Deliberate Debadging

Today's cars are adorned with badges announcing engine size or type, trim level, line, brand/sub-brand and other information. As a result, more owners are having these designations removed from their vehicle. 


This practice of anonymity is more common in Europe. It is often done for reasons of humility. For instance, a wealthy executive has just spent €156,000 on an extravagant V12 Mercedes S600. He might not want to flaunt the premium he paid to get a top engine in his vehicle. Therefore he might wish to have his badge removed as to deceive some that he only bought the "entry-level" S Class for €80,000.


While some in the US debadge their car for the same reason above, many like to deceive people for the opposite reason. They want others to think they paid more for a higher variant. By not having any designations on their vehicle, the person viewing their car doesn't know that it is actually the "cheap" model they are seeing. 


Most offensive though is the addition of false badges. Some owners will add to their car letters and numerals  that denote a higher specification. Common additions include M, AMG, V8, V12, Turbo, Supercharged or even changing the model number around to fool people.  


Also common is the desire to just have a cleaner look. To some, having badges can obstruct the lines of the car or be overly fussy. 


In Europe, many automakers offer a no charge badge or model designation delete option. Very few manufacturers bring this option over to America. This highlights the difference in popularity between the two consumer populations. 


Despite their best efforts, any respectable car enthusiast can tell if there is a false identification. Exterior clues such as exhaust tips, rims, aprons, grilles and other designators are easy giveaways.  Enthusiasts can also identify the distinction between a package and a completely different variant. It can even be extremely satisfying to know you see right through their motives.     

Ferrari's New F12 Berlinetta

This past Wednesday Ferrari released their 599 successor, the F12 Berlinetta. The front engined V12 will be holding the flagship spot in Ferrari's lineup until their next halo car arrives.


The engine is an upgraded version of the 6.3 liter engine found in the FF. With 110 more horsepower, and over 300 pounds lighter then the 599 GTB, the F12 is a technical masterpiece. Like the 458 Italia, the F12 generates an extremely high hp/liter figure for a naturally aspirated engine. While the engine is high strung making its peak 730 hp at a screaming 8000rpm,  it won't be a slouch in the lower rev range because it is a big V12. 


On the styling front, the rear definitely has ties to the FF while the front end is more of a combination of the FF and 458. In the recent past, Ferarri models have looked very different from one another, but their latest three models being so similar indicate Ferrari is moving to a "Corporate Profile" front end, just like Audi. The window line more closely resembles the older 575 Maranello than the 599 GTB. On the other hand, the interior is a mesh of 458 and FF. As expected, Ferrari added their stalkless steering wheel to the car. 


The Berlinetta also gets the latest suite of Ferrari performance technology. The excellent 7 speed dual-clutch transmission makes its way over to this model. Unfortunately, this also marks the end of the a true manual option for Ferrari's cars. 


The engineers in Maranello seem to have once again worked their magic. No matter what the public thinks of the styling, this car is sure to be yet another success for Ferrari. Ferrari seems to be moving this car upmarket. Unlike the 612 Scaglietti and the 599 GTB Fiorano which were priced similarly, the F12 should be closer to $400K! Don't be surprised to see a long waiting list or units selling for over MSRP as all of the hot new Ferraris do after launch. 

The Ideal Modern Engine

With rising gas prices and new fuel economy standards, automakers are finding their own ways to make vehicles more efficient. One common way is to enhance old engines or launch new ones.


There are a few ways that engines can be upgraded. One common approach is the downsizing in displacement and cylinders in exchange for turbocharging or supercharging. This often does achieve the better fuel economy that the engine was designed for, as well as the power of a larger engine. However, the power delivery of a naturally aspirated engine and a turbocharged engine vary drastically. Many turbocharged engines have turbo-lag or a delay between driver input and engine response. This is because some larger turbos take time to spool up before providing their forced induction. Turbochargers can be expensive too, and the customer is likely the one who has to pay for it. 


The best modern engines are the new naturally aspirated ones. A naturally aspirated engine provides the direct response and the better power curve then a turbo does. In high performance automobiles, the most power is made at the higher rpms. While slightly impractical, this is very fun. In other cars, the power is more accessible while being more linear and responsive than a forced induction. 


