Here's a revelation: being stuck in traffic sucks. And it's even more infuriating behind the wheel of an Evo. Despite what some scribes might lead you to believe, the Evos of yore (VIII and IX) weren't deplorable daily drivers. Granted, Mitsu's engineers erred on the stiff side with the Evo's ride, and it didn't help that the tiller provided more feedback than a Metallica sound check. But the real reason jaded journos harped on the old Evo's workaday unfriendliness was because nothing is more frustrating than piloting concentrated adrenaline in a sea of buzzkill. With the 2008 Evolution X, Mitsubishi attempted to rectify some of the Evo's (perceived) shortcomings by equipping the range-topping MR with more amenities, more sound-deadening material, a more compliant ride and a new twin-clutch transmission to balance back-road thrills with daily livability. But all those extras have caused the Evo's curb weight to skyrocket, and its price tag has followed suit. For $42,000 – the sticker on our MR tester – you can get your hands on the new yardstick for high-end, entry-level performance: the BMW 335i. While that kind of wallet shock could ostracize the Evo's core demographic, Mitsubishi is quick to point out that the new MR is for the discerning enthusiast: a more sensible, mature owner. But does mature mean infirmed?
Back in the mid eighties, we think Ford could have had a winner with the corporate slogan "Bold Moves", with vehicles like the original Taurus (and our editor's personal fave, the SHO) boldly going where no vehicle had gone before. These days, with uninspiring designs like the current Taurus, "Bold Moves" just doesn't seem to fit. So, out with the old and in with the new: "Ford. Drive One." We think that the new tagline is much more in line with the Blue Oval's current position, as they make pretty good cars which do well when compared directly with their competition. Unfortunately, as was already mentioned, striking styling and innovative design are a bit lacking, so getting customers in the drivers seat is something Ford should be concentrating on.
This new tagline is the work of marketing maven Jim Farley, chosen by Alan Mulally as the man to lead Ford back from the brink, and was developed in coordination with Ford's dealer network. Ford hasn't had a hit slogan since "Have You Driven a Ford Lately" -- which is indelibly marked on the brain of anyone who's ever watched television in the eighties and nineties. According to Ford's own data, only 41% of consumers consider Ford vehicles, and this new tagline was developed to improve on that dismal number. The next hurdle will be converting those drivers into buyers. So, is this the slogan that finally sticks? We're not sure, but we do think it's a helluva lot better than "Bold Moves".
The efforts of Chrysler to develop environmental-friendly vehicles were distinctly eclipsed by the drama of their divorce of Chrysler and this called gorilla 800lb green Volt. New PRESIDENT Bob Nardelli continues to shake things upwards, however. Just a week after Jim Press of hiring far from Toyota, Chrysler established a new group called the ENVI.
ENVI is a project of work of mouffette which will concentrate on the development of the vehicles electric-conduits for Chrysler. It will actuate theindependent one in Chrysler to gather all technologies which are worked above in various corners of the auburn center of technology of hills. Lou Rhodos was appointed president of ENVI and it will pay directly to the development of product VP Frank Klegon and purchase of Simon Boag in chief.
