Category: Marketing

By on February 16, 2017

2018 Toyota RAV4 Adventure Trail - Image: Toyota USARidicule it if you must, but the 2017 Toyota RAV4 Adventure gives the people more of what the people want.

Yes, consumers are buying utility vehicles for reasons related to hatchback practicality, all-wheel-drive availability, and peer review equivalency. But they’re also buying SUVs and crossovers — more often than cars now — because they sit up high.

And the RAV4 Adventure sits up a little higher. Improved towing capacity, black wheels, more black cladding, and “dirt-inspired styling” have, however, led Toyota Canada to call the 2017 Toyota RAV4 Adventure the Toyota RAV4 Trail.

Yes, Trail — a name Toyota off-road enthusiasts will know well. Why isn’t Toyota using the Trail name in the United States?

Because the Trail, my friends, has ended. Read More >

By on February 8, 2017

2017 Chevrolet Colorado ZR2

Chevrolet gave many truck lovers what they wanted when it previewed the 2017 Colorado ZR2 last year. Sporting a cutaway front bumper, towering suspension travel and all the right components to turn a basic midsize pickup into a mini Ford Raptor, the ZR2 was General Motors’ way of saying, “Look, we’re listening!”

After releasing pricing for the ultimate Colorado today, GM really wants you to know that the $40,995 ZR2 is way cheaper than a model it won’t mention. Read More >

By on February 8, 2017

1997 Dodge Copperhead Concept/Ram 1500 Copper Sport - Images: FCA

As we reported in the middle of the night, Fiat Chrysler Automobiles will show two new Ram special edition pickup trucks at the 2017 Chicago Auto Show this week.

One truck brings the 1500 Night package to the 2500 Heavy Duty. The other is the Ram’s 1500 Copper Sport.

Or is it?

Hours after the embargo lifted and Matthew Guy’s story went live on TTAC, we received a press release from Fiat Chrysler Automobiles Canada’s PR department. Our eagle-eyed managing editor, Mark Stevenson, noticed something peculiar.

“New Limited Edition 2017 Ram 1500 Copperhead Sport Launched,” FCA Canada announced.

And why won’t the Copperhead Sport be the Copperhead Sport in the United States?

Don’t blame Steve Earle. Blame ZZ Top frontman Billy Gibbons. Read More >

By on February 3, 2017

BOOK by Cadillac Website

General Motors’ luxury division isn’t content with brewing coffee and showing off fashionable new threads at its new SoHo space — it also wants you to drive its cars.

Book by Cadillac, a monthly subscription lease service that launched one month ago, aims to get more people in the metal to the tune of $1,500 a month — and 24/7 Wall St. is already calling it a “major flop.”

According to the self-described “financial news and opinion” website, “[Uwe] Ellinghaus [Cadillac’s chief marketing officer] in particular has to be humiliated,” as there aren’t enough subscriptions available to supply the demand.

Say what now?

Read More >

By on January 25, 2017

Ford badge emblem logo

Ford Motor Co. has hired former Apple marketing guru Musa Tariq as part of its expanding need to make the case that it is a mobility company not simply an automaker. Taking the newly created position of vice president and chief brand officer, Tariq will help construct and differentiate the brand identify Ford is hoping to carefully curate for itself.

Cars were for your grandfather’s generation. We now have mobility solutionsRead More >

By on January 21, 2017

Image: Nissan 2017 Nissan Rogue One Star Wars

If compact crossovers were feature films, Nissan’s Rogue would be tapped for an Academy Award statuette. The surging model ended a record sales year with a truly boffo month, and Nissan can give partial thanks to the visibility heaped on it by the Rogue One marketing campaign.

You couldn’t escape it — simply, it was everywhere. No longer dodging monsters made out of ice, the Rogue spend the holiday season dodging lasers as it plowed across a Martian-like landscape. The automaker’s partnership with Lucasfilm took the vast marketing power of the Star Wars franchise and brought it to bear on a relative latecomer to the crossover game, cranking its exposure up to “11.”

