Strada Auto Store

Last week we initiated a conversation with The Colonel, we must say that its been thought provoking, its given us an opportunity to consider parameters from different perspectives and alternatives.

As usual we welcome, and appreciate your comments...give us your opinion.

If you missed a day, just scroll back its that easy! Lets continue our conversation...

Q- Who has one of those?

A- Exactly who has an HPEE? Who can say our normal version weighs X and this one is X minus, our normal version does X liters/100 klms this one does X minus/100 klms, our normal version has a maintenance interval of X, this one is X plus (extended).

Q- HPEE is not easy to find, although most of the elements exist in one form or another in various models.

A- Told you it was under everyone's nose. For years manufacturers have been adding on weight, technology, complexity, power, speed, features...its all there.

Q- Are you implying that as the golden age of horsepower has crested, there are a few other components that are cresting and we are not realising it?

A- The huge North American cars with the huge motor were derided by many people. Is is possible that our present vehicles have too many inefficient features?

Q- What you are saying...its all there...it needs to get re packaged...re directed?

A- Yes...its not a question of reinventing the wheel or the car. Its a question of re conceptualising the car.

Q- Instead of a high performance version which always implies more power, you are suggesting a high performance version that deliver more economy and efficiency.

A- Yes...for the folks that want to have a high performance model of economy and efficiency.

Q- Can you gives us an overview of this car.

A- Not just a car, it could be a CUV too. Most manufacturers have the sport or performance version, which includes, bigger tires, bigger brakes, stiffer suspension, less economy, better performance. We are all familiar with the various offerings from the different manufacturers. The HPEE would offer less of what we expect more and more of what we expect less.

Q- It sounds like a riddle?

A- Not at all...its not a high performance vehicle in going faster...its a high performance vehicle in being more efficient and economical. A bigger motor is fun but is it more efficient to commute from A to B? Bigger wheels and tires convey the performance message, but are they more efficient?

Q- What you are saying is to take the various components that we understand as high performance, and convert them to HPEE?

A- That would be a start, the challenge is to start. Which manufacturer has the courage to start?

Its been a fascinating conversation with The Colonel, we do hope that you have followed, if not just scroll back to catch up.

Q- Colonel you have coined another of your trademark terms Holy Grail Template what do you mean?

A- At some point we try to catch lightning in a jar, find the Holy Grail, often its elusive, and our common sense tells us its not readily feasible. We keep on looking, we keep on seeking, and at times its staring us in the face.

Q- What do you mean?

A- Just one aspect that has been staring at us for years. Weight reduction is part of efficiency although the customer might not care, weight reduction improves efficiency and performance. Most vehicles could use a diet, although the diet might be costly. It takes power to roll these fat tires down the road, it takes power to move additional weight.

Q- Most people identify girth with safety?

A- I agree...but its not the case, weight and size do not mean safer.

Q- Are you implying that there should be a new parameter?

A- Exactly...the customer should say...give me a vehicle that suits my application today and my future needs. Give me a vehicle that protects my interests today and my future interests. Give me a vehicle that does the job for me.

Q- The customer that has a commuter application should get a commuter vehicle. The customer that has a sport application should get a sport vehicle and so on.

A- Exactly...every household needs a vehicle for errands, groceries, commuting to work, enduring congestion, enduring a myriad of conditions, call it the daily transportation/commuter work horse.

Q- Its starting to sound like a lawn tractor?

A- That is the template though...who has time to maintain, clean, shine, the daily workhorse. Notice the popularity of drive through car washes, drive through oil changes, the majority of people in their daily lives are pressed for time, does a vehicle have such a high priority in the scheme of things.

Q- Are you forgetting branding which is a way for manufacturers to distinguish themselves.

A- In the ongoing quest to cut costs, to save money, is it possible that the global automotive industry is pushing very hard towards a level of parity. We surely don't want to think that way, but its going in that direction. A modern vehicle is a mechanical and electronic platform bursting with features. Does the customer buy the features or the ability to go from point A to point B?

