Car Clips/Industry News - 9/14/00 by Bob Storck

American car companies are spending millions to build and reinforce brand loyalty, but according to a survey conducted by National Public Radio's Car Talk hosts, Tom and Ray Magliozzi, fifty-five percent of owners would buy the same car if they had it to do all over again. However, only 32 percent were satisfied with their dealers. An online survey asked 95,000 owners to consider all factors, including buying experience, maintenance costs, comfort and performance, and decide whether or not they'd make the same decision again. While good cars can survive bad dealers and good dealers can make up for some forgettable cars, there are few brands that ranked high in both categories. Lexus led all brands, finishing third in both vehicle and dealer satisfaction, followed by Acura, Saturn, Honda and Subaru. The reaction of the public to some European companies and Toyotas reflects the feedback that I get from readers where they like the cars far better than many dealers who appear to have lost sight of their mission to serve the public honestly and respectfully.

Most Loved Vehicles

1. Porsche
2. Honda
3. Lexus
4. Toyota
5. Saab
6. Acura
7. Volvo
8. Subaru
9. Volkswagen
10. Saturn

Satisfied With Dealer Experience

1. Saturn
2. Infiniti
3. Lexus
4. Acura
5. Chrysler
6. Dodge
7. Mercury
8. Geo
9. Subaru
10. Honda

With the changes in vehicle buying trends, both in model types and geographic distribution, there is some plant shuffling going on. Sport utilities have meant welcome cash for import brands while US companies are eager to expand their European markets. DaimlerChrysler's Mercedes unit announced that it will invest $600 million to double production at its Tuscaloosa, AL M-Class assembly plant but has not formally announced a new model. Mercedes' US sales have doubled since 1993 to more than one million vehicles a year. There is strong anticipation that Mercedes will produce a new vehicle that is more of a station wagon than a truck or a C-class hatchback that a lot of pundits feel would reverse the past unpopularity of this configuration. Ford has had great success with their Focus hatch versions and Toyota, Honda and BMW are preparing hatchback versions of existing models for the US. BMW began making its X5 sports activity vehicle at Spartanburg, SC late last year and will nearly double X5 output by the end of this year. Acura will begin selling their Canadian built MDX crossover ute this fall, and Honda is completing a plant in Alabama for their new SUV. In Europe, Volvo has to move production of its S40 and V40 models from Nedcar in The Netherlands. The Nedcar plant was a joint venture with Mitsubishi, which is now 34% owned by DaimlerChrysler, and DC has exercised its option to buy the plant to expand their small car stake in Europe. Ford, who owns Volvo, wants to produce 140,000 of these cars a year, and favors Ghent in Belgium. Trade unions in the UK are lobbying Ford to move small Volvo production to Ford's oldest European plant at Dagenham, which was built for Model Ts but has been slated for closure. The labor relations in the UK have been difficult, but they are now worried as auto production in that country has almost ceased.

Bob welcomes comments or questions at bstorck@sprynet.com

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MAZDA FINDS NEW LIFE WITH TRIBUTE SUV AND 'ZOOM, ZOOM
2001 Mazda Tribute
Special from Bob Storck

Price Range - $17,005 - 25,000
Engine - 2.0 liter, 130 hp I4 or 3.0 liter, 200 hp V6
Front Engine/Front or All-Wheel Drive
MPG (city/hwy) - 17/21
Airbags - DP (side optional) ABS - opt.
***
Features - Without a SUV the nineties have been lean for Mazda - Tribute fits right in with Mazda's traditional sportiness and new lively image
+++

(Sundance, UT) The West is known for expansive freedom, and Utah in particular is the place many folks go for extreme sports, alternative vacation pursuits and unlimited speed on the salt flats. These are the activities that people have in mind when they buy a sport ute, and this is the place for them . . . and Tribute is ready and capable of taking care of those needs.

Physically and psychically Tribute delivers, with an all-wheel drive system that can handle 99.8% of the demands people are likely to ask of it, and it has the style and look of a tough and capable truck. At the same time, it still has a pleasing appearance and drives on the highway more like a family car than a bone jarring truck.

The partnership between Ford and Mazda is reaching its highest level with the new U204 project that addresses different needs for each company. Ford has a wide range of larger sport utes, and needs a four cylinder entry level vehicle to fight the smaller RAV4s, CR-Vs and Trackers. Mazda does not have a sport ute at all, and needs to play against the Montero Sports, Hyundai Santa Fes and Passports. That market calls for a V6 and that's the engine Mazda expects to sell in most of their Tributes.

An ACTIVEHICLE concept version of the Tribute was introduced at the Tokyo Motor Show in October.

"The Tribute is an important vehicle for Mazda," said Stephen Odell, vice president of marketing and sales for Mazda North American Operations. "The combination of competitive pricing, exciting new launch advertising and product attributes compared to larger compact SUVs and smaller four-cylinder mini SUVs will enable us to meet our aggressive sales targets."

