dearJulius.com

Supra, Defender, Bronco: Automakers tap into nostalgia to boost sales

© Jaguar Land Rover   2020 Land Rover Defender

From ABC News

Welcome back to the 1990s.

It was the decade auto enthusiasts said goodbye to their cult favorites: the Supra, Bronco and Defender.

How times have changed.

Toyota revived the Supra, its celebrated sports car, last year and Ford's Bronco 4x4 and Land Rover's Defender will be back in dealerships before the end of the year.

"Nostalgia never goes out of style," Stephanie Brinley, a longtime auto analyst at IHS Markit, told ABC News.

Taking advantage of a vehicle's name recognition with consumers "is really easy for automakers ... the risk, though, is that the name has to be remembered fondly," she said.

The fourth-generation Supra, with its now iconic design features like projector headlamps and large rear spoiler, was pulled from the U.S. market in 1998 though it lived on in Japan until 2002. It was Toyota CEO and President Akio Toyoda who decided in 2012 to bring back the six-cylinder sports coupe. Japan's No. 1 automaker lacked a halo car in its lineup of reliable sport-utility vehicles and sedans.

© Toyota   2021 GR Supra A91 Edition

"The legend of Supra has grown since we discontinued it," Ben Haushalter, a senior manager of product planning and strategy at Toyota, told ABC News. "Supra was an obvious choice as the next vehicle to bring back. People have been awaiting its return."

The sports car's fabled status intensified when Paul Walker's character in 2001's "The Fast and the Furious" film raced in a 1993 five-speed manual transmission Supra. Gear heads in the U.S. sought out Japanese cars from the 1990s and as the "tuner scene" took off, so did demand for older Supras.

"There's a whole generation in their 30s who grew up seeing these cars in video games and in pop culture," according to Eric Minoff, senior specialist and head of sale at Bonhams auction house.

Toyota sold 2,900 2020 GR Supras last year. For the 2021 model, Toyota boosted the horsepower on the inline six-cylinder turbocharged engine from 335 to 382 and added a 2.0-liter turbo-four option. There's also a limited-edition Supra A91 Edition that's capped to 1,000 units. More than 70% of Supra buyers are new to the brand, noted Haushalter.

© Toyota   A clay model of the FT-1 concept, which inspired the fifth-generation Supra.

"There's a vocal and passionate group of enthusiasts out there who are buying these cars," he said. "Our target buyer is someone who owned previous generations from the 1980s and 1990s or who grew up with the legend, but never had an opportunity to purchase one new."

He added, "This will never be a volume-high car -- it's purposely niche."

Brinley said Toyota has been realistic about its reentry into the sports car market.

"The expectation's different," she said. "People's reaction to sports cars have changed. Sports cars don't sell in high volumes as they used to, [but] Toyota believed there would be demand."

Halo cars also raise the image of a brand, she pointed out.

"You can still find a connection to what the company is capable of doing even if you have a Camry or another Toyota," Brinley noted. "A halo car demonstrates what you can do from an engineering and tech point of view. It inspires passion and enthusiasm."

The recent trend of resurrecting discontinued nameplates from popular eras has largely worked, Minoff said, citing GM's Camaro, FCA's Charger and Challenger and Porsche's 718 sports cars. Volkswagen reincarnated French hypercar maker Bugatti in the 1980s with the Veyron.

"People really think Bugatti is a recent brand," said Minoff, "but from the 1950s to late 1980s Bugatti did not build a car that was called 'Bugatti.' Folks have very short memories."

Even Ferrari dipped into its automotive archive with the Monza SP1 and SP2, limited-edition, special-series cars that evoke the Italian automaker's barchettas from the 1950s. The retro speedsters are built with 12 cylinders and draw inspiration from the romanticized 750 and 860 Monza racers.

© Ferrari   Ferrari Monza SP1

"There is a linear track between the originals in terms of design and the current Monzas of today," Minoff said. "Ferrari Monza -- that name resonates."

