Are Manufactures Diluting Performance Badges?

"Road Magazine" (roadmag)
06/02/2014 at 12:38 • Filed to: Performance Divisions, Manufacturers

I'm sure that you to have clicked on an article recently for the, what feels like, 1000th time, only to see that the !!!error: Indecipherable SUB-paragraph formatting!!! GT86/ !!!error: Indecipherable SUB-paragraph formatting!!! BRZ/Scion FR-S has once again been overlooked for a power increase. The latest in this long line of unethical teasing is the release of the Subaru BRZ STI. Those 3 letters at the end were enough to get my attention. To me they mean the pinnacle of any Subaru model, the best of everything that they could put on to that vehicle within the allotted price. I'm not talking a luxury badge here, I'm talking the badge that Subaru engineers proudly hold out to the masses and say "THIS is what we do!" Reserving that badge for only the best; better handling, better grip, and most importantly better power.

Let me set the record straight for just a second. I am completely in favor of the concept of this vehicle (BRZ, GT86, FR-S), I love affordable fun cars, especially the amount of fun that can be had for such a modest price. I can even see their side of the argument for not wanting to add any more ponies to the oomph factor, so as not to take away from the experience that is this "future classic" I get it, and a large part of me agrees with it. What does grind my gears about this particular piece of news is the fact that Subaru have chosen the STI badge to market only 2 of the 3 requirements that have long accompanied the name.

!!! UNKNOWN CONTENT TYPE !!!

The upgrade itself seems like great value. A nice body kit, some revised suspension, some blue bits scattered throughout the interior for only a couple thousand more on the MSRP, cool! Why not throw a name like "Tsukuba" or "Fuji" edition, something that says better handling and better grip, possibly track focused, but not having everyone assume that there will be more power as well. Is this purely a marketing decision to boost the sales of one model by using the history of another?

Yes, yes it is, and it's becoming all to common across all manufactures. You can now find an AMG badge on a !!!error: Indecipherable SUB-paragraph formatting!!! C-Class 200 CDI BlueEFFICIENCY AMG Sport. That's a 2.1L Diesel 4 cylinder with 136bhp. Perhaps the !!!error: Indecipherable SUB-paragraph formatting!!! 318d M Sport with 143bhp is more deserving of an M badge? Lexus started out the right way with the IS F, giving them as much street cred as a Lexus can get, but then immediately started the dilution process with F Sport models. !!!error: Indecipherable SUB-paragraph formatting!!! seem to be the only one that have been able to protect themselves from backing in to this proverbial marketing corner. Long ago they made the distinction between their Halo model, the "RS" and the factory "Sports" line up, the "S"which has saved them from having to "dip into" their premium badge to help boost sales of lesser models.

So whats wrong with putting an STI or and AMG badge on a regular model? Well as far as sales go, I doubt there is any downside at all, for the moment. But where do they draw the line? It would appear that if there was a line it has been crossed already. The whole reason for these badges carrying so much pride is because they have always meant, quite simply, the best. Any car guy or girl will never have any problem (past, present, or future) being able to distinguish these special cars from the rest of the pack, but how much less special do these special cars become when their badge, a badge of honor if you will, is plastered all over every Tom, Dick and Harry's very un-performance like diesel 4 cylinder.

How much longer until the badge means nothing at all? What happens then? The top badge gets changed, that's what. A whole lineage is disrupted because the marketing department got slap happy with trying to sell people products that have nothing to do with what they are advertising. Which in turn will make it difficult to market the new performance badge as it doesn't come with generations of pedigree in an immediately recognizable package.

In the case of the BRZ boasting an STI badge, I don't think that Subaru are going about it in the ghastly manor that the Germans are, I mean, it is a step up from a base model and it does cover a lot of "performance enhancing" bases. I just wonder if we are witnessing the beginning of that dilution process within Subaru. Perhaps I'm missing the real point to their decision: that Subaru have exactly zero intentions of force feeding the little 2.0L four to gain those extra hp, in which case, they could well be holding the STI badge in the highest regard. Do they believe in the sanctity of their pinnacle badge?

