Tag: Marketing

By on May 3, 2017

Ford EcoSport guardians of the galaxy ad

Advertising isn’t designed to help you make an informed purchasing decision. While some auto ads occasionally cherry pick information to highlight a vehicle’s strengths, you see this tactic employed less and less lately. Pathos-driving advertising sometimes results in innocuous gems, like Subaru’s “Dog Approved” campaign. However, there has been an obnoxious trend where cars, which are presumably for adults, are being marketed as if they are children’s toys.

One of the worst offenders of this phenomenon was Nissan. It tied the Rogue to the Star Wars franchise as much as possible — issuing television spots set in a galaxy far, far away, a special movie edition variant of the vehicle, crossover swag, and even a car modeled to look like an X-wing to display at trade events. It potentially worked, too — Rogue sales skyrocketed.

Taking notice, Ford has similarly decided to link the upcoming EcoSport to the new Guardians of the Galaxy film. The Blue Oval is taking that concept a step further, however. Its downright egregious marketing campaign feels like it belongs in the ad space reserved for Saturday morning cartoons, circa 1992, right next to a sugary breakfast cereal with a cartoon mascot. Ford has sweepstakes, comic books and a film cameo planned. (Read More…)

By on April 30, 2017

Nissan Sentra NISMO 2017 debuta en el Auto Show de Los Ángeles

Nissan is about to embark on a global expansion plan that would double the number of models wearing the NISMO performance badge. The brand says that it is aware that enthusiasts only make up a small fraction of prospective buyers, but it doesn’t want to ignore them — especially in segments where NISMO hasn’t left much of an impression. For North America, that means trucks. However, Nissan says the it is seriously considering adding the emblem to crossovers, MPVs, and even minivans. Assumedly, since the Quest was retired in 2016, the company is referring to new models.

The timeline for the tuner sub-brand has set for itself wraps in 2020. By then, Nissan wants 100,000 NISMO specific sales annually, up from last year’s 15,000. How it plans to accomplish that is slightly worrying, however.  (Read More…)

By on April 26, 2017

2017 Buick LaCrosse - Image: Buick

Native advertising is funny. Not because native advertising, the kind of marketing that appears as though it is the content of a specific publication aside from a disclaimer or two, shouldn’t exist. In a land of free speech, companies should be permitted to tell stories in just about any way they wish to do so.

No, native advertising humors me when it becomes obvious just how difficult it was for a company to strike the right balance. Honesty is key, or else credibility is lost. The Truth About Cars can’t say, “TTAC is the best automotive site on the internet with the best writers and the best design,” because it’s not believable.

On the other end of the spectrum, The Truth About Cars shouldn’t run an automotive website comparison test in which TTAC doesn’t win. “Golly, Jalopnik sure is some good car blog, and while we dun paid for this here piece of native advertising, we’re gonna give the victory to the Gawker folk.”

Somewhere in between is the proper blend, a blend for which Buick searched long and hard in a comparison test paid for by Buick in a Buick vs. Lexus comparison test for Automobile Magazine.

There are no secrets here. The article says “Sponsored Content” across the top. The author is listed as Buick.

The winner of the comparison test? Oh, you’ll never guess. (Read More…)

By on April 25, 2017

mazda cx-5

Mazda’s North American Operations has named Dino Bernacchi as its chief marketing officer, a position created specifically to aid the automaker in establishing itself as a premium brand.

The manufacturer has taken steps to ditch its economical heritage for nearly a year as it pushes upmarket. Model redesigns have followed a cohesive, sleek trend while the company zeroes in on a future “premium, pricey model” to secure its new identity.

Until then, image is everything for Mazda. The brand doesn’t seem interested in swapping over to a luxury-focused lineup or changing its production philosophy. While Mazda had what was arguably the most aesthetically appealing booth at the New York auto show (even if Porsche and Volvo had the better snacks), most of its vehicles still start below $25,000.  (Read More…)

By on April 24, 2017

2017 Civic Type R (European Version)

“Tested on the Nürburgring,” is just the latest eye-rolling claim to be adopted by automakers desperate to instill a new product with an air of sportiness.