He added, "Brands have value and power. Why reinvent the wheel?"

The Acura NSX mid-engine coupe, which is built in Ohio, had its ballyhooed return to the supercar realm in 2016 after an 11-year absence. Auto journalists waxed on about its performance and refinement and Acura invested years perfecting the revamped NSX so it would live up to the hype of its predecessor. NSX sales totaled 238 in 2019, a 40% increase from 2018 though down from the 269 units Acura sold in the first year of production.

Brinley argued the NSX could have been more successful if it had not taken so long to come to market.

"It challenged what a sports car could be in terms of technology," she said, "but between vision and execution, it wasn't the only hybrid car around. It had a long gestation period and lost momentum in the process. And it's notably more expensive than the original."

© Acura   A 2020 Acura NSX supercar seen with the original NSX from the 2000s.

Mercedes-Benz decided to bring back Maybach, a high-end German marque that was founded in 1909, as a standalone brand in the late 1990s to compete with Bentley and Rolls-Royce.

Sales of the Maybach 57 and 62, two sedans based on the Mercedes-Benz S-Class, floundered and Mercedes folded the brand in 2012 only to resurrect it two years later as Mercedes-Maybach, a "subbrand" specializing in ultra luxury.

"Maybach was a beautifully designed car that didn't work out and it didn't sell as well as hoped," Minoff said. "It had disappeared for 60 years. I don't think the name resonated with a lot of consumers."

© China Photos via Getty Images, FILE   In this July 15, 2009, file photo, a Maybach 62 Sedan is displayed at the 6th China Changchun International Automobile Fair in Changchun of Jilin Province, China.

Ford has high hopes for its upcoming Bronco 4x4 SUV, which officially debuts in July. Production of the serious off-roader ended in 1996 and Ford likely revived the Bronco to capitalize on Americans' love affair with utes, according to Brinley.

© Ford   In this screen grab from a promotional video, a camouflaged Ford Bronco 4X4 is shown. The SUV's official reveal is slated for July.

And GM's move to recast its gas-guzzling Hummer SUV as a zero-emissions vehicle may be the smartest move yet by an automaker, she pointed out.

"Hummer is a great example of reinventing what that brand even means," she said. "You don't want to be a carbon copy of what you were before. You change it to fit the modern world."

The discussion at Land Rover to build a present-day, rugged Defender went on for more than eight years.

"It's been a long process to bring it to where it is now," Rob Filipovic, director of product planning at Jaguar Land Rover North America, told ABC News. "There was such a high level of expectations. We had to fully modernize the Defender and be respectful of its history."

The 2020 Defender, the first to be offered in the U.S. in 23 years, was designed to appeal to a broader group of motorists, families included.

"The last generation had very little in terms of digital competency," Filipovic said. "This Defender introduces a number of features for the first time for the brand -- a new infotainment system, new interface, 360-degree aerial views. We're trying to make it relevant to more people."

He went on, "It stands out from the vanilla SUVs. We just can't wait for people to get their hands on it."

Of course the challenge for Land Rover, Ford, Toyota and GM is reintroducing these new products in a down market. Brinley forecasts U.S. light vehicle sales of 12.7 million this year.

"Market dynamics could have a big impact on success," said Brinley. "It will be difficult to look at these vehicles and say if the sales are good or bad -- the context has just changed so much."

And, she added, "If a vehicle doesn't work, it ends up being about the product, not the name."