By Lachlan Wornes @ !!!error: Indecipherable SUB-paragraph formatting!!!

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DISCUSSION (100)

Mikeado > Road Magazine
06/02/2014 at 12:42

Performance badges are definitely being diluted, to sell more cars to those that want an M/RS/AMG/STI/WTF but can't afford it. This is bad not just because it takes away from the value of said badge, but also because it makes the real deal harder to spot. You have to really know what an E60 M5 looks like to tell it apart from a 525d M-Sport, as one example.

HammerheadFistpunch > Road Magazine
06/02/2014 at 12:46

What they are doing is "leveraging" the brand. i.e. its a reverse mortgage on the badge.

Saracen > Mikeado
06/02/2014 at 12:47

I would totally drive a WTF edition.

Garrett Davis > Road Magazine
06/02/2014 at 12:49

Some still hold pretty strong:

Ford has kept SVT/ST pretty true

Dodge uses SRT only when they really mean it

Subaru has been pretty stingy with the STI badges

Chevy has been pretty good with their SS badges

Audi only puts RS on cars that seems to deserve it

Fiat's Abarth models all seem to earn the badge

There are probably more that I'm forgetting, but I think AMG and BMW M badges are the worst.

duurtlang > Mikeado
06/02/2014 at 12:56

That said, average cars offer so much performance nowadays the difference is diluted there as well. The 525d you mentioned is merely a mid range diesel engine, yet it's approaching the performance of a 1994 M5 and it obliterates the 1994 525td. The diesel went from a 0-62 time of 12.9 to 6.9, the M from 5.9 to 4.4.

dogisbadob > Mikeado
06/02/2014 at 13:05

I'd totally rock a 525d M-sport wagon! All the fun performance handling and shit but with an efficient diesel.

Too bad we don't get them over here though. The paragraph under the GT AMG photo really made me sad that we're missing out on those premium yet efficient cars. :(

T5Killer > Mikeado
06/02/2014 at 13:32

So glad lowly Ford has not put the SVT badge on random cars they way others have. Which is surprising since '05 SVT has been shell of its former self.

Rico > Road Magazine
06/02/2014 at 13:53

Wait until you see the Subaru Crosstrek STI!

Ingo-Castilho > Road Magazine
06/02/2014 at 14:23

The only manufacturer not doing that right now is Jaguar. Their R versions are usually pumping out 500+ HP.

2002SLPCamaroSS > Garrett Davis
06/02/2014 at 14:23

Though Chevy has reeled themselves in a little bit, they went pretty slap happy with the SS badge in the 2000's. There is nothing Super Sport about an HHR, I'm (not) sorry.

Kate's Dirty Sister > Saracen
06/02/2014 at 14:26

Only available on the Murano CrossCab.

Ratchet when he's all hopped up on synthetic energon > Road Magazine
06/02/2014 at 14:27

Bad, but completely unsurprising. You get a group of car guys inside a car company, they make something badass, put a badge on it to differentiate it from the normal stuff, and it sells great. Then the bean counters get ahold of the badge, see how much money it generates, and try to slap it on anything they can. Badge gets diluted to meaninglessness, and the next group of guys makes a new hotness with a corresponding new badge, and the cycle continues.

AnxiousLogic is a contrarian. > Road Magazine
06/02/2014 at 14:27

Are Manufactures Diluting Performance Badges?

That's a rhetorical question, right?

djmt1 > Road Magazine
06/02/2014 at 14:28

Day after day, people here bitch about other people buying cars for their badges and look what's happening here. I said in the last post by road magazine and I will say it again judge a car on the car itself, not the badge.

ezeolla > 2002SLPCamaroSS
06/02/2014 at 14:29

The HHR SS had the same drivetrain of the Cobalt SS. I would say it deserved the badge

Garrett Davis > 2002SLPCamaroSS
06/02/2014 at 14:30

I'd say that the bump from 140-170 to 260 hp is plenty worthy of an SS version. Sure, it's an HHR, but that's plenty of a bump to warrant their performance badge.

