Archive for
April, 2007
April 13th, 2007
Filed under: Convertibles, Coupes, Marketing/Advertising, Jaguar
The Jaguar brand hasn’t exactly been setting the world on fire lately, and Ford’s British marquee’s next major product, the sexy XF, is still a year away. Well, the team from Coventry can’t very well sit on its hands and wait for better days, so it’s kicked off a seriesof webisodes to get to get the marketing ball rolling.
Beginning next week, Jaguar’s little web gems will be hosted on the luxury broadband network, LX.TV. Each webisode stars the XKR, runs about three minutes in length, and the series will run for nine weeks. The spots, which are targeted to households of 25-49 year-olds earning over of $100,000 per year, will feature design projects, trends, and high-end exhibits. Each piece will be preempted by a 10-second Jaguar commercial, but the webisodes themselves are intended to be more than just a three minute commercial for the leaping cat.
Jaguar sales have been in the tank for a few years now, and it has gotten to the point that the niche XK is actually outselling the other Jags in the US. We don’t know if these Jagisodes will push more product, but if they do, we’d be less than surprised to see new ones featuring the marque’s other models.
[Source: BrandWeek]
Jaguar gets in on the webisodes game originally appeared on Autoblog on Fri, 13 Apr 2007 15:04:00 EST. Please see our terms for use of feeds.
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April 12th, 2007
Filed under: Marketing/Advertising, Dodge
BrandWeek reports that Dodge is abandoning its familiar “Grab Life By The Horns” ad tagline. In its stead, the automaker will move to the shorter, simpler. “Grab Life.” The reason, according to BrandWeek is to soften the brand’s image to make it more palatable to potential female customers, as the original slogan apparently was too masculine in nature.
The revised campaign reportedly kicks off next month. It’ll be interesting to see how Dodge’s new ads change to reflect this new focus, but we’re not exactly sure that modifying the brand’s marketing jargon will suddenly cause women to discover Dodge. Building cars that women want, however, would go a long way, new slogan or otherwise.
UPDATE: We asked the Chrysler Group’s VP of Communications, Jason Vines, for additional comment on the change, and here’s what he had to say:
“It broadens the appeal to car consumers without dissing the truck owners who will complete the phrase on their own — by the horns. That broadening is not just to women, but anyone. You will see the truck ads as touting the capability, boldness and durability of the trucks, especially our new entries in the commercial arena. As far as the cars, we’ve really bolstered the lineup with Caliber, Avenger and the upcoming Caravan and Challenger.”
[Source: BrandWeek]
Dodge shortens ad slogan. Grabs life, but not horns. originally appeared on Autoblog on Thu, 12 Apr 2007 10:07:00 EST. Please see our terms for use of feeds.
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April 11th, 2007
Filed under: Etc., Marketing/Advertising, Maserati
We’d be willing to bet it’s not easy buying for the typical Maserati owner. If they can afford such a fabulous, expensive car, they’ve probably bought all the DVDs and socks they will ever want. But now Maserati rushes to the rescue with their official merchandise shop.
Whether its a $41 Maserati logo t-shirt or the rhodium-plated, silver cufflinks (shown above) for $112, there should be something your trident-loving guy or gal will get revved up about.
On our wish list is the trident pin for a reasonable $10 and the not-so-reasonable limited edition 1:10 scale Quattraporte in aluminum for $676. And while the store doesn’t go so far as to carry Maserati-branded hosiery, they do have bath towels.
Click through to the jump to see a few more items from the Maserati collection.
Continue reading Maserati branding gone mad: Maseratistore.com goes online
Maserati branding gone mad: Maseratistore.com goes online originally appeared on Autoblog on Wed, 11 Apr 2007 17:57:00 EST. Please see our terms for use of feeds.
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April 10th, 2007
Filed under: Marketing/Advertising, Daimler
Whoever ends up with Chrysler will obviously face a myriad of logistical problems from suppliers to unions. But Advertising Age takes a look at the marketing muddle that will need to be overcome soon after signing the deed.
The article points out problems such as competing models like the Chrysler Aspen and Dodge Durango to the “vaguely upmarket” Chrysler brand. Looks like the new owners will be pumping a lot of cash into ads educating customers on what’s available from Dodge, Chrysler and Jeep.
Oh, and speaking of Jeep, AdAge quotes John Morel, director-product and market planning at American Suzuki Motors Corp., as saying the iconic American offroading brand has been stretched too thin. “They need to keep it pure,” Morel said, which we read as “Get rid of the Compass.”
