Europe is the global centre for small, sophisticated vehicles powered by modest-sized engines with low emissions and big power. The question today: Is North America going down the European road with new vehicles?
The evidence says yes. European cars with the magic combination of refinement, driving pleasure, fuel economy and low emissions are emerging as a sellable combination in North America.
"Europe is five years -- I don't want to say ahead of us, but every car you see" at big European auto shows trumpets low greenhouse-gas emissions, often more boldly than horsepower or price, John Krafcik, CEO of Hyundai Motor America, said earlier this year at the Detroit auto show.
No wonder South Korea's Hyundai tapped its German studio to design the revamped 2010 Tucson. And it's also of little surprise to see Hyundai move to a European-style approach to power trains. The Tucson is sold only with a four-cylinder engine, as is the midsize Hyundai Sonata which is all-new this year.
Ford, of course, has been aggressively tapping its European operations for new models, designs and ideas -– led by Derrick Kuzak, the head of global product development for Ford who formerly headed product development at Ford of Europe.
The Fiesta is one new Ford being sourced from Europe, as is the 2012 Focus coming early next year. The new Focus will be the "European Focus" driving enthusiasts have long craved.
General Motors, too, is using its European operations to provide the foundation for a number of new models, as well. Among them are the 2011 Buick Regal, which was developed in Germany by GM's Opel subsidiary (where the car is sold as the Opel Insignia) and the upcoming Chevrolet Cruze compact car, also a product of GME (General Motors Europe). Chevy's Spark, which was earlier shown to reporters in Detroit, is a minicar with European roots coming to North America in 2012. And the Orlando, due in the Canada (but not the U.S.) in 2011 is a European compact van based on the Cruze/Opel Astra.
Then there is the Chrysler Group. The smallest Detroit auto maker now is controlled by Italy's Fiat Group, from which Chrysler plans to tap a host of new models. For starters, Fiat plans to send to North America a version of its Fiat 500 minicar later this year.
Moreover, the Chrysler/Fiat five-year business plan rolled out late last year says that by 2014, 38 per cent of Chrysler vehicles will have four-cylinder engines compared to just 19 per cent today. Expect more diesels, too. Diesels are to grow to 14 per cent of Chrysler's North American mix, up from 9 per cent -- all trucks -- now. Virtually all these car engines will be supplied by Fiat.
Europe, then, is about to become the source of a much broader range of vehicles and technologies than ever before. Will buyers embrace Euro-market tastes? Depends largely on where fuel prices go. If they remain at current levels or even drop, then the push to small vehicles with European roots is not likely to be very successful.
And even if fuel prices go up, no one is certain whether or not Canadian and American buyers will buy option-loaded, premium-priced small cars in the same way Europeans do. Small cars with big price tags? They've not been something for North Americans in the past.
Nonetheless, the European approach is coming. With that in mind, here's a look at the top 10 best-selling vehicles in Europe last year (2009) and each one's prospects in Canada:
- Volkswagen Golf (571,000 in European Union (EU) sales: Chances of going on sale in Canada: already on sale. The Golf has been a perennial best seller in Europe and around the world. Canadians were finally able to buy the latest version late last year and it's selling like gangbusters here.
- Ford Fiesta (472,091 EU sales): Chances of going on sale in Canada: already on sale. The subcompact Fiesta has been a runaway hit in Europe. Ford is selling a sedan version of the Fiesta in North America as its entry model in the lineup.
- Peugeot 207 (367,160 EU sales): Chances of going on sale in Canada: none at all. Peugeot is essentially a European auto maker with headquarters in France and is unlikely ever again to distribute vehicles in North America.
- Opel Corsa/Vauxhall Corsa (351,806 in EU sales): Chances of going on sale in Canada: Good, though with reservations. The Corsa is based on GM's Gamma platform which was originally developed by GM's Opel subsidiary. GM's South Korean Daewoo operation has since taken over responsibility for this platform. The Chevrolet Spark minicar will be based on a the latest version of the Gamma platform.
- Fiat Punto (323,536 in EU sales): Chances of going on sale in Canada: good, sort of. The Punto is also a supermini and the platform has spawned a number of different models. Fiat, which now runs Chrysler, will send engine and small car technologies – platforms included – to North America in an effort to revive and rebuilt Chrysler. Vehicles using Punto underpinnings and engines are a strong possibility for Chrysler.
- Renault Clio (312,925 in EU sales): Chances of coming to Canada: unlikely. The Clio, a supermini, has twice been Europe's car of the year. The current version shares its platform with the Nissan Micra. Nissan has considered selling the Micra in Canada and the U.S. and consistently rejected the idea. Selling Renaults in North America is a non-starter for Nissan-Renault Alliance.
- Ford Focus (309,134 EU sales): Chances of coming to Canada: a done deal. Ford's global version of the Focus will arrive early next year in both Canada and the U.S. It will replace the current Focus, which was originally developed in Europe.
- Fiat Panda (298,914 EU sales): Chances of coming to Canada: not likely. The Panda is a tiny city car with little hope of being popular with Canadian or U.S. buyers.
- Volkswagen Polo (282,780 EU sales): Chances of coming to Canada: none at all for at least several years. VW Canada would like to offer the Polo, but can't make the business case – can't sell it at a profitable price.
- Opel Astra/Vauxhall Astra (275,638 EU sales): Chances of coming to Canada: it already has been sold in Canada. GM's defunct Saturn brand sold a version of the Astra in Canada and the U.S., but with only modest success. However, new models from GM of Europe that will be sold in Canada are to be based on the Astra platform. The coming Chevy Orlando mini-minivan will ride on the latest version of the Astra's mechanical foundation.