BrtStlnd > Road Magazine
06/02/2014 at 14:30

A better question might be "Why the hell is badging and marketing so important to some people on Jalopnik?" Look, we can all see the badges and read the performance numbers... we know exactly what we're looking at while shopping, and I'd argue most consumers cross-shopping vehicles do as well. (Of course I'll be replied to and told that Jalopnik commenters are the only ones that know the true dishonesty).

Is there some kind of grand confusion as to what an F-Sport, S-Line or M-Sport model actually is?

Josh > Rico
06/02/2014 at 14:30

I would have zero issue with this if they dumped the EJ257 (or FA25 DIT, whatever at that time) and a 6 speed direct shift manual with a bunch of trick diffs attached to it and some body work. I would have an issue with this if it had a CVT and didn't have MOAR POWER.

UncleWalty > Ingo-Castilho
06/02/2014 at 14:30

Audi has been doing that with their S and RS models for a whole lot longer than Jaguar.

meyeracer06 > Road Magazine
06/02/2014 at 14:30

I agree with you 100% that the performance brands are becoming diluted in a way. However, in the case of the BRZ, there is no STI version yet. The blue model has STI bits, but Subaru has been careful not to actual name it the BRZ STI for a reason. I believe a true STI would have all of the 3 upgrades you speak of.

meatatarian > Road Magazine
06/02/2014 at 14:32

Kinja'd!!!

Porsche don't fuck around with their performance lines. RS means RennSport, goddammit!

killerhurtalot3 > Road Magazine
06/02/2014 at 14:32

Pretty much the only performance badges being diluted right now is from the companies that has ONE tier of performance badges...

IMO, Audi's RS line is the only German performance line that hasn't been diluted. They relinquished their S line badges to regular cars and a S performance kit...

emilminty drives an E30 but the '89 Cavalier blew a head gasket > Garrett Davis
06/02/2014 at 14:32

Kinja'd!!!

ZiptieMcBumper > 2002SLPCamaroSS
06/02/2014 at 14:33

Stands for "super shitty" in the case of the HHR, I assume.

BiffMagnetude > Road Magazine
06/02/2014 at 14:33

The vast majority of these "diluted" badge jobs would crush their more worthy 10 year old pure brothers. So, no I am not buying the idea that the badges are being consistently diluted.

Are these cars becoming less involving? YES....But with todays M/RS/AMG wheel horsepower, the last thing I want is to see 75% of the people who buy them to have total control over them, Give unfettered control of 500 hp to the masses and they will kill us all.

That is what makes the the BRZ great. Turn off the nannies and beat it like a rented red-haired step dog and we will all live to talk about it.

gawknburn2 > Garrett Davis
06/02/2014 at 14:34

Ford has also kept the GT badge holy.

Vlan1 > dogisbadob
06/02/2014 at 14:34

and don't forget all the TORQUES!

GuacamoleFire - JRCC > Road Magazine
06/02/2014 at 14:35

I don't think so.

It's clear that an M car is an M car, it's not subtle difference, same goes for an AMG car, there may be pieces and items of AMG on other cars but that does not make them AMG; the STi is still an STi, as long as there is not a better performance model being offered, if that's all they are allowed to do with a car, well, that's it. The SRT cars are still the most performance oriented; same goes for the SS badge in Chevy; same goes for ST - SVT is long gone :( - ; the V on Cadillac is safe too, Nismo is the top of the line for Nissan no matter what, it's a ladder where the top is always the performance arm.

djmt1 > Mikeado
06/02/2014 at 14:35

Oh god, I hate brand snobbery, people have a go at new BMW drivers for buying for the badge and here we are now overvaluing bloody badges just because the X6M exists it doesn't take away from the greatness of the M3. If anyone truly values the brand of their car, fair enough I'm not going to hold it against them but the hypocrisy I see on Jalopnik is getting beyond belief.

