America’s Fabulous Four Auto Companies
June 6th, 2009 by
draveed
America has four car companies again! GM has sold the Saturn franchise to Roger Penske. I never believed it would happen. I’m glad to have the choice in the marketplace.
Technically though this is probably a temporary situation. Once Fiat buys Chrysler, will Chrysler still count as an American car company anymore? The business will take its orders from Turin even if Fiat doesn’t own a controlling percentage of Chrysler shares. Well, maybe it will still be American. Mazda is still Japanese right, even though Ford tells it what to do.
Even though Penske won’t be building cars it does leave some exciting possibilities for the future. GM will provide Saturn vehicles for the first few years, but eventually Penske will contract with other automakers and rebadge their vehicles. What could we have in store? From what I read online, most people expect rebadged Renaults. That idea surprises me because Renault and Nissan are allied, so why would Nissan allow itself to compete against its ally’s cars in the US? I expect Nissan would veto any move by Renault to sell cars to Penske. I hope so anyway. I don’t care for Renault’s lineup (based on UK models). The Laguna coupe is the only exception and I’m still not that excited about it.

I sure as hell don’t want Penske to import the New Kangoo.

I would think Citroen or Peugeot might be a possibility. They’re a large company without any ties to the US. Neither of their lineups interest me either though. Here you can see Citroen and Peugeot in the UK. My heart still skips a beat for the Citroen C5 however. If the C5 Airscape is ever made and sold as a Saturn I’ll sell my ass on the street to get one.

Certainly Fiat is out of the running since they’re taking on Chrysler. That also rules out Alfa Romeo since it’s a part of the Fiat Group. I can’t really think of any other European manufacturers that could possibly supply a US car company. No American is going to buy an AvtoVAZ.
Representing Asia… I think Proton is a strong possibility. They sell in the UK and Australia so they’re familiar with first world safety standards, and they’re a bargain leader. I could see them supplying Penske with one or two compact, fuel-efficient cars; perhaps a small SUV as well. Nothing they make excites me though.
Other than Proton, Asia doesn’t have much to offer Penske. South Korea’s two biggest native manufacturers, Hyundai and Kia, already sell in the US. That leaves SsangYong which is in bankruptcy. I doubt Penske wants to rescue a second failed automaker. Even if he did I don’t recommend he save SsangYong. They manufacture some awkward looking vehicles. Japan doesn’t have any companies that aren’t involved in the US so no sense looking there. That leaves China.
A Chinese manufacturer presents political problems in the US. Penske will have a lot of baggage to deal with in terms of quality questions, safety concerns and a freakout over the loss of US manufacturing to China. The benefit is that Penske has plenty of choice in China – Geely, Great Wall, BYD, Brilliance, Chery, and probably others I can’t think of. I’m sure they would all bend over backwards to crack into the US market. Penske would also provide them with a lot of manufacturing know-how to bring their cars up to US standards. That’s a lot of work for Penske.
Don’t think Penske is going to import cars from several different sources. That would be a collosal headache for maintainance. Dealerships would have to stock parts from so many different companies and train their mechanics on completely different systems. I actually expect Proton to win out. They’re third world cheap but already know how to operate in the first world.
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