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13 Auto Brands That Could Survive or Are on the Brink of Extinction

The automotive industry is undergoing rapid changes, with various car brands facing challenges in a quickly evolving transportation ecosystem. From legacy brands to EV startups, foreign manufacturers to domestic companies, each brand is navigating a complex landscape where competition is fierce and consumer preferences are shifting. In this article, we will analyze these brands by grouping them under three headings: Do Not Resuscitate, Whistling Past the Junkyard, and Waiting for a Cure.

Under the Do Not Resuscitate category, we have brands like Chrysler, Fiat, Infiniti, Jaguar, and Polestar. These brands are facing significant challenges in terms of sales, market positioning, and future prospects. For example, Chrysler, now part of Stellantis, has seen a decline in its model lineup and is struggling to make a profit. Fiat, a regional European brand, is trying to find its place in the competitive US market with its subcompact 500e. Infiniti, Nissan’s premium brand, is lagging behind competitors like Lexus and Acura in terms of sales. Jaguar, once a promising luxury brand, has seen a sharp decline in sales and is facing tough competition from other premium brands. Polestar, a Volvo spin-off, is struggling to establish itself as a standalone electric vehicle brand.

In the Whistling Past the Junkyard category, we find brands like Buick, Dodge, Lincoln, Maserati, and Mitsubishi. These brands are trying to stay relevant in a changing market by introducing new models and technologies. Buick, for example, is focusing on electric vehicles to transition from ICE to electric power by the 2030s. Dodge, known for its high-performance vehicles, is facing challenges after losing its lucrative Ram trucks to a standalone brand. Lincoln, Ford’s premium brand, is banking on partnerships with Chinese battery companies to extend its life into the 2030s. Maserati, despite rumors of a possible sale or closure, is focusing on luxury performance vehicles to target a specific audience. Mitsubishi, part of the Renault-Nissan alliance, is seeing success with its affordable SUVs and is planning for a future with value-priced PHEV and EV models.

Lastly, in the Waiting for a Cure category, we have brands like Alfa Romeo, Mazda, and Volkswagen. These brands are hoping to turn their fortunes around with new strategies and product offerings. Alfa Romeo, under Stellantis, is trying to capture a share of the premium-sport market but is facing challenges in terms of sales and market positioning. Mazda, an independent Japanese brand, is focusing on edging its way upmarket to improve profit margins and survive the transition to EVs. Volkswagen, a brand with a long history in the US market, is banking on its EV strategy to determine its future success.

In conclusion, the automotive industry is facing unprecedented challenges as brands try to compete in a rapidly changing transportation ecosystem. While some brands are struggling to stay afloat, others are making strategic moves to secure their future in the market. Ultimately, the success of these brands will depend on their ability to adapt to changing consumer preferences, technological advancements, and market dynamics.

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