Alex87f > dogisbadob
06/02/2014 at 14:35

It's still a four pot diesel that doesn't sound very good and won't be that economical on the long run. And handling is a relative term on a 4 000+lbs wagon.

danaflops > Road Magazine
06/02/2014 at 14:38

Why not resurrect the RS badge? I still have fond memories of the old Impresa 2.5 RS, and this seems like an equivalent follow-up to that car.

GeoJosh > meyeracer06
06/02/2014 at 14:38

Exactly. If I put a STI front lip on my Foreseter XT, that does not make it a Forester STI. Subaru did not put STI badges on the BRZ, but there are STI accessories.

Imwithadd > Road Magazine
06/02/2014 at 14:38

and this is new to you? sorry it's been like this for a long time!

Battery Tender Unnecessary > Road Magazine
06/02/2014 at 14:39

Everyone wants to be special. The problem is that when every car is "special", none of them are. The delineation between tiers of models is necessary and creates a goal to strive for. Car makers simply decided they wanted a piece of the "fake it 'til you make it" market instead of maintaining the brand integrity and goodwill they had fostered. BMW as a company has gone whole hog into "badge engineering" culture. Mercedes dealers are more guilty than the factory when it comes to AMG badges. The official stance is that unless it has an AMG engine and full treatment, it doesn't get a badge on the trunk. Unscrupulous dealers put AMG badges on cars that only have wheels. They've also skirted the whole issue, like Audi with the R8, in making AMG only cars like the SLS and GT. When you see any of those, there's no doubt about what it is. BMW doesn't have a ///M only car.

alamedacounty > BrtStlnd
06/02/2014 at 14:39

Because a lot of 'value' to a car is to be able to tell people 'yeah I got the AMG high performance version' regardless of the actual specs of the car.

That being said, no amount of badging would save the BRZ - no matter who puts their badge on it or whatever custom shop tunes it, the fact that a 28k mustang will always beat it to the punch 0-60 means it's really not worth trying to up-market it.

Dr_Watson > BrtStlnd
06/02/2014 at 14:39

I'm with you, I don't care what the badges say. Solution to all of this is hidden in a roll of dental floss.

Alex87f > duurtlang
06/02/2014 at 14:39

Yeah the 525d offers a nice level of performance, that's true.

But then what about M-sport 316d's? Those do 0-60 in around 11 seconds and are often outfitted with 19" wheels and sport bodykits.

Like this one here:

http://fr.autoscout24.be/Details.aspx?i…

penrob > Road Magazine
06/02/2014 at 14:40

The day STI badge ends up on the Tribeca is the day the line has truly been crossed. But really, with all the talk about the SVO mustang name coming back, the use of Barrracuda for the challenger, and now this STI badge deal, should we even care? I think the funny thing here, is that the people that would have this very sort of discussion can likely tell the variant of the car after a quick visual inspection, badge or not.

damnthisburnershitsux > Road Magazine
06/02/2014 at 14:40

considering Honda now has a "Sport" badge on the back of the Accord with a measly 4 more HP, some bigger wheels and paddle shifters I would say yes

BrtStlnd > alamedacounty
06/02/2014 at 14:40

Your last paragraph is highly debatable. There are a lot of BRZ buyers that disagree with that assessment.

RX > ezeolla
06/02/2014 at 14:41

The Chrysler PT Loser had the same engine as the SRT-4, by Chrysler knew better than to slap an SRT on it.

Dr_Watson > Ingo-Castilho
06/02/2014 at 14:41

NISMO cars are no bullshit, even the juke is pretty significantly changed in its track suit.

RelentlessSlacker > Road Magazine
06/02/2014 at 14:42

In general I don't mind companies who do the R-line/S-line/M-Sport/AMG Sport thing, where you get mostly cosmetic changes, maybe some sportier seats and interior trim and a sport suspension, for their standard models. Same goes for the BRZ STI, but I do agree they should reserve the true STI label for fully cooked machines and come up with something else for this one. I like the Fuji/Tsukuba suggestions (Fuji makes sense since it's owned by Toyota and Subaru is Fuji Heavy Industries)

472CID > Road Magazine
06/02/2014 at 14:43

It's funny how "Sport" now means the car is less sporty. For example BMW M sport, Cadillac V-sport, Mercedes AMG sport, Lexus F sport; take a way the "sport" and the car becomes much sportier.

