Tag: Marketing

By on May 2, 2016

2017 Volkswagen Golf Alltrack

They’re on a little break right now, but Volkswagen plans to saunter back to America’s door, flowers and chocolates in hand.

As the diesel emissions scandal plods along to its buyback conclusion, the automaker plans to woo U.S. buyers with desirable products and a less confusing brand strategy, Automotive News reports.

Volkswagen brand chief Herbert Diess told reporters in Germany last week that the U.S. was still a target market primed for growth, but first the company must convince those buyers that it has changed its ways, and that it’s ready for commitment. (Read More…)

By on April 30, 2016

600

The Chrysler Corporation was riding high again by 1984, but were they riding high when they made this ad?

A turbocharged engine was a brand-new option that year, and the resurgent automaker clearly wanted to celebrate the hot little 2.2-liter by having one abduct a woman and take her to the afterlife. (Read More…)

By on April 29, 2016

acura30

Acura is turning 30, and to celebrate, it’s turning its attention away from the yuppy Gen-Xers who first discovered the brand to the hopeful, car-buying Millennials of today.

It’s not pandering for vehicle sales, it’s a relationship, see?

Honda’s luxury marque just launched a marketing campaign that seems perfectly designed to lure in the largest-growing segment of car buyers. Called “30 Years Young,” the ad plays up Acura’s status as the leading luxury brand of this age demographic, while stroking the ego of the Millennial buyer. (Read More…)

By on April 22, 2016

leaf

Nissan is trying to play Tesla’s lengthy Model 3 waiting list to its advantage.

A print ad that landed in the country’s most-read newspapers this morning is playing up the Model 3’s wait times, according to Automotive News, and encouraging EV buyers to go the faster route by buying a Leaf.

There’s nothing subtle about the ad, which would have been green-lit by Nissan’s intimidating sales and marketing head Christian Meunier. Since taking on the role in January, Meunier has laid out an aggressive marketing strategy, meaning the Leaf spot could be the first of many cheeky ads. (Read More…)

By on April 9, 2016

Gaffigan Pacifica ad

Chrysler needed a pitchman who could rally a nation of parents around its all-important 2017 Pacifica minivan, so it called on Jim Gaffigan.

In a series of new commercials released by Fiat Chrysler Automobiles, the deadpan “everyman” stand-up comic talks up the Pacifica’s ability to improve one’s “dad brand.”

Gaffigan, known for refraining from profanity while practicing the time-honored art of observational humor, comes across as vaguely narcissistic and aloof in the ads, often forgetting the names of his own kids and watching video clips of himself on the Pacifica’s flip-up seatback monitors.

(Read More…)

By on April 7, 2016

Hall Chevrolet Dealership

I worked at a Ford dealer in Silicon Valley from 1994 to 1999. It was a transitional time in the car business; a time when old-school car guys told war stories about back-lot portables stocked with sales incentives, while young consumers arrived with astonishingly accurate invoice and holdback information. We packed payments, sold $79 undercoat for $1,500, and occasionally found customers smarter than us.

By 1999, more than 40 percent of Americans were online and the Internet was democratizing information everywhere. If someone asked me then if the retail auto environment would be different 17 years hence, I would have emphatically responded yes.

I would have been wrong.

The car business and the customer experience are all but identical. The biggest change is perhaps the relocation of the smoking area.

(Read More…)

By on March 30, 2016

Honda HT3 Driving Shoe (Image: Honda North America)

Where do I start?

So, Honda unveiled a shoe yesterday, and it’s the next best thing to owning and driving a 2016 Civic.

At least, that’s what we’re led to believe. The limited edition…shoe…is a collaboration between Honda (maker of 3,000 pound vehicles that can drive places and are way pricier than pants), lifestyle-oriented digital media company Thrillist and menswear company JackThreads.

Yes, it’s called the HT3 Driving Shoe, and it premiered alongside the car that inspired it at a Thrillist-hosted Los Angeles shindig. We can’t confirm rumors that rioting broke out due to shoe anticipation.

(Read More…)

By on March 29, 2016

Christian Meunier, Image: Nissan

Nissan’s U.S. sales boss delivered some Glengarry Glen Ross-style “motivation” to its ad agencies in order to pump up the brand’s weak messaging via a new campaign.

Christian Meunier, who took control of Nissan’s U.S. sales and marketing in January, dressed down a roomful of agency reps a week into his new job, according to Automotive News (via Ad Age).

(Read More…)

By on March 14, 2016

Charles de Gaulle in a Citroen DS (Image: Gnotype/Flickr)

With the Saab brand now functionally dead, could the next quirky car du jour for individuality-signalling Americans come from France?

All eyes will be on PSA Peugeot Citroen on April 5 as France’s top automaker reveals its new international growth strategy, possibly heralding a return to the long-abandoned U.S. market.

The U.S. and Iran are being looked at as potential export markets, now that PSA’s “Back in the Race” restructuring program has improved the financial fortunes of the once-struggling automaker. (Read More…)

By on March 4, 2016

New Suckers At The Stock Photo Dealership

Just when you thought you’d read the last article analyzing the vehicle purchasing habits of Millennials, here comes another from Canada’s largest national newspaper, the Globe and Mail.

“Why car companies spend so much time targeting hipsters” is the headline of Jon Cook’s story, which delves into the cringe-inducing ad campaigns automakers have crafted to lure young and hip people into showrooms.

The author touches on some valid marketing points in the piece, then un-ironically introduces people who embody the hipster stereotype to talk about what hipsters like themselves want.

For starters, “hipster” is not interchangeable with “Millennial,” and the tropes that come with hipsterdom do not necessarily resonate across the age spectrum occupied by Millennials (roughly, people born in the 1980s and ’90s).

(Read More…)

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