TSX69
04-24-2008, 11:20 PM
http://www.forbes.com/forbeslife/2008/04/22/most-improved-vehicles-forbeslife-cx_jm_0422cars.html?feed=rss_forbeslife
Remember the old Volvos? Loaded with safety features, but boxy and bland? As competitors began equipping their easier-on-the-eye cars with the latest in auto-safety technology to lure Volvo's customers, the automaker realized it needed to make some big changes.
But when automakers ask focus-group participants what they don't like about their cars, they don't hold back--and the automakers must respond. In Volvo's case, the company rolled out the S80 in 1999, the first in a now long line of vehicles that offered all Volvo's characteristic safety features wrapped in a sleeker package.
In Pictures: Most Improved Cars For 2009
While minor upgrades and enhancements are made in off years, extreme makeovers happen only every four to seven years. But today's harsh economic climate--with slower sales and tougher competition--will judge if the improvements hit or miss. Already, sales of cars and light trucks are down 8% for the first three months of the year, so misreading consumers' comments could mean even more lost sales, say auto industry analysts.
This year, 10 familiar models got major improvements for the 2009 model year. Some, like the Honda Pilot, Nissan Maxima, Ford F-150, Acura TSX and Audi A4, have been completely made over inside and out.
Others getting at least a face-lift for 2009 are the Nissan Murano, Toyota Matrix, Mercedes-Benz SL, Infiniti FX 35 and Volkswagen Jetta SportWagen.
Understanding Consumers
In focus groups, Honda Pilot owners said that the current model lacks style and personality and looks like an SUV that's incapable of going off-road (even thought it can). Ford F-150 pickup owners said that the cargo bed in the top-selling truck was too high off the ground to access easily. And Nissan Motor (nasdaq: NSANY - news - people ) owners said there was nothing "sporty" about the Maxima sport sedan.
The tricky part, however, is figuring out how to give customers exactly what they want.
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Automakers' focus groups comprise a mix of current owners and consumers driving competing models. But the participants' opinions influence design decisions made at least three years before the revamped car's release, explains Jim Hall, managing director of 2953 Analytics, an automotive analysis company. That's why "focus groups should be used not to define but refine the product."
For automakers, that means careful analysis of consumers' complaints and finding innovative solutions.
"It is a lot of interpretation and understanding what the customer is looking for," says Mike Murphy, Ford Motor's (nyse: F - news - people ) F-150 marketing manager. Ford, however, didn't want to lower its truck to create better access to the cargo bed. "We decided to raise the customer," says Murphy, meaning that the 2009 F-150 has a side step mounted underneath the truck that pulls out when needed.
In the case of Nissan, "We were accused of being a wolf in sheep's clothing," says Mark Perry, director of product planning for Nissan sedans. The Maxima, the largest car in the Nissan lineup, was losing its identity to the Altima, a mid-size vehicle that was made bigger in 2002 and became more stylish and sporty in 2007. The Altima began to compete with the Maxima, says Perry. "It was time to get the king redone."
Nissan's customers wanted a sportier Maxima, so the 2009 model that launches at the end of June will have a wider stance, lower roof line and curves designed to give the car a distinctively sleeker look.
Similarly, the 2009 Honda Pilot will roll into dealer showrooms in May as a more aggressive and bolder SUV with a wider stance and a six-sided grille framed by large headlights. Though this Pilot is built off of a new car-based unit body designed for a smoother ride, it will still be able to go off-road--and now actually looks like it can, too.
And Audi A4 owners wanted a more aggressively designed car with a little more room. The front of the 2009 model now has large intakes and short overhangs for a more aggressive look, as well as additional knee room in the rear seat.
Others, like the Volkswagen Jetta SportWagen, Nissan Murano, Toyota Matrix, Mercedes-Benz SL and Infiniti FX 35 have undergone face-lifts and other cosmetic changes.
The Mercedes-Benz SL, however, got perhaps the most unique improvement of them all. SL drivers wanted to extend the top-down driving season, so on the 2009 model the German automaker is introducing the Air Scarf, a vent located in the head rest that blows warm air onto the backs of the driver's and passenger's necks.
A Power Boost
Major improvements also occur under the hood. Infiniti owners said they wanted more performance and luxury. The Infiniti FX 35 now has a 3.5-liter V6 engine that produces 303 horsepower, up from 280 horsepower in the 2008 model. Infiniti also upgraded the FX 50 model, which is powered by a 5.0-liter V8 engine pumping out 390 horsepower, up from 320. Both cars get an interior with "lots of quilted leather" on the seats and "200% more real wood--hand-stained maple" throughout the cabin, says Kyle Bazemore, an Infiniti spokesman.
