"Love 'em or hate 'em" vehicles sell more quickly and generate higher profit margins than bland cars or trucks that generate no passion, says a study examining why consumers avoid certain vehicles.
"It's better to polarize some shoppers than to generate mass apathy," said Chris Denove, an analyst at consulting firm J.D. Power and Associates, which released its first automotive Avoider Study yesterday.
Vehicle styling is a key reason consumers shun some models, says the study, which is based on responses from 27,421 Americans who bought a new vehicle in January or February.
"There is nothing wrong with a model that has a high rate of avoidance due to styling, provided this is offset by a significant number of shoppers who purchase the model because of styling," Mr. Denove said.
Vehicles that create excitement move off dealers' lots four days quicker than non-controversial vehicles and generate $609 (U.S.) more in profit, the consulting firm said, identifying the Chevrolet Avalanche, Infiniti FX and Chrysler PT Cruiser sport utility vehicles as models with controversial styling.
Chrysler played on the love it or hate it theme with early ads for the PT Cruiser, which developed a cult following early on and has already inspired clubs throughout North America.
"I don't drive a car to get from point A to point B," said Trevor Cameron, a Calgary accountant who has a 2001, inferno red PT Cruiser that he ordered sight unseen, even before the vehicles arrived on dealers' lots.
"The styling means something to me," said Mr. Cameron, 33, who is also president of the Alberta PT Cruiser Club, which has about 35 members.
The love it or hate it debate extended to his own family because his father hated the PT Cruiser when he first saw it. But Mr. Cameron said he has jazzed up his vehicle with a chrome grille, chrome bumpers and other touches, so his father "thinks it's okay, now."
Powerful as it is, styling is not the only factor causing consumers to love or hate an auto manufacturer.
The J.D. Power study also backed up what is regarded as a key reason behind the shift in market share to Asia and Europe-based auto makers from Ford Motor Co., General Motors Corp., and the Chrysler Group of DaimlerChrysler AG. That reason is the perception among consumers that vehicles made by those three companies don't match the quality of Honda Motor Co. Ltd., Toyota Motor Corp. and others.
"Reliability is critical to new-vehicle shoppers and manufacturers can suffer from poor reputations for reliability long after they make improvements in quality," Mr. Denove said.
Drivers also rely on personal experiences with manufacturers when they decide what vehicles to avoid. More than one in 10 vehicles high on the avoidance list were there because consumers or their friends had had a bad experience.
"The choice is simple," Mr. Denove said. "Satisfy your customers today or pay a small fortune in incentives to get people into the showroom the next time around."
The results provide lessons for almost every auto maker selling vehicles in North America:
Volkswagen AG? The New Beetle is too feminine;
Mitsubishi Motors Corp.? The Diamante sedan doesn't convey enough status or success;
GM? The ChevroletCorvette is too flashy or racy and the Hummer H2 gets poor gas mileage;
Toyota? The Tundra pickup isn't rugged enough.
Strong opinions
Top models avoided due to negative consumer perceptions about image
Too feminine
-Volkswagen New Beetle
-Lexus Rx300
-Mazda Miata
Too bland or boring
-Dodge Stratus Coupe
-Lincoln Town Car
-Buick Park Avenue
Too flashy or racy
-Dodge Viper
-Chevrolet Corvette
-Hummer H2
Too much of an old person's vehicle
-Lincoln Town Car
-Cadillac DeVille
-Ford Crown Victoria