See more at: ABC News

COMMENTS




Made with in NYC
Name

4th of July,7,Abu Dhabi,2,Accessories,84,Acne,3,Adventure,32,Adventure Travel,638,Advice,283,Africa,26,African Food,2,AIDS,1,Air Travel,150,Alabama,5,Alaska,20,Alberta,1,Alcohol,4,All About Beer,1,All About Wine,2,Alternative Treatments,4,America,77,American Food,5,Amsterdam,2,Android,11,Anguilla,3,Animal,367,Animal Health,1,Animals,69,Anniversary,1,Anniversary Cake,11,Antarctica,7,Antigua,3,Appetizers & Snacks,2,Apple,11,Apps,16,Argentina,15,Arizona,19,Arkansas,2,Armenia,1,Asia Travel,47,Asian Food,7,Asthma,4,Athens,3,Austin,8,Australia,92,Australian Food,1,Austria,13,Autism,1,Auto Insurance,1,Auto Show,52,Autos,970,Azerbaijan,1,Baby Shower Cake,29,Back Pain,25,Bahamas,13,Balance Work & Life,50,Banana Cakes,2,Bangladesh,8,Barn Finds,1,Bathroom,43,Be a Better Manager,33,Beach Travel,58,Beards and Shaving,29,Beef Recipes,7,Belarus,1,Belgium,9,Belize,15,Bermuda,5,Best Products,1,Better Partner,40,Beverages,3,Bhutan,9,Bills to Pay,35,Birds,4,Birth Control,1,Birthday Cake,109,Blue Lagoon,2,Blueberry Cake,11,Bolivia,3,Books,2,Botswana,3,Brazil,38,Bread,11,Breads,1,Break Room,12,Breakfast & Brunch,6,Breakup,19,Breakups,3,Broken Hearts,5,Brownie,8,Brunei,1,Budget Travel,97,Bundt Cake,30,Business Skills,102,Butter Cake,52,Buying,1,By Region,3,Cake Decorating,113,Cakes,54,California,109,Cambodia,4,Camera,6,Canada,80,Cancer,73,Car Shows,1,Car Tech,2,Caramel Cake,5,Career,86,Career Advice,298,Career Choice,125,Career Growth,180,Career Paths,24,Career Problem,8,Caribbean,45,Caribbean & Mexico,5,Carrot Cake,22,Cats,49,Celebrity,17,Celebs,1,Ceremonial Cake,9,Certified Pre-Owned Vehicles,1,Cheese Recipes,4,Cheesecakes,251,Chicago,7,Chicago Auto Show,2,Chicken Recipes,14,Chiffon Cake,5,Children's Health,21,Chile,7,China,21,Chocolate Cake,395,Christmas,35,Christmas Cake,23,Christmas Travel,14,Classic Cars,39,Cleaning Tips,144,Clinical Practice,1,Clothes,1,Cocktail Recipes,2,Coconut Cake,21,Coffee,1,Coffee Cake,15,Coliseum,1,Colombia,18,Colorado,32,Columbia,3,Communication,2,Companies,2,Compassion,2,Computing,16,Connecticut,4,Consumer Electronics Show,5,Cookies,10,Cooking,8,Corporate Travel,2,Costa Rica,13,Country Travel,249,Creative,309,Creative Idea,22,Creative Ideas,37,Croatia,15,Cruiser Travel,16,Cuba,18,Cultural Travel,66,Cupcake,322,Customs & Classics,2,Czech Republic,6,D.C.,2,Dandruff,1,Dating,18,Dating Advice,73,Dating Advice for Women,22,Dating Tips,13,Decor,23,Decorating Ideas,181,Delaware,1,Demotivational,636,Denmark,12,Dental Health,26,Dentistry,1,Depression,24,Desert Travel,1,Desserts,3,Detroit Auto Show,4,Diabetes,25,Diet,131,Dining Out,3,Dinner,14,Disease,116,Divorce,15,DIY,112,DIY Fashion,31,Dogs,156,Doughnuts,5,Dress,23,Drink,27,Drinks,1,Drinks & Cocktails,4,Driving,3,Drugs,3,Dubai,15,Ears,2,East Africa,4,Easter,1,Easter Island,1,Easter Travel,1,Eco Travel,18,Ecuador,7,Education,87,Eggs,3,Egypt,4,Electronics,4,Electronics and Gadgets,2,Emirates,1,England,13,Entertainment,148,Enthusiasts,131,Entrepreneurship,40,Estonia,2,Eswatini,1,Ethiopia,2,Europe,110,European Food,8,Exercises,51,Eye Health,28,Facts,284,Fall Travel,43,Family,16,Family Travel,128,Faroe Island,1,Fashion,126,Fashion for Kids,2,Fashion for Man,12,Fashion for Woman,31,Fat Loss,91,Father's Day Cake,4,Father's Day Travel,1,Featured,207,Features,1130,Festival Travel,25,Fiji,6,Finance,4,Finland,16,Fish & Seafood,13,Fitness,746,Fitness & Exercise,219,Florida,69,Food,610,Food and Drink,14,France,37,Frankfurt Motor Show,2,Free Travel,3,French,6,French Polynesia,5,Friendship,40,Fruit & Veggie Recipes,8,Fruitcake,70,Fruits,4,Fuel Economy,1,Funny,546,Gadgets,31,Galapagos,3,Games,12,Garden,24,Gardening,276,Gearheads,1,General,7,Geneva Motor Show,3,Georgia,14,Germany,18,Get Healthy,63,Ghana,2,Girlfriend Grooming,10,Google,15,Graduation Cake,2,Gratitude,11,Greece,37,Green Living,5,Greenland,1,Grooming,89,Guatemala,2,Hair,52,Hair Care,22,Hairstyle,65,Halloween,29,Halloween Cake,12,Halloween Travel,9,Happiness,19,Hawaii,53,Hayden Panettiere,1,Headache,22,Health,725,Health & Fitness,300,Health Care,466,Health Insurance,1,Healthcare Tech,6,Healthy,12,Healthy Eating,186,Healthy Habits,159,Healthy Living,179,Hearing,1,Hiking Travel,63,HIV/AIDS,4,Holiday Travel,28,Holland,1,home,31,Home & Garden,205,Home and Decor,484,Honeymoon Travel,128,Hong Kong,13,Horoscope,31,Hot Rod Power Tour,1,Hotels,71,Housekeeper,8,Hungary,3,Ice cream Cake,21,Iceland,41,Idaho,4,Ideas,11,Illinois,13,Imports,1,Impress a Girl,20,Impress Women,4,Independence Day Travel,1,India,36,Indiana,5,Indonesia,13,Indoor Gardening,69,Industry,5,Inspiration,58,Insurance,5,Internet,19,Internship,8,Interview Skills,37,Investing,12,iPad,2,iPhone,6,Iraq,1,Ireland,36,Island,60,islands,2,Israel,9,Italy,56,Jamaica,8,Japan,44,Jealousy,2,Job Search,47,Jordan,6,Just For Fun,2,Kansas,6,Kentucky,2,Kenya,2,Kids,127,Kids & Pets,10,Kitchen,67,Koala,1,Korea,2,Kyrgyzstan,1,Lamb,2,Laptops,4,Latin America,3,Latin American Food,1,Latvia,1,Laundry,6,Layer Cake,95,Leadership,44,Legs,1,Lemon Cake,18,Life,1,Life Hacks,244,LifeStyle,1302,Lithuania,2,London,24,Long Distance Relationship,24,Los Angeles Auto Show,14,Louisiana,9,Love,130,Lowa,4,Lunch,5,Luxembourg,1,Luxury Travel,35,Maine,6,Maintenance,3,Makeup & Beauty,11,Malaysia,1,Maldives,15,Malta,2,Mango Cake,3,Marketing,10,Markets,11,Marriage,97,Marshmallow,3,Maryland,6,Massachusetts,9,Massage,5,Mauritius,6,Meditation,29,Men & Women,18,Men's,8,Men's Health,14,Mental Health,294,Mexico,74,Miami,13,Michigan,5,Microsoft,6,Middle Eastern