That, coupled with a cringe-inducing (or lustworthy) limited-edition Rogue and an end-of-year sales push, made the Rogue the best-selling non-pickup vehicle in the U.S. for the month of December. Unfortunately for Nissan, nothing lasts forever. Rogue One won’t stay in theaters forever, and there’s no new partnership on the horizon.

What to do? Read More >

By on January 16, 2017

gmmansteptitle

General Motors loves to poke at its competitors, especially when it comes to trucks. We’re all familiar with its recent barrage of ads attacking Ford for using aluminum in the F-150’s bed, but another ad from 2009 may be coming back to bite them.

The ad in question made fun of a new feature that extended a step and handle from the tailgate of the F-150. Chevrolet didn’t have anything similar at the time, so it decided instead to make an ad mocking the step and making it seem like a feature for unmanly weaklings. Chevy resurrected a similar feature in the bumpers of some trucks a few years later, though a recent set of patents shows the automaker is almost replicating the step they ridiculed eight years ago. Read More >

By on January 3, 2017

Formula One USA

If you live in the United States, odds are that you prefer NASCAR over Formula One. However, if you occupy space anywhere else in the world, the opposite is likely true.

Liberty Media, the American company that purchased Formula One for $8 billion earlier this year, is planning to flip the script and revamp the motorsport to better appeal to everyone — especially Yankees.

The strategy revolves around stretching the traditional weekend of practice, qualifying, and actual race into a full week’s worth of events and coverage, aping the stock car strategy of turning a single competition into an automotive Burning Man.   Read More >

By on December 22, 2016

Truro Nissan storefront

There are certain inescapable truths in this world: bacon is delicious, man buns should be outlawed, and car dealerships endure a reputation of being a refuge for the ethically bankrupt.

I — like many others around here — am no stranger to witnessing the unscrupulous debauchery occurring on some showroom floors. However, there are exceptions to every rule, and a fledgling dealer in small-market rural Canada puts the lie to the claim that backwards thinking is a trait of all car dealerships. There are bright spots out there, as proven by the team at Truro Nissan.

Read More >

By on December 15, 2016

money (401(k) 2012/Flickr)

For a company that prides itself on clean performance, a massive lawsuit and public claims of less-than-advertised power wasn’t great PR.

Tesla just swept an annoying bit of litigation into the dustbin of history by promising a different kind of green to 126 Norwegian owners, all the while claiming it did nothing wrong. Read More >

By on December 15, 2016

Carvana dealership

Online used-car dealer Carvana opened its second coin-operated car “vending machine” in Houston, Texas. The four-bay location allows customers either to pick up cars they’ve purchased through the company’s website, or to buy one of the 30 vehicles in stock at the location.

While customers can have their purchase delivered directly, Carvana must think there are enough interested rubes willing to make a pitstop in Houston on their pilgrimage to the world’s biggest ball of twine to make this gargantuan novelty worthwhile. Considering that Las Vegas has remained on the map, there might be something to that way of thinking.  Read More >

By on December 11, 2016

Nissan Battle Tested Rogue Virtual Reality Star Wars

I despised all of the cross-promotion taking place between Nissan and Star Wars this fall, especially now that it has devolved into dealerships offering free worthless collectables to lure in prospective buyers. However, you have to admit that they did a phenomenal job implementing the campaign.

It was a perfect storm of coincidences that allowed this cooperative marketing strategy to emerge from Nissan’s womb. The Rogue shared a name with the upcoming Rogue One: A Star Wars Story, the timing of the film’s release roughly coincided with the model’s 2017 face-lift, and the automaker wanted to put a lot of money behind the advertising of its best-selling model.

Although it probably didn’t hurt that Nissan’s North America marketing chief, Jeremy Tucker, joined Nissan from Disney — the company that now owns Lucasfilm and Star Wars — in 2014.  Read More >

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 >

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