Mustang 'DontHitTheCrowd' GT > Road Magazine
06/02/2014 at 14:44

For now, this guy remains.

Kinja'd!!!

But I hope he sticks around.

m > BrtStlnd
06/02/2014 at 14:44

Good point! I scrolled down to the comments to say something along the lines of "Yes! This and this totally ruined these names!" Then I read your comment and thought about the fact that not one of my fleet has any badges on it anyway. Performance variant or not, they all come off as soon as I take ownership. So why should I care if they dilute the meaning of the badge I'm going to remove? I don't know. I guess I shouldn't. So thank you for changing my mind.

Eezep > Road Magazine
06/02/2014 at 14:45

If I were a manufacturer I would create a performance badge and put it on something legit for a while until it means something, then dilute it to sell tons of cars with more image than performance to people who have too much sense or too little cash to pull the trigger on borderline racecar, then start up a new performance badge, rinse, repeat. Then at some point you put the old badges back into the rotation. Then you don't even have to spend as much time building them up. As car people, I don't think we should worry too much as long as they keep rotating in the legit stuff now and again. I'm happy to let suckers defray the cost of the masterpieces.

Kate's Dirty Sister > BrtStlnd
06/02/2014 at 14:45

They want great badges to be retired forever, never to be used again.

Kinja'd!!!

NinjaViper > Road Magazine
06/02/2014 at 14:45

Subaru doing this would be like Mitsubishi taking a regular lancer, putting some stupid aftermarket stuff on it, slapping the Evolution badge on it and charging 2-3K more. Stupid.

BrtStlnd > m
06/02/2014 at 14:46

I've always wondered why some people remove badges. Enlighten me.

BrtStlnd > Kate's Dirty Sister
06/02/2014 at 14:46

FOR PURITY

Loping Camshaft > Road Magazine
06/02/2014 at 14:46

I don't care what badge a car has, as long as it's good. ///M, AMG, RS etc don't really "mean" or "stand for" anything more than marketing, so it makes sense for them to capitalize on it.

Here's another angle: What if they really stand for a specific, consistent performance envelope? Which is not the best way to say that for example, the new M235i seems to be on par performance-wise, with the last gen 1M. It's not like you're getting a slower car, it just means that when the M2 comes out, it'll be even faster. Asking for much more is badge snobbery.

RosarchII > Road Magazine
06/02/2014 at 14:47

M and AMG badges have become diluted to the point where they almost don't mean anything anymore. Watching my buddy's wife drive her ML63 AMG or the Kardashians driving G63 AMGS makes me sad even though they are technically real AMGs. Then you have the new BMW M235i which has like what 15 M badges? BMW is definitely the worst offender though, they just don't even care. I am surprised they are not selling M bikes and toothbrushes to be honest. They are the Duck Dynasty of the automotive world.

Rusty Shackleford > Road Magazine
06/02/2014 at 14:47

BMW's M Division has been whored out so much that it doesn't mean anything anymore. M Cars used to have bespoke engines that had almost no roots in the regular production BMW engines. Now they are just warmed over production engines. They are too plush and not about being sports cars anymore either. The M Division has become a status symbol rather than a real performance car maker.

duurtlang > Alex87f
06/02/2014 at 14:50

Fair enough. I see many of these Volvo V40 D2 R-designs around as well. 0-100 kmh in 11.9...

Kinja'd!!!

gawknburn2 > Saracen
06/02/2014 at 14:52

I wonder what a Pontiac Aztec WTF edition would look like...