Food,2,Mind,3,Mississippi,2,Missouri,7,Mobile,22,Moldova,1,Monaco,1,Money,264,Money & Career,21,Monkey,1,Montana,12,Morocco,20,Mother's Day Travel,1,Motivation,2,Motorcycles,106,Motorsports,2,Mousse,2,Muffins,9,Mug Cake,14,Multiple Sclerosis,1,Muscle Cars,4,Muscle Cars & Hot Rods,3,Muscle Gain,2,Myanmar,9,Namibia,4,Nature,4,Nature Travel,102,Nepal,6,Netherlands,11,Nevada,23,Nevis,1,New Bikes,2,New Car Deals,1,New England,5,New Jersey,2,New Mexico,6,New Year Fashion,6,New Year's Day Travel,6,New York,55,New York Auto Show,3,New York City,20,New Zealand,47,Newfoundland,1,Newlyweds,4,News,334,Nicaragua,2,North America,11,North Carolina,6,North Dakota,1,North Ireland,1,Northern Ireland,1,Norway,20,Nutrition,447,Occasional Travel,9,Oceania,1,Offbeat,1028,Ohio,6,Oman,5,Online Date Tips,2,Operating Systems,2,Oral,4,Oregon,10,outdoor,3,Ownership,61,Pain,24,Painting,16,Pakistan,2,Panama,5,Pancake,19,Panda,1,Panna Cotta,3,Paraguay,1,Parenting,370,Paris,23,Paris Motor Show,4,Pasta,2,Pastry,7,Pebble Beach Concours d'Elegance,2,Penguin,4,Pennsylvania,10,Personal Finance,164,Peru,21,Pets,553,Phoenix,1,Photo Feature,1,Pie,27,Plum Cake,1,Poke Cake,10,Poland,3,Popular Ingredients,26,Pork Recipes,7,Portable Media,14,Portugal,21,Pound Cake,55,Prague,1,Pregnancy,72,Premium,1,Printer,2,Protein Bars,1,Psychology,1,Pudding,9,Puerto Rico,7,Pumpkin Cake,45,Qatar,6,Quick & Easy Recipes,11,Real Estate,72,Recalls,4,Recipe,1097,Recipes,52,Recipes & Meal Ideas,3,Recipes By Course,5,Relationship,167,Relationship Advice,180,Relationship Advice for Men,23,Relationship Advice for Women,27,Relationship Problems,58,Relationship Secrets,14,Relationships,209,Research,94,Resort,11,Restaurants & News,13,Resume,11,Retirement,10,Reviews,1,Rhode Island,2,River Travel,2,Road Trips,49,Romania,4,Romantic Getaways,15,Rome,5,Russia,16,Safety,5,Saint Lucia,1,Saint Patrick's Day Travel,1,Salad,6,San Miguel de Allende,1,Scotland,10,Seasonal,56,Seasonal Travel,59,Security,9,Self Help,14,Self-Care,3,SEMA Show,5,Senior Relationship,2,Sex,7,Sexual Health,19,Shanghai Auto Show,7,Shaving,1,Sheet Cake,20,Shirt,4,Shoes,1,Shopping,10,Shots & Shooters,1,Side Dishes,4,Sightseeing Tours,2,Singapore,18,Ski Resorts,10,Skin Care,47,Sleep,62,Slovenia,6,Small Business,163,Smartphone,28,Smile,1,Smoothies & Juices,3,Snacks,1,Social Media,44,Solo Travel,24,Solomon Islands,1,Somoa,1,Soth Africa,1,South Africa,14,South America,3,South Carolina,4,South Dakota,5,South Korea,3,South Pacific,2,Space Travel,14,Spain,33,Special,46,Special Cake,579,Special Feature,113,Special Features,484,Sponge Cake,15,Sports and Exotics,4,Sports Cars,8,Spring Travel,23,Squirrel,1,Sri Lanka,6,Strawberry Cake,22,Stress Relief,35,Stroke,2,Student Travel,1,Style Guide,25,Summer Travel,53,Summer Vacation,8,Supercars,10,Sweden,19,Swiss