So Ford runs an ad campaign pitting an all wheel-drive Fusion against a front wheel-drive Toyota Camry and Honda Accord. An invited group of customers scores the Fusion tops in styling, handling, performance and “fun to drive.” Emboldened by Ford’s “dare to compare” strategy, Saturn decides to launch a “Side-by-Side-by-Side Test Drive.” Dealers are instructed to offer customers some seat time in the Aura, Camry and Accord. It’s gutsy! It’s feisty! It’s ridiculous.
First of all, these comparo campaigns are a major mitzvah for Toyota and Honda. As far as public perception is concerned, if Ford and Saturn are working their butts off to prove that their mid-sized sedans are as good as (i.e. better than) the Camry and Accord, then the Camry and Accord must be pretty damn good. These “hey what about us?” ads seal the transplants’ rep as market leaders.
That’s not good. The vast majority of customers are driven by a desire for safety; to buy the product or service that carries the least risk. In their mind, that’s always going to be the market leader. Ask Apple or any other company that’s tried to dethrone the top product in its field: product excellence loses out to massive market share every time.
In fact, the only way to knock a dominant product off its perch is… to knock the dominant product off its perch. In other words, saying your Fusion or Aura is better than a Camry or Accord ain’t gonna cut it— even if they are better. Your only chance of stealing market share from the top dog is to remove the consumers’ feelings of safety. Not to put too fine a point on it, Ford and Saturn have to convince car buyers the Camcord sucks.
Only it doesn’t. Which means this comparo stuff is the marketing equivalent of pissin' in the wind.
Lest we forget, The Big Three used to own the U.S. auto industry. Toyota, Honda, Nissan, VW, Mercedes and BMW came in with better products. So what? The domestic market was Detroit’s to lose. And lose it they did. A few decades of crap products and even worse service literally handed the American car market to the transplants. If GM, Ford and Chrysler didn’t suck in their own right, the transplants would still be nibbling at the margins.
And speaking of automakers that ripped out their consumers’ hearts (and wallets) and stomped on them until their formerly loyal customers RAN to the competition, what are the chances your average consumer is going to trust a Saturn salesman to provide a valid test of an Aura versus a Camry and Accord?
I know, I know: Saturn are the shiny, happy plastic people (well, they used to be plastic). No haggle. Honest as the day is long. But people HATE car dealers; they trust them about as far as they can teleport them (if only).
So, Saturn dude, you’re going to let me drive an identically equipped Aura, Camry and Accord? Uh, no.
According to Saturn’s website, customers can compare an Aura XE with preferred package, a Camry LE and an Accord Special Edition. The list prices are close enough for rock and roll, but just like Ford’s all wheel-drive versus front wheel-drive comparo, we’re looking at an apples vs. pears test: V6 power and optional 17" wheels (Aura) vs. two four-cylinder powerplants with standard 16" wheels (Camry and Accord).
Hmm. Would a customer looking at a frugal four cylinder Camry (21/30 mpg) or Accord (21/31mpg) really cross-shop a four-speed slushbox-equipped V6 Aura (18/28 mpg)? Conversely, would a customer looking for a smooth running V6 really consider a V6 Aura over a six cylinder Camry or Accord just to save a few thousand at the time of purchase (which depreciation would sort out later)?
Anyway, who can be bothered? It seems self-evident that only the most anal car shopper has the time or inclination to take three test drives in a row– and these are the sort of people who will probably prefer the Camry and Accord for their superior refinement, fit and finish and resale value.
Even before the Saturn’s side-by-side-by-side goes seriously sideways, Chevy’s making noises about bringing a Camry into their dealerships this fall for a Malibu vs. Camry shootout. Why not the Accord? It may have something to do with the fact that they’d rather have the new Malibu face the mid-cycle Camry rather than the brand spanking new Accord.
Detroit would have you believe that these promotions reflect a new, combative spirit. You can almost hear “We’re not gonna take it” echoing off the empty showroom walls. But if you look closely, it’s all just a bit of down market deviousness. TTAC will deploy its test driving team and report back. Watch this space.
