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Car Designers Go off the Beaten Path With New Stylish Models


After years of force-feeding consumers a stream of look-alike cars, auto makers have started listening to the market again--and the result is a revolution in the making.

From Ford Motor Co.'s redesigned Thunderbird to Mercedes-Benz's futuristic Maybach show car, the industry is about to launch a new fleet of posh luxury cars, sporty roadsters and classy coupes that will reintroduce the concept of style to the market.

It is a shift that analysts say is driven by consumers, who have been abandoning the car in droves and making once-mundane pickup trucks and utility vehicles their wheels of choice. In the United States, light trucks today account for one-third of all vehicles on the road and nearly half of all new-vehicle sales, and analysts expect sales to top 50% within two years.

"Planners and designers have had their heads together for quite a while redefining the car," said Jerry Hirschberg, director of Nissan's Design International studio in La Jolla. "It's high time we took a good, fresh, creative look at that segment of the market."

Hirschberg believes that people want cars to start sharing some of the attributes--including room, solidity and individuality--that have made sport-utility vehicles so popular.

"There is urgency and opportunity to this," he said.

Critics, though, say the industry didn't leap willingly into a wholesale rethinking of car design.

"They are being forced to do it," said industry consultant George Peterson of AutoPacific Inc. in Santa Ana. "People are demanding products with an identity. They want cars they can tell the make of, instead of being saddled with more look-alikes."

And now there's enough out there--and in the pipeline--to jump-start all those consumers who entered deep catatonic states about the time the 103rd jellybean-shaped sedan made its debut.

Henry Ford wrote the book on letting industry dictate to consumers with his plan to give Americans any car they wanted--as long as it was a black Model T.

Now former Ford executive Richard Beattie, president of Mazda North American Operations in Irvine, is sounding the trumpet for what he calls "cars with character."

In a recent speech to executives of import-car companies, Beattie called for more cars like the Plymouth Prowler, the Dodge Viper and Mazda's own Miata, all of which have helped re-energize the U.S. car market. Although all are sold in relatively small numbers, they and their kin, he said, will provide the spark that keeps people interested and pulls them in to dealers' showrooms.

Just this week, J.D. Power & Associates issued a study that found that car makers are perceiving growing consumer demand for assertive styling, improved handling and more luxury in the same package and are racing to build new roadsters and convertibles in response.

"They're really trying hard to specialize each vehicle because consumer tastes are becoming more specialized and demanding," Power analyst Lisa Plosky said.

Nissan, which canceled production of its Z-Series sports car in 1996 because of slow U.S. sales, reportedly is preparing to introduce a new roadster, for instance, while Honda is readying its first convertible for the U.S. market.


The change in attitude hasn't been smooth and easy. Car makers thrive on mass production and for years balked at the costs of introducing specialized niche models.

But advances in technology have brought computer-aided design and computer-controlled manufacturing to the auto industry. Those technologies have enabled car makers to slash development and production costs and to design models that look different on the outside but still achieve economies of scale by sharing hundreds of key components under their skins, says George Magliano, director of auto industry consulting at WEFA Group in New York.

Cars designed to serve a special niche in the market are "the spice and seasoning" needed to make the whole dish memorable, said Neil Walling, director of Chrysler Corp.'s International Advanced and Exterior Design unit in Auburn Hills, Mich.

Chrysler, to be acquired by Germany's Daimler-Benz in a proposed $40-billion deal that is rocking the car industry to its foundations, knows well the need to make memorable cars.

The company was almost insolvent in the late '70s, a purveyor of boxy, unimaginative vehicles that drove bored car shoppers into the arms of the competition. Nowadays, Chrysler is known as one of the most style-driven car makers in the industry, thanks to its aggressive campaign to develop niche vehicles like the Dodge Viper and Plymouth Prowler.

They are the seasoning, to use Walling's term, that keeps the Chrysler brands on consumers' minds when they start thinking about shopping for a new vehicle.

That's why Ford has announced that it is reintroducing the recently canceled Thunderbird as a reinterpretation of the classic versions of the mid-1950s. Ford officials won't provide details, but insiders say the car will be a convertible with a removable hardtop (complete with porthole), a la the '57 T-Bird.

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