“Nürburgring?!” being the anticipated reaction. “Well, the Germans aren’t going to let just any minivan on that track … ”

There’s much guilt to go around. Just as a Ram maintenance truck trundling down the runway at Edwards Air Force Base is not a space shuttle or F-35, running some laps on the famed circuit does not a supercar make. Still, the track’s allure persists, especially among marketing types.

Sometimes, an achievement crops up that makes the typing of “Nürburgring” an acceptable practice — specifically, the setting of a record. (Read More…)

By on April 20, 2017

Hyundai Santa Fe Antarctica

Northerners, and almost all Canadians, will tell you that starting your car in -28 Celsius (-18.4 Fahrenheit) weather is a drag, but at least it wasn’t colder that morning.

With this in mind, the temperatures experienced during an expedition to the South Pole in that continent’s high summer aren’t outside the realm of personal knowledge. A good many of us have gauged the frostiness of the outside air by the speed in which our nose hair freezes.

Still, Hyundai’s recent stunt, which put famed explorer Ernest Shackleton’s great-grandson behind the wheel of a modified Santa Fe Sport, impresses. It’s not solely the distance covered, the conditions experienced during the 3,600-mile crossing of Antarctica, or the mechanical feat of turning a pedestrian crossover into the most rugged of all-terrain vehicles. It’s the historical tie-in.

If you grew up reading — and re-reading — Endurance: Shackleton’s Incredible Voyage, you know what I mean. Hollywood writers could not have penned a better adventure, nor can any scientific-minded person believe that such a feat was even survivable. (Read More…)

By on April 19, 2017

BMW CPO commercial Toyota Camry screenshot - Image: YouTube screenshot

Call them frenemies. BMW and Toyota are working together on a high-profile sports car project that will result in a long-awaited Supra successor and a replacement for the Z4. Two heads are better than one.

“The concept works, the platform can deliver and now we have two proud sets of engineers — one group German, one group Japanese — who are each fighting and arguing for the car they want,” BMW sales boss Ian Robertson said last year.

The fighting and arguing extends beyond the R&D facilities in Munich and Toyota City.

On a mission to exalt its 3 Series in a certified pre-owned commercial, BMW sought to make fun of a typically bland midsize sedan. 2001 Chevrolet Malibu? 2006 Kia Optima? 2017 Subaru Legacy?

No. BMW chose the most basic, beige, new Toyota Camry to make a point on behalf of a bright red pre-owned 3 Series.

Hardly the work of a BFF. (Read More…)

By on April 7, 2017

Volvo Toy Car Grille

Last night, Volvo released a teaser video for a new vehicle it labeled as its “smallest coupe ever,” and I can’t help but feel that its marketing department dropped the ball on the timing.

The video introduces it as an ultra-modern, limited edition representative of a model specifically aimed at the next generation of consumers. Then, Volvo hinted that it might even be autonomous, and I assumed this was some wild concept vehicle never to enter production — but Volvo is already building it.

Of course, I felt like a moron when the big reveal finally came.  (Read More…)

By on March 27, 2017

Porsche - Kills Bugs Fast

Last week, Jack opined it’s high time a certain American nameplate needs to start leading itself with marketing — brash, notice-it-even-if-you-don’t-want-to marketing — instead of by the short leash provided when one tries engineering their way into the hearts and wallets of American consumers.

Never one to pass up a chance to dive down the rabbit hole of automotive marketing, it didn’t take long for my browser history to be clogged with search terms, finding great car ads I remember from when, as a kid, my grubby little hands would anticipate the arrival of a new car magazine.

(Read More…)

By on March 24, 2017

mercedes-benz EQ

China’s Chery Automobile Company has filed a formal complaint against Daimler AG over is usage of “EQ” as designation for an upcoming lineup of Mercedes-Benz electric cars. That’s bad news for Benz, as China possesses the world’s largest EV marketplace and Daimler has already begun promoting its future electric lineup using the name.

