GM's Ad Agency: Escalade = Fuel Economy
You'd think with an advertising budget of over $2b per year, GM could hire an advertising agency that "gets it." But you'd think wrong. We've seen plenty of "Pontiac Is Car," which is apparently is meant to appeal to illiterate Victorian-era men more accustomed to horses. And now we have an ad for the Cadillac Escalade that declares that it offers "The best highway fuel economy in its class." Do they know who potential buyers of Escalades are? Apparently an ad man was envisioning a fiscally-conscious, sensibly green guy sitting at the computer and having an epiphany. "Hey Miriam, call the dealer and cancel our Lexus hybrid test drive. The Escalade has the best highway fuel economy in its class." A proper Escalade advertisement would sell a combination of three things: instantly recognizable styling, supreme luxury, spaciousness. Maybe if we're lucky, this same agency will do ads for the iPod adapter in the new Buick Lacrosse. Or maybe Chevy's Corvette, which offers the biggest trunk in its class.
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"Gas-Guzzler" is a socially negative phase today as it was in the 1970s. Fuel Economy is one of the new "Catch" phases today like being "Green". This ad is not just aimed at those cooncerned about the price of gas it is also aimed at those who are prone to bouts of "Soical Consiousness" every now and than. Going on the expressed views of many that post at TTAC I find that many of the the same folks that want to shotgun every SUV driver on the road today have little to no problems with anyone driving around in a $60,000+ 4000lbs+, v8 powered, AWD, under 20mpg, 4 seat(purposely limited), luxury sedan, IF they can afford it. Caddy is just arguing their case in this arena. "Don't feel bad in your Truck, that guy in the A8, Fx45, S550awd, Porsche Chayenne, etc are all burning more Arab petroleum than your American Iron driving A$$!" Now the flip side is the Caddy driver can/could actually put his vehicle some practical use for the sake of his poor gas milage.
Anyone buying an Escalade is buying one because they can't afford/finance a Sequoia/M-Class/X5/QX56. So fuel economy might be of importance to them. It's like my 'neighbor' in the condo building next to mine. He just put 26" rims on a 2003 Yukon. This wouldn't be so bad if he owned a house, but he lives in a middle class condo development. Some folks will have rims over shelter. They are the ones for whom 'class leading fuel economy' is important. I'm still waiting for him to puncture his no-profile Pirelli's on the pothole in the road leading out of my subdivision.
I detect more than a little envy from those who simply cannot afford an Escalade!
Where is this ad from? I don't see it on the Cadillac site.