Q- Perhaps its a mixture of both. With a strong influence from the brand?

A- I agree...as vehicles reach parity, as vehicles increasingly become a commodity, as features become easy to compare, and brands get diluted. What's left?

Q- What are you saying?

A- Simple, I know the features, I know the technical specifications, I know the comparisons, I perhaps even know who supplied most of the components. Now tell me what it will do for me, and what benefits I can derive from this particular vehicle in my particular application.

Q- Its sounding increasingly like a lawn tractor.

A- Even lawn tractors have different applications.

Q- Everyone knows what a vehicle can do...what is the point.

A- We take for granted that everyone knows what benefits they can derive from their specific application...perhaps we should question what we take for granted?

Q- Can you elaborate?

A- We are all constantly bombarded and blasted with an overload of information that it becomes the norm. Until you take a few steps back, look at it from a different perspective. The confusion starts to emerge...if before we did not have enough information, now we have too much...we are drowning in the stuff.

Q- That does not answer our question...does it?

A- Its Saturday...you guys are still aggressive...I love it!  If an individual wants a vehicle that will accommodate 4 adults in acceptable comfort, is competent in most if not all daily driver / commuter situations, is economical, is respectful of the environment, has modern safety features, has limited and extremely reliable electronics. Please tell me that there are at least 100 different vehicles out there that can fill this need.

Q- You answered you own question...what's missing?

A- You know me...now I want the high performance version of this vehicle...not the one that does 0 to 100 in the blink of an eye, not the one that has steam roller tires. I want the high performance version that will enhance the benefits I can derive from this vehicle. Who has one of those?

Q- What you are saying...the high performance version should be a few levels better that the regular version in economy and efficiency.

A- Took the words out of my mouth...who has one of those?

We will continue...

PS: Are you participating in Earth Hour tonight from 8 to 9 PM?

After a few days of other issues, lets resume our conversation with The Colonel on HPEE. In our last conversation we were covering a need to change templates, and how easy it is to revert to the status quo.

The Colonel made thought provoking points which we will continue to explore...

Q- Colonel any idea why its challenging to alter templates?

A- I love this another loaded question! The automotive industry for many years has worked very hard to reduce costs and save money. The product we see is the result of these efforts, with the customer reaping the benefits.  Manufacturers can take a product and with market specific adjustments make it work around the planet.

Q- You are saying that its in any manufacturers best interest to keep the existing templates that are applicable to the industry.

A- Absolutely...at the same time they are not fools and realise that there is a strong movement for change especially in the North American market.

Q- How are the customer's expectations being met?

A- The customer is used to looking at vehicles through the customer template which is in a constant and evolving dance with the manufacturer template.

Q- Can you elaborate?

A- Is it to correct to say that in North America there are specific customer templates that manufacturers consider important, there are other templates that manufacturers influence, and other templates that customers expect.

Q- This is sounding like marketing, features, benefits, market segments, demographics, and so on.

A- Yes it is, and we are conditioned and respond to the same marketing messages, features, performance figures, have the parameters really changed? Tom McCahill 50 years ago was doing the same comparisons and road tests.

Q- Are you saying that the parameters are the same, with technology giving it a new facade?

A- Its the same templates, enhanced by technology.

Q- That sounds simplistic.

A- We are not going to discuss the present templates at length, we would need a few hard drives and all sorts of time, plus enough pundits are talking about it, and expressing their opinions on a daily basis.

Q- What you are saying is that the present templates work, they are numerous and sophisticated, with technology facilitating the analysis and empowerment for the manufacturer and customer.

A- Took the words out of my mouth...you guys are good! Do you realise that this can lead to confusion?

Q- Many manufacturers are trying to engage the consumer/customer to explore potential new templates?

