Best and Worst Ideas of 2009 Reported by Edmunds'

Best and Worst Ideas of 2009 Reported by Edmunds'


Best and Worst Ideas of 2009 Reported by Edmunds'

SANTA MONICA, Calif. — December 30, 2009 — As 2009 comes to a close, the automotive industry can reflect on a tough year that generated some ideas that were truly inspired, and some ideas better left behind when the calendar page turns.

"Companies sometimes do the most interesting things when they're desperate," noted Bill Visnic in his report for "Desperation in 2009 — as defined by coming up some 6 million sales short of the industry's glory days of just three years ago — generated products and strategies that ran the gamut from ridiculous to sublime."

Here are a few of the best ideas from the auto industry in 2009:

Hyundai Assurance: A clever response to the nation's epidemic employment anxiety.

Cutting Capacity: Overcapacity was a decades-old problem, and the recession forced everybody to deal with it.

Hatchback Sedans: Auto companies are taking intelligent chances with this practical, useful and more fuel-efficient alternative to SUVs.

Talking Up The Volt: The Volt is impressive, progressive and potentially game-changing. Yeah, GM's gone a little overboard, but the company is right to hype the Volt.

Paperless Owners Manuals: Beginning with '10 Chryslers, searchable DVDs will replace 900-plus tons of the ignored paper Chrysler plops in glove compartments every year.

The Ford Fusion: Case study in how to take some pretty old bones and keep them going on the cheap — and win accolades and top-ten best-seller status in the process.

Here are a few of the worst ideas from the auto industry in 2009:

The Dealer Dump: Were GM and Chrysler overdealered? Yes. Was this heavyhanded gambit the fix? Nope.

Giving Up On Diesels: "Diesels cost too much," companies from Ford to Honda to Nissan bleated, but don't ask us how anybody plans to get their fleets to the federally-mandated 35 miles per gallon by 2016 when the Honda CR-V struggles to get 25.

Foot-Dragging On Floormats: Toyota displayed a magnificent amount of corporate irregularity in dealing with the situation, creating another vivid gash in the company's formerly impregnable reputation.

GMC Lives: Why is the division that epitomizes the rampant, marketing-driven rebadging that led GM to the brink still hanging around?

The 230-MPG Volt Claim: Overpromising on the Volt's fuel-efficiency capabilities seemed a strategy destined for ridicule and smacked of the bad old days of GM marketing-by-hocus-pocus mentality.

Whining About Executive Pay Limits: A million bucks, give or take, should be enough to lure a CEO with a brain even if decades' worth of ya-won-the-lottery exec pay packages couldn't get it done for GM up to now.

Internet and TV On Board: More on-board distractions? Sounds like great news for airbag suppliers and insurance companies, though.

The Insight: Honda is building a case for those who say the company is losing its famed engineering edge.

Porsche Is Assimilated: Look, we like Volkswagens. But the company that uses its legion of econobox brands to knock out the majority of Europe's mainstream cars — good as they are — shouldn't have its fingers in Porsche's sauerkraut.

"How do 'Cash for Clunkers' and the bailouts and bankruptcies of Chrysler and General Motors rank among the year's best and worst decisions? In the mixed bag category, for obvious reasons," explained Senior Analyst Michelle Krebs who contributed to the report.

About Edmunds (
Edmunds publishes four Web sites that empower, engage and educate automotive consumers, enthusiasts and insiders., the premier online resource for automotive consumer information, launched in 1995 as the first automotive information Web site. Its most popular feature, the True Market Value®, is relied upon by millions of people seeking current transaction prices for new and used vehicles. was named "Best Car Research Site" by Forbes ASAP, has been selected by consumers as the "Most Useful Web Site" according to every J.D. Power and Associates New Study(SM), was ranked first in the Survey of Car-Shopping Web Sites by The Wall Street Journal and was rated "#1" in Keynote's study of third-party automotive Web sites. Inside Line launched in 2005 and is the most-read automotive enthusiast Web site. CarSpace launched in 2006 and is an automotive social networking Web site. launched in 2007 and provides insightful automotive industry commentary and analysis. Edmunds is headquartered in Santa Monica, California, and maintains a satellite office in suburban Detroit.

Leave a Comment

Media Contacts

Nicole Carriere
Executive Director, Public Relations
770.547.7950 m

Leah Polk
Senior Public Relations Manager, Product
202.213.4464 m | 310.309.6114 o

Talia James
Senior Manager, Public Relations
310.309.6336 o

General Inquiries
310.309.4900 o