Tag: Marketing

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 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 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 November 29, 2016

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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

Porsche 911 Soundbar, Image: Porsche Design

If one of your DIY car enthusiast friends built a home or office audio system from the muffler and exhaust pipes of their favorite car as both an acoustic and visual part, you’d probably think it was a clever idea — something like using an engine block for the base of a glass coffee table, only more practical.

What, then, to think of the $3,500 Porsche Design 911 Soundbar Bluetooth loudspeaker that incorporates an actual titanium rear silencer and twin chromed exhaust tips from a Porsche 911 GT3 in its subwoofer?

(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 28, 2016

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Mazda is like that artisan pizza place or a craft brewery your coolest friends all like. They make a familiar product, but there is definitely something different about it. While you can’t always place your finger on it, that unexplainable “x” factor affords them the hint of pretentiousness that comes along with doing things differently.

And like any hip outlet selling quirky artisanal goods, they are likely going to start charging you more for it.

(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…)

By on October 14, 2016

2016 State Fair of Texas, Image: © 2016 Matthew Guy/The Truth About Cars

It’s a stereotype more threadbare than a pair of old chaps, but just like 72-ounce steaks, Stetson hats, and the God-given right to poke bullet holes in road signs, it’s no exaggeration: Texas likes its trucks.

Pickups account for roughly a quarter of the state’s new-vehicle sales, counting for a remarkable 20 percent of the nation’s truck market. Plying the state’s ever-expanding highway network, gearheads like us can’t help but notice rows upon rows of pickup trucks, parked as they are on both stagnant Dallas freeways and dealer lots.

It’s no wonder then that pickup truck manufacturers market these trucks specifically to Texans.

(Read More…)

By on October 12, 2016

BMW Films

Before Twitter and Facebook and all that other social media crap that complicates your life, BMW was hiring legendary (or noted) filmmakers to shoot a series of eight 10-minute short films.

The directors instilled their years of experience into the plot and cinematography of each spot, with big-name actors brought on for flashy star power. Perhaps the last time Madonna was relevant was in one of these flicks. (It was directed by Guy Ritchie — when he was last relevant, too. —Mark) And all of this happened before YouTube! Can you believe how much you’ve aged?

Well, BMW Films is back, and it’s packing a Brit. (Read More…)

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