Tributes can be powered by either a 3.0liter V6 engine or a Mazda designed 2 liter four. The new lightweight four cylinder engine family has low emissions and flexible fuel capability, and will be built in the US, Europe, Japan and Mexico. It is Ford's small engine of the future and is expected to account for 25 percent of Ford's annual engine production by 2004.

Designed to address worldwide consumer expectations, the new engine family delivers spirited performance while providing quality and value. In the US it will help Ford meet its worldwide environmental pledge. The all-new Tribute has the dynamic DNA (new Mazda buzzword) to back up their "soul of a sports car" claim, including fully independent, sport tuned front and rear suspension and a responsive steering feel that is a Mazda trademark. The Tribute is available with front-wheel drive or with a fully automatic on-demand Rotary Blade Coupling(tm) four-wheel-drive system that gives it all-road, all-weather capability. For added foul weather or off road performance, a panel mounted switch allows the driver to lock the system in four-wheel drive.

Mazda has always been known for great handling vehicles, and the all-new Tribute is no exception. The Tribute is almost half a foot longer than a Jeep(r) Cherokee, with long wheelbase that provides a smooth ride. A wide track helps give the Tribute a stable feel during cornering. It utilizes rigid monocoque construction and incorporates Mazda's "Triple-H" body reinforcements in the roof, sides and floor to enhance rigidity and impact safety.

The four-wheel multi-link independent suspension provides a balance of spirited handling and ride comfort and Tribute has less body roll than most other sport utility vehicles. Power-assisted rack-and-pinion steering is standard, tuned more towards Miata than monster truck. Ventilated front disc brakes and rear drums are standard, and a four-wheel Anti-lock Brake System (ABS) with Electronic Brake Force Distribution (EBFD) is available. The EBFD system varies the amount of rear braking force depending on vehicle load for optimal stopping performance in any load condition.

The 2001 Tribute is available in three trim levels-DX, LX and ES. All versions feature efficient packaging to provide space and comfort, with an emphasis on functionality. There is plenty of space for four adults and any luggage they would typically need for a weekend trip. Leather seating surfaces and a six-way power driver's seat are standard on the ES model. The Tribute features dual de-powered air bags, while front seat-mounted side air bags are available, helping to protect front occupants in a side impact. Side airbags are not common in this class, so Ford and Mazda are again providing safety leadership.

Tribute has more front and rear seat legroom than many luxury sport utes. The spacious interior is the result of Mazda's award winning OptiSpace(tm) design, which minimizes the space required for mechanical components and maximizes the room for passengers and cargo. Both front passenger and rear seats can be tilted back to create a near-flat storage area, enlarging the already generous loading area. The Tribute configuration allows the cabin floor to be set low while retaining the overall height and ground clearance of a conventional sport ute.

The low floor not only enables easy entry and exit but also contributes to a large interior space. The vehicles were designed to be tall and provide the command of the road driving position so popular today, but still be stable and handle well. Tributes are not lightweights, tipping the scales at about 3500 lb.

When equipped with the optional trailer tow package, the Tribute can tow up to 3,500 pounds, enough for a couple personal watercraft or all-terrain vehicles, or even a good sized ski boat.

Tribute comes standard with an 80-watt AM/FM/CD audio system. A powerful seven speaker, 190-watt (including a 90-watt subwoofer) AM/FM/cassette/six CD audio system is available on LX and ES models. All six CDs may be loaded through a slot in the dash, not requiring a separate CD magazine. This system was introduced in the MPV last year and has been widely copied by the competition. An optional in car personal computer system provides Internet service, combined with a multimedia station that includes a DVD player, navigation system and television - at least for the Japanese market.

The Ford and Mazda versions were styled independently to carry on respective family design cues, with completely different side sheet metal, front and rear treatment and trim, with more differentiation than the Ranger and B-Truck. The sharp creases in the hood and fenders are in keeping with Mazda's "Contrast in Harmony" design philosophy, which blends contrasting design elements, such as soft and sharp, light and shadow and static and dynamic.

It's obvious that Mazda is attempting to give its cars more of a family resemblance. There are similarities between the front end appearance of the new cute ute, following the trend set with the completely new Mazda MPV and the recently restyled Protégé. The vehicles have an inverted pentagram grille allowing the car to have a pleasing 'face,' an aspect very important to Japanese stylists and buyers. This layout is also used in the Acura, so if Mazda is copying, at least it aims high.

Dropping the Contour in favor of the versatile Focus enabled Ford to free up their largest auto plant in Claycomo, MO for Escape/Tribute production. Contour production was changed over to the U204 models this year, and right drive versions are built in Japan. The four year U204 launch involved 400 people of all nationalities, from most Ford worldwide operations. Most of the product specialists spent time in Japan, and their counterparts came to Claycomo to compare and coordinate operations. Tribute will be sold in North America, Europe, Australia and Japan.

Bob welcomes comments or questions at bstorck@sprynet.com