Bold innovations - automobiles - Evaluation

Black Enterprise, April, 1993 by Jay Koblenz

It's the driving force in a business where every product must offer something new, yet be practical and reliable.

Planning, engineering and designing automobiles is one of the most exciting, yet precarious, activities in the industrial world. Even a minor reskinning of a current vehicle costs tens or hundreds of millions of dollars, while an entirely new product can boost costs into the billions and place even a major corporation at risk.

Yet despite the high stakes, one route to failure is to play the game too conservatively. Companies that take no chances get branded as boring firms with antiquated products. Innovation and style are the driving forces in an industry where every product must offer something fresh, yet be practical and reliable.

With such intense marketing forces at work, it's no surprise that auto companies look for any help to judge public acceptance of future products. Since it takes three to five years to go from drawing board to showroom, car designers often introduce concept vehicles to hedge their bets and test the public waters. Sometimes these vehicles are wild and futuristic just to titillate the audience. Other times, they are prototypes of a model destined to arrive in nearly identical form.

Just before the Dodge LRT concept pickup made its debut at the 1990 Detroit Auto Show, a Chrysler executive ordered it disguised by adding extra accessories such as bumper guards, because it looked too much like the recently unveiled 1994 Ram pickup. The Pontiac TransSport minivan, however, looks much like its prototype. Sometimes only a portion of a concept vehicle, such as an innovative instrument panel or unusual door handle design, is destined for production.

Recently, the building of concept cars has increased, especially in the wake of several years of relative recession. One reason for the surge is that the cost of new car and truck development is rising. Manufacturers are less willing to take chances, even though the marketplace forces them to be innovative.

Another reason is that the United States and world automotive markets are on the threshold of major changes. For the first time since the earliest days of the horseless carriage, the industry is about to embark on substantial changes, such as redesigning the engines that will power generations of automobiles.

Government regulations and market conditions are prompting intense efforts toward cleaner emissions, safer and more economical vehicles and the recycling of automotive materials. Eventually, vehicles meeting these needs may not look or even drive much like current cars and trucks. Accordingly, manufacturers are approaching momentous change with due caution.

In the near term, the internal combustion gasoline engine will remain the overwhelming choice of consumers. Concept cars most likely to arrive in showrooms soon include exotic-looking vehicles such as the Plymouth Prowler. It has the appearance of a 1940's hot rod, complete with outboard wheels and fenders, two-passenger cockpit, long hood and roadster, and coupe styling. Yet, it meets all the requirements for safety and emissions for the next several years with such production components as a 3.5-liter V-6 engine and automatic transmission. Just as the Dodge Viper first appeared in concept form a few years before it went on sale, the Prowler could hit the streets in the mid-'90s, with a price tag in the mid-$20,000 range.

Experts forecast a slew of concept vehicles operating on everything from hydrogen to electricity. For example, Mazda is betting on hydrogen as a clean-burning fuel for its rotary engine. Meanwhile, Volvo is showing off an electric-powered car, which also has a diesel-powered turbine to generate electricity for extending its range. Early owners of these vehicles may have to sacrifice power, range and even a degree of safety - all while paying higher prices - to be at the forefront of environmentally friendly transportation.

Automakers continue to experiment and examine public reaction to each new concept. Which concepts will gain the most acceptance? Attend one of the major auto shows in Los Angeles, Detroit, New York or Chicago and let the automakers know which car you'd most likely buy.

BENTLEY CONTINENTAL R

When the purveyors of Rolls Royce and Bentley motor cars refer to a particular vehicle as a "flagship," the object of such elevated distinction must be very special indeed. In the Continental R, Bentley creates an automotive presence beyond the normal allusions to luxurious personal transport.

The Continental R, even at the challenging cost of $269,600, is more exclusive than its mere price. With a 1993 total production set at 265 cars, of which only 50 will come to the United States, the ownership list is virtually by invitation only.

Those able to own and appreciate this unique coupe will find all the basics of high performance co-existing with sumptuous luxury. A powerful 6.75-liter, turbocharged V-8 engine provides momentous thrust, while a computer-adjusted suspension ensures adroit road grip and a silken ride. Connolly leathers provide soft and elegant surfaces throughout, along with handcrafted woods and exquisitely chromed surfaces.