Category: Marketing

By on December 2, 2016

GMC.com screenshot - Image: GMCGeneral Motors moved to increase the average incentive spend per Buick, Cadillac, Chevrolet, and GMC vehicle by 36 percent in November in order to clear out an inventory glut that seemingly refuses to be cleared out.

According to Autodata, General Motors now has more than 873,000 vehicles in stock, nearly three months of supply. That’s 26 percent more inventory than at this stage of 2015, when industry-wide volume was pacing at roughly the same level as today, albeit with significantly less incentivization.

J.D. Power PIN data shows that General Motors spent $4,912 per vehicle sale in November 2016, a $1,302 increase compared with November 2015. According to TrueCar, industry-wide incentive spending rose 13 percent, year-over-year, a figure skewed by the dramatic increase at America’s biggest holder of market share. Read More >

By on December 1, 2016

Mazda Dog

Mazda, which has seen its previously strong sales slip in Israel, feels the brand has developed a bum rap. Its once-exciting cars have become unworthy of praise in the Jewish republic — claims the company finds flagrantly objectionable.

So, rather than take the perceived abuse lying down, the automaker developed the “Prepare to be Amazed” campaign in response. Its essence isn’t that Mazda begs to differ with naysayers, but that the general public is simply wrong in its assumptions.

It’s the advertising equivalent of telling off the school bully while putting on a pair of sunglasses and moonwalking home. Read More >

By on December 1, 2016

2017 Ford F-150 Raptor

Pickup trucks are about as stereotypically American as firearms, baseball, Coca-Cola, and landing on the moon. However, General Motors and Ford don’t want us hoarding all that goodness and plan on exporting their piece of the American pie to the East. The Big Two want to place large American trucks in the hands of upscale Chinese buyers and establish the eminence of a vehicle China currently sees as little more than a tool for farming or construction.

Coincidentally, that is exactly how our love affair with the truck began.  Read More >

By on November 29, 2016

Untitled

Do you remember the last Volvo commercial you saw? Or any Volvo commercial?

If the answer is “no,” you clearly haven’t seen the videos offered up by Volvo Trucks, which somehow manage to make 18-wheelers seem as alluring as a two-seat droptop. By staging stunts that compel viewers to seek out a heavy truck license, the company’s online videos have given the truck maker a strong media presence and plenty of word of mouth.

It’s too bad that Volvo Cars (long since snatched from under the Volvo Group corporate umbrella) can’t do the same thing. Read More >

By on November 27, 2016

dealership

Have you ever wondered why the model year and actual calendar year of production vehicles rarely coincide? Do you ever notice American-made cars have a tendency to come out almost comically early? Have you ever wondered why?

The answer is as uniquely American as the question itself, revolving around agriculture, consumer culture, and television.

Read More >

By on November 23, 2016

2018 Genesis G90 – Image: Genesis Motors

There are 350 Hyundai dealers in the United States currently offering vehicles from the automaker’s new Genesis Motors brand inside Hyundai showrooms. It’s a model Genesis wants to change — simply too many stores for a fledgling auto brand; too much affiliation with proletarian Hyundai.

It’s also entirely unlike the non-dealer model Genesis Motors began employing in Canada on Monday, November 21, 2016. Genesis began business operations 48 hours ago with no physical locations whatsoever.

Dealers? Pfft. Someday.

Not today. Read More >

By on November 15, 2016

Dodge Journey Canada screenshot - FCA Canada websiteIt was early 2014 when an Albertan car salesman drew my attention to a claim he noticed in commercials and promotional material from Fiat Chrysler Automobiles Canada. The Dodge Journey, they said, was Canada’s No. 1 selling crossover.

It wasn’t. But at the time, FCA was using some hilariously inappropriate segmentation from R.L. Polk Canada, Inc. to support the claim.

FCA Canada’s more recent Journey-related claim uses altered language to make a similar-sounding statement. FCA calls the Journey, “Canada’s favourite crossover.”

The Dodge Journey is not Canada’s favourite crossover. The Dodge Journey never was Canada’s favourite crossover. Based on current trend lines, the Dodge Journey does not stand a chance of soon becoming Canada’s favourite crossover. Read More >

By on November 9, 2016

2017 Toyota Prius Prime

Toyota’s going to market the new Prius Prime with laser-like precision. Is it because they want to embrace cutting-edge advertising methods, or is it because they don’t see it as a vehicle with particularly broad appeal?

That, BMW thinks it might want to keep an unpopular model around for another generation, Volvo issues a voluntary recall on seat belts, and Toyota and Nissan agree that their prospects have looked better in North America… after the break!

Read More >

By on November 2, 2016

christopher-walken-adds-pizzazz-to-kia-motors-super-bowl-commercial-for-the-all-new-2016-optima-midsize-sedan-4357f5e2d2e092f6

Normally at this time of year, between Halloween and Thanksgiving, we start hearing about automakers’ television commercials for the upcoming Super Bowl. For decades, the National Football League’s championship game has been the marquee venue for car companies trying to make big impressions on consumers.

As Super Bowl ads became an item of interest all on their own, many automobile manufacturers have crafted entire campaigns around their commercials for the “big game”, with teaser ads leading up to the event and long form and other alternate versions released once the primary ads are broadcast on Super Sunday.

While it’s the highlight of American football, automakers from around the world pony up big bucks to display their wares before more than 100 million viewers. This year, though, with television ratings for the NFL in serious decline, it remains to be seen if the Super Bowl will continue to attract automakers’ advertising dollars, marks, pounds, lira, yen, yuan, and won. Read More >

By on October 22, 2016

Eleanor Mondale

It’s morning in America. Just before noon Eastern Time, actually.

If decades of Gallup polling is correct, and we’re inclined to believe it is, car salespeople and members of Congress have among the lowest reputations of any profession in the U.S. Surprised? Not likely. It’s probably why you never see politicians in car commercials, even if they’ll gladly lend their name to products like Pepsi and Viagra. We’re looking at you, Bob Dole.

That doesn’t mean the two worlds never mix. Read More >

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