5 Automobile Heroes Who Saved Their Brands

An inconspicuous rival of the VW Beetle saved the Bavarians: in the 1950s BMW only had the already outdated Isetta (an ISO license building) and the outdated luxury sedan 501 (“Baroque Angel”). The situation was so bad that in 1959 Mercedes almost swallowed BMW. But the now-forgotten, three-and-a-half-metre short BMW 700 receives customers who want to go a step beyond the Isetta. And with that, without any “kidney” money, where BMW reinvented the “New Class” (the ancestor of the 5 Series) and reinvented itself.

In the 1990s, Cadillac buyers died—literally: General Motors (GM), once a leading luxury brand, missed a rebrand after its downsizing in the oil crisis—the Germans and Japanese invaded the luxury market. Caddies became copies of other GM brands, old customers aged, younger ones stayed away – Cadillac threatened to go under. But CTS brings back design and character and customers: At least in the US, the brand is important again today.

Bravo, Brava or Tempra: In the 1990s Fiat ran out of ideas and money. But when things really heat up, the Italians roll up their sleeves: the panda renaissance is first celebrated in 2003 – and in 2007 the incredibly coherent reinterpretation of the original Cinquecento (1957 to 1975) begins: with the 500 – one of the first in the picture – Fiat completely back. It reports sales records to date. And the 500X (SUV) and Stromer 500e long continue the successful style of the 500.

In the 1970s, Peugeot became the PSA Group. Europe’s largest auto company at the time is turning into a billion-dollar grave: new subsidiaries are halved (Citroën) or almost completely dead (Simca-Talbot), Peugeot losing a third of its sales. Last hope: 104 successors should make 105, yes, it should fix it. It hits the market as the 205 – and it exceeds all hopes: Peugeot doesn’t dare hope for 1700 sales a day in initial estimates. Then it will be 2700 – every day! The 205 GTI (picture) from 1984 also heats up, and the 205 doesn’t come until 1998.

VW’s savior was the Audi 80 (variant, image), cloned by hatchback and station wagon into the first Passat. Because the Beetle was still up and running and running, VW had been stuck on the outdated rear engine for far too long. The 411 failed immediately in 1968 and 1970, despite the front engine, the K 70, which NSU took over so hastily. Develop the Golf quickly and use the acquired subsidiary Audi until it starts up against impending bankruptcy: The 1972 Audi 80, still under the (!) management of Audi’s former owner Mercedes, becomes a hit as the 1973 VW Passat and saves money together. it does. The Audi 50 (which became the first Polo in 1975) and the first Golf (1974) are the VW brand.