The German automaker said last year that it would begin producing EQ models in Europe before the end of the decade, with the global sub-brand sold in both eastern and western markets. Unfortunately, Chery already has a fully electric minicar named the eQ that was launched in China in November of 2014. The car is based on the current Chery QQ, which was the centerpiece of a 2005 lawsuit from General Motors following claims that its design was stolen from the Daewoo Matiz and Chevrolet Spark.  (Read More…)

By on March 22, 2017

Cadillac XT5 and XTS Badges, Image: © 2017 Jack Baruth

Don’t listen to anybody who tries to tell you that all new cars are about the same nowadays, even if they’re referring to the inhabitants of a particular market segment. While I was at my local auto show last week, I took a few minutes to pretend that I was still my 2005-or-thereabouts self and that I was in the market for a new car. I was a different man back then: childless, fancy-free, still pushin’ those Schedule Twos, and personally addicted to flossin’ in the finest full-sized sedans that did not attract a Flying Spur’s worth of attention from the authorities.

Back then, I divided my street car, four-door wheel time between a Volkswagen PhaetonAudi A8, and Mercedes-Benz CL55 AMG. I thought I’d look at a few bland big-ballers and pick a favorite using the same criteria that drove my decisions lo these many years ago. Started with the Genesis G90. Now this is a nice car. Lots of room, acceptable interior quality, and the blank-faced menacing mien that used to come standard with fuselage New Yorkers. And such a bargain, too. Make mine the V8 AWD. Hell, I thought about buying one right now but I can no longer justify spending more than $50,000 on a new car unless it has a snake badge on the nose.

Next up: Lincoln Continental. The G90 makes it feel tight inside but this is the one to have for interior ambiance. Bright, airy, and chock-full of unashamed, authentic design for design’s sake. I never thought the day would come when an American car would be able to compete heads-up with Audi in the cockpit, but the Continental absolutely makes the case.

Last on the list, the Cadillac CT6. Well, what can we say about that?

(Read More…)

By on March 20, 2017

Volkswagen Car Sex Commercial Screenshot

Volkswagen USA released an advertisement on YouTube today entitled “Luv Bug,” and it uses the ever-popular growing family angle to appeal to the customer.

Click through to watch this interesting take on in-car entertainment, and see if you spot what’s wrong. (Read More…)

By on February 28, 2017

1992 Honda Prelude Si odometer turning 100,000 miles, Image: Steve Lynch

Edward writes:

Here’s something I’ve been wondering: Why did odometers typically read only to 100,000 miles until fairly recently? Was that the maximum cars could possibly last when the practice began? Was it marketing — “100,000 miles, need a new car”? Is it something else? Durability expectations were certainly raised when Volvo added another digit, and with good reason. Two hundred thousand miles or more now seems to be feasible for many cars, with others known for exceeding that.

The odometer limitation certainly creates lots of doubt in the market for older vehicles. 50,000, 150,000, or even 250,000 miles are possibilities for a given vehicle.

On a related note, why are dealers so committed to ensuring no owner documents are provided with a used car? Even when buying an obviously well-maintained car at a reputable dealer, all I got was a whispered, “The timing belt has been changed.”

I look forward to hearing your thoughts. (Read More…)

By on February 6, 2017

Television Set

The “Big Game” is as much of a sporting event and as it is a tactical delivery system for advertisements and, at roughly $5 million just to reserve a thirty second slot, the folks working in the media department want their commercials to have a strategic impact. Reaching your intended audience is only half the battle. You must also provoke them into action.

While there were plenty of Super Bowl 51 car commercials that got under people’s skin, those strong feelings often failed to morph into consumer interest. For example, Ford’s mobility-focused spot featuring Nina Simone’s classic civil rights song I Wish I Knew How It Would Feel to Be Free was all over social media when it aired right after kickoff. However, nobody sent me a surprised and excited text about Ford like they did for Alfa Romeo.  (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 solutions(Read More…)

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