But the upgrades automakers choose sometimes fail to take future market conditions into account.
Volkswagen pulled the diesel-powered Jetta SportWagen off the U.S. market 20 months ago in anticipation of the launch of the new SportWagen in August 2008. This restyled car is powered by a more fuel-efficient, all-new four-cylinder 2-liter common rail clean engine diesel. But at the time the decision was made, diesel was significantly cheaper. Now at $4 per gallon, Hall of 2953 Analytics says that the diesel Jetta SportWagen "is not going to be the slam dunk that VW thought it would be."
Volkswagen is unfazed, however. "We are bullish on diesel," says Keith Price, a VW spokesman.
Which design decisions were the right ones? It won't be any secret or mystery as to which vehicles will emerge as makeover winners or losers, says Tom Libby, senior analyst at J.D. Power and Associates. "The ultimate vote is with the pocket book."
Nissan Maxima
Goes on sale: End of June 2008
Last Makeover: 2003
Consumers wanted: Distinctive sporty exterior styling; a sport cockpit feel; the performance of a manual transmission.
Consumers get: Wider track and lower roof line; curvy exterior lines; reduced interior volume; "DS Mode" that automatically allows drivers to have the advantages of a manual transmission without the effort of using a clutch or gearshift.
Honda Pilot
Goes on sale: May 2008
Base manufacturer's suggested retail price: $27,500 to $40,000
Last makeover: First introduced in 2002
Consumers wanted: Improved third-row environment; towing capabilities on demand; upscale interior.
Consumers get: Increased rear interior space with lower anchors and tethers for children in the third-row outside seat for a child safety seat; standard integrated trailer hitch; touring package that includes upscale features and technology.
Ford F-150
Goes on sale: August 2008
Last makeover: 2003
Consumers wanted: Better access to the cargo bed; more interior space for storage; tougher-looking exterior.
Consumers get: A side step mounted underneath the truck and step integrated in the tailgate that pops out when needed; 30 additional storage areas; new grille and power-dome lid for added height.
Acura TSX
Goes on sale: May 2008
Base MSRP: $28,990 ($800 higher than 2008 model)
Last makeover: First introduced in 2003
Consumers wanted: More aggressive styling; more room; improved road noise; improved fuel economy.
Consumers get: A three-inches-wider and 2.4-inches-longer car, increasing passenger volume space by 3.5 feet; a new front fascia; reduced road noise; fuel economy improved by 1 mile per gallon for highway with the automatic transmission and 1 mpg for city with the manual transmission.
Audi A4
Goes on sale: Fall 2008
Last makeover: Fall 2001
Consumers wanted: More cup holders; more aggressive exterior design and roomier interior.
Consumers get: An additional four, larger cup holders; larger intakes and shorter overhang in the front; 1.4 more inches of rear knee room; more leg, head and shoulder room.
Nissan Murano
Went on sale: January 2008
Base MSRP: $26,330 ($1,500 less than the 2008 model)
Last Makeover: 2003
Consumers wanted: More comfort and conveniences; improved road handling; updated communication system.
Consumers get: Power second-row seat; power-opening tailgate; cargo organizer that includes netting and bins; improved transmission that is quieter and more responsive; touch-screen navigation system with real-time traffic report; CD burner.
Toyota Matrix
Went on sale: Beginning of February 2008
Base MSRP: $16,190 ($680 higher than 2008 model)
Last makeover: First introduced in 2003
Consumers wanted: Sportier exterior styling; more horsepower; greater interior comfort and utility.
Consumers get: Rear deck spoiler; large fog lamp bezel; underbody spoiler; 158-horsepower four-cylinder engine; lower seat positions; brighter and more dynamic instrument panel; three-spoke steering wheel.
Mercedes-Benz SL
Goes on sale: May 2008
Last makeover: 2003
Consumers wanted: Longer driving season; more aggressive styling
Consumers get: Air Scarf, which is located in the headrest and blows warm air on your neck when the car's top is down; forward-sloping windshield; center chrome strip; power domes; bulges on the hood.
Infiniti FX 35/50
Goes on sale: June 2008
Last makeover: First introduced in 2003
Base MSRP: V6 will start at $41,000
Consumers wanted: More performance; more luxury; better fuel economy.
Consumers get: A choice of a 3.5-liter V6 engine producing 303 horsepower, up from 280 horsepower in current model or 5-liter V8 producing 390 horsepower, up from 320; "quilted" leather seats; 200% more hand-stained maple wood throughout the cabin; added 3 mpg on the highway to 20 mpg.
Volkswagen Jetta SportWagen
Goes on sale: August 2008
Last makeover: 2003
Consumers wanted: The latest in diesel technology; a sporty wagon
Consumers get: A four-cylinder 2-liter common rail clean engine diesel.
