We’ve seen it plenty of times. A brand-new nameplate arises and takes the market by storm. It sells well, customers love it, but there’s always room for improvement, right? That’s where the market research people come in.
Through focus groups and consumer insight, the marketers report back on what the customer really wants. The follow-up model arrives. It tanks. What gives? Bob Lutz wrote in his recent Road and Track column about just what happens when consumers give feedback. It’s not the consumer’s fault, though, it’s the right questions about the wrong vehicle attributes.
He points to the Chevrolet Sonic. An owner may tell the company “I wish it was bigger.” So, engineers make the follow-up larger, but subsequently, it might be heavier and less fuel efficient. Thus, it fails.
How about the Cadillac Seville STS? Lutz recalls its striking appearance that oozed desirability. It sold very well. When market research stepped in, consumers told the department that visibility was rather poor. So, designers made a more upright windshield, and placed thinner C-pillars in. The reception? Meh.
It comes to Lutz’s final point: often, automakers throw away what made a particular car so desirable in the first place. Perhaps it’s why the Camaro team didn’t bother to fix its horrendous visibility problems.
Comments
Like they say be careful for what you wish for.
How many times people say they want this and that added to a vehicle only to get it and then find it has compromised not only the vehicle but the price too..
Too often consumers or MFG can be so focused on the flea and end up swallowing the elephant.
The success of many cars like the Camry and Accord is they change only what they have to. Boring yes but it has made them reliable and people are good with what they offer.
Companies need to watch the market and listen to customers but they never should lose sight of the big picture. the cause and effect of things in the big picture can really effect products of all kinds.
GM messed up on the 08 Malibu as it was a great car. All it needed was to improve the details not blow it up. I know the chapter 11 did not help but still they had a winning formula and took a step back in some areas that counted.
MFG need to protect the customer from themselves at time. We see it here with some wishes that if they were put in would do more damage than good on some models. While these wishes are cool the reality is the effects of added cost, weigh, limited sales and size can doom the entire product.
The 2008 Chevrolet Malibu is the one Bob Lutz said he was personally proud of because the company started to not cheap out on parts/interiors anymore.
Messed up the 08? No. WAY better than the 2004-2007. They messed up the 2013-2015 but redeemed with the 2016.
You misunderstood what I meant.
They did not mess up the 08 but they did mess up on changes they made from the 08 moving forward.
Oh god the change in the 2008 indicated the changes for the better at GM. better panel fit etc.
The 08 was a change for the better the following model was not so much a change for the better. Less back seat room etc. A perfect example of the problem Lutz points out.
I think you are a bit confused on your years Scott. The 2012 Malibu is where Chevy screwed up then they tried to fix in 13 but by that time the damage was done. Since that model I don’t think the Malibu nameplate fully recovered nor has it seen the success of the 08 to 11 model. Your hero Lutz was behind that model all the way and it was a huge sales success.
The 2008 design Malibu went to model year 2012. 2013 was the shortened redesigned version that rode a shorter wheelbase but gained a little width. Chevy dropped the ball on that car with an Eco only model initially that was priced thousands higher and had a lot less rear seat legroom vs the competition. They rushed a revamp that toned down the interior a little and re-shaped the back seats for a little more room but it never was a success.
There are a few things I wish the Chevy Sonic featured. Chevy leaves too much for the consumer to want. They hope any aftermarket upgrades, the consumer will do him/herself. That’s understandable. A More Powerful Engine shouldn’t be ruled out, just because of the class of car it is. There should be more customization. A larger sunroof, and definitely more noise insulation, which should quiet down the car. I don’t want to hear my car taking its last breath, taking off from a stop light, transitioning from 1st gear, to 2nd. The Sonic w/ the 1.8L automatic, usually does so around 2-2.5k RPM. It sounds horrific. Minimize the throttle response just a bit, and you’ll have yourself a winner.
I liked the interior of the 2008 Malibu better than my 2014. Had more cockpit style seating and adjustable pedals. It needed a six speed transmission the first year out.
Just needed higher quality materials. It did not need replaced just upgraded.
I own one and have no issue with the styling. Even the fake wood is better than most.