A- Yes...it sounds good, it looks good...the Holy Grail Template is out there for all to see if they want to see it.

We will continue...

For the past few days we have been conversing with The Colonel on HPEE, its an interesting and informative exchange which at times raised a few additional points and issues. We have to give The Colonel credit that he has a valid point when he mentions that the templates have to change to realise compelling, and meaningful progress for the future.

Lets resume our conversation shall we.

Q- Colonel what do you mean by templates, when we concluded our last conversation there were numerous variables, and the market momentum seemed to be against economy and efficiency?

A- You guys are aggressive this morning...can I get aggressive too?

Q- Please do be our guest...we'll get another coffee.

A- Momentum is to uphold the status quo, giving economy and efficiency verbal support. The markets, and commodity prices are erratic which reinforces the momentum towards to status quo. The view through the windshield is erratic and turbulent, lets look through the rear view mirror its more comfortable and predictable.

Q- Do you blame anyone for trying to maintain the status quo?

A- Not at all...except that there is a level of discomfort in the status quo, everyone is floating a concept this way, and new idea that way, to see what will stick...very little seems to be sticking. Its convenient to retreat to the perceived comfort of the status quo, with verbal support for the future.

Q- Are you saying that everyone is using the same play book?

A- Yes, with minor differences...the PR spin is often the major difference from one play book to the other play book.

Q- Why is it that way?

A- Last week we had a conversation on The Right Stuff...its one of the reasons. The turbulence of the present times is another reason for sure.

Q- What is the preferred future direction?

A- That is a seriously loaded question...and then some!! There is agreement that vehicles especially in North America need to get more economical and efficient...everyone agrees on this, everyone gives verbal support for an improvement. Then it starts going in a myriad of directions trying to cover all the angles, aspects, possibilities for fear that someone else will come up with a better solution (mouse trap).

Q- What you are saying is that everyone agrees on a future direction, with confusion as to how it will get executed? This is a complex issue.

A- Everyone has the same cookie cutter, and supporting the same cookie cutter concepts, with the customer feeling powerless and just waiting.

Q- You are saying that everyone is using the same template?

A- Exactly...with various PR spins.

We will continue...

PS: From David Olive of the Star an informative article...Click Here.

Lets continue our conversation with The Colonel...

Q- Can you possibly clarify what you mean by use of a vehicle?

A- Perhaps its time a few templates are reset...manufacturers mention features, added technology, new development...its picked up by the media which in a few seconds circles the planet. Dealers talk about the same features, clarify the financial package that ideally best suits a customer. The vehicle is delivered to the customer. With all the information out there why should anyone bother to ask an informed/empowered customer how and for what he will use the vehicle.

Q- What you are saying....if a vehicle is primarily used to commute lets say 80% of the time, then it should be a high performance commuter. If a vehicle is used for enjoyment 80% of the time, which also implies that its often parked in a garage under a car cover....?

A- Exactly...we are reaching a juncture where the actual use of the vehicle should dictate the economy/efficiency of the vehicle. From all the templates that are being used to consider a vehicle the usage template must become more prominent.

Q- Colonel...you of all people have a very soft spot for high horsepower, high performance cars, are you doing an about face...a change of heart?

A- Not at all...lets take high performance and lets apply it to a commuter application that is responsive to the future needs of society.

Q- Can customers afford several vehicles with highly specialised uses, and applications, it can get expensive, most vehicles that are moving away from an ICE (Internal Combustion Engine) to an hybrid are considerably more money.

A- I agree...and you forgot that through the ages vehicles are an emotional possession and a reflection of various personalities.

Q- Are you saying that there is no clear solution?

A- Its a complex issue with many variables...which can lead to confusion, misguided decisions, and a desire to cover most of the aspects.

Q- Its not an easy solution with strong momentum in the present status quo.

A- You are correct its not an easy solution, it will take courage, innovation, commitment, long term vision to later the status quo templates which are out there.

We will continue....