99 Comments on “Saturn Aura vs. Toyota Camry vs. Honda Accord vs. Reality...”
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I can’t imagine who is going to go to the saturn store for 3 test drives. The satisfied Camcord owner isn’t going to bother, they’ll just buy another. A few will come in just to tell the salesperson that they hate American cars. The Saturn buyer will buy the Aura anyway, unless the test drive convinces them that a Camcord is better – oops!
The typical time wasters will loves it, much to the chagrin of the salesperson. If only there was a $50 gift card to go with it!
The truly undecided probably could care less about the virtues being compared, and would be happy with a Malibu anyway.
Resale is going to trump everythng and most people don’t trust initial model years anyway. Not too many people want to buy a car that turns out to have a common mechanical problem that the maker won’t owe up to. Add to that the famous GM toe tag sales that destroy resale value along with fleet sales to move metal and it becomes clear Saturn has it’s work cut out for them.
Buying an Aura means buying a European import. A large group of Americans won’t give their hard earned money to foreign factories, the Accord and Camry are at least assembled by Joes in this land even if the profits go back to Japan. A fair amount of profit stays here in the form of reinvestment.
The Aura is a good car and TTAC gave it a positive review. Conversely the Camry and Accord were both yawned here as being dry, boring rides that never break down or rip you off at resale.
Today saturn screams bdge engineered lifeboat products for a dying corporate entity.
An Aura is a European import?
Wow when did they deport Kansas City?
I don’t think the comparo ads are that bad of an idea. Detroit ceded the market leader rep a long time ago. In fact they’ve been playing the we’re just as good card for some time now too. Now that the products are reasonably good they need to do something to try and prove it. However, luring customers all the way into your dealership only to show them a viable alternative to your product is crazy.
This argument could also be used to describe why developing Tundra and Titan were Toyota and Nissans worst mistakes ever. Right?
Excellent editorial. I’ve made this same point before, most recently a few days ago: to win over a car buyer, it’s not enough that your product be excellent. The car buyer must also be dissatisfied with the existing product and/or the company that made it.
Reliability is just one aspect of this, but the same logic applies. Detroit has thought that if it could match Toyota in reliability, then customers would come flooding back. But matching Toyota isn’t good enough. Toyota also must muck its own products up so much that the gap between Toyotas and domestic cars becomes as wide as it was back in the 1980s, just reversed. And recent recalls notwithstanding, this isn’t likely to happen.
If domestic truck owners are as satisfied as Accord and Camry owners, and put as little thought into the buying decision, then yes, right.
Though “worst mistake ever” is putting it a bit strong. They’ll still make money on their trucks. Well, at least Toyota will. Maybe not Nissan. The segment is large enough and the margins high enough for even products with a middling market share to be profitable.
On the GM comparison plan: I don’t think it’ll have negative effects so much as the effect will be at best mildly positive. Those already considering an Aura for other reasons might have their beliefs confirmed by this tactic.
How about THIS: Toyota and Honda put Malibus or Saturns in THEIR showrooms and dare people to compare the products!
I would bet GM would be less than enthralled with that prospect…
Captain Tungsten:
When you're facing massive market share domination, the only sensible option is to "go where they ain't:" create a new product category where you can be first in and dominate.
The PT Cruiser is a good example. Toyota did it with the Prius. Chevrolet tried to do it with the SSR (which they abandoned too soon IMHO).
Toyota's entry into the pickup truck market isn't a mistake because the market ISN'T completely dominated by a single player; GM and Ford (and latterly Dodge) have big shares. And, as MK points out, the profits are high enough to live off the crumbs from their table.
Last but not least, Toyota can afford to have a credible entry in the field even if it isn't a success. They can make the longer term slog, and hope that GM and/or Ford drop the ball. For example, what would happen to Tundra sales if Ford goes Chapter 11? Or GM? Or Dodge?
I’ve waited a long time for GM to grow a pair and show some aggression towards the midsize market. Try a 4 pot Camcord versus our V6 Aura that can be had for the same price? Bring it on.