“Failure to grasp the importance of a car’s original appeal—the reason for the initial passion—” Is why new ‘upgraded’ model fails. Except when it doesn’t.
I was selected to be part of the consumer advisory research for the New Dodge Charger, don’t know why, maybe because I had a new 68′ Dodge Charger R/T, but doubt they knew that. From what I gathered, respondents were unanimous that it be a 2-dr Coupe. As we all well know, we got a 4-dr. and I didn’t think it would have any success…Wrong.
The STS had a Northstar V8 which was notorious for blowing head gaskets under 100K…Very expensive fixes often quotes of $7000 (that’s without inflation) and the repair didn’t even fix the problem with many reporting a second failure so Cadillac even offered a SECOND repair using re-drilling at a larger diameter, that’s how bad the problem was and there were a lot of failures…Add to that the Seville STS/SLS was Caddys smallest car until 1997 when the Euro fighting Caddy that Zags, the Catera, with Cindy Crawford as its spokesperson…It essentially turned the Catera into the “cool” Cadillac and was a large factor in cannibalizing Seville sales…Lutz and Cadillac had another chance to correct the final edition of the “STS with an all new platform, in this version the “Seville” was dropped and it was just the STS…The platform went from FWD in the Seville to RWD in the STS and for the first time, AWD optional…It still sold like junk…
Engineers are smart enough to ask the RIGHT question, which would be “How much of a mpg sacrifice would you be willing to accept if the car was larger?”…This isn’t GM specific, but on my last vehicle purchase I received a survey asking about the car (different from the dealership survey), 100-ish questions, all rated 1-5, “Please rate the following…Steering wheel…Suspension”…If I rate the suspension a 1, they have no idea if there’s a noise problem, if I find it too firm or too soft…
In our case 2004 Cadillac CTS. Drove it for 10 years. Best car I have owned so far in my life of 49 years. 128,000+ miles 1 coil pack at 115,000 miles. So go to buy a new one CTS bigger ATS smaller we really wanted the one we had only new. Also 2005 SRX Northstar. Drove it 10 years 128,000+ miles transfer case chain 78,000 miles Great also. So go to buy new what ? SRX front wheel drive 3.6 that’s going away not. XT5 great looking car wife sat in one other day to big, maybe the new XT4 but 3.6 not 2.0L Turbo? Also 2007 Silverado 2500HD LBZ. Drove 10 years 128,000+ miles Great also. So we now have 2014 ATS Performance 27,600mi, 2015 GMC Canyon 18,000mi, 2017 Denali 2500HD 2,200mi. All have had more trouble, recalls, etc. than all three old ones at over 128,000+ miles, and New Denali no rear air vents. Who said in a work crew cab, or even family they didn’t want rear air vents $70,000 . They did take the heated seat buttons off the door Great moved to dash where they belong. But we looked at the new Terrain to replace the 2015 Canyon and the heat seat buttons are on the center console Who wanted this, one spill of drink and they will work like the ones on the door not. Who are the feed back people. How do you even get heard at GM. Just my experience.
When it comes to small/light/city cars many might request it be larger but what they’re actually feeling is the car is cramped.
The Mazda 2 is renowned worldwide for being one of the best cars in its segment but its cramped! No over shoulder room etc. The Hyundai Accent Hatch on the other hand is very spacious for its size… but its low ride height makes it awkward to get out of and road noise is noticeable….very.
It’s not about what the customer is asking for but the reason they’re asking for it – which is what Bob Lutz is trying to say I guess.
Oh my, we’ve exposed another in 2017! Sorry Lutz…
http://gmauthority.com/blog/2017/03/original-2018-chevrolet-equinox-design-received-poor-marks-from-customers/
“Back in the day, we would have probably just kept going,” said Mark Cieslak, chief engineer for the Equinox. “What we had on paper we felt was not going to win.”
Negative phrases such as “too bulky”, “odd styling” and “not compelling enough” stung the brand, which was already deep into the design and engineering of the 2018 Equinox. But, instead of chugging along, the design was vetoed and the Equinox team started again. And they did it without falling behind schedule.”
My take? When they said “Back in the day, we would have probably just kept going” which makes me believe that was aimed management when Lutz was around…