2010 in Review: Winners and losers of the past year

[svgallery name="2011_Audi_A8L"] By John LeBlanc Between rapidly changing customer demographics, the global shift of economic power from the West to the East, and stricter fuel economy regulations on the horizon — to say the least — it’s been a challenging time if you’re in the business of making cars. As such, there’s been a real culling of the herd over the past couple of years, with the industry becoming split between the Haves and the Have-nots. So here is my list of automakers that are on the way up, and the ones on the way down: WINNER – Audi Whether it’s four, six, eight, 10 or 12, Germany’s Audi is firing on all of its cylinders. No automaker is making such well-rounded product executions. Highlighted by the launch of this year’s latest technical tour de force, its A8 flagship sedan, not one product in Audi’s lineup can be considered uncompetitive. Gas, diesel, hybrid, electric — whatever — Audi will eventually have a powertrain to suit anyone’s needs while head designer Walter Da’ Silva seemingly can’t draw a bad looking car. Nobody’s perfect: I’d still like to see Audi’s Mini-fighting A1 in Canada sooner, rather than later. LOSER – General Motors Compared to 2009 (bankruptcy, government bailouts, plant shutdowns, brand and dealer shedding, etc.), today’s General Motors looks like a success. But don’t be fooled by ’09’s low standards. The U.S.-based automaker still has a lot of work to do. For example: Despite the improvement of the new Chevrolet Cruze over its woeful Cobalt predecessor, the car will look old the minute Ford’s new Focus and Hyundai Elantra hit showrooms. And in regards to in-car infotainment — something rival Ford is pushing hard — GM is already behind the competition and years away from catching up. Signs of hope: The Cadillac CTS series is world-class, and the new Buick Regal (in Turbo form, at least) is a serious contender in the entry-level luxury segment. WINNER – Ford It’s easy to look at the sales numbers and pick the U.S.-based Ford as a “winner” — No. 1 seller in Canada; best selling vehicle in the country with its F-Series; blah-blah-blah… But it’s Ford’s product strategy that’s the most impressive part. Whether it’s the styling, features or pricing, Ford knows how to sell cars that people want to buy. The Fusion sedan offers good looks, decent road manners and is the best-driving hybrid you can buy. And if you think the 2010 subcompact Fiesta was a hit, wait until this year’s compact Focus shows up. Nobody’s perfect: If gas prices skyrocket again, will Ford be able to handle yet another drop in truck sales? LOSER – Honda Compared to the 1980s and 1990s — with cars like the Civic 4WD wagon, CR-X Si, Prelude, S2000, original Insight hybrid, Acura NSX, legend and Integra — Honda’s current conservative lineup, and its recent launch of half-hearted cars like the Insight and CR-Z hybrids, makes it seem that the once imaginative and risk-taking Japanese automaker is simply not that interested in making cars anymore. To say Honda has “lost its mojo” is a lot like saying the Maple Leafs could use some help scoring. Personally, I’d take Honda U.S.A to task. The current bloated Accord, ugly Pilot and botched-up Acura stem directly from its California offices. Signs of hope: At least Honda gets a second chance with a Civic, CR-V and Accord coming within the next 18 months. WINNER – Nissan/Infiniti Although it isn’t tearing up the sales charts like the Koreans, Japan’s Nissan is heading in the right direction.Despite its detractors, the Nissan Leaf electric vehicle is a comprehensive product and is scoring major media attention. With its Juke, Cube and Versa, no company offers more interesting small cars. And from what we saw at the L.A. Show, with its Ellure concept, the future of Nissan looks good. Finally, of the three Japanese premium brands, Infiniti is the closest to meeting the high standards set by the Teutonic trio of Audi/BMW/Mercedes. Nobody’s perfect: Nissan’s trucks and SUVs will require a major overhaul sooner rather than later. LOSER – Toyota Where do I start with Japan’s Toyota? — The over 12 million Toyotas recalled world-wide, a crisis that brought back down to Earth the Japanese automaker’s perceived superior reliability and quality image? — The company’s launch of its so-called "youth" Scion brand in Canada (eight years late) to the sound of one hand clapping? — Coming to terms with the fact that its Toyota/Lexus brands now sell fewer cars than Hyundai-Kia Motors, not only in Canada but in Europe as well? — In admitting that it needs to start adding direct-injection and turbo-charging to its gas engines, Toyota only confirmed it’s the luddite of the industry? Oy-vey… Signs of hope: For 2011, Toyota Canada’s Star Safety System makes once-optional safety equipment now standard. Hey, it’s a start! WINNER – Hyundai-Kia Motors The numbers speak for themselves: As mentioned above, combined Hyundai and Kia brands outsold the combined Toyota, Lexus, and Scion brands in Canada last year. Like a well-oiled machine, Hyundai-Kia Motors has slowly worked its way up the automotive food chain. Reliability? Check. Safety? Check. Industry-leading warranties? Check. State-of-the-art engines and sophisticated styling? Well, you get the picture. While up next for 2011: The 2011 Hyundai Elantra compact and 2012 Kia Optima sports sedan will further cement the automaker’s rise to fame. Nobody’s perfect: Hyundai’s Genesis and Equus luxury cars are still a couple of generations away from beating the Germans. LOSER – Suzuki With sales down 26.8 per cent, to just 8,491 cars sold in Canada last year, Suzuki is quickly dropping off the lists of new car buyers. And, once again, it’s all about the product. Or in Suzuki’s case, the lack thereof. While both its compact SX4 and Kizashi mid-size sedan are well-engineered and made, both don’t exactly lead in any area that car buyers get excited about — features, styling, drivetrains, performance . Unfortunately, though, going forward, it doesn’t look as if Suzuki has much to offer. Signs of hope: Rumours suggest Suzuki’s excellent European Swift will make its way to Canada. WINNER – Volkswagen Old Volkswagen fans (yours truly, included) aren’t thrilled with the Americanization (cheaper and bigger but not as sophisticated) of the 2011 Jetta and the upcoming North American Passat replacement. But less knowledgeable buyers will lap up VW’s German badge-on-a-budget cars faster than kittens at a plate of warm milk. Looked at another way, with all those sold Cayennes and Panameras paying the bills for the 911 Carrera and Boxster/Cayman at Porsche, VW still offers the Golf (the best compact car you can buy) and its 270 hp, all-wheel-drive, Golf R model that’s also on the horizon. Nobody’s perfect: Chrysler-based Routan is a dead-minivan-walking. LOSER – Volvo Thanks to former caretaker Ford letting the brand rot while it spent years trying to sell it off, Volvo seems a bit lost in the marketplace. Once a relatively big player in Canada, the automaker sold fewer than 500 cars in 2010. While XC models are still popular, there are still no Volvo hybrids or diesels on offer. And it hasn’t helped that since the new owners at China’s Geely took over, Volvo’s Canadian showroom has been shrinking. The V70 wagon has been dropped, and the compact S40/V50 has had its drivetrain options reduced to the turbocharged five-cylinder and an automatic. Signs of hope: Volvo’s new CEO wants the brand to stop chasing the Germans and instead focus on “elegant Scandinavian simplicity, our own unique identity, and not copy our competitors.”

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