I don’t understand why people have a problem with testing the AWD Fusion against the FWD Camcord when they are in the same segment and price range. Same applies in this case as well. They are not trying to prove that the 4 cyl Fusion or Aura are superior to the Toyota or Honda, everyone already knows they aren’t and probably never will be. What they are trying to prove is that your money can go further than just setting for the typical appliance if ‘fun to drive’ is on your checklist.
danms6:
They are not trying to prove that the 4 cyl Fusion or Aura are superior to the Toyota or Honda, everyone already knows they aren’t and probably never will be.
"Everyone" doesn't. And it's precisely this "other people" that these ads are designed to fool– I mean, convince.
Biggest mistake ever isn’t necessarily a big mistake. But they are definitely investing for the long term with those products. It will take a while to pay off investments in all new platform, all new engines, all new plants, etc. A big part of their financial success is leveraging their engineering work to enter those new segments (Scion is the poster child for that strategy) But they made the BIG bet on these vehicles.
They make huge profits without them, so it’s not like they need them. But I guess if continued market growth is your goal, there is nowhere else to go. Time will tell if it is at the expense of their core business. Deep pockets are good things to have.
And, IMO, SSR was a great idea poorly executed. Too heavy and too expensive. Did anyone here notice that ASC went Chapter 11 a few weeks back, and in their public statements blamed in part the failure of SSR as a major contributor (early end of production, and expected follow on products were canceled) GM outsourced the engineering of that vehicle to ASC. Not Good.
Terry,
GM would LOVE it if Toyota or Honda did the same.
Speaking of comparisons, one that weighs in more heavily than the others is Consumer Reports’ numerical rank which gets panned for its opaque top-secret formula. Getting a high score appears to be more a matter of dotting the i’s and crossing the t’s, details really do count. Score may be slightly off as I’m doing this from memory:
89 Accord EX V6, Altima S V6, Passat V6
87 Camry XLE V6
84 Camry Hybrid
77 Camry LE I4, Fusion SEL V6/Milan V6 FWD
76 Accord LX I4
70 Saturn Aura XR 3.6, Mazda6
~60 Saturn Aura XE 3.5
Gotta win that comparison before the sheeple come flocking over. Some GM vehicles have done well but none recently has topped the list.
from what i learned in Marketing 101. if you are the market leader you don’t need to compare yourself to the 2nd (or 3rd or 4th) place.
ever heard of the Pepsi challenge? Pepsi is the perennial #2. Coke never needs to compare themselves to Pepsi because they are #1! why even make the comparison?
like someone said, it would be quite the coup if toyota or honda did a car compare at their dealerships. that would imply they fear GM or Ford’s products enough to justify having competitor cars on their lots.
anyways it’s hassle enough to get a test drive with the car you WANT to buy. I’m curious as to how many people actually do the compare.
Everyone’s buying Toyotas and Hondas these days, even GM.
dwford: The typical time wasters will love it, much to the chagrin of the salesperson. If only there was a $50 gift card to go with it!
OMG, You know my father-in-law?? He’s a Impala-driving retiree with lots of free time on his hands, and would swing by a Staurn dealership for a free $50 gift card in a freakin’ heartbeat!
Kudos to RF for his contrarian take on this marketing effort.
An advertising strategy based on a rival’s products can be risky. But in the case of GM and Ford, Peter DeLorenzo, a former automotive advertising executive, observed recently on his Autoextremist.com online magazine that “when you have nothing left to lose, why not go for it?”
The No 1 reason that the Aura will not effective supplant either the Accord or Camry is the lack of a world class 4c. It’s noted in your article but bears repeating simply because the majority of NA buyers have spoken over the past 20 years in moving to 4c vehicles in replacement of V6 or V8 powerplants.
When growing up in the 50’s and 60’s there were almost none at all ( 4c ). Now the list seems endless and it growing by quantum leap ( Scions, Fit, Prius, etc ).
