When Good Cars Sell Badly

Washington DC October 19, 2007; The AIADA newsletter reported that for every Camry, there is an Avalon. Why do some cars win raves from reviewers and score well in safety and quality surveys, but still can't get invited to dance?

One example is the Hyundai Azera. In a 2007 J.D. Power and Associates Study, its owners gave the Azera the highest marks in the Large Car segment, ahead of better-known competitors like the Toyota Avalon and the Dodge Charger. However, Azera sales were down 16 percent, to 17,361, year-to-date through September.

There are several factors that can lead to becoming an automotive wallflower, including inconsistent marketing, an awkward combination of strengths and weaknesses, and design that is too bland or quirky.

Besides the Azera, the Kia Amanti is another example. Both brands are expanding their lineups to become "full-line" manufacturers. That imposes a heavy advertising burden, to acquaint shoppers with all the new models.

Other poor sellers include the Saab 9-5 sedan, Mercedes' R-Class, and Volkswagen's 2008 Passat.