BuyUsedAMG > Road Magazine
06/02/2014 at 14:54

I would have to disagree with your point on Audi not dilluting their badges too much...While the RS seems to be preserved for now, the S-line (even though not the pinnacle performance line) seems to have been diluted a bit already. In my area, I see about 5 Audi A7's per day and one thing I am starting to see more and more is S badges on the sides of the regular A7's. If you have an S-line and an RS-line, I think those should only go on the actual S7 or RS7, and not say that the A7 has some portion of the S DNA in it.

Ohto Kangas > Road Magazine
06/02/2014 at 14:54

Yes.

I probably did it > 2002SLPCamaroSS
06/02/2014 at 14:55

Yeah but...The SS badge wasn't always a "performance" badge. You could buy 6 cyl Nova's and Impalas with the SS package.

DRobin78 > 2002SLPCamaroSS
06/02/2014 at 14:57

You're kidding right? a Turbo charged panel wagon with a 6spd manual? Seems pretty Super Sport to me.

Kinja'd!!!

Stradale > Road Magazine
06/02/2014 at 14:59

I think people make to big of a deal out of it, and personally I find F-Sport, M-Sport, ect.. a very smart idea.

They don't label them "Tsukuba" or "Fuji" edition because not everyone knows what those are, but they do know what an ISF or M3 is so it is a very logical to make an F-Sport and M-Sport that has handling upgrades but not the full out treatment like an F or M.

Here's how it would go, whats that Fuji label on my car? Well sir its a race track not in this country and it signifies that this car has handling up grades......

Now here is how it really goes. What is the F-Sport model? You know our top tier model the ISF? Yes of course! Well we took what we learned there and added handling and driving upgrades to the regular IS350. Oh wow!

Also, in this country a F-Sport or M-Sport is not plastered with F and M badges, not sure about other countries.

Kate's Dirty Sister > Loping Camshaft
06/02/2014 at 14:59

That badge/brand dilution concept is pure snobbery in my opinion, and this is a very North American thing. Mercedes can sell subcompacts in the same showroom as the big S-Class in Europe and nobody cares.

killerhurtalot3 > Mikeado
06/02/2014 at 15:01

I wouldn't say the RS line is being diluted yet. I really don't give a shit about the S line since that's basically competing with the top end non M bmw cars and Mercedes right now anyways... Still haven't seen a single RS car that's disappointed me yet.

T off the New > BrtStlnd
06/02/2014 at 15:02

I can think of a few reasons

-To make the car look cleaner, or give it a euro-look since some companies can have the cars ordered badgeless from the factory.

-To make the car look like something it isn't (posers ain't foolin anyone)

I've thought about removing the badges from my car just for the ease of wash & wax but don't want people to think I'm trying to be something i'm not so never did.

RazorGP > Road Magazine
06/02/2014 at 15:02

I think "diluting" may be to soft of a word here. They seem to be rushing to stick this little up charge on everything they can to make more of a profit. Think whoring may be a better word. Less polite but seems more accurate.

dumba95 > Road Magazine
06/02/2014 at 15:04

Someone needs to learn the difference between 'manner' and 'manor'

Michael Zaite > Road Magazine
06/02/2014 at 15:05

It's just the new version of the watered down GT. Also I'd argue some of the LEGITIMATE performance versions are pale comparisons to previous M5's oooop I mean previous STI's , err evos, I mean RS's yes.

At least the S moniker in Porsche still means something. Oh.....wait.

Kinja'd!!!

2002SLPCamaroSS > DRobin78
06/02/2014 at 15:06

You lost me at "panel wagon".

Ark > Road Magazine
06/02/2014 at 15:06

The STI badge should not be on ANYTHING without forced induction.

killerhurtalot3 > GuacamoleFire - JRCC
06/02/2014 at 15:07

Well. you can tell that to the M235i, X50DM, and even the CLA45... those are not worthy of the performance badges...

stoke > Road Magazine
06/02/2014 at 15:10

There is no such thing as a BRZ STI.

The BRZ you're talking about is the BRZ Series.Blue, which includes an aero kit that is STI-branded because it is an accessory package sold by Subaru Tecnica International. The badges are on the parts, not on the car itself. That's why you don't see an STI badge on the trunklid.