By not offering a superior 4c competitor to the typical CamCord buyer Saturn/GM is essentially saying ‘look elsewhere’. The Aura V6 4AT may be the best powertrain ever made ( it’s not ) but simply by being a V6 it’s disqualified in the minds of many shoppers.
kdhspyder:
The base ‘08 Aura XE will be available with a 4 banger, don’t recall how many speeds with the AT.
Robert Farago
When you’re facing massive market share domination, the only sensible option is to “go where they ain’t:” create a new product category where you can be first in and dominate.
The PT Cruiser is a good example. Toyota did it with the Prius. Chevrolet tried to do it with the SSR (which they abandoned too soon IMHO).
To GM’s credit they have done this twice very recently.
The lambda’s IMO trump all the other crossovers simply due to their interior dimensions. Styling is a huge plus as is the fuel economy for such vehicles.
The 2-Mode hybrids going into heavy vehicles like the Yukon and soon the lambda’s are are potentially GM’s Prius. A stand-alone vehicle for which the others have no answer.
I stopped by the local Saturn dealership over the weekend to examine the Aura/Camcord display. The Honda and Toyota were both beige, with beige cloth interior and standard wheels with hubcaps. Yawn. The Aura, placed between the two transplants was an attractive dark blue with optional Moroccan leather upholstery and 18″ aluminum 5-spoke wheels. Stacking the deck, ya think?
The Aura’s biggest weak spot is it’s lack of a four cyl option (I’m not counting the Green Line here). In the nineties, the six-for-the-price-of-a-four may have drawn in a few customers. Today, with the high price of fuel, many or most people who buy in this segment want economy over muscle. A hi-tech four and a five speed automatic are a desirable combination. GM’s pushrod 6 and four speed auto that come with the base model, regardless of how well it drives, will only serve the reinforce the GM=old tech opinions of the transplant customers.
Um, Robert, haven’t we been saying for years that unless Ford and GM build cars as good as the Accord and Camry, they are doomed?
So now GM and Ford finally achieve approximate parity (I said APPROXIMATE parity)and we criticize them for publicizing that?
Maybe I’m missing something, but if I were in the market for a new car today, depending on segment, I would definitely consider the Silverado, Tahoe, Acadia, Aura, Enclave and Corvette. And I expect to consider the ‘08 CTS and Malibu. Five years ago, there weren’t any GM vehicles I would consider.
Seems like progress to me. Let’s remember that Rome, in a day, not built so much.
kdhspyder, you beat me to the punch
So now we’re going to pan Saturn for trying to give customers a reason to test drive their car and compare it to the big guns? Uh, at this point, isn’t that about the only hope GM products have of turning their market around – actually getting customers interested in their product?
No, it’s not an exact apples to apples comparison, unless the apples your comparing is sticker price (and of course the American marque offers more stuff – they HAVE to!). No comparison ever is. You don’t want to take a chance on losing, do you?
I’d say kudos that GM (and Ford) are finally bringing out cars that CAN compete. Now comes the hard part: Convincing the consumer.
So, what’s to keep dealers from over inflating tires to create a harsh ride or removing a few dashboard screws to create some squeeks?
It’s like labrat said, if all they have is parking a couple of blah colored cars next to the bright, beautiful and bold blue Aura, than that isn’t much. I think most customers would see right through that ruse.
When will American auto makers get it?
It isn’t always about price.
I’m looking for a new car, my criteria are:
1. Reasonably fun to drive without resorting to an Eibach suspension upgrade like my last two cars.
2. 4-doors
3. 6 Cylinder with around 3 liters of displacement (last car had a turbo – not bad, but tired of lag)
4. All Wheel Drive – I live in the northeast – and snow happens.
Here are the candidates:
Infiniti G35X (favorite so far)
Audi A4 (reliability…..)
VW Passat 4 motion (again reliability….)
Subaru Legacy 3.0R (not out yet)
Notice there aren’t any domestics on the list. I looked at the Ford Fusion, and it is a joke compared to the rest of the vehicles in the list. The interior was boring and cheap. It wasn’t all that fun to drive either.
