from Dan Minick’s © GlobalAuto.org
Four years after the fanfare and the empire of DaimlerChrysler still does not have one platform that is used to build more than one million vehicles per year. In fact, DaimlerChrysler is the only one out of the big five (GM, Ford, Toyota, VW, DC) to fail to realize the efficiencies of volume from a single platform.
For example: DaimlerChrysler’s SUV lineup. If one includes Mitsubishi as a part-timer in this rocky threesome, there are no less than ten unique platform SUV’s. Not even Toyota can match the diversity in number of SUV platforms, and Toyota is SUV rich, counting all the variants around the world. Let’s give DC some credit here though; the Durango does share componentry with the Dakota, while the Mitsubishi Outlander is loosely based on the Lancer. Montero Sport is based on a pickup version, which puts out a few sales in Southeast Asia, Australia and Europe. Okay, so we’ve pared the list down by a few, but still at seven stand-alone platforms, the bulk of these are in the mid-sized market. The Durango is the largest one on the list, yet still is billed as a mid-size. Most of these are tripping over each other in the mid-size market, and due for replacement within the next few years. Add to the mix, the forthcoming Galant-based Endeavor, the crossover Chrysler Pacifica, and the Mercedes GST, the semi-off roader Magnum, and the list has grown by four more mid-sized SUVs or soft roaders.
The competition: Looking at the numbers, (click here for an excel spreadsheet) DC cannot get the same benefit from volume production, which Ford, GM, and Toyota are reaping. Rumor has it that the next Land Rover Discovery will share a platform with the Explorer, while the Land Rover Freelander will join up with the Escape and Tribute twins, giving Ford more benefit of volume from the same basic architecture. The Ford - Land Rover honeymoon is just barely over. By comparison, DC is an old married couple. GM has added long wheelbase versions of the GMT-360 (GMT-370), Trailblazer EXT, Envoy XL, Isuzu Ascender, and a short wheelbase Buick Rainer.
Isn’t a fair question for Herr Schrempp, “Where are the synergies?” While there is an argument that brand equity must be maintained and no clones for the sake of a buck (or is that a euro?), how essential are unique floor pan stampings, unique axles, and frame rails to brand identity in the eyes of the almighty consumer? Does the Mitsubishi Montero need to be a stand-alone platform? Is there any reason why it couldn’t be based on the Grand Cherokee? Or the Mercedes G-class? The 2-door is about the same size as a Wrangler, while the 4-door slots in right under the Durango. All of those are body on frame. Surely, some commonization could be planned while still maintaining the distinct brand image.
It seems that the other guys are getting more bang for their buck on basic platform architecture. DC, the opportunity is yours.
Dan Minick
© Dan Minick