Automakers are not always right!

A topic that has always left us unanswered is the fact that automakers have extremely similar projects around the world, designed to serve practically the same public and the same purpose. We don’t go more than a few days without hearing phrases like “Ah, if the Tacoma came to Brazil…”, or “Wow, have you seen the new Colorado, how beautiful it is?”

Our indignation here at STRIKE BRASIL it has two intensities, and to better illustrate we will use two real examples: (1) sometimes these projects are just aesthetically different, as is the case with our Chevrolet S10 in Latin America in contrast to the Chevrolet Colorado, in the USA.

They use exactly the same platform, but the one sold in the United States is almost unanimously considered more beautiful, robust and with a better designed design. (2) other times the problem is more serious: the projects are completely different, as is the case of the Toyota Tacoma and Hilux, but with very similar proposals (medium-sized pickup truck, aimed at work, etc.).

In informal research carried out on the internet - such as our partners at BF///MS-, the Chevrolet Colorado wins when customers are asked if they prefer it, or our current Chevrolet S10. This becomes even more evident, with accessories such as the “Colorado Grade”, a best-seller for S10 owners wanting to make the truck more similar to its American sister. Chevrolet, more than anyone else, should know that this audience is the pivot that drives the truck's sales, also proven by the great success of the “Chevrolet S10 | Boca Cheia”, which appeals to the strength of agro and our current political-economic situation.

POLL ON THE INSTAGRAM PAGE @BFMSOFICIAL

Turning our eyes now to Toyota, our criticism is even more severe: not only is the Tacoma's design more attractive than the Hilux's, but what is the justification for maintaining TWO projects with extremely similar proposals, with exorbitant costs to be developed and executed? From any point of view, there is no logic in having two different models, with different production and stocks of parts, making diagnoses difficult and dispersing knowledge that could be focused on just one model.

All of this costs millions more for the automaker, which could be reversed in lower values ​​in the final product: the Toyota Hilux is the most expensive truck (by far!) in its category, without any justification in terms of performance, equipment or aesthetics. Imagine if all the development of the new Hilux 2016 could have been converted into more competitive values, and Toyota chose to sell the Tacoma here coupled to a diesel engine already in its production line?

TOYOTA TACOMA

TOYOTA HILUX

In the end, Chevrolet is years ahead of Toyota in this regard. We understand that some markets require vehicles to have slight visual changes to be better received - even though in our opinion Chevrolet was unfortunate in its decision and the Brazilian model is clearly “uglier” than the American one - but in our opinion nothing justifies having two different platforms to meet a demand for a practically identical product.

We believe that both have a huge lesson to learn from Volkswagen -in fact from the entire VAG group-, which uses global platforms and modular and standardized powertrains. Who knows why Amarok, which many said was an “adventure” for the German brand in the pickup truck segment, has been converting many loyal customers from other brands out there…

As a curiosity for this article, the differences in the dimensions of the trucks that we use as an example in the article are listed below:

S10/Colorado, have the same dimensions.
Tacoma is 2cm lower than Hilux; 3,5cm wider; and 8cm longer.