The BMC Mini and the Ford Cortina represented two contradictory strands of the British character.
Soon after its release, Ford, notoriously, took apart a Mini and realised what BMC hadn’t worked out, that each car sold would lose the company money. It wasn’t going to make the same mistake. Ford Germany inherited the abandoned front-drive ‘Cardinal’ project from the USA to become the Taunus 12M, but Ford Britain were having none of this fancy stuff and its ‘Archbishop’ (ho, ho) project was very, very conventional. But what the first (Consul) Cortina did offer was a lot of up-to-date looking car for the money. Less well recorded is that BMC, returning the favour, bought a new Cortina, took it apart and were appalled at the bodyshell’s lack of torsional stiffness. But even had this fact been publicised, it’s unlikely that it would have affected the Ford’s success. Continue reading “Ford Cortina Mark IV at Forty. Time for a comeback?”
After we discussed Renault’s desperate ‘Dare To Live’ bit of internet marketing a few weeks back, I’d entirely forgotten it related to a new crossover, the Kadjar. I’ve now just reminded myself of it and seen a picture. From front and rear it’s a forgettable enough lump, it only distinctive feature being the side view featuring a kick up from the sills. Continue reading “Renault : Putting the Sole Back Into Design”
Patrick Le Quement´s little wonder, the Twingo. A reference for anthropomorphic design.
Twenty one years later, the Renault Twingo still holds up as both a very decidedly un-threatening car and a solid bit of industrial design. Seldom are cuteness and aesthetic discipline united in such a successful way.
Sometimes it pays to be brave, sometimes it doesn’t. Better luck next time, Renault.
By the final decade of the 20th century, motor manufacturers, having established that engineering integrity would only take them so far in the quest for market leadership, began to realise that the answer to their prayers lay within the spreadsheets and focus groups of the product planning departments. In a mature market, largely populated by feckless new money garnered from illusory internet start-ups and awash with cheap credit, the differentiator between the automotive carnivores and their prey would be defined by one word: Segmentation. Entire departments sprang up in such demographically significant hotspots as Miami, London and Southern California, all tasked with seeking that elusive niche that would give the parent company a jump on their rivals.