I could not resist writing about how underwhelming the McLaren W1 was. When Ferrari showed the F80, everything I wrote about its competitor applied to it, but I did not even bother to say "meh." The automotive industry does not seem able to impress anyone anymore. People yawn at each new hypercar, battery electric vehicle (BEV), pickup truck, SUV, or whatever is on the headlines. It's been a while since any model was highly anticipated, but remembering a few may remind us of what it was like to truly have (and need) industrial capacity.
In this series of articles, I have already mentioned the Ford Model T not only because it put assembly lines on the map but also because of how successful it was. This vehicle is crucial for understanding what true industrial capacity means. It was affordable, dependable, easy to repair, and robust. Luckily, it was not the only example the automotive industry was able to produce. Several other high-volume models also show how carmakers can hit the nail on the head – even if only every once in a while.
The most recent example of a new car that understood its audience and gave it what it wanted is quite old. The Dacia Logan was released in 2004 to give families plenty of room at affordable prices. It did not turn heads with its looks and did not impress anyone with luxury, technology, or any particular aspect apart from the two I have already mentioned. To be fair, it was also deemed honest, which was not a frequent adjective to refer to cars. Honesty, roominess, and affordability were enough to drive millions of customers to Dacia, Renault, and even Nissan dealerships – the Logan was also sold under these two other brands, apart from many local brands that do not matter much.
Photo: Dacia
Nowadays, the Sandero inherited that popularity as one of Europe's best-selling vehicles by following the same formula: offering C-segment space for B-segment prices. In other words, it delivers VW Golf space for Polo prices. Ironically, the Volkswagen Golf used to be the sales chart champion in the Old Continent. The fact that the Sandero has replaced it speaks a bunch. The deal is that clients perceive a lot of value for their money in Dacia's hatchback. Curiously, it is an idea nobody else decided to reproduce.
The Logan was not anticipated by a great number of industrial capacity examples. Several markets may have experienced this phenomenon, with vehicles that were not sold anywhere else, but those on a worldwide scale are just a few. Apart from the Ford Model T, we have the Volkswagen Beetle, Citroën 2CV, Mini, Renault 4, Fiat 500, Peugeot 205, Volkswagen Golf (before it got this big and fancy), Fiat Panda, Peugeot 206, and Fiat Uno. As I have already mentioned the Dacia Logan and the Sandero in this text, consider them part of the list. In a universe of thousands of models, that's not much. Let's examine what these cars had in common to reach sales hits status.
Being generous with people and cargo is a common trait of these cars, even if they are not necessarily big themselves. Take the original Mini and Fiat 500. Both became famous for using most of their volumes to transport people and their luggage. Only around 20% of the volume of these vehicles' bodies (which was not much) was occupied by mechanical components.
Photo: Volkswagen
Affordability is another common trait. No high-volume vehicle was ever expensive, for obvious reasons, but it must refer to more than only purchasing. Keeping the cars running also has to cost as little as possible. Beetle owners and fans like to brag that you can fix the old Volkswagen with a paper clip and a wrench. In 1993, Emile Leray used his broken Citroën 2CV to make a motorcycle and escape a desert in Morocco. There must be similar stories of easy repairs and mechanical ingenuity with the other vehicles on the list. However, they are probably less frequent with newer models. Several econoboxes did not face high production numbers because they were boxes full of flaws and defects. The Yugo is a good example of what I mean. Sadly, it is not the only one.
If I were to summarize what any model has to be to give industrial capacity back to automakers, I'd say it has to feel like a reliable bargain. Ironically, exquisite technology for cars does not feel like an advantage. First, because most drivers do not use it even when they should. How many people do pair their phones to the Bluetooth system in their cars? Certainly not those we can see with them in their ears while driving. Second, because most drivers just want to get places with no surprises and no delays. In other words, they want to enter the car, turn it on and move. Their main concern may be having something to distract the kids and keep the "Are we there yet?" question frequency to a minimum. A tablet with an internet connection will do the trick – if the children do not get car sick, mind you.
That said, what's stopping the automotive industry from trying to offer reliable bargains to customers? Why can't it recreate a Logan, a 2CV... a Beetle? Making new cars with old names will not help. That's the wrong use of nostalgia, and you will understand why (if you don't have the answer already) in the last article of this series about industrial capacity.
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