Granted, the Fusion is cheap compared to the rest of the list, but I’m going to live with this car for the next 6 years. I’ll spend a little more up front to be happy with my selection.
BMW would have made the list, but they are $10k higher than the G35, I just couldn’t see the value.
I was disappointed that the big 2.5 have almost nothing for me to look at this go around.
-ted
It is not enough to succeed. Others must fail.
– Gore Vidal
I can’t speak for everyone, but by far and away the most popular Camry and Accord color I see on the road is tan/beige/blah.
The biggest thing the Aura lacks is popularity and I see no better way of gaining it than this campaign.
Maybe that’s what you’ve been saying, SherbornSean, but the impression I’ve received from Mr. Farago’s writing over the years is that “as good as” and “approximate parity” won’t cut it, that anything less than “clearly superior” is insufficient.
Anyway, that’s the impression I get. If I’m way off-base, I’ve no doubt he’ll say so.
If I remember correctly Saturn pulled this stunt before when the L series first hit the market. Only that time they were bringing the Saturn and an Accord to your home to do the comparison. I remember the TV ads. What did that do for the L series. It’s probably not a bad car but Saturn failed to convince anybody that it was as good or better than the Honda Accord.
Re, asking Apple: Here’s the thing, Apple *doesn’t* have the superior product. I own both PCs and Macs, and while they both have their advantages, I don’t think one is necessarily better. (And before you Apple fans jump all over me, my Mac crashes/locks/pukes as often as any other, but my PC *never* crashes. Don’t install crap you don’t need and defrag regularly and XP stays hella happy.)
Why does Apple do so well? It’s the *perception* of being better, being artsy, being different.
And perception is *way* more important than reality.
I see Saturn’s strategy: If they feel the Aura is good enough to put up against a Camry or an Accord, consumers will (presumably) think, it must be pretty good.
Personally, I think Saturn got the model mix wrong by not making the XE with a 4-cyl. The Aura is not the car I would buy. But it is a fair bit better than most people think it is. The perception is that GM products are *way* worse than Toyota and Honda products, just as the perception is that Apple computers are *way* worse than Windows computers. The *reality* is that neither is true — but the only way to get people to realize that is to compare them side by side and hopefully alter their perception.
BTW, at a GMC Acadia press launch, GM had a Pilot and an MDX for us motojournos to drive and compare to the Acadia. Know what? The Acadia drove just as well as the Pilot and better than the MDX. That’s the truth. Will people believe it? I expect that many won’t — after all, they are General Motors, they can’t *possibly* build a decent car… perception, once again, trumps reality.
Er, sorry, the perception is that Windows computers are way worse than Macs, not the other way around.
Must… have… edit… function…
The potential customer can easely compare vehicles online, why not continue the online experience by comparing vehicles at the dealer.
This could be an evolutionary step in retailing.
Years ago Lexus was urging its dealers to go out and buy a Mercedes or BMW, but especially Mercedes put or keep it on the used car lot to convey the message that a Mercedes was traded for a Lexus.
Compare online, visit our showroom and compare in person.
Omitted to mention
There are numerous dealers that supply alternate transportation for service customers by using the services of rental cars.
Customer brings in Brand A for service and is given Brand C as a service loaner for the day.
Two very important things people are forgetting
A) not everything is about the wider war. This is not the final push of Saturn into Camcordia. This is an attempt to buy some life for their new product. It is a localized action taken in all probability mostly to pick up stragglers that might have gone to Camcordia, and those Camcordians whom fortune has not blessed with reliability and service (there will always be outliers). The goal is to nibble, then with a good start and wide dispersion people can see the quality and reliability (and it had better be be good) of the Aura and become a viable option. Right now they are looking for the sand for the pearl to form around.
