Automakers are obsessed with promoting high-tech concepts in an effort to prove to investors and the general public that they aren’t falling behind the times. While artificial intelligence remains the gold standard, what constitutes A.I. can get a little foggy. However, in the present, the term can be used to describe any machine that effectively mimics cognitive behaviors, like the ability to learn or create.
Car manufacturers want to fine tune specific A.I. examples to be implemented in autonomous driving hardware and high-end, modern infotainment systems. For example Mercedes-Benz wants to use the technology to build a more serious relationship between drivers and its cars by allowing future vehicles to “learn” about the driver. Meanwhile, General Motors decided to branch out to see how such a system would handle marketing by linking up OnStar Go with IBM’s Watson, an A.I. which famously beat Jeopardy champion Ken Jennings.
Watson is now working with Lexus and taking things a step further. The automaker just released a new advertisement it claims was written by IBM’s machine and directed by Kevin Macdonald.
Mazda’s new “Feel Alive” advertising campaign places consumers as its focal point as the company tries to market itself as an upscale and hip, enthusiast-oriented brand. On Monday, Mazda launched the first commercial — a borderline insulting collection of superficial phrases intended to get you excited about the brand’s new identity.
The spot itself is about as boilerplate new-millennium luxury car commercial as it gets. It opens with a series of attractive actors, all on the cusp of an important moment, as the narrator offers bizarrely simplistic lines of encouragement like “do that thing” and “take that step.” Granted, auto ads became far getting far less chatty about specs during the 1990s. But, over the last decade, too many car spots seem to be copying perfume ads — strange adventures in abstraction that say nothing about the product and cost a fortune to produce.
The day is upon us. The Big Game. And I’m not talking about my daughter’s basketball game from which I’ll be rushing home.
It’s the Super Bowl of big games — also known as The Super Bowl. The one time per year when marketers shake off the rust and bring out the big guns for 30 seconds of expensive glory.
This year, perhaps slowed by a football matchup between two Northeastern teams, there have been few commercials revealed — at least so far — in the lead-up to the game. As I’ve done in years past, I’ll be live(ish) blogging all of the automotive commercials throughout the game, but below I’ll share, in alphabetical order, the ones that have already made their way to Youtube.
While the staff at The Truth About Cars doesn’t decide a vehicle’s worth based on the advertising it’s associated with, we sometimes critique the choices automakers make within the marketing spectrum. Whether it’s Volkswagen’s subtle attempt to convince prospective shoppers to procreate or Aston Martin’s decision to use Tom Brady as its spokesmodel, we’ve got something to say.
Kia recently finished a TV ad, intended to debut during Super Bowl LII, where Aerosmith frontman Steven Tyler hops into Stinger GT and literally turns back time. The spot begins with Tyler donning a racing suit in a trailer that includes a photo of himself (for some reason) before walking out to an abandoned oval track. Waiting for him is aged Formula One champion Emerson Fittipaldi and two Kia Stinger GTs.
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.
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- Kjhkjlhkjhkljh kljhjkhjklhkjh Batteries work differently when not in a lab ... news at 11!
- TheMrFreeze This new 500e is selling really well in Europe, but here in the US the demographic that would be interested in a car like this is definitely in the minority. At $33K for this upscale model is a tough sell but hopefully incentives will come into play to make this a much more appealing option for those looking for a funky daily driver or a practical second car for the family
- ToolGuy "EVs tend to be less efficient at higher speeds on highways than commuting around town. It’s also important to note that where you live and how you drive can have an outsized impact on range, as people with lead feet or those living in colder climates may find a significant drop in range."• Let's not forget elevation changes!Signed, Captain Obvious 🙂
- Ajla "People shouldn't rely on the EPA figures but there is also no value to independent EV range testing.😏"The incredulous attitude from some of you guys is stupid. Many, many people that don't spend their free time on car websites buy vehicles. Knowing your real world efficiency is useful information for those consumers.
- Probert The EPA estimate is just that. Of course weather and driving habits affect the range. This is not news. The EPA tests on a combined cycle, so just running at 70 is not what the EPA numbers reflect. That said, my EV - a humble KIA Niro, freequently exceeds estimates, even on long highway runs. If most of your driving is local and stop and go, you can expect a range around 20% above estimates. The important thing is that the range estimation that the car gives you, is accurate, as it reflects your actual driver habits. Also, even with winter drops, or high speed runs, an EV is about 400% more efficient than an ICE.