How to keep a small American car company alive and independent? The thought kept going through my mind, and went to the forefront after the release of the latest open beta for Automation.
Barton Motors is one of my concept car companies. An independent auto manufacturer in New Jersey, it survives World War II and then…
Something. I want it to be a general purpose producer, at least at first. The only problem is that general purpose is in many ways the toughest segment. The only options for a poor independent once the artificial boom of the late 1940s subsides are:
- Go head to head against the Big Three with fewer resources. This was tried by AMC’s Rob Abernethy in the 1960s, with predictable results.
- Try to fill a niche. At first, compact cars were the niche, the problem being that every independent tried to pile into a small market. Then came AMC’s Ramblers, followed by renewed competition from the Big Three compacts and imports. This need not be limited to compacts-if an independent got a Mustang-style car before the Mustang (or something else), a similar logic would undoubtedly occur.
What I decided was Barton getting enough of a certain image to survive by going upmarket. Starting as a mass volume producer, it decides to live on as a low tooling cost, niche producer after one device fails. Of course, this means it goes from thousands to hundreds of employees, but at least it’s still in business for longer.
To my knowledge, there is no real life precedent (the closest is BMW, who built everything from tiny bubble cars to giant luxury vehicles before settling on the upper-mid premium market.) There was, however, an attempt-the Alchemy proposal for the MG Rover group, that would have slimmed it down to a low-production sports car company. This was rejected in favor of a politically preferable bid that kept the workforce employed in full, the disastrous Phoenix Four.
There’s skepticism that the original offer was actually viable-other British sports-car firms have gone decades without making a profit. But the theoretical precedent is there. I still wouldn’t bet on Barton surviving to the present. But you never know.
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