While offering a better driver experience, naturally aspirated engines can be efficient too. Many automakers have improved their "NA" engines rather than going forced induction. Automakers use technologies like direct injection, variable-valve timing, and cylinder deactivation. Most importantly though is that these features add horsepower and torque. In some cases, automakers can downsize displacement while maintaining similar power and getting better fuel efficiency. Porsche has done just that with their 991 Carrera base model, moving from a 3.6 liter 6 cylinder to a 3.4 liter while producing nearly identical power and raising efficiency.   Mercedes with their new 3.5 liter V-6 maintained displacement, but made it more powerful by 34 horsepower, and more efficient. Technology has allowed manufacturers to provide engine enhancements without sacrificing performance. 

The Popularity of Personalization

Today, exclusivity is being taken to a whole new level. While only very few can afford to purchase a 6-figure car, many of those discerning individuals ask for an extremely custom product. Bespoke personalization lines are now becoming increasingly popular among premium manufacturers and consumers alike.

There is one primary reason why automakers like to offer personalization programs. Not surprisingly, automakers make a lot of money on these extra and exclusive items. Manufacturers can warrant charging a fortune on these special items as they are not mass produced, but instead personalized for the owner. The difference in production costs and the price the consumer pays is even larger than what is seen on the "standard" option list. This additional profit from customer options is even more important to brands with limited vehicle output. 


Buyers love these personalization programs too. Customers want to have a car that is unique to them which fits their taste and lifestyle. For the ultra-premium brands, pretty much anything the customer desires can be done. It is not uncommon to get any color or combination of colors one, wants both exterior and interior. Many buyers are having their name engraved into the door sill plates or head rest. Some even are encrusting fixtures in carbon fiber, gold, or diamond. In some cases hardware has been added or changed. The possibilities are endless. And all of this comes right from the factory so it is seamlessly integrated. 


Take rates for exclusive options has never been higher. For instance, over 90% of Rolls-Royce Phantom orders are through their bespoke program. It is not just the exotic automakers offering this, albeit others are to a lesser extent. Programs like BMW Individual and Porsche Exclusive offer a similar concept while providing the same benefits for both parties. For money, anything can be done!

Maserati: Moving Mainstream?

Since the resurrection of Maserati in the United States in 2002, the Company has been known for their exclusive Italian GT cars. In late 2004, Maserati sought to appeal to broader group of customers with the Quattroporte. Despite this product expansion, Maserati remained a "boutique" automaker. While "boutique" automakers do have their limitations, there are many advantages. 

Due to their smaller production scale, these companies produce vehicles that are not seen often on the road. This allows customers to own a special product that is uncommon. Additionally, these vehicles are usually more customizable. Most importantly though, some smaller automakers like Maserati can establish a closer connection with their customers as there simply are not that many of them. This allows Maserati to address all customer concerns more accurately as well as offering clients exclusive perks. 

However, all of this could be potentially jeopardized. Fiat, Maserati's owner, is looking to expand sales from under 10,000 cars per year to nearly 50,000! In the next few years there will be a Quattroporte replacement, a sedan slotting below the Quattroporte, the Kubang SUV and potentially more. With this huge increase in volume, all of the characteristics that have made Maserati so unique could be gone. Hopefully, not too many Fiat Group parts will be used in the car which would further mainstream the brand. One of Maserati's main selling points is exclusivity. With this key element going away soon, Maserati needs to make sure that they differentiate themselves enough so as not to be just another ubiquitous BMW, Mercedes  or Audi competitor. 

The Panamera GTS: Porsche's Enthusiast Sedan?

When Porsche revealed their latest addition to the Panamera lineup last month, they claimed it was the "Purest Panamera Yet". The GTS slots in between the S/4S and the Turbo. Porsche has taken much of the performance equipment from the Turbo, both visually and functionally, and added it to a reworked  version of the V8 engine found in the S models. This Panamera has the potential to be the ultimate four seater Porsche.


