Regionalizing a global industry

- April 9th, 2010

Regular readers know I’m not really an awards person because (a) I think there are far too many of them and (b) I find them just a vehicle for self gratification of the giver and the receiver.

World Car of the Year trophies

World Car of the Year awards

You also know that I’m a big supporter and willing participant in the Automobile Journalists Association of Canada (AJAC) Car of the Year program for the reason that it uses journalists from all walks of life to come to a consensus about which new vehicles are the best of the bunch (kind of like the Class of “Whatever” graduation ceremonies).

It’s a model that over the past half decade has been tried on a grander scale (by the same driving force behind the AJAC awards so many years ago) for the World Car of the Year awards, though it’s having some growing pains (as did AJAC).

AJAC gets 70 journalists together at the end of October to test products back-to-back-to-back and declare winners in each category, and then overall winners in Car/Truck/Utility of the Year, as well as other more subjective categories.

World Car of the Year would have a tough time getting its 59 jurors together in one place to test the nominees back to back, never mind the logistics of bringing all the cars together (some of which are sold only regionally), so it does its voting online. One of its judges told me he took his responsibility seriously, spending “minutes online filling out his ballots”.

That’s one of the major hurdles that need to be overcome for this program to be taken seriously.

Polo awards

The double Polo win at the World Green Car and World Car of the Year proves that, to critics, North American choices and direction matter less than those of Europe.

The other is that the voting is heavily weighted toward Europe and Asia (with 46, or 75%, of the jurors working in those regions). Twelve (20%) are from North America (which is for now still the largest market in the world), with only one Canadian but two Mexicans casting ballots. The remaining three work in Saudi Arabia, South Africa and Brazil.

As such, the winners are more representative of sensitivities that don’t really apply to our market. For example – World Green Car of the Year for 2010 came down to the Honda Insight and Toyota Prius hybrids (both heavily favoured environmentally sound solutions in North America) and the lumping of the BlueMotion (diesel) models in the Volkswagen line (Golf, Passat and Polo). Diesel’s being far more important in foreign markets easily handed the award to Volkswagen (despite it’s lumping three models into a single entry, which gives that “model” a wider appeal due to car sizes that span several segments).

Also, the overall World Car of the Year went to the Volkswagen Polo, a car that is right now not even available in North America (and may never come to Canada, according to passing statement by a VW Canada representative during a conversation at the awards breakfast).

Now the winners will undoubtedly trumpet their achievements in various advertisements, but do take them with a grain of salt.

But you should definitely pay attention to the Canadian-built Chevrolet Camaro, which took the World Best Car Design honours!

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