The "rebadging", new credo of the car industry?
Buying purely and simply a model to slide your logo becomes commonplace.At a time when the switch to electric requires staggering investments, also when you have to co ...
24/07/2022
Buying purely and simply a model to slide your logo becomes commonplace.At a time when the switch to electric requires staggering investments, at the time also where it is necessary to lower its average of C02, this practice is called to develop.Suzuki and Mazda already pass by there, who will do their shopping with a third Japanese: Toyota.
La Suzuki Swace : une Toyota Corolla rebadgée et assumée comme telle.Wouldn't some manufacturers be changing profession, and slipping from that of car manufacturer intended for the general public to that of subcontractor?We exaggerate, of course.But by observing Toyota's strategy these days, we can say that the turnover generated by cars sold to other brands is not negligible.Obviously, the "rebadging" strategy is not really new, but it tends to increase.And for good reason.The switch to electric requires investments such as the car industry has never known.The only Volkswagen group decided four years ago to place almost 70 billion on the table to complete its moult.A sum which will actually be spent by next year and should probably be followed by another which we do not know, for the moment, the amount.
Le rebadgeage ? Un gain de temps et d'argentBut if the German has the financial capacity to spend so much money, other brands are unable to do so much.How to do when called Mazda or Suzuki and you want, or that you have to, offer hybrid models?We are going to ring at the door of his favorite supplier, with which we are used to working: the Toyota group.
Just buy him cars, slide his logo on the grille and the steering wheel, and voila.If we really want to distinguish ourselves, we can even change the front to adapt it to your own stylistic codes.Everything is almost allowed, provided you sign an order form.In addition, the case is beneficial for each of the parties: the time (and money) of development is reduced to nothing for the buyer, and for the seller, it is a good way to sell cars quickly.
Ce Suzuki Across... ... ressemble terriblement à ce Toyota Rav4.In addition, the "rebadging" brand does not always hide the origin of its car.This is the case of Suzuki who markets these days two Toyota under his claw: a Swace which is none other than a Toyota Corolla Touring Sport and an across which is a rav4, without the small Japanese manufacturer hiding theirorigins.
Beyond a certain honesty, this genealogical recognition of the two machines can be beneficial: Toyota does not manufacture the least reliable cars on the Planet Auto (Suzuki either) and moreover, the manufacturer of Rav 4 andde la Corolla has been a recognized specialist in hybridization since 1997.
Le rebadgeage ? Intéressant pour profiter de la bonne image d'un autreClaiming Toyota's fatherhood for the two new cars is therefore largely beneficial for Suzuki.And rebadging itself is even more so.The SUV is a rechargeable hybrid and the station wagon a simple hybrid.Technologies that Suzuki does not have, content, on his own models, of light hybridization.
These two systems of course constitute an additional choice possible for its customers, but the brand is thinking above all to save grams of C02 in Europe.The two new cars are only reserved for the old continent, and for good reason.Suzuki must at all costs reach the threshold of 95 g on average on its range to enter the nails required by the EU.And if, in addition, it can sell a few across and swace, everything is for the best in the best of business.
En 2023, la future Mazda 2 ressemblera certainement à cette Toyota Yaris.This rather judicious calculation seems to be the same on the side of Mazda which must renew its city car.The Mazda 2 to come in two years may well be a slightly retouched Toyota Yaris, but hardly, to use the stylistic codes of the Hiroshima manufacturer.Again, the case is not confidential and there too, Mazda could take advantage of the excellent image of the Yaris which has just been awarded the price of the car of the year.
In addition, once is not custom, if Mazda does her shopping at Toyota, it is because the first does not have the techno of the second.A hybridization which allows you to make a few kilometers in electric and which is capable of consuming only 4 l/100 km.
The Mazda 2 today has only light hybridization and the brand obviously does not intend to perfect this system, rather on pure electric, as it does with its MX30.Rebadging a Toyota therefore seems the best way for her to have a city dweller up to date, which is essential in an attempt to nibble on market share in this segment, the best sold in France.
Le rebadgeage ? Un accord gagnant-gagnantThese losing agreements are obvious enough for one wonders why they are not more numerous.We understand that large groups (Volkswagen, the Renault-Nissan alliance or the most recent stellantis) have everything you need at home.But the others?Thus, a Tesla Model 3 could return under the colors of a Honda Accor exhumed for the occasion.And a Toyota Camry could become a Subaru Legacy.What make the purists attached to these brands jump.But enough to bounce the stock market courses of the same brands.And ultimately, these courses decide the strategic choices of a company.Not his fans.