The brands I'll consider

It's time to shop for a new car. For the next few weeks I'm chronicling my search, reviewing the process, the products, the marketing, the sales experience and the transaction.


Day 2: The long list

How many car brands are there? If I were to visit dealers and test drive a car from every one, this process would take months. So there needs to be some initial screening. Using the criteria I laid out yesterday and my impression of the brands, here's the in and out list.

Acura – Honda goes upmarket and a little sporty. When I put my unaided list together last night this brand didn't even come to mind. It wasn't until I checked the brand list at Edmunds.com that I remembered them. IN.
Audi – Heritage, performance, design, technology. One of the first brands I thought of when I put together my list. IN
BMW – I owned a 320i in the mid eighties when I was young and trying to look successful. I keep reading great things about the 3-series. Why am I on the fence about them? MAYBE
Buick – Inside dope says the new Regal is going to be a home run. But it's still a Buick and I don't wear a hat behind the wheel or drive for extended periods with the turn signal on. OUT
Cadillac – I looked at a SRX three years ago when I bought my Acadia. Wasn't a Cadillac guy then. Have they changed over the three years or have I? I'm going to at least research the SRX and CTS. IN
Chevy – I created advertising for Chevy from 1985 - 1990 while at Campbell-Ewald. Lets see what the Malibu has to offer. IN
Chrysler – These guys make Buick look sporty. Nothing for me here. OUT
Dodge – Bad styling, poor quality, unsophisticated technology. Need I say more? OUT
Ford – In 1984, I was fired from J. Walter Thompson while working on the Ford account. I guess I shouldn't have told the creative director that he could find someone else to write the headline: "Ford Taurus: World Class Quality!" In spite of that, IN
Honda – My son's CRV has 188,000 miles on it and it's showing no signs of slowing down. My impression of the Accord is that it's incredibly competent but uninspiring. OUT
Hyundai – How crazy is this? I'm not going to look at the Accord but I will drive the Sonata. I saw one in real life the other day. Gorgeous. IN
Infiniti – Even while they screwed up the launch of this brand with the infamous "Rocks and Trees" campaign, the car guys knew this was the hot rod of the segment. Still is. IN
Jaguar – The Buick of Great Britain. OUT
Kia – Based on the dealer advertising I hear, the only people who drive Kia's vehicles are those who can't afford a real car. Is that really the impression I want to give my clients? OUT
Lexus – The Buick of Asia. OUT
Lincoln – Doesn't quite seem to have the same mojo as Ford. Now that the company has divested itself of Volvo, Jaguar and Aston Martin they can fix this brand. Until then, OUT
Mazda – Owned a Mazda 6i a few years ago. Loved it. IN
Mercedes – The sports MBs are too expensive. The non-sports versions are too Buick. OUT
Mini – I spent a day behind the wheel of a Cooper S, filling the rear view mirror of a Porsche Boxster as we were screaming through the Irish Hills. It doesn't fit any of my functional criteria but I love this car. IN
Mercury – They're killing this brand. If Ford doesn't think it's worth investing in, why should I? OUT
Mitsubishi – When I think of Mitsubishi, nothing comes to mind. OUT
Nissan – Not a big fan of Carlos Ghosn's megalomania. But something seems to be working at Nissan. IN
Saab – I've always loved this brand since I drove a two-stroke 96 with the freewheeling transmission back in the late seventies. When Saab is Saab again, I'll add them to the list. Today? OUT
Scion – I'm not twenty-something. OUT
Subaru – Quirky, rugged, all-wheel-drive. And the WRX kicks ass. IN
Toyota – Apparently the Camry is perfect for everyone, except me. OUT.
Volkswagen – After years of wandering through the wilderness, this is another brand that seems to have found itself again. IN
Volvo – The Chinese can't produce milk or toys without endangering significant numbers of their population. That doesn't bode well for their cars. OUT

Twelve in. One maybe. Time to shop the web and read some reviews.