There's a welcome trend going on in the new car market. But it's not a new trend, it's a return to an old trend that's long overdue in my opinion. You could call it factory personalization or creative packaging or just a plethora of options, but the important point is that as a new car buyer you can choose from a wider variety of features than have been offered in decades on domestic performance cars (the Europeans have always been good about offering personalization on their performance cars).
The new 2011 Ford Mustang GT is an effective example. It's range of choices goes far beyond navigation, leather and a sunroof. Ford's product planners have introduced a rich and engaging option list, giving Mustang shoppers the ability to tailor a car for their personal tastes.
What's really mind boggling is how the level of equipment options on the latest Mustang still doesn't come close to what you could pick from when ordering a 1970 Dodge Challenger. For example, the new Mustang comes with just two (very good) engine choices. How many engine choices existed for the 1970 Dodge Challenger? Three? Four? Five? Nope. Try nine.
And that's on top of four transmissions, seven distinct Challenger models and 18 exterior colors available in 1970.
This was the height of the muscle car era, and U.S. manufacturers were competiting for sales not only with horsepower and acceleration numbers but with personalization choices too. The Challenger's engine options ran the gambut from a 145-horsepower six-cylinder to a 425 horsepower Hemi V8. Can you imagine a modern Mustang or Camaro (or Challenger) with that range of performance? Not even modern truck drivetrains offer that kind of variety.
For model choices, the new Mustang can technically be had in eight configurations. The coupe comes as a V6 or V6 Premium, GT or GT Premium, and the convertible offers the same set of trim choices. Throw in the Shelby models and you've got 10 Mustangs to choose from in 2011. Impressive.
The original Challenger was available as a base hardtop, base convertible, SE hardtop, R/T hardtop, R/T SE hardtop and R/T convertible, plus the limited production Challenger T/A. That's a few less model choices than the new Mustang, though some might argue the difference between a base Challenger, a Challenger T/A and Hemi Challenger R/T was greater than the difference between a modern V6 Mustang, GT Mustang and Shelby GT500. Regardless, Ford gets credit for offering a such a wide range of models in both body styles.
But that's just the beginning. If you really want to go nuts with your 2011 Mustang you can order several comfort and performance packages for both the V6 and GT versions. That the V6 is worthy of a performance package is great news; that Ford is offering one (it includes GT-quality brakes, suspension tuning, 19-inch wheels and recalibrated electronic stability control) is unprecendented. There's also a Mustang Club of American package for the V6 and an optional higher rear-end ratio (3.31).
The same level of customization holds true on the GT. You want optional axle ratios? There are two (3.55 and 3.73). More performance? Grab the Brembo Brake Package with bigger brakes, bigger wheels and a recalibrated electronic stability control program. Plus there's a California Special Package with exterior changes like side scoops and stripes.
These were all the tricks from the "good old days" of the muscle car era. Optional axle ratios. Available appearance upgrades. Additional performance packages. Any fan of the muscle car era knows half the fun back then was just wading through the order guides and trying to figure out how to create your own vision of the coolest Challenger, Camaro or Mustang.
I'm personally thrilled to see domestic performance car personalization coming back. I feel it's absolutely going to drive more sales. What do you think?
By dougtheeng
on April 13, 2010
06:13 AM
I love the personalization - its one thing I really like about MINI. I think it greatly increases your connection to the vehicle.
By blueguydotcom
on April 13, 2010
06:46 AM
Love that BMW and Mini allows this. Most importantly, I dig that I can say no to things I don't want (like sunroofs or leather).
By technetium99
on April 13, 2010
07:38 AM
Love the theory of doing this, but will the dealers cooperate before the bean counters end it? When we were car shopping a couple of years ago we found only one dealer who was even willing to check and see if they could get a car with different colors/features. A typical response was, "You don't like silver? Too bad, silver is what we've got. Let's go inside and crunch numbers."
I despise the way Honda packages features. We wanted power side doors and liftgate on our van, but didn't want to have to get a Touring Odyssey to get those, and every Touring to be seen had the horrid run-flat tires.
By vwblues
on April 13, 2010
08:02 AM
For me I like it somewhere in the middle, selecting performance option and appearance stuff is fun, but I also like a healthy list of standard features. I really don't want to check a box for air conditioning and power windows. Too much choice is kind of crippling for me, plus all the goodies bloat the bottom line in a hurry.
By tysalpha
on April 13, 2010
08:26 AM
Wasn't the reason for reducing individual options that it reduced production complexity (and thus reduced the number of production errors / mis-optioned cars)?
I'm for increasing customer choices -- especially interior colors, which have been only black, gray, or tan for about 20 years now. But not if it means there are going to be more production mistakes and quality goes down. Then again -- ordering and production are a lot more computerized now. The system now should be able to handle more complexity than it could in the 1970s.
By greenpony
on April 13, 2010
09:23 AM
I wish automakers would make all options a la carte. I don't want to be forced to buy a back-up camera with my moonroof, 19-inch rims with my leather interior, or a navigation system with my heated seats.
By blueguydotcom
on April 13, 2010
12:52 PM
Standard options, for the most part, bloat the bottom line for many of us. I don't care about power seats, leather, sunroof, or if a 335i has an on board computer or special stereo. Like a computer or a pizza, just let me order the parts I do want.
This is one reason I absolutely hate Infiniti and Lexus' way of doing car features. It's nigh impossible to outfit a car as you want it. Want an IS350 with xenons? Get ready to load on junk (oh, and there is no actual ordering with Lexus as Toyota makes the cars they want and dealers request it, not the other way around). Same with infiniti and active steer lights - you gotta order everything (or did in 2008/9) to get them.
My BMWs - make a call, send an email and you get a production notice showing your car with exact specs. Nice.
By blackadder5639
on April 13, 2010
08:09 PM
I like this customization thing! For those who want a list of standard features, I think a compromise would be what HP does with its computers when you customise them. The same computer has starting points that the customer chooses: "base configuration" and "recommended configuration". Those who want certain standard features can start with the "recommended configuration". A similar thing could be done with these cars.
By blackadder5639
on April 13, 2010
08:23 PM
And if the "recommended configuration" has a choice a buyer doesn't want, another cheaper or more expensive option can be selected......