Chrysler’s brands have long depended on platform sharing and re-branding, so expecting that issue to go away anytime soon is probably wishful thinking. Better defining of the brands, however, wouldn’t be so hard to do, and will probably be one of the first marketing pushes by any new owner. But then, it’s all speculation until we actually know who that buyer will be. Stay tuned.
[Source: Advertising Age]
AdAge: Bargain bin Chrysler a marketing nightmare originally appeared on Autoblog on Tue, 10 Apr 2007 15:06:00 EST. Please see our terms for use of feeds.
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April 10th, 2007
Filed under: Marketing/Advertising, Hyundai
While comparisons to the Accord and Camry may be more apt, Hyundai has their sights set on more upscale targets. The Korean company has been looking upmarket for vehicles to benchmark when developing their cars, and that philosophy will extend to marketing. One of the new spots touts the Sonata’s horsepower advantage over the BMW 525i, while another concedes that even though the Azera can’t self-park (a dubious feature, at best), it offers a well-equipped luxury sedan for less than half of an LS460’s price, allowing you to pay someone to park your Azera.
It would seem that Hyundai makes a regular practice of looking over the heads of direct competitors, shooting for a segment above their actual market slot. Indeed, the Mercedes ML ‘ute was a target when the new Santa Fe was being worked up, and at the Concept Genesis’s recent debut during the New York Auto Show, BMW, Porsche and Mercedes were heard, while the existence of Honda or Toyota wasn’t even acknowledged. The last Hyundai campaign we can even recall is the “Hyundai, Yes, Hyundai” effort of the early 1990s, when Hyundai’s hottest offering was the Scoupe. They’ve come a long way from building Mitsubishi cast-offs, and Hyundai is now a force to be reckoned with.
[Source: Automotive News (Sub req'd)]
Hyundai ads will compare Koreans to BMW and Lexus originally appeared on Autoblog on Tue, 10 Apr 2007 07:54:00 EST. Please see our terms for use of feeds.
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April 9th, 2007
Filed under: Etc., Marketing/Advertising, Lexus
Lexus is looking for a few good ideas. And they are willing to pay big bucks to get them. As part of its new campaign, which Lexus is calling its “Pursuit of Innovation Award,” the automaker will be handing out four regional awards of $50,000 each for innovative customer service improvement concepts. Another $25,000 had been set aside for second and third place winners in each region. Before you get your hopes up, understand that this is for Lexus dealers. Corporate decided it needed some changes to stay ahead of the competition and thought it would be better to get suggestions from the front lines rather than handing them down from their ivory pearl tower.
There is no limit to the number of ideas dealers can submit, but plans have to be implemented and proven effective to be considered. Suggestions will be accepted until Nov. 15 and then a third party judging company will determine the winners. Those winners will be announced in February, 2008. A book will then be compiled with all of the best ideas so dealerships can learn how to implement the ideas themselves. It will be up to the winning dealerships to divide the cash awards amongst their employees as they see fit. The money for this campaign is actually coming from marketing rather than customer service, as they thought it was a better use of funds than some short-term lease or other incentive to temporarily boost sales. Give a man a fish and you feed him for a day. Create a better way to keep Lexus customers happy, and you get fifty grand.
[Source: Automotive News, sub. req'd]
Lexus dealers have an idea, get cash originally appeared on Autoblog on Mon, 09 Apr 2007 14:29:00 EST. Please see our terms for use of feeds.
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April 8th, 2007
Filed under: Sports/GTs, Marketing/Advertising, Supercars, Ferrari
Click image to enlarge
Ferrari’s intercontinental, 10,000-car 60th Anniversary traveling show paid a visit to that iconic edifice on River Ave. in the Bronx yesterday. I refer, of course, to Yankee Stadium, home of the 26-time World Champions, and for today, at least, the latest rest stop for the Ferrari 60 Relay. Car 1492, a red 599 GTB Fiorano, made an appearance on the field prior to yesterday’s contest between the Yanks and Orioles, and manager Joe Torre was presented with the baton unveiled in Abu Dhabi back in January at the Relay kickoff. Outfielders Johnny Damon and Bobby Abreu (left to right above) also posed with the car and baton.
Apparently, the Ferrari brought some good luck along with it, as the game, which was very much in question for the Bombers, ended with Alex Rodriguez crushing a 2-out walk-off grand slam into the black seats in center field.