B) While most people aren’t going to run three test drives in a row, it is very powerful perception wise. It is like a contractor providing references, they aren’t checked all that often, and maybe not all that deeply, but that they are provided is a great comfort. Saturn is saying we are ounce per ounce better then them. Of course that they don’t do that for their entire line then looks suspect. (Heh, Ion vs. Fit)
Oh and in a GM car (really any domestic) the 4 cyl is a poor choice. For most drivers (in any mid size) the 6-cyl hurts mpg less then is commonly stated as driving styles are not as restrained as the EPA would like.
Ugh, there isn’t that much of a point here.
Without writing a long refutation, I have to point out that the PC thing is just a bad example. The two have little in common, unless they start segragating traffic by brand.
Perhaps the comparo’s will work, or maybe they won’t. I suspect that failure will be more about the products. If they did make a better car, the comparo’s would work.
Here is the catch – It needs to be an obviously better product/value, AND you need to do it over and over for years. Then, you win.
Lastly, GS650G, I prefer not to send my money to UAW coffers where it is put in the socialist campaign chests. I prefer cars built oversees, and I am not alone.
I see this backfiring as dedicated Camcord buyers will not visit the Saturn showroom b/c all 3 are there. I see it more as a threat to those Saturn repeat buyers (those who blindly buy the Ion or L300s of past) now can get a real good look side by side to the Camcord and may get them to visit the Honda or Toyota dealer. Never bring the enemy into your showroom – only bring it to the engineers to learn from it.
Remember Ford dropped using a 4 cylinder in the Taurus in order to have v6 standard on base models as a major selling point over the Camcord (only to have that base v6 and slushbox as 1970’s technology). It got worse gas mileage, reliability, NVH, even though it had more power and torque due to its much larger weight it was not any faster than the Camcord’s scrutinously and often revised 4 cylinders.
For that slightly rigged in Ford’s favor driving comparison…if they took an honest apples to apples comparison of an Accord FWD v6, Camry FWD v6 and a Fusion/Mazda6 FWD v6 with similiar levels of options – that that would have brought more credit and made them look less like pulling the wool over your eyes. With the AWD model it should have been a Legacy or similar AWD equipped model for a true comparison.
My personal opinion is that they’re choosing the lesser models of the Accord and Camry because they’re the most comparable in terms of price. If you want a V6 Camcord, it’ll run you a good $5k more than the four-banger. Saturn is saying hey, you can get all this car for the same price as the stripped down models of these other cars. Which is true. But what you *don’t* see them comparing the Aura next to is the Sonata, which is near-as-dammit on everything, including price.
I’m sure Saturn’s angle will be that the Aura is cheaper than truly comparable honda/toyota models, and they may sell cars based on that. May. As we’ve said many a time, brand reputation tends to be king, and while the Aura may be getting some positive press, it may not be enough.
Bingo, Robert while I feel that GM has nothing to lose with this campaign, it will not save them even though I find their latest offerings to be competitive.
Your last article was about the Prius reaching a tipping point. Unfortunately for the domestic car industry, while they are making in my opinion many competitive vehicles now, they have also reached a tipping point.
More precisely many buyers are no longer even cross shopping domestic cars with imports. Although the campaign seems to address that, it will in fact fail for precisely the reasons you put forth.
Consider my situation. In 1991 I specifically looked at sevearl cars including domestic brands. I specifically set out to look at the Chevy Lumina, Mazda MX5, Ford Probe, Mitsubishi Galant. I specifically was not going to consider a Honda Accord as it was 3000 dollars more than the cars I was considering but I took a test drive as I wanted to see what the fuss was about.
The accord was head and shoulder better than everything else and I could not sleep or stop thinking about the Accord after the test drive. I finally said F*** It and paid the 3000 extra dollars for the Accord 2 dr EX coupe. I loved that car.
In 2000 I specifically looked at an Oldsmobile, Intrigue Buick Regal, Chrysler 300, Nissan Maxima, and Toyota Solara. I actually preferrd the Chrysler 300 I went back to the Honda dealer to drive the 2000 Accord Coupe EX V6, I bought the Honda because it ws almot 10,000 dollars less than the 300. I loved my Accord.
