In the car industry, there are always winners, and there are always losers. It’s the nature of the beast – but nothing is set in stone. Brand perception can change, thanks to a better focus on design ethics and a healthy dose of marketing. And, although the likes of BMW and Audi will always be there or thereabouts at the top of the sales charts, they always need to be careful. Car brands that once would be seen as inferior still have a chance of making a lot of headway in the market. With this in mind, we thought we would investigate eight car brands that have been through a successful reinvention process.
Reinventing the Hyundai
Way back in the 1980s, Hyundai were the creators of some truly horrendous vehicles. The Excel and the Pony are two perfect examples of cars that were appealing to no one at al. Sales, unsurprisingly, were miserable beyond belief. In fact, the company resorted to selling them to people suffering from bad credit problems. These days, though, the Hyundai name has come on in leaps and bounds. They have plenty of excellent cars in their range, they offer great value, and it’s one of the most popular brands on the roads.
The ups and downs of Honda
Honda has a mixed history when it comes to popularity. In fact, they are, perhaps, the perfect example of how brand perceptions can change over the years. In their early days, a Honda was a common sight on the roads until a few mistakes in the late 1980s began smearing the name. But, like Hyundai, they have pulled things around again and are now one of the most successful brands in the world. Their safety record is second to none. While it doesn’t make for an exciting driving experience, for the mainstream, it makes all the difference.
Defining the SMART Car
To many people, the SMART Car is a still a relative newcomer to the roads. And, to an extent, they are right. SMART began their history in 1994. Watch company Swatch teamed up with Daimler-Benz to create a small vehicle perfect for the busy, bustling cities of the world. The first SMART cars started selling in 1998, and it was a promising start. However, later models didn’t get the reception SMART were hoping for, and many felt the design was poor and the price too high. So, SMART went back to basics and went through a redesign process. These days, you either love a SMART car, or you hate it. There is no in between, and although the company has lost scope for growth, they, at least, still have a strong selling base.
The acceptable face of Skoda
Let’s not beat around the bush. During the 1980s, even children on infant school playgrounds knew about Skoda’ poor brand perception. They were, in short, a laughing stock, and the way they have pulled things around is nothing short of incredible. Mention a Skoda to a particular type of person and they might still make a joke. But, car dealers all over the world are stocking up on the excellent vehicles that are giving the likes of Mercedes-Benz and BMW a run for their money. When franchises like Spire Automotive have your cars on their forecourts, alongside the big names, you know you are doing well.
Will Volkswagen pull it back – again?
Everyone is well aware of the problems VW are facing right now. The emissions scandal seems to have been front and centre on many news outlets all over the world since the story broke last year. But, let’s not forget that VW was a struggling business back in the late 1950s. Their tiny Beetle was completely at odds with American cars at the time, which were enormous – and the bigger, the better. But, some clever marketing, the famous ‘Think Small’ campaign, made a big impact. Volkswagen became a darling of American car buyers. Whether it will regain the trust it has lost over the last year, remains to be seen. But, you wouldn’t bet against it.
Subaru – from boy racer to class act
You don’t have to be too old to remember the boy racer image of the Subaru Impreza. And, it’s fair to say that the car brand has been suffering ever since then – until now. There are roars of approval for many of the latest Subaru models, and it is nothing short of a highly successful reinvention. They are one of the most trusted car brands in the world and are attracting new customers from all walks of life and levels of budget. Again, it’s all down to the brand perception and better thinking during the design process. Refining a poor image takes a long time, but there’s no doubt Subaru are well on their way to achieving their goal.
Cadillac
Cadillac is seen as a tired, ancient example of America’s car history by many people. But, for the past 15 years or so, Cadillac have been working hard to reinvent their image. The 2015 CTS-V Coupe is a fantastic example of where they are going – and with new models on the horizon, the future is looking rosier. Of course, Cadillac has always played to a home crowd – the big question is, can they step up to become a respected global player?
Introducing BYD
Finally, you might not have heard about BYD. But, we have a feeling you’ll be hearing a lot more from them shortly. They are a Chinese car manufacturer – one of the nation’s biggest. And they produce cars in astonishing volume. The trouble is, they have no grip on any market in the West. Things are starting to change, though, as private buyers start to find out about the amazing technology in their vehicles. And, of course, the great value they offer. Things are going so well that Warren Buffet, the most famous investor in the world, now owns 10 percent of the company. So, we think you will hear a lot more about BYD in the coming years.
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