Motoring News
Today, 19 February 2016Asia to offer lifeline to hot hatch manufacturers
Motorists in China and Asia could dictate the type of performance that make production, as car makers look to cash in on profitable markets
Warm and hot hatches could be given a lifeline through rapidly emerging sales opportunities in China and elsewhere in Asia, although the sales rise could lead to the performance of the cars being watered down.It is understood that sales of performance versions of standard cars have grown significantly in China in recent years as a car culture has developed among a generation of buyers wanting to drive rather than be driven.Given the cost of developing warm and hot hatches, plus the limited sales potential of such cars in Europe and the US, the growth in interest in sales across Asia is seen by some manufacturers as an opportunity to strengthen the business case for continuing to develop such models.As well as Renault Sport, Ford Performance is another sub-brand said to be among those eyeing the market opportunities.However, an insider told Autocar: “The problem is that some of these cars are simply too tricky to drive for people with no real experience of fast cars, especially given some of the road conditions. The culture of track days is also some way from evolving, especially outside of Shanghai and the biggest cities where most of the wealth is.“Some manufacturers are looking at toning down the sportiness of the cars - and that could end up influencing the type of car that’s sold around the world.“If these markets grow enough, they could dictate what kind of cars get developed. At the moment they’re
read moreBentley to target younger customers
New Bentley design boss Stefan Sielaff says the British brand must engage with a younger generation of customers, with interior design likely to be adapted first
Bentley must find ways to engage with younger customers, according to new design director Stefan Sielaff.Sielaff joined Bentley last year, but had already worked on the Bentley Speed 6 concept car and Bentayga as part of a wider role within the VW Group. In particular, the Speed 6 was seen as a test bed for a new, more youthful interpretation of Bentley's brand values."To be absolutely clear, I don't want to destroy the heritage of the brand or even harm it in any way, but as in all life we have to improve and take steps forward," said Sielaff. "That means making the brand and its products appeal to a younger audience, from wealthy 30-year olds upwards."It's not about making change for the sake of it, but about finding ways to interpret what our customers want. We have a hugely international design team here - more than 20 nationalities - and we are an international brand, and we must reflect those tastes and aspirations in our products."Sielaff said technology advancements were likely to trigger the biggest changes in interior design. "This is where the biggest, blockbuster change can come," he said. "Without a tech breakthrough we will just keep reinterpreting what we have already. With an innovation we can make a step change."However, Sielaff denied that this meant a digitalisation
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