While some may say the Turbo S is the ultimate Panamera, others will disagree. First off, the price is ridiculous! One can almost buy 2 Panamera S's for the same price as one Turbo S. Secondly, it weighs a staggering 400 lbs more then a base Panamera. While it's turbocharged engine is significantly more powerful, it does not have the smoothness and linearity of the naturally aspirated 8 cylinder. Most important though is that the Turbo S is saddled with all wheel drive, making it less nimble then rear wheel drive.


Lately, Porsche "GTS" models have been some of the best in the lineup. Look at the 997 Carrera GTS and the 957 Cayenne GTS. Like the Panamera GTS, each have taken elements from their more costly Turbo siblings while catering more towards enthusiast drivers. So does the new Panamera GTS do exactly what a GTS model Porsche should? Sort of...


By adding many performance options , this car is significantly more aggressive. The new "sound symposer" and standard sports exhaust should give this car a more visceral experience (for a luxury sedan). The standard sport chrono also adds another element of sportiness and fun. Also, Porsche nailed the new exterior aerodynamics package and interior trim pieces. Aggressive, but not tacky. However, what truly makes it a GTS is what lies under the hood. The reworked 4.8 builds off of what is already an excellent engine. Smooth, linear, torquey, and responsive is how one would characterize the engine in the S/4S.  In this application, all of that should apply, while being elevated another notch. Porsche extracted the extra power the "proper way" by not using forced induction, thereby maintaining the distinctive feeling of a naturally aspirated engine. The brakes taken from the turbo will better manage this extra power, even though standard Porsche brakes are already excellent. Finally, the suspension has been stiffened up and lowered to further improve the handling of the base Panamera. 


Despite all of these characteristics sounding like it could be the true enthusiast sedan, Porsche missed two key aspects. First a purist car must be rear wheel drive. This car would be even more raw if the power was only sent to the back wheels. Second, a purist car must offer  manual transmission. Porsche offers a manual for the Panamera S in Europe. Coupled with, rear wheel drive, the manual transmission would be an easy engineering transfer. However, Porsche only offers the popular PDK. While good, it does not offer the connection and control that an enthusiast expects. 


Therefore, the answer to the question is NO. The true enthusiast sedan is a European Spec Panamera S manual with all of the performance options. It is unfortunate that the GTS had the potential to be so pure as Porsche says, but unfortunately it just is not. 

Shedding Pounds on the Road

In America, everything is big. In comparison to most European countries, our cars are on average significantly larger. Despite the size differences, as a whole, cars around the world are getting significantly heavier. This has many negative consequences. 


There are many factors that contribute to the increasing weight. First, people in America are getting bigger. As a result, they want larger cars, so they will feel more comfortable. Automakers increase the dimensions of their vehicles which naturally adds weight. This pushes many models, when they are redesigned, into the next size category. Another reason for the weight increase is due to all of the new technology being added. Some of this technology is for vehicle safety. The other tech is for consumer use. Lastly, heavier metals are less expensive to produce then lighter metals. 


While more space and technology does not seem bad, the effects are seen on the scale. A heavier car will not perform as well as it could with less weight. To combat the extra weight, more power is needed which is often achieved by adding displacement or turbos, both of which further add weight. Additionally, cars that feel "heavier" often will not handle as well. As a result, many expensive and complicated performance enhancing options are often added to counteract the excess weight. In most cases, heavier cars do not feel as pure and nimble as one with less weight. Finally, heavier cars suffer in efficiency. The engine must work harder to haul around all of the extra weight. 


Reducing weight from their models should be a priority for all automakers. While not every vehicle is priced appropriately to use carbon fiber or other exotic weight saving materials, if automakers invest together in research, this could be a possible long term option. Right now, automakers should focus on making their chassis stiffer. If used correctly, high strength steel could make a platform stronger and safer, thus allowing automakers to remove weight elsewhere. In turn, they could potentially be able to replace non crucial areas with aluminum. Also, removing weight from individual components is possible. While this does require an investment from both consumers and automakers, the payoffs from lighter cars will be significant.