Alps,1,Switzerland,20,Tahiti,1,Taiwan,3,Tanzania,1,Tarts,12,Taxes,7,Teas,2,Tech,89,Tech Advice,12,Tech Education,7,Tech Hacks,19,Tech Updates,2,Technology,434,Teen Advice,4,Teeth,5,Tennessee,6,Texas,57,Thailand,31,Thanksgiving Cake,4,Thanksgiving Travel,5,Therapy,3,Things to Do,165,Tibet,2,Tips,264,Tips & Tricks,6,Tokyo Motor Show,2,Tools & Skills,16,Top Stocks,1,Traditional Cake,4,Train Travel,23,Training,1,Transportation,22,Travel,515,Travel Advice,64,Travel Apps,1,Travel Guide,40,Travel Tips,149,Trends,7,Trucks,1,True Health,5,Tunisia,2,Turkey,10,Turkish,1,Tuscany,1,TV,2,UAE,10,UK,40,Ukrine,1,Understanding Women,28,Urban Travel,47,Uruguary,1,USA,629,Utah,12,Uzbekistan,1,Vacation Travel,245,Valentine's Day Cake,7,Valentine's Day Travel,1,Vanilla Cake,17,Vegetables,3,Vehicle Travel,2,Venezuela,1,Vermont,4,Victoria Falls,1,Vietnam,5,Virginia,5,Waffles,3,Washington,15,Washington DC,20,Web & Social,17,Wedding,14,Wedding Cake,549,Weddings,60,Weddings Travel,4,Weight Gain,23,Weight Loss,468,Weird,172,Wellness,75,West Indies,2,Wi-Fi,2,Wildlife Travel,13,Winter Travel,56,Wisconsin,5,Women Lifestyle,23,Women's,407,Women's Health,173,Work Environment,77,Workouts,81,Worldwide,155,Wyoming,2,xxx,1,Yemen,1,Yoga,58,YouTube,3,Zadar,2,Zambia,3,Zimbabwe,4,
ltr
item
Home Magazine: Supra, Defender, Bronco: Automakers tap into nostalgia to boost sales
Supra, Defender, Bronco: Automakers tap into nostalgia to boost sales
https://1.bp.blogspot.com/-vPfcWIgc3zY/Xue3aGOFSqI/AAAAAAACfTM/hjh2YvVjTLcrsN7nwK4-uTXwcod-0PwKwCLcBGAsYHQ/s1600/1.bmp
https://1.bp.blogspot.com/-vPfcWIgc3zY/Xue3aGOFSqI/AAAAAAACfTM/hjh2YvVjTLcrsN7nwK4-uTXwcod-0PwKwCLcBGAsYHQ/s72-c/1.bmp
Home Magazine
https://home.dearjulius.com/2020/06/supra-defender-bronco-automakers-tap.html
https://home.dearjulius.com/
https://home.dearjulius.com/
https://home.dearjulius.com/2020/06/supra-defender-bronco-automakers-tap.html
true
3672986080801762734
UTF-8
Loaded All Posts Not found any posts VIEW ALL Read More Reply Cancel reply Delete By Home PAGES POSTS View All RECOMMENDED FOR YOU LABEL ARCHIVE SEARCH ALL POSTS Not found any post match with your request Back Home Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sun Mon Tue Wed Thu Fri Sat January February March April May June July August September October November December Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec just now 1 minute ago $$1$$ minutes ago 1 hour ago $$1$$ hours ago Yesterday $$1$$ days ago $$1$$ weeks ago more than 5 weeks ago Followers Follow THIS PREMIUM CONTENT IS LOCKED STEP 1: Share to a social network STEP 2: Click the link on your social network Copy All Code Select All Code All codes were copied to your clipboard Can not copy the codes / texts, please press [CTRL]+[C] (or CMD+C with Mac) to copy