Recently, Hot Wheels and Motor Trend teamed up and created an exclusive pair of diecast cars if you signed up for a new account of Motor Trend On Demand. New account users would receive the Datsun 240Z made famous by the show Road Kill. On the show, the hosts modified the car with a massive turbo charger and exhaust pipe and named it “The Rotsun.” Hot Wheels made that car so subscribers could have both the before and after version of the car. The photo above is the after version. I am still hunting down the before version.
With Hot wheels and Motor Trend collaborating on projects now, and Hot Wheels now experimenting with cars coming already crushed, could we see more cars from Roadkill and other Motor Trend shows? I’m sure all of us what like to see Blasphemi as an official Hot Wheel. But there are so many more that could be done. The Draguar, the Mazdarati, Stubby Bob, General Mayhem and General Maintenance, and those are just from Roadkill. Dirt Every Day has fantastic examples of vehicles as well. Tube Sock and the Alabama Army Truck come to mind.
I’m curious to see how this partnership continues into the future though. Because, the problem with the above mentioned promotion was that the account MUST be a new account. Current subscribers would have had to create an entirely new account in order to take advantage of getting the cars. That to me seemed like a terrible idea. Hot Wheels already has the Red Line Club where members pay a yearly membership fee to have access to cars only available to the RLC. They come at a cost, normally around $30 a car. I don’t know why Motor Trend doesn’t do the same thing? I am a faithful subscriber to Motor Trend On Demand, and WOULD HAVE BOUHGHT the set of cars from Motor Trend if given the option. Merchandise is supposedly a profitable source of income from what I know about business. Hopefully Motor Trend and Hot Wheels have learned from this situation. Hopefully there are more car choices soon and available to all subscribers. And if they could still keep them somewhat exclusive and limited, that actually might be cool too.
The subject of should models become brands has been relevant and important lately. I have had conversations with family and friends about the subject since some have texted me wondering why certain car manufacturers are doing certain business decisions. So, here is my take on should car models become brands.
In 2009, Dodge/Chrysler/Daimler/FCA split off the Ram pickup truck from Dodge and created their own brand from that model. That has been a very successful decision. Hyundai has split Genesis off into its own luxury brand, copying a page from Lexus, Acura, and Infiniti recipe, but also making a brand from a model. Chevrolet has rumored that they might consider making the Corvette a brand in itself. Manufacturers have split models into brands in the past, some have success and some were a failure.
Now, Ford wants to make a Mustang a brand, starting with the all-electric SUV, the Mach E. There is also a rumor that they want to make the Bronco a brand as well. Although, what doesn’t make sense is how they use the Raptor nameplate. They utilize that name for the F-150 Raptor, and Ranger Raptor, but apparently that name will not be utilized to distinguish a more powerful Bronco. A beefy Bronco is rumored to be called a Warthog. Confusing, but whatever.
What Ford should learn though, is they have almost been in this situation before. They had Mercury, that they closed because they couldn’t seem to explain to buyers why they should pay more for a car that is identical to the Ford equivalent. Lincoln almost had the same fate. Hopefully, they have learned from those experiences and don’t mess up a new Mustang or Bronco brand. Toyota and Subaru are also the same boat. They had the Toyota 86, the Subaru BRZ, and the Scion FRS all on the market at one time. And now they are almost doing the same thing, but instead of the Scion available, the Supra has taken that slot. We will have to see how this goes.
I wouldn’t be surprised if Nissan does this with their Z car. Especially with the launch of the new 400Z. The Z name is known by people both with and without automotive knowledge so that would be a good start for them.
What do you think? Should auto manufacturers start making separate brands from their successful models?