Archive for the ‘Brand’ Category

Today's the Big Day for the Chrysler Group, LLC: the day Sergio Marchionne unveils the new company's five-year recovery plan. Of course, like any CEO worth his bespoke suit, Marchionne understands the importance of being dressed to make a good first impression, so Chrysler has been given a sleek new logo (which has naturally leaked to the interweb before its official debut). The new marque is similar to one already adorning Chrysler vehicles, but like the company itself, it's leaner and more streamlined. As soon as we have details about company's strategic plan, we'll let you know if there's any substance beneath the companies new stylish...

It's no secret that Ford Motor Company has withstood the current financial storm far better than Chrysler and General Motors. Between its refreshed reputation as a manufacturer of quality vehicles and the fact that Ford was the only Detroit automaker to dodge both bankruptcy and bailout dough, the company has emerged from the economic downturn (if we're truly out of it) stronger and more respected by the public than before. In fact, some analysts are predicting that Ford will announce a break-even or slightly profitable third quarter when it reveals earnings for the period next Monday.

Much of Ford's good fortune is thanks to the company's...

Not so long ago, brand loyalty played a major role in keeping the auto industry healthy. Many of our parents bought vehicles from one particular manufacturer, and they often inherited such preferences from their own parents. Here in the U.S., brand perception was frequently rooted in national pride: 40 years after VJ Day, my grandparents refused to so much as ride in a Japanese vehicle.

For manufacturers, that kind of brand loyalty made marketing easy and economical: why spend thousands of dollars trying to convince buyers that a particular car was right for them, when all they really needed to see was the Ford or Chevy or Chrysler badge on...