End of the line for popular Chevrolet Blazer
Novan Iman Santosa, The Jakarta Post, Jakarta
Keeping track of and adapting to demand are a constant burden for carmakers as they try to provide satisfactory models for existing and potential customers.
Car models come and go almost like the flavor of the month, sporting such boasts as "all new" and "facelift", while others return after several years in retro style.
Late last year, American carmaker PT General Motors Indonesia (GMI) announced that it would stop local production of the popular sports utility vehicle (SUV) Chevrolet Blazer by the end of March this year.
The model was first introduced in 1996 as Opel Blazer, which was considered a pioneer of a new line of SUVs in Indonesia, with its focus on style and luxury instead of ruggedness and functionality. The only competitor at that time was the Nissan Terano, and the Jeep Cherokee in the premium market.
"In the automotive industry, every product has its own life cycle, which is determined by market demand and the competitive environment," GMI president director Harold Koh said in a statement.
"In the case of the Blazer, after nine years in the Indonesian market, it has become an aging product," he added. "More than 18,000 Blazers have been sold across the country."
Nonetheless, the move to phase out the Blazer came as a surprise, as the company had just unveiled at September's Jakarta Motor Show its latest variant: the Chevrolet Blazer XR.
Nowadays, SUV models are plentiful, such as Ford Escape, Honda CR-V, Kia Sportage and Suzuki Grand Escudo to name a few, which has put extra pressure on the Blazer.
Koh, however, guaranteed that GMI would continue to offer Blazer owners a full range of services at its authorized service centers, as well as a reliable supply of spare parts.
Daniel, a Blazer owner, said in response: "I am satisfied with my Blazer and will not worry for the next five years (after the phase out)."
"We have set up the Blazer Indonesia Club and have our own mailing list, so members can exchange information easily," he told The Jakarta Post.
Daniel, who is also the club's secretary, admitted that the SUV did have its shortcomings.
"I think it is common, as every model has its pluses and minuses. Based on my experience, the Blazer requires more attention than other cars.
"Mechanics who worked on my Blazer told me that the engine mounting does not fit precisely," he said.
Daniel also said the Blazer was a gas-guzzler, with a fuel consumption ratio of 1:7. Still, this was "just fine for an SUV with a 2,200 cc engine".
"Of course, you cannot expect its fuel consumption to match SUVs with 1,000 cc or 1,500 cc engines."
Currently, the Chevrolet Blazer line carries several variants: the New Blazer XR with a price tag of Rp 178 million (US$19,100); the New Blazer DOHC at Rp 208 million; and the Blazer LT, which is set for Rp 236 million.
Then there is the Blazer Montera and the Blazer LN.
General Motors, which has 12 North American and European brands plus an alliance with four Japanese brands, has an extensive range of SUVs.
The Chevrolet brand alone has seven models: Avalanche, 2-door Blazer, Equinox, Tahoe, Tracker, TrailBlazer and Suburban.
Other SUVs produced by GM include Hummer H2 and H3, Pontiac Aztec and Pontiac Vibe.
GMI, which offers only the Chevrolet brand, offers various variants of the Aveo, Optra and Spark sedans, as well as the Zafira multipurpose vehicle (MPV). These cars are offered in completely built-up (CBU) form.
As Koh said, "GM will remain an integral member of the Indonesian automotive industry with our growing lineup of Chevrolet products."
GMI has yet to announce any possible replacement for the model, nor has it indicated what is to become of its Bekasi assembly plant once it rolls out the last Blazer.
As we bid farewell to the Blazer, however, we can always hope to welcome a next-generation Chevy model -- or, several years down the line, a retro Blazer. It all depends on demand.