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2015 Chevrolet Trax

After the obligatory product presentation for the 2015 Trax, I caught up with Steve Majoros, Chevrolet's director of marketing for crossovers and cars, and asked him to elaborate on which markets his planners believe will be the hot starters for this tiny CUV. Without much hesitation, Majoros began to click off traditional sales havens for Subaru, namely, New England and the snowy bits of the East Coast, Colorado and the Pacific Northwest. That news might not surprise you, but it did me. Perhaps it's something as basic as the Trax's tall-hatchback looks, or the emphasis Chevrolet put on the urban driving cycle during my test in San Diego. But before my chat with Majoros, I'd considered this a crossover pointed at the Millennial city mouse more than his bumpkin cousin. But a closer look had me re-examining the granola cred of Chevy's smallest crossover. Having spent my fair share of time in New England and around New Englanders, I started by mentally listing the Trax's Subaru-like traits: practicality, thrift, all-weather ability and, well, just a dash of ugliness. (I suppose a hatchback needn't always be ugly to sell in Maine, or Boulder or Portland... but a 'distinctive' face doesn't seem to hurt.) After a day of driving through sunny San Diego and its surroundings, I can say that Trax makes an interesting case for itself against the standard bearers of the L.L. Bean set, but I'm less sure of its argument for young urbanites. The Trax looks a lot like an Equinox whose suit shrunk in the wash. Chevy's has downsized its own, rather conservative crossover styling to fit the proportions of the subcompact Trax; to my eyes, it looks a lot like an Equinox whose suit shrunk in the wash. That's fine for offering a cohesive look for the Chevy family of crossovers, but it seems out of step with the rest of the segment. If the Trax's current competitive set were the cast of a high school-based TV show, the Kia Soul would play the lovable nerd, the Nissan Juke perhaps the outsider musician and the Subaru XV Crosstrek the athletic outdoorsy kid. Chevy may see the Trax as the hipster chick wearing intentionally ironic mom jeans, but to me the styling is a little too on the nose; more like an actual grownup trying to hang with the kids. These mom jeans are genuine. Per my earlier point, that quasi-conservative look may be just fast enough for staid New Englanders, but I have a hard time seeing the bluff, big-Bowtied front end playing in Bushwick or Wicker Park.

Diesel Power finds the ultimate modified oil-burner

For nine years, Diesel Power magazine has run the Diesel Power Challenge, this year's grindfest being "a week-long torture test that features seven events, nine trucks, 8,000 horsepower, and nearly 15,000 pound-feet of torque." The road to being crowned "the most powerful truck" starts with a dyno run, and then continues through the completion of a CDL-style obstacle course, an eighth-of-a-mile drag race while towing a 10,000-pound trailer, a quarter-mile drag race without a trailer, a fuel economy test in the mountains and finally a sled-pulling test through a 300-foot-long packed-mud pit.
What kind of trucks get into such a fight? Last year's winner, for instance - who upgraded his truck this year to prove he didn't "luck into the win" - drives a 2008 Ford F-250 Super Duty with a 6.4-liter Power Stroke V8 upgraded with a custom intake, Elite Diesel triple turbos and a two-stage nitrous system. Another competitor has a 2005 Dodge Ram 2500 powered by a 5.9-liter Cummins inline-six, upgraded with Garrett turbos, dual-stage nitrous, a seven-inch exhaust stack and twin fans built into the bed to cool the Sun Coast Omega transmission. The numbers on that truck: 1,255 horsepower, and 2,063 pound-feet of torque at the wheels. Naturally, as the image above might suggest, things don't always end well.
You'll find all five videos covering this years challenge below. A scene in the dyno video sums it all up perfectly: a competitor leaves his nitrous on too long and the crew is treated to some ominous poppings, he leans out the window, throws both hands up and shouts, "Amer'ca!"

800k car names trademarked globally, suddenly alphanumerics seem reasonable

What's in a name? This cliched phrase probably gets tossed out at every marketing meeting that happens when a new car gets its nomenclature. We know the answer, though: everything. The name of a car has all the potential to make or break it with fickle customers that are more conscious than ever about what their purchases say about them.
That's giving headaches to marketing folks across the automotive industry. "It's tough. In 1985 there were about 75,000 names trademarked in the automotive space. Today there are 800,000," Chevrolet's head of marketing, Russ Clark, told Automotive News. Infiniti's president, Johan de Nysschen, echoed Clark's sentiment, saying, "The truth of the matter is, across the world, there is hardly a name or a letter that hasn't already been claimed by one car manufacturer or another. You can go through the alphabet - A, B, C and so forth - and you will quickly see that almost all available letters are taken."
What has that left automakers to do? Get creative. In the case of Infiniti, it made the controversial move to bring all of its cars' names into a new scheme, classifying them as Q#0 for cars and QX#0 for SUVs and crossovers. So the Infiniti G, which was available as the G25 and G37, is now the Q50. The FX37 and FX50 are now the QX70.