It's no different than an E350 with the AMG-branded wheels, or a 335i with the M Sport steering wheel. Nobody's saying it's an E55 AMG or an M3 - it's just an optional factory upgrade package with some branded performance parts. Performance divisions make upgrade parts for regular models, and sometimes they make complete models that are distinct from the model lineups upon which they are based. This is nothing new.

Now, if you want to talk about the X6M, that's an entirely different conversation.

langadamd > Road Magazine
06/02/2014 at 15:11

I think they are definitely being diluted, it just seems ridiculous to put a performance badge on something that isn't really performance oriented. Speaking of badges, I just took mine off this weekend and I am very glad about it.

omahame > T5Killer
06/02/2014 at 15:11

Wasn't there a Ford Contour SVT? I mean, it was better looking, but I think that's about it. I can't imagine it got a turbo 4 under the hood.

front2back > Road Magazine
06/02/2014 at 15:11

Performance badges mean nothing to me now. "F", "S", "///M" and "AMG" are just cutesy little decorations. What's worse is when they STILL sell performance cars with the same badge.

Future Lexus RC-F owners can't brag about Lexus' kickass "F" sub model without a guy in an IS 250 F saying he's apart of the club, too. Even though that car would lose a race to a Miata.

Future M4 owners have to deal with M235i owners also talking about their "///M" power. Of course, BMW drivers have had to deal with this all the time, since someone with a 330ci will stick an "///M" badge on the left side of their trunk for the Hell of it (I actually know someone who did this to his Bimmer).

It's sad. If I get something with a performance badge, I want to feel special, elite, higher-end, et cetera. Getting one of those badges used to let others know you don't screw around, that you were part of an elite club of sports car drivers, not everyday commuters. Now people will see an Audi with an "S" badge and not give a single crap. Mr. Regular put it straight in his 2013 S4 review when he said "no one knows what you have, so you're constantly trying to show them up".

SerialThriller > Saracen
06/02/2014 at 15:12

Many people already are and don't even realize it.

404 - User No Longer Available > Garrett Davis
06/02/2014 at 15:12

Cadillac might be on its way to the bad side too. But granted the V-Sport is much more powerful than the regular ones.

Hope it just means V is reserved for the real performance model.

stoke > Dr_Watson
06/02/2014 at 15:13

Oh yeah, a 197-horsepower mini-crossover with red piping. Definitely worthy of the same badge as the R34 GT-R NISMO Z-Tune.

omahame > killerhurtalot3
06/02/2014 at 15:13

The RS is still appropriately hardcore, no doubt, and the S is still great, but the fact that every Audi I see seems to have a badge for the S-Line package is an unfortunate bit of creep.

Loping Camshaft > Kate's Dirty Sister
06/02/2014 at 15:14

Hmm great point about the outside-the-US markets.

Loping Camshaft > HammerheadFistpunch
06/02/2014 at 15:15

Kinja'd!!!

I'd like to tell you about a cheaper Audi S4...

SerialThriller > BrtStlnd
06/02/2014 at 15:15

Kinja'd!!!

TwoFortified > Road Magazine
06/02/2014 at 15:16

I think, overall, yes, it is happening...

...but hey, take a look at Nissan. Now, I'm not a big fan of the GT-R, but, on topic, the badge hasn't really been diluted. Heck, I'd say the same thing even if they had called that fancy-ass Juke a Juke GT-R, but they didn't even go that far. Nissan has done a good job of protecting that badge in my opinion.

As for the Z lineup...well, that's a different story. I'd take a TT Z32 over a 370Z (which, I assume, is probably the Z3...4?) any day.

404 - User No Longer Available > 472CID
06/02/2014 at 15:17

It's like the weaker cars need the loud yelling... "LOOK AT ME I'M SPORTY!!!!111"

When the true performing cars just look at them and shakes their head.

Bwahahahaha > Garrett Davis
06/02/2014 at 15:18

I think it would be safe to add Mazdaspeed as well, even if the future of Mazdaspeed is a bit of an unknown at the moment.

