Brand Hierarchies...

Kinja'd!!! "Manwich - now Keto-Friendly" (manwich)
11/04/2015 at 17:44 • Filed to: None

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So in this article:

!!! UNKNOWN CONTENT TYPE !!!

There was some discussion about how Mercury wasn’t ever a luxury brand.

Then there was discussion about the general hierarchies of the brands from GM, Ford and Chrysler.

And that got me thinking about the brand heirarchies for Ford, GM and Chrysler in North America over the years... all mashed together.

What I came up with was:

Ford < Meteor < Monarch < Edsel < Mercury < Merkur < Lincoln < Continental

Envoy (brand for Opels and Vauxhalls sold in Canada) < Geo < Passport < Asuna < Chevy < Saturn < Isuzu < GMC < Hummer < Acadian < Beaumont < Pontiac < Oakland < Viking < Oldsmobile < Marquette < Buick < Saab < Lasalle < Cadillac

Valiant < Plymouth < Fargo < Fiat < Dodge < DeSoto < Eagle < Jeep < Chrysler < Alfa Romeo < Imperial

I’m not sure this heirarchy is accurate. For one thing, is Fargo lower or higher than Dodge? Was Eagle higher or lower than Desoto or Chrysler?

And Edsel was below Mercury even in Canada... but in Canada, it was substituted with Monarch for a while. But was Edsel higher or lower than Monarch or Meteor?

And should Isuzu be higher or lower than GMC? And was Saab truly a little higher than Buick while that brand was alive?

And I have no idea if I’m right about the Envoy brand.

And I realize I forgot about Chrysler’s SRT. That would be higher than Chrysler. But would it be higher than Imperial?

The world needs answers to these questions!!!

Update... I slotted in Jeep above Eagle and below Chrysler... though maybe Jeep should be above Chrysler.... Also added Fiat and Alfa Romeo. Not gonna do Lancia since they’re not gonna sell it over here. And when it was last sold, there was no Fiat-Chrysler connection.


DISCUSSION (12)


Kinja'd!!! Future next gen S2000 owner > Manwich - now Keto-Friendly
11/04/2015 at 17:52

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Your greater than signs are backwards.


Kinja'd!!! jariten1781 > Manwich - now Keto-Friendly
11/04/2015 at 17:54

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They weren’t always stove-piped like that and mixing eras also makes this an impossibility. Too many variables, not enough equations.


Kinja'd!!! Patrick Nichols > Manwich - now Keto-Friendly
11/04/2015 at 17:55

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What about Jeep? Like the JGC is the nicest vehicle FCA makes outside of the other Italian brands...


Kinja'd!!! LongbowMkII > Manwich - now Keto-Friendly
11/04/2015 at 18:06

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Eagle was lower than Dodge, imo. but i was like 7 when they shut it down, so who knows. The Eagle Vision was the best looking Intrepid.


Kinja'd!!! Manwich - now Keto-Friendly > Future next gen S2000 owner
11/04/2015 at 18:14

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Whoops... lemme fix that...


Kinja'd!!! Manwich - now Keto-Friendly > jariten1781
11/04/2015 at 18:18

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But that doesn’t mean we shouldn’t fry our brains trying!


Kinja'd!!! Manwich - now Keto-Friendly > Patrick Nichols
11/04/2015 at 18:19

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Added Jeep. Should add Fiat, no?


Kinja'd!!! Manwich - now Keto-Friendly > LongbowMkII
11/04/2015 at 18:22

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I recall the cheapest LH cars being the Dodge Intrepid. The Eagle Vision cost more. And the Eagle Talon was better than the Plymouth Laser. Also the Eagle Premiere was more expensive than contemporary Chryslers like the Dodge Dynasty, but less expensive than the FWD Imperial.


Kinja'd!!! Patrick Nichols > Manwich - now Keto-Friendly
11/04/2015 at 18:31

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Looks right for the most part but fca is weird as any international group will be. Like how Chevy positions itself in Europe and Buick in Asia.


Kinja'd!!! Your boy, BJR > Manwich - now Keto-Friendly
11/04/2015 at 18:33

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Saab should be separate from the GM Hierarchy because, well, nobody ever really knew what the were, not even Saab themselves. The best way I can interpret it is if VW only ever made the Beetle and Passat CC.


Kinja'd!!! BigBlock440 > Manwich - now Keto-Friendly
11/04/2015 at 19:10

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My corrections below, though it depends on the era. “?” by the ones I don’t know.

Valiant < Plymouth < Fargo < Fiat < Eagle < Jeep < Dodge < Alfa Romeo < DeSoto < Chrysler < Imperial

Envoy? (brand for Opels and Vauxhalls sold in Canada) < Geo < Passport? < Asuna? < Saturn < Isuzu< Chevy < Beaumont < Pontiac < Oakland < Viking? < Hummer < GMC< Acadian? < Oldsmobile < Marquette? < Buick < Saab < Lasalle < Cadillac


Kinja'd!!! ranwhenparked > Manwich - now Keto-Friendly
11/04/2015 at 21:47

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Fargo was on the same tier as Dodge Trucks, it was just designed to let Chrysler sell more trucks through more outlets by creating a second dealer sales channel.

Monarch and Meteor were pretty much the same deal for Ford - Meteor existed to give Lincoln-Mercury dealers something to sell in the entry market, since they didn’t always have Ford; while Monarch was supposed to give Ford dealers something in the medium price field, since they didn’t have Mercury.

That was important in Canada at the time, since the population density is so much lower than the US and dealership franchises were much more spread out. If there was a Lincoln-Mercury dealer in a town, it might have been Ford Motor Company’s only franchise for miles around, so it was important that they be able to offer a full range of product through every dealer channel.

General Motors, after Sloan reorganized them in the ‘20s, was the model that Ford and Chrysler spent decades trying to copy, though it never worked as perfectly for GM as they led everyone to believe. GM’s structure, in theory, was supposed to be:

1. Cadillac (luxury cars)

2. Buick (upper medium priced/entry luxury cars)

3. Oldsmobile (medium priced cars)

4. Pontiac (lower medium priced cars)

5. Chevrolet (entry/economy priced cars and light trucks)

6. GMC (trucks and commercial vehicles)

Chrysler Corporation eventually replicated that, with spotty success, as

1. Imperial (luxury)

2. Chrysler (upper medium/entry luxury)

3. DeSoto (medium price)

4. Dodge (lower medium)

5. Plymouth (entry/economy)

6. Fargo (trucks, but not sold in the US after WWII)

Ford never really got there. In the US, at one time, they were:

1. Lincoln (luxury)

2. Mercury (upper medium)

3. Edsel (mid-market/lower medium)

4. Ford (entry/economy)

In Canada, it was

1. Lincoln

2. Mercury

3. Edsel

4. Ford & Meteor

Edsel temporarily replaced Monarch in Canada, but after it flopped, Monarch was quickly re-introduced.