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| American Cars, Bring on The Bling |
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| Cars |
| Wednesday, 03 August 2005 00:00 |
 For a couple of years now, I have been following the car industry closely. A few years ago, I asked myself (and obviously some people in Detroit did as well) 'What would happen if U.S. car companies put as much effort into building great cars as they have done with their wildly successful S.U.V.s'' Well, we're starting to see that answer, thanks to rising gas prices and what seems like a general preference for a return to automobiles. And that's good news, because I have felt that for a long time, people would be more than willing to buy a U.S. automobile, providing it was a well-made car. Confession time. I grew up loving BMW's. Ever since the early '80's when the beloved 3-series gained prominence, I have been fascinated by this company's ability to combine sports car performance with luxury driving. I still believe nobody does that better, but the Big Three have made some very credible strides. Let's start with Ford. Quite simply, they did a great job on the Mustang redesign. It really captures the essence of the great American muscle car. And that's no small achievement. Look, time was, America flat-out made some kick-ass cars. And for any further discussion on the subject, I refer anyone to the 1968 Steve McQueen classic 'Bullitt'. Ford, in a brilliant marketing campaign, brought McQueen back to life to launch the new Mustang. For anyone who has seen the movie, they know how awesome it is to watch McQueen, in a forest-green 1968 Mustang, chase some bad guys up and down San Francisco hills in an equally bad-ass 1968 black Dodge Charger. The Charger was a beautiful car in its own right, and I think Dodge may have done its fans a disservice by not re-launching its latest version of the Charger in a coupe. As for Chrysler, they have perhaps made the biggest splash of all. The 300C won Motor Trend's Car of the Year in 2004, and deservedly so. It's breathtaking design turned many heads, and let's face it, it doesn't hurt to have an endorsement from the gangsta community. Next come the NBA a'playas' and the next thing you know, it's a three- month waiting list to get one. Nonetheless, with a respectable interior and some good old-fashioned American power, this car is a very attractive option for those who don't want to pay high premiums for German or Japanese imports. However, it's worth noting one trend I've seen in past few years. In an effort to get people into showrooms, and younger buyers in particular, I've noticed American makers (Chrysler and GM, more specifically) are more willing to 'stretch' design concepts to generate buzz. The 300C, for example, has a rather large front grille, some even mistake it for a Bentley. And for this, they deserve some credit. However, I'm left wondering something. If U.S. car makers weren't so eager to gain back market share, would their designs be more mainstream' Specifically, I'm thinking of the Cadillac CTS. This was the 1st car in Cadillac's Art + Science design philosophy, and it has been very successful in luring younger buyers who would perhaps otherwise be interested in Mercedes or BMW into their showrooms. The CTS looks to be a fine car, and again, with GM offering employee discounts to everyone, the price is more than right. However, I feel like the style may be a bit too edgy, and I wish the car looked more like the STS in stature. However, Cadillac has to be pleased with this car and how it has helped put Cadillac on the map, especially with its V-series, aimed specifically at challenging BMW's M-series racers and Mercedes' AMG series of cars. Speaking of the STS, I find this to be the U.S. most attractive offering so far. It certainly isn't your granddaddy's Caddy, and it certainly doesn't belong to Uncle Guido, either. In looks and performance, it presents a viable alternative to its pricier German counterparts. Which brings me to Mercedes and BMW. I have a few issues to raise here. The first one is pricing, and this isn't the fault of either car company. It seems to me, that with the money everyone made in the nineties, that these cars became too popular. I mean, let's face it, people are crazy for these cars, and rightly so. By most counts, these two car companies still represent the best in the business, whether you prefer luxury (Benz) or driving exhilaration (BMW). But, to get good 8-cylinder power, you're paying at least $60,000 dollars for one of these (either the 5-series with an 8, or an E-class with an 8). That's a bit obscene, and frankly, that's where either the Cadillac STS or a Chrysler 300C, both thousands of dollars cheaper, become more attractive. Another complaint, and this one ss for BMW, what have you done with my car company' The one I fell in love with back in the eighties made beautiful cars, but they were also rooted in simplicity, as in, simple designs and simple to operate. Now, you've got to take a three-day course on how to operate the 5-series, and the popularity of these cars has led to some ridiculous pricing, $45,000 for a loaded 3-series' Please. Regardless, if I had to make a recommendation right now, I would be inclined to say hold off on the domestic purchase for another three years. The reason is I still have my druthers about quality control issues with GM and others, so it may be wise to hold off and make sure all of the kinks are worked out. And besides, as much as I like the new Caddy's, it still seems to go better with a slightly older demographic. But, as always, it comes down to personal preference. As for the Chrysler 300, let's face it, I just don't have enough bling to make that one work. But don't be surprised if 3-4 years from now, people are raving about Lincoln and Cadillac. It wouldn't be the first time. As hard as it is to believe now, back in the 1950's and 60's, people thought as highly of Lincoln and Cadillac as they do of Mercedes and BMW today. Heck, when Elvis died, he had like 50 Cadillacs and Lincolns. And one thing remains for sure. When America sets out to do something, it succeeds. So who knows, what's old may indeed be new again. DJ Chris Catch DJ Chris on 670 "The Score" Sunday nights live from Chicago from 8 to midnight Central time. He broadcasts as the "Bagboy with Jimmy Greenfield." |
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