Crossed > GeoJosh
06/02/2014 at 15:19

In Japan they use the TS badge. Like the BRZ TS.

Kate's Dirty Sister > T off the New
06/02/2014 at 15:19

-To make the car look like something it isn't (posers ain't foolin anyone)

That's exactly how I always seen it.

- Badgeless Golf with 18' Huffs : Not a GTI

- Badgeless 3er : 320i

- Badgeless E-Class with an AMG badge : E350

ILovePickeldEggs > T5Killer
06/02/2014 at 15:19

The Shelby GT500, Raptor, Fiesta ST and Focus ST aren't good enough for you? What more do you want? Haha.

llamaguy > Road Magazine
06/02/2014 at 15:19

Kinja'd!!!

Current value of "///M" badge

SerialThriller > Garrett Davis
06/02/2014 at 15:19

As a Chevy fan, I have to admit they've been pretty liberal with the SS badge over the last few decades. But overall, yeah.

ICantStandNewJalopnik > Road Magazine
06/02/2014 at 15:19

Sorry if it's a re-post, but did anyone talk about Infiniti's stupid IPL yet? Man, how Nissan and Infiniti have fallen. I used to love their stuff. Now I laugh at them. Q60 IPL for $52,000. Suckers.

Kinja'd!!!

Clay...Bill Clay > Road Magazine
06/02/2014 at 15:19

Trading on the brand recognition and goodwill of a well-known marque to move what is, essentially, a gussied-up version of a base car has been going on for years. Ford has been doing this with Lincoln since the mid-70s.

404 - User No Longer Available > Michael Zaite
06/02/2014 at 15:19

In Porsche S never really for stood "performance" though, just a higher trim with a slightly larger engine. Unlike GT RS or Turbo.

Think of the Z in Impala LT and LTZ, that sort of thing.

ranwhenparked > Road Magazine
06/02/2014 at 15:20

Everything old is new again. We're just going back to the 1970s concept of tape stripes + bucket seats = performance model.

KombiUberAlles > omahame
06/02/2014 at 15:20

The SVT Contour got its own specially tuned V6 engine(195-200 hp), with 20-25 more horsepower than the regular V6(175 hp)

jidoshaojisan > Garrett Davis
06/02/2014 at 15:22

It should be tS, but people in the USA don't understand tS (tuned by STI). It's interesting that in Japan, you can't get a tS badge unless you can prove ownership of a tS.

Chevy hasn't been good with its SS. 6th gen Monte Carlo SS?

Toyota TRD trucks was a fail.

Nismo has been pretty true, but the Nismo Juke makes me wonder.

Honda and it's Si has been faithful, as has Mugen.

Mazdaspeed too.

dave1827 > Road Magazine
06/02/2014 at 15:22

I was talking to a co-worker about this the other day. The specific example was how companies like BMW/Lexus/Cadillac had the M/F/V series vehicles originally, but now have M-Sport/F-Sport/V-Sport versions that are at varying levels of performance middle ground between their regular models and the single letter version. I think it's probably great for sales for those who want styling and/or performance improvements but don't want to make a big jump but it does dilute the name for the more powerful performance versions.

Michael Zaite > 404 - User No Longer Available
06/02/2014 at 15:25

True, I will Concede. Perhaps it's more the Porsche part of the badge that is getting watered down.

Tommy861 > omahame
06/02/2014 at 15:25

It had an SVT built version of the ford 2.5L v6 that came in the car, it was about 30hp more. Also had suspension changes and yeah body changes. It was a really good car, especially in comparison to the generally really lame contour.

my car smells like crayons > BrtStlnd
06/02/2014 at 15:25

Because there are a lot of hacks out there who think cutting springs and putting a zero back-pressure exhaust is the same as what Mugen/Dinan/TRD do.

I'd rather pay good money for a used M5 than a 5-series tarted up to look like one.

RosarchII > llamaguy
06/02/2014 at 15:26

That's cheap, an AMG badge at least from the dealer is like $50-$60.