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At that low of an image rating, a new vehicle is probably a better bet.
What is wrong with the last model? Did you check the buyer rating table to see if there were any deficiencies? http://wiki.gearcity.info/doku.php?id=gamemanual:gui_dynamicreports#wealth_demographic_and_buyer_rating_report If there are, address them in the new model. If there wasn't and the current model is working fine for you, I would go a similar route as you did the first model. Newer, slightly better components. Slightly higher price point (remember inflation is driving up wages.)
If you're using the advanced designer, you can use the prototyping system to pull up prospective ratings of your new design.
But really, it all depends on what you're trying to do with the vehicle. How do you want to run your car company? Do you want to put out an incrementally better car? Do you want to make a cheaper car? Those are only choices you can make.
I already know that buyer rating think, but I don't understand it no matter how hard I try. Maybe I'm not good enough in english but I'm really struggling with it. How should I use it ? Look at my score and comparing it to the maximum to know where is the problem, is that it ?
The table for it is in the link I provided. It provides details on what each thing means.
How should you use it?
Each line on the list should increase your buyer rating. If something doesn't increase it much and it has a lot of importance (on a scale of 0-1), then that's probably something you should address. If something decreases it substantially and it has the word Penalty, then you should address that problem.
If you're using the assisted designer, it should be taking care of most of those little details for you. The main thing to check is if there are any penalties, for example, the "Top Speed Too Slow" penalty or "Engine Smoothness" penalties, etc. Those will lower your buyer rating a lot and kill your sells.
I often create the 'exact' same components multiple times.
When you design a engine, you can modify -> redesign it after a few years, but keep all the sliders the same. Your engineers get better at designing. Also, the technology keeps going fowards every year. So a inline 4 cylinder engine in 1901 is less advanced with the technology slider at 100% than a inline 4 cylinder engine in 1911 with the same technology slider at 100%. Because what was state of the art in 1901 isn't state of the art anymore in 1911.
So you can modify a engine, and keep the sliders the same, and it often will be better then the previous generation. Same with chassis, gearbox and body.