Volkswagen drivers must be proud of the carmaker’s latest achievement. The newest version of the VW hatchback, or Golf MkVI, has been named the 2009 World Car of the Year.
The top three contenders for the annual title were the Ford Fiesta, Toyota iQ, and the Golf. Others that were shortlisted included the Audi A4, BMW 7-series, Citroen C5, Fiat 500, Honda Jazz, Jaguar XF, Mazda6 and Nissan GT-R. The WCOTY jury consists of 59 prominent motoring writers from 25 countries.
Now I know what you’re thinking.
1. All three front-runners were compact and fuel-efficient cars.
2. Cars such as the legendary GT-R and the ultra-luxurious 7-series were beaten by a freakin’ Fiesta.
This is yet another sign in the automotive industry that consumers are increasingly veering away from the more powerful and established vehicles in exchange for cheaper and more convenient alternatives. Let’s take a look at the previous winners of the WCOTY.
2005 - Audi A6
2006 - BMW 3-series
2007 - Lexus LS460
2008 - Mazda2/Mazda Demio
The trend is especially apparent between ‘07 and ‘08, where the winner went from a luxurious sedan to a 3-door hatchback. This is certainly not to say that the WCOTY will be favoring smaller cars from now on, but the winner most definitely reflects the current direction of the automotive industry as well as the mindset of consumers.
Some of you may remember my past entry on GM and Chrysler and their need to adopt a more specialized approach towards their products. No, I’m not talking about risking their brand identity by joining the compact/fuel-efficient party. Specialize by getting down the whole electric motor technology first, then worry about the rest later — that’s if GM and Chrysler still have a “later.”
Jon Leung is a blog warrior with a passion for brand marketing and digital media due to his experience in related fields. He now plans to enroll in the Management program at the prestigious Cass Business School in London this fall. Catch his ramblings on Beneath the Brand and Digital Pivot or stalk him on Twitter.
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