Archive for May 14th, 2010

Your green neighbor wants an electric car … get out your wallet!

May 14, 2010

This week I was again struck by the irony: the US Feds – who have no money and are deeply in debt — are going to borrow still more money from China to bail out the Greeks – who are deeply in debt.  That’s nuts.

And, the few remaining US taxpayers are going to asked (make that ‘told’) that they (and the Chinese lenders) subsidize their neighbors new green rides. 

And incumbents wonder why voters are dispatching them one after another …

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Excerpted from WSJ: Welfare Wagons The new electric cars are powered by taxpayer credits, May 12, 2010

Congratulations. You’re about to buy a fancy new Nissan Leaf or Chevy Volt . . . for someone else.

The all electric  Nissan Leaf is a car for a wealthy hobbyist — good for a trip of 100 miles after which it becomes an inert lump at the end of your driveway (or behind a tow truck) for the many hours it will take to recharge. 

The Leaf will roll out in December with a surprisingly modest price of $25,280. That’s after a $7,500 federal tax credit is counted.

Buyers will also have to spring for a $2,200 charging station, but another tax credit ($1,100) cuts the cost in half.

Some states – e.g. bankrupt California, Georgia and Tennessee — will chip in additional consumer tax credits as high as $5,000.

  • Note: total tax credits = $13,600

By pricing low and going for volume, Nissan is making a calculated grab for the lion’s share of the available tax dollars — and also pressuring Washington to extend the program when the money runs out.

iPad lust applies to cars too, and early adopters can be expected to line up around the block.

But it is insane to subsidize these vehicles with taxpayer dollars.

Tax handouts for electric vehicles are emblematic of an alarmingly childish refusal to take account that the U.S. government is deeply in debt. Running up more debt to subsidize electric runabouts for suburbanites is not such a sign.

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Even if you believe saving gasoline is a holy cause, subsidizing electric cars simply is not a substitute for politicians finding the courage to jack up gas prices.

Think about it this way:

  • You can double the fuel efficiency of any car by putting a second person in it.
  • You can increase its fuel efficiency to infinity by refraining from frivolous trips.

These are the incentives that flow from a higher gas price.

Exactly the opposite incentives flow from mandatory investment in higher-mileage vehicles. If you paid a lot for a car that costs very little to operate, why not operate it? Why bother to car pool? Why not drive across town for a jar of mayonnaise?

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Full article:
http://online.wsj.com/article/SB10001424052748703880304575236692175987752.html?mod=djemEditorialPage_h

Mercedes, BMW … and Lincoln?

May 14, 2010

TakeAway: Just because Ford calls Lincoln its luxury brand doesn’t make it so.  Luxury is in the eye of the beholder and Ford faces the challenging task of changing customer perceptions of its stodgy, “upscale” brand.  So far, the results have been disappointing.

The less-than-luxury perception of Lincoln is not just the result of a communications gap.  Ford has been slow to update the Lincoln product line with original designs not based on middle-market Ford-branded models.

Training Lincoln dealers to offer “high-touch” service is important for the luxury segment, but shouldn’t Ford first figure out how to get customers to the dealerships?  The new models launching this summer will tell us if they got it right.

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Excerpted from Bloomberg Businessweek, “With Lincoln, Ford Isn’t in the Lap of Luxury,” by Keith Naughton, May 6, 2010

Business is booming in Jack Kain’s Ford dealership in London, Ky. Not so much, though, at his Lincoln showroom, where new models … go begging for buyers …

Ford is on a roll, as mainstream car buyers embrace the American brand that didn’t go bankrupt. Now that CEO Alan Mulally is unloading Volvo, however, Ford’s upscale ambitions are riding on Lincoln. Sales at the unit are down 64% from its 1990 peak and buyers average an industry-high age of 62 … “To younger generations, that’s grandpa’s car,” says auto analyst Jesse Toprak … “That doesn’t help when you’re going up against Mercedes and BMW.”

Ford is trying to give Lincoln a hip implant. It’s outfitted four new models with more-dramatic design and installed high-tech features including a voice-activated phone and entertainment system …

The new look isn’t helping much. Lincoln’s U.S. market share is stuck at a paltry 0.8% this year, while the Ford nameplate grew at its fastest rate since 1977 … Lincoln is still defined by the black Town Car that has ferried generations of business travelers to the airport,

Ford long ignored Lincoln, in part because … it bought a stable of European luxury brands that seemed to hold more potential: Jaguar, Land Rover, Aston Martin, and Volvo. But … Mulally began dismantling what he called Ford’s “house of brands,” selling off the European lines at fire sale prices. The idea was to first fix its largest franchise, the middle-market Ford brand … Lincoln, whose models are based on Ford’s mechanical platforms and built in Ford plants, would be kept and fixed later.

Ford is retiring the Town Car next year and launching new models aimed at younger buyers like the MKX sport wagon this summer. It’s infusing Lincoln advertising with Gen X-friendly music from the 1980s. And Lincoln dealers are being trained to offer the high-touch service given by some European manufacturers …

The bottom line: Ford dumped its luxe brands to focus on its core vehicles. Now it’s left with aging Lincoln just as luxury demand is set to take off.

Edit by DMG

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Full Article
http://www.businessweek.com/magazine/content/10_20/b4178023174411.htm

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