Remember the old Volvos? Loaded with safety features, but boxy and bland? As competitors began equipping their easier-on-the-eye cars with the latest in auto-safety technology to lure Volvo's customers, the automaker realized it needed to make some big changes.
But when automakers ask focus-group participants what they don't like about their cars, they don't hold back--and the automakers must respond. In Volvo's case, the company rolled out the S80 in 1999, the first in a now long line of vehicles that offered all Volvo's characteristic safety features wrapped in a sleeker package.
In Pictures: Most Improved Cars For 2009
While minor upgrades and enhancements are made in off years, extreme makeovers happen only every four to seven years. But today's harsh economic climate--with slower sales and tougher competition--will judge if the improvements hit or miss. Already, sales of cars and light trucks are down 8% for the first three months of the year, so misreading consumers' comments could mean even more lost sales, say auto industry analysts.
This year, 10 familiar models got major improvements for the 2009 model year. Some, like the Honda Pilot, Nissan Maxima, Ford F-150, Acura TSX and Audi A4, have been completely made over inside and out.
Others getting at least a face-lift for 2009 are the Nissan Murano, Toyota Matrix, Mercedes-Benz SL, Infiniti FX 35 and Volkswagen Jetta SportWagen.
Understanding Consumers
In focus groups, Honda Pilot owners said that the current model lacks style and personality and looks like an SUV that's incapable of going off-road (even thought it can). Ford F-150 pickup owners said that the cargo bed in the top-selling truck was too high off the ground to access easily. And Nissan Motor (nasdaq: NSANY - news - people ) owners said there was nothing "sporty" about the Maxima sport sedan.
The tricky part, however, is figuring out how to give customers exactly what they want.
Related Stories
Best New-Car Incentives
2008's Hottest New Vehicles
Automakers' focus groups comprise a mix of current owners and consumers driving competing models. But the participants' opinions influence design decisions made at least three years before the revamped car's release, explains Jim Hall, managing director of 2953 Analytics, an automotive analysis company. That's why "focus groups should be used not to define but refine the product."
For automakers, that means careful analysis of consumers' complaints and finding innovative solutions.
"It is a lot of interpretation and understanding what the customer is looking for," says Mike Murphy, Ford Motor's (nyse: F - news - people ) F-150 marketing manager. Ford, however, didn't want to lower its truck to create better access to the cargo bed. "We decided to raise the customer," says Murphy, meaning that the 2009 F-150 has a side step mounted underneath the truck that pulls out when needed.
In the case of Nissan, "We were accused of being a wolf in sheep's clothing," says Mark Perry, director of product planning for Nissan sedans. The Maxima, the largest car in the Nissan lineup, was losing its identity to the Altima, a mid-size vehicle that was made bigger in 2002 and became more stylish and sporty in 2007. The Altima began to compete with the Maxima, says Perry. "It was time to get the king redone."
Nissan's customers wanted a sportier Maxima, so the 2009 model that launches at the end of June will have a wider stance, lower roof line and curves designed to give the car a distinctively sleeker look.
Similarly, the 2009 Honda Pilot will roll into dealer showrooms in May as a more aggressive and bolder SUV with a wider stance and a six-sided grille framed by large headlights. Though this Pilot is built off of a new car-based unit body designed for a smoother ride, it will still be able to go off-road--and now actually looks like it can, too.
And Audi A4 owners wanted a more aggressively designed car with a little more room. The front of the 2009 model now has large intakes and short overhangs for a more aggressive look, as well as additional knee room in the rear seat.
Others, like the Volkswagen Jetta SportWagen, Nissan Murano, Toyota Matrix, Mercedes-Benz SL and Infiniti FX 35 have undergone face-lifts and other cosmetic changes.
The Mercedes-Benz SL, however, got perhaps the most unique improvement of them all. SL drivers wanted to extend the top-down driving season, so on the 2009 model the German automaker is introducing the Air Scarf, a vent located in the head rest that blows warm air onto the backs of the driver's and passenger's necks.
A Power Boost
Major improvements also occur under the hood. Infiniti owners said they wanted more performance and luxury. The Infiniti FX 35 now has a 3.5-liter V6 engine that produces 303 horsepower, up from 280 horsepower in the 2008 model. Infiniti also upgraded the FX 50 model, which is powered by a 5.0-liter V8 engine pumping out 390 horsepower, up from 320. Both cars get an interior with "lots of quilted leather" on the seats and "200% more real wood--hand-stained maple" throughout the cabin, says Kyle Bazemore, an Infiniti spokesman.
But the upgrades automakers choose sometimes fail to take future market conditions into account.