[Source: Ferrari North America]
Continue reading Bronx Bash: Ferrari 60 Relay stops at Yankee Stadium
Bronx Bash: Ferrari 60 Relay stops at Yankee Stadium originally appeared on Autoblog on Sun, 08 Apr 2007 10:07:00 EST. Please see our terms for use of feeds.
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April 5th, 2007
Filed under: Trucks/Pickups, Marketing/Advertising, Chevrolet, Toyota
According to a recent Brandweek article, Chevy dealers are tired of waiting around for GM to dispute Toyota’s Tundra claims, and they’re doing something about it with a series of ads attacking Toyota and its pickup.
One radio spot written by Mark Frost, general manager of Jim Ellis Chevrolet in Atlanta, claims Toyota recalled more vehicles in 2007 than it sold. “Folks, the reality is Chevrolet is better for you, your pocketbook and America,” the ad says. Frost is well-known in the area for displaying a Toyota Camry in front of his dealership. Oh yeah, it’s crushed beneath a Chevy Silverado. A Toyota representative called the recall claims “ridiculous.”
The Chevrolet dealer network is also circulating an e-mail attempting to discredit one Tundra ad claiming the truck is pulling 10,000 pounds up a steep grade. The e-mail claims the Tundra did not, in fact, pull a trailer loaded with 10,000 pounds of brick, but instead hauled a 5,000 pound trailer and itself (another 5,000 pounds) to equal the claimed 10,000. Busted! But wait. The ad’s producer says it can document and prove the trailer was actually loaded with 10,000 pounds. Snap!
It’s really a shame to see Chevrolet dealers stoop to this level. Seriously, what do they fear? In February, Toyota only sold 10,000 Tundras to Chevy’s 59,000. We say the best way to sell vehicles is to present the facts (facts, not propaganda) to the customer. With enough truthful information, buyers should be able to at least choose the best vehicle for their needs, if not the best vehicle period.
[Source: Brandweek]
Chevy dealers “mad as hell” - target Tundra with ads originally appeared on Autoblog on Thu, 05 Apr 2007 13:02:00 EST. Please see our terms for use of feeds.
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April 3rd, 2007
Filed under: Marketing/Advertising, Crossovers/CUVs, Ford
For those Ford Edge owners who have been wondering what to wear with their new CUVs, Ford has teamed with Detroit Red Wings goalie Dominik “The Dominator” Hasek on a range of Edge-branded apparel. Aimed at active women and available through Dominator Clothing’s online store and it’s Birmingham, Michigan outlet, the promise of “High performance edge from zip to zen” awaits all takers. The discretely-branded line features three tops, a pair of pants, and a kit bag, all in the Edge color palette, with prices ranging from $30 for the domitech v-tee to $80 for the panel jacket. Each piece also sports a Ford Bold Moves label, just to let everyone know you mean business.
Ford describes the Edge as “A dynamic, modern shape with the right proportions and short overhangs.” If you want your clothing to say the same about you, follow the link.
Ford Edge inspires fitness apparel for hockey player’s clothing line originally appeared on Autoblog on Tue, 03 Apr 2007 10:53:00 EST. Please see our terms for use of feeds.
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April 2nd, 2007
Filed under: Gadgets, Marketing/Advertising, Tech, Maybach
We have no idea why branding a laptop computer with your logo is so attractive to high-end automakers these days, but apparently you’re not a player until you’ve got one. First there was the Ferrari-Acer partnership, then ASUS and Lamborghini got together, and now we have Hewlett Packard, or HP as the kids call it these days, teaming up with Maybach, DaimlerChrysler’s brand of cars for the upper crust of humanity.
Not much is known about the HP/Maybach laptop except that it features the requisite leather-covered case (is that snake skin?) with the Maybach logo front and center, an Intel Core 2 Duo processor and a 64GB solid state hard drive. The solid-state drive is a wicked bit of tech, as it features no moving parts like current hard drives, which makes it extremely resistant to shock. Solid-state drives also consume less power and access data much faster than normal hard drives. Additional specs and pricing are not known yet, but expect the HP/Maybach laptop to cost at least $4,000 considering its exotic hard drive technology.
[Source: tech2.ru via Engadget]
HP intros Maybach laptop with 64GB solid-state HD originally appeared on Autoblog on Mon, 02 Apr 2007 15:57:00 EST. Please see our terms for use of feeds.
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