide Saab sales to 250,000 units.
|
|
back
|
|
|
|
SILVER THE MOST POPULAR CAR COLOUR
28 July 2000
Silver has passed white as the most popular colour among 2000 model new cars and trucks, reports the market research firm J.D. Power & Associates of Agoura Hills, Calif.
White has slipped to second place, with black in third. Among the least popular colors are bronze, brown, purple and orange.
Power found that silver was the colour of choice for 22 per cent of new car buyers, with white at 15. 4 per cent, black at 15.3 per cent, blue at 11.8 per cent, green at 11.3 per cent, red at 10.9 per cent and beige at 5.4 per cent. Other colours combined attracted just 7.9 per cent of buyers.
How important is car colour in determining the choice of a new car buyer? According to a poll by Yankelovich Partners Inc. conducted for DuPont commissioned by DuPont Herberts Automotive Systems, 40 per cent of consumers said they would switch vehicle brands if they couldn't get the color they wanted.
However, not all owners view colour a critical element of their buying decision, says Mike Greywitt of J.D. Power. Price, reliability, performance, size and design still outweigh color in terms of importance for the new-car buyer, Power's research has found.
|
|
back
|
|
|
|
BROCHURES STILL DRIVING SALES
28 July 2000
Ford Motor Co. sent out the first of a flock of sales booklets in 1903 and today, nearly a century later, the automotive brochure continues to be an effective sales tool.
A 1999 study of 40,000 car and truck buyers conducted by Tustin-based AutoPacific Inc., 21.2 per cent said vehicle brochures as important sources of information in making a decision on a new car. Only consumer magazines (23.4 per cent) are considered a better source of information. The best source of information? Personal experience (45.6 per cent). and today targeted to doctors, salesmen and lawyers.
Early brochures included testimonials from professional men who wrote in to say how wonderful it was to exchange a horse and buggy for a Ford product. When the Model T came out in 1908, a new series of booklets targeted taxicab companies, motor freight firms and what was then called "the feminine trade."
The car brochure of the future being touted by Microsoft CarPoint, an Internet site for car owners and buyers soon to expand into Canada will be a interactive digital piece. Introduced in limited numbers last year by Isuzu, the digital brochure provides comparisons with competing brands, a preliminary estimated manufacturer's suggested retail price and a speedy price quote from a local dealer.
In the future, CarPoint hopes that its on-line brochures will allow buyers to click directly to an online decision to buy, without the need to pick up the phone or visit the dealership. This process assumes, of course, that potential buyers will not wish to participate in an
old-fashioned test-drive.
|
|