In 2006 I bought an Xb, I didn’t step foot in a domestic dealership. I left Honda because they didn’t have a small Hatcback. I love my Xb. My last thre cars have satisfied me, they have thrilled me and they have been reliable etc and i have loved them. Why would I switch brands to say a Ford (which I have never owned) or to Chevy simply because they now have a competitive product?
I really don’t understand why people on different Internet forums assume that simply because GM or Ford have at last truly competitive car in a certain market segment that their former customers will come flocking back. If someone has been happy with their last cars like me with my last Hondas and toyotas then why would they suddenly flock to buy a Saturn?
“Oh and in a GM car (really any domestic) the 4 cyl is a poor choice.”
True, of course sushi would be a bad choice at a Waffle House.
Well, the Aura is a fine car; just hope that the comparo doesn’t result in a few more I4 Camry and Accord sales.
Where do the fuel economy numbers in the article come from? According to Saturn’s web site, the XE gets 20/30, not 18/28.
Some advertising is designed to alleviate post purchase dissonance and that may be a prime reason for these comparisons. Satisfied customers are your best advertising, more so than print advertising.
Also don’t forget the vast majority of consumers know very little about the cars they buy and drive unlike those of us that have somewhat of an obsession with cars.
The domestic automakers’ marketing and sales campaigns are aimed solely at recruiting new buyers notwithstanding customer retention is a universally acknowledged cost effective and profitable strategy.
The Big Three freely admit they built more than a few stinkers. If warranty interpretation was more generous, granting owners the benefit of the doubt, they might be favorably disposed to buying the same make again.
18/28 is using the new 2008 EPA numbers, on fueleconomy.gov
Oh and in a GM car (really any domestic) the 4 cyl is a poor choice. For most drivers (in any mid size) the 6-cyl hurts mpg less then is commonly stated as driving styles are not as restrained as the EPA would like.
Agreed again but therein lies the crux of the problem. 75+% of all AltCamCordnata’s are world class 4c models. By not providing a superior product in this segment attempting to win over these buyers is hopeless.
That doesn’t even take into account those buyers ’stepping up’ from Civics, Corolla’s Sentra’s, Yaris’, Fits, Scions, Jetta’s, etc, etc. These latter buyers often will not even look at a V6. Not always of course. The Sonata V6 is so good and so inexpensive it has to be considered.
The Aura is a good car and TTAC gave it a positive review. Conversely the Camry and Accord were both yawned here as being dry, boring rides that never break down or rip you off at resale.
Incorrect. The Accord (LX, EX) received a positive review by two reviewers. Its not our fault the Camry’s slipping on the fit/finish, styling and handling department.
I’d guess that most buyers have only a minimal idea what v6 means (and as an enduser it doesn’t really mean much), certainly not enough to be massively for or against it. While on the one hand that pretty much kills the 6 for the price of 4 style advertising, it also means that buyers won’t ignore a well priced v6.
I don’t know anyone not car inclined who has much idea of v6 more then faster/not as gas efficient. Even that is going to be dispelled by actual numbers. Of course this isn’t the market to be going into with an efficiency deficit as people don’t know how to do math. That however is a different issue and the green line ought to handle that modestly well.
Hard to say whether this is a good idea or not. I definitely agree that it is conceding that your competitors are widely regarded as being better than you. I’d say GM is at least facing up to reality with this promotion, which can’t be a bad thing. The difficult part is nailing down the demographic to whom this might appeal. You are obviously narrowing it down to the segment of Camry/Accord intenders who have an inkling to compare them with Saturn and to whom test driving them all in one shot is significantly more convenient than going from one dealership to another. Probably a small group, but you have to start somewhere I guess. The only potential downsides I see are a) that the Aura doesn’t come out looking good in the comparo (I don’t know whether it will or will not), or b) the time and money being put into this promotion takes time away from another promotion that they could be doing (whatever that may be). I do think it is a better call than more ‘0% financing’ or ‘$XXXX rebate’ which has been a GM marketing staple for years and which always smacked of desperation to a greater degree than this comparo.
Also, the AURA is not a European import. The styling yes, but it is built in America.