Volkswagen pulled the diesel-powered Jetta SportWagen off the U.S. market 20 months ago in anticipation of the launch of the new SportWagen in August 2008. This restyled car is powered by a more fuel-efficient, all-new four-cylinder 2-liter common rail clean engine diesel. But at the time the decision was made, diesel was significantly cheaper. Now at $4 per gallon, Hall of 2953 Analytics says that the diesel Jetta SportWagen "is not going to be the slam dunk that VW thought it would be."
Volkswagen is unfazed, however. "We are bullish on diesel," says Keith Price, a VW spokesman.
Which design decisions were the right ones? It won't be any secret or mystery as to which vehicles will emerge as makeover winners or losers, says Tom Libby, senior analyst at J.D. Power and Associates. "The ultimate vote is with the pocket book."
Nissan Maxima
Goes on sale: End of June 2008
Last Makeover: 2003
Consumers wanted: Distinctive sporty exterior styling; a sport cockpit feel; the performance of a manual transmission.
Consumers get: Wider track and lower roof line; curvy exterior lines; reduced interior volume; "DS Mode" that automatically allows drivers to have the advantages of a manual transmission without the effort of using a clutch or gearshift.
Honda Pilot
Goes on sale: May 2008
Base manufacturer's suggested retail price: $27,500 to $40,000
Last makeover: First introduced in 2002
Consumers wanted: Improved third-row environment; towing capabilities on demand; upscale interior.
Consumers get: Increased rear interior space with lower anchors and tethers for children in the third-row outside seat for a child safety seat; standard integrated trailer hitch; touring package that includes upscale features and technology.
Ford F-150
Goes on sale: August 2008
Last makeover: 2003
Consumers wanted: Better access to the cargo bed; more interior space for storage; tougher-looking exterior.
Consumers get: A side step mounted underneath the truck and step integrated in the tailgate that pops out when needed; 30 additional storage areas; new grille and power-dome lid for added height.
Acura TSX
Goes on sale: May 2008
Base MSRP: $28,990 ($800 higher than 2008 model)
Last makeover: First introduced in 2003
Consumers wanted: More aggressive styling; more room; improved road noise; improved fuel economy.
Consumers get: A three-inches-wider and 2.4-inches-longer car, increasing passenger volume space by 3.5 feet; a new front fascia; reduced road noise; fuel economy improved by 1 mile per gallon for highway with the automatic transmission and 1 mpg for city with the manual transmission.
Audi A4
Goes on sale: Fall 2008
Last makeover: Fall 2001
Consumers wanted: More cup holders; more aggressive exterior design and roomier interior.
Consumers get: An additional four, larger cup holders; larger intakes and shorter overhang in the front; 1.4 more inches of rear knee room; more leg, head and shoulder room.
Nissan Murano
Went on sale: January 2008
Base MSRP: $26,330 ($1,500 less than the 2008 model)
Last Makeover: 2003
Consumers wanted: More comfort and conveniences; improved road handling; updated communication system.
Consumers get: Power second-row seat; power-opening tailgate; cargo organizer that includes netting and bins; improved transmission that is quieter and more responsive; touch-screen navigation system with real-time traffic report; CD burner.
Toyota Matrix
Went on sale: Beginning of February 2008
Base MSRP: $16,190 ($680 higher than 2008 model)
Last makeover: First introduced in 2003
Consumers wanted: Sportier exterior styling; more horsepower; greater interior comfort and utility.
Consumers get: Rear deck spoiler; large fog lamp bezel; underbody spoiler; 158-horsepower four-cylinder engine; lower seat positions; brighter and more dynamic instrument panel; three-spoke steering wheel.
Mercedes-Benz SL
Goes on sale: May 2008
Last makeover: 2003
Consumers wanted: Longer driving season; more aggressive styling
Consumers get: Air Scarf, which is located in the headrest and blows warm air on your neck when the car's top is down; forward-sloping windshield; center chrome strip; power domes; bulges on the hood.
Infiniti FX 35/50
Goes on sale: June 2008
Last makeover: First introduced in 2003
Base MSRP: V6 will start at $41,000
Consumers wanted: More performance; more luxury; better fuel economy.
Consumers get: A choice of a 3.5-liter V6 engine producing 303 horsepower, up from 280 horsepower in current model or 5-liter V8 producing 390 horsepower, up from 320; "quilted" leather seats; 200% more hand-stained maple wood throughout the cabin; added 3 mpg on the highway to 20 mpg.
Volkswagen Jetta SportWagen
Goes on sale: August 2008
Last makeover: 2003
Consumers wanted: The latest in diesel technology; a sporty wagon
Consumers get: A four-cylinder 2-liter common rail clean engine diesel.