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What is it about cars and trucks with stand-out styling that some people find so appealing? Are these folks extroverts by nature, perhaps? Do they just want any kind of attention they can get, even if it’s negative? The public is averse to change and the general consensus might even label these vehicles as ugly.

But why do some extroverted cars succeed in the market place, while others sit on lots collecting dust, even with piles of cash rebates on the hood?

Let’s take a look at some recent examples of success and failure, and try to determine what it takes for such a stand-out to succeed.

Perhaps the most famous, or infamous, of all is the Pontiac Aztek. Business Schools should make this a mandatory case study in what not to do, for GM seemingly made every mistake possible with this one. Start with a mediocre minivan platform, remove the 3rd row seat, style it more like a food processor than a vehicle, and then price it too high. Toss in an outdated engine and hold back the AWD option, which wasn’t ready for launch, and this pseudo-SUV was doomed from the get-go.

Pontiac missed a huge opportunity, for you may recall that the Aztek was the primary sponsor for the hit TV program Survivor. Richard Hatch won an Aztek along with the one million prize money, and Rosie O’Donnell bought one for all the other contestants. All that exposure still could not save it.

Chevy Avalanche seemed like a risky move at the time of its launch. But Chevy added some clever touches – a mid-gate, integrated steps in the bumper, and a folding cover for the bed. 4WD was offered to fit the image and the overall Avalanche package actually added utility compared to the truck it was based on. Plus they kept the price down to earth.

Price and Utility seemed to overcome the risks they took with the styling. Avalanche has been a success.

Honda’s Model X concept seemed over-the-top, but the production Element really surprised us by sticking very close to the concept, unpainted cladding, suicide-style rear doors and all. Wildly unorthodox, sure, but cute in the same way a bull dog puppy is cute.

Honda invested very little because it used an existing platform and powertrain (both from the CR-V), so they hedged their bets somewhat. Many said the Element didn’t have a chance, and the few sales it would garner would cannibalize the CR-V.

Not so. Element sales actually exceeded forecasts. Better yet, CR-V sales have not suffered, so it brought additional sales to Honda. What’s the secret to its success? Price. Honda priced the Element aggressively, coming in lower than its donor vehicle. Wide opening doors, a sunroof in the cargo area, and water resistant cargo area gave it a little extra utility as well.

Price and Utility. Sound familiar?

Isuzu Axiom was a bold design that almost seemed like it came out of a sci-fi movie. However, Isuzu made a couple of critical mistakes. First, they priced it too high, closer to the bigger Trooper than to the Rodeo it was based on. Second, they deleted the low range option. They tried to make it the most car-like truck in the lineup, but didn’t go far enough.

Subaru tried to bunt and ended up striking out. The Baja was a half-hearted effort that did not deliver on the promise of the concept. The ST-X had a full mid-gate, like the Avalanche, and a supercharged engine. But when the production model showed up, it lacked both of those important features.

Even worse, the price was too high. Who thought pickup buyers needed leather and a moonroof as standard, with only 165hp engine to haul the load? Top it off with a high initial price tag. A small cabin and tiny bed with only a small pass-through limited utility about as much as it limited sales.

Subaru responded with a cheaper, de-contented Sport model, and then a turbo option, but neither has helped create demand. Sales are at about 1/3rd the pace they had forecast. The Baja flopped.

If you’ve been to an auto show lately, you might have noticed the Scion booth blaring Techno music. Scion has a youth-oriented marketing campaign to get the attention of those Gen Y graduates shopping for their first car. Toyota created the division to appeal to a younger, hipper crowd, and gambled that 2/3rds of buyers would opt for the more conservative xA.

The boxy xB has instead stolen all the attention, and those production numbers were reversed – now 67% of Scion sales are the xB model - the boxy, extroverted model in the Scion lineup.

Starting with the unloved Echo platform, the xB has managed to draw attention with its looks, then close the sale with its cavernous interior. Rear leg room is fantastic, and this might just be the best value if you’re after price-per-cubic-foot of passenger space. So 20-somethings can enjoy the utility at a low price starting in the $14s.

Price and utility yet again.

So yes, America has a love affair with extroverted, quirky cars. Who doesn’t remember the AMC Pacer from the movie Wayne’s World?

The secret formula seems to be an attention-grabbing exterior to draw them in, good utility to meet their needs, and a low price to seal the deal.


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