View Poll Results: Do 'halo' cars mean anything to you?
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'Halo' cars
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From: North London
'Halo' cars
I've often wondered whether car manufacturers really believe the guff they spout about a top of the range model having a 'halo' effect on the rest of their cars.
For some manufacturers it seems to make sense, e.g. Ferrari and their F40/F50/Enzo Ferrari specials.
For others, you have to wonder WTF? (e.g. Ford GT, Jag XJ220 ...). These cars, although individually great, had nothing in common with the rest of their respective manufacturer's range, and I don't believe for a second that they would have caused even a blip in their respective company's sales figures, except for sales of themselves.
Take the example of the new Alfa Romeo 8C:
This looks an amazing car, and one that no doubt will be a hit compared to its direct competition. But as a 'halo' car raising customer perception of the rest of the brand? Here we have a car that is expected to cost around at least 300%-400% the cost of the rest of the mainstream Alfa Romeo range, and has nothing in common with any of its siblings apart from that name, that grille and that badge.
Is this one car going to make prospective buyers of a 147 forget about crappy dealer service and the steadfast belief that something will fall off in the cabin by the time you get home?
Isn't it about time that car companies stopped pretending that this works, or does it really affect your views of a certain manufacturer?
Joined: May 2005
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From: Perth, Australia
I think it does to an extent ..
Honda have the NSX, Nissan have the Skyline, Toyota *had* the supra .. I'm sure they have sold a few S2000's, 200SX's & MR2's off the back of those cars.
I doubt anyone buying a Jazz/Micra/Yaris really gives a sh*t.
Honda have the NSX, Nissan have the Skyline, Toyota *had* the supra .. I'm sure they have sold a few S2000's, 200SX's & MR2's off the back of those cars.
I doubt anyone buying a Jazz/Micra/Yaris really gives a sh*t.
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From: Cheshire
To me, no. I'm no more likely to buy, say, a Civic because of the NSX Type R. I buy based on cost and functionality, not because of brand marketing and "aspirational" models from the same manufacturer.
That said, it seems a lot of people do buy on that basis, or simply on the basis that they've had a car by a particular manufacturer before so they buy another one - and even more strangely, that doesn't tend to change even if they have had a poor experience with that marque and/or its dealers in the past!
To discerning petrolheads, I don't think it makes any difference at all. To people with no great interest in cars, who knows?
That said, it seems a lot of people do buy on that basis, or simply on the basis that they've had a car by a particular manufacturer before so they buy another one - and even more strangely, that doesn't tend to change even if they have had a poor experience with that marque and/or its dealers in the past!
To discerning petrolheads, I don't think it makes any difference at all. To people with no great interest in cars, who knows?
Joined: Mar 2001
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From: Hertford
It's missing the point somewhat;
It's partly publicity, partly brand awareness (image enhancement), partly pushing the designers' expertise.
In this age, many brands are built entirely on nebulous bullshit and have absolutely no factual basis whatsoever. At least in the motor industry, you often get an actual car at the end of it.
However, let's be under no illusion here; another good reason for halo cars is that the guys who do this are petrolheads and do it because they want to!
It's partly publicity, partly brand awareness (image enhancement), partly pushing the designers' expertise.
In this age, many brands are built entirely on nebulous bullshit and have absolutely no factual basis whatsoever. At least in the motor industry, you often get an actual car at the end of it.
However, let's be under no illusion here; another good reason for halo cars is that the guys who do this are petrolheads and do it because they want to!
Joined: Mar 2001
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From: Hertford
Originally Posted by Lurking Lawyer,Jul 31 2006, 12:09 PM
To me, no. I'm no more likely to buy, say, a Civic because of the NSX Type R. I buy based on cost and functionality, not because of brand marketing and "aspirational" models from the same manufacturer.
That said, it seems a lot of people do buy on that basis, or simply on the basis that they've had a car by a particular manufacturer before so they buy another one - and even more strangely, that doesn't tend to change even if they have had a poor experience with that marque and/or its dealers in the past!
To discerning petrolheads, I don't think it makes any difference at all. To people with no great interest in cars, who knows?
That said, it seems a lot of people do buy on that basis, or simply on the basis that they've had a car by a particular manufacturer before so they buy another one - and even more strangely, that doesn't tend to change even if they have had a poor experience with that marque and/or its dealers in the past!
To discerning petrolheads, I don't think it makes any difference at all. To people with no great interest in cars, who knows?
Are you really sure that for you the word 'Honda' conjures up no mental image whatsoever?
Or 'Alfa' or 'Skoda' or 'Geely'?
Petrolhead or not, most people have a brand perception. And it's based on publicity stunts, for the most part.
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From: South
Originally Posted by BigTed,Jul 31 2006, 10:31 AM
Take the example of the new Alfa Romeo 8C:
This looks an amazing car, and one that no doubt will be a hit compared to its direct competition. But as a 'halo' car raising customer perception of the rest of the brand? Here we have a car that is expected to cost around at least 300%-400% the cost of the rest of the mainstream Alfa Romeo range, and has nothing in common with any of its siblings apart from that name, that grille and that badge.
Is this one car going to make prospective buyers of a 147 forget about crappy dealer service and the steadfast belief that something will fall off in the cabin by the time you get home?
Isn't it about time that car companies stopped pretending that this works, or does it really affect your views of a certain manufacturer?
This looks an amazing car, and one that no doubt will be a hit compared to its direct competition. But as a 'halo' car raising customer perception of the rest of the brand? Here we have a car that is expected to cost around at least 300%-400% the cost of the rest of the mainstream Alfa Romeo range, and has nothing in common with any of its siblings apart from that name, that grille and that badge.
Is this one car going to make prospective buyers of a 147 forget about crappy dealer service and the steadfast belief that something will fall off in the cabin by the time you get home?
Isn't it about time that car companies stopped pretending that this works, or does it really affect your views of a certain manufacturer?
And you really should drive a new Alfa, your perception of them is quaintly dated.....which is probably another reason why they made this new one.
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From: North London
Originally Posted by Shipley,Jul 31 2006, 11:51 AM
Its brand awareness and shows the capabilities of the company concerned.
And you really should drive a new Alfa, your perception of them is quaintly dated.....which is probably another reason why they made this new one.
And you really should drive a new Alfa, your perception of them is quaintly dated.....which is probably another reason why they made this new one.
I know they've gone up leaps and bounds since the 156. I've test driven the 156 (1st gen) 2.0 Selespeed and V6 versions, 156 GTA and 147 2.0 Twin Spark. I'm actually a closet Alfa fan, having come within 200 quid from buying a lovely Alfasud when I left uni... which makes my (accurate) remark about the dealers all the more painful...
... still, like others have mentioned, I'll buy a new (future) Alfa based upon the quality and design of *that* Alfa, irrespective of how brilliant or beautiful one of their unobtainable halo cars is, which to me would be irrelevant. TBH I'd rather they spent that money by investing in their dealerships.
As a side note, I reckon the Alfa 8C will plummet in value second hand. It's massively overpriced like the current V8-engined BMW 6 series cars. I wouldn't mind picking up an 8C for 50% list after 12months...