Does it sound like a good idea to advertise the new Lancia Delta in the U.K. by showing Richard Gere frolicking with some Buddhist monks from Tibet? Odd? Certainly. Cute? Maybe. Problematic? Well yes, if you dislike the kind of lefty vegetarian sanctimonious Hollywood type Gere represents (which I don't). But could this spot really be a reason to apologize? Just-Auto [sub] reports that upon hearing of cockamamie protests from Beijing, Fiat kowtowed to the dictators in the People's Republic. "Fiat Group reiterates its neutrality in connection with any political matter, be it on a national or international basis. To the extent that the Lancia Delta advertising may give rise to misinterpretations of its well established position of neutrality, Fiat Group extends its apologies to the Government of the People's Republic of China and to the Chinese people." Yes, it hurts the Chinese Government's feelings that the pro-Tibet Gere is shown in some vaguely positive way in Tibet, or something. And it dismays us that Fiat, a car maker on the ascent, apparently didn't know what it was doing when it OK'd this ad, and obviously doesn't have a pair.
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Well, if the Chinese government had feelings, they would have been hurt.
Does Fiat sell cars in China? Maybe that’s why they caved and apologized for this commercial.
Do they really pronounce it as Lan-SHUH in England? I always thought it was Lan-see-ya.
More to the point, why does the new Delta look like a CUV?
God, what a pathetic lack of moral backbone we have.
We’ll gleefully stand up to tin-pot dictators like Castro or Chavez–who, really, aren’t nearly as bloody-handed as the Chinese–on the grounds of “Freedom”, “Democracy” or “Human Rights”, but one sniff of the mighty Yuan and we go all weak in the knees.
Shame on FIAT. The ad may have been a stupid idea, but caving is cowardice.
Whether or not Tibet has belonged to China for X number of centuries, or whether the Dalai Lama has historically been an sexist, misogynist autocrat isn’t the issue. The issue here is that China will absolutely brook no discussion of Tibet (or Mongolia, Taiwan, Hong Kong, etc) having anonymity, regardless of what it’s citizens want. It’s government will go to great lengths to squash any dissent–sometimes with tanks.
This is one of those times when I’m proud to be Canadian. Unlike many, many nations, we’ve recently proven that can hold peaceful, rational discussions–and votes!–about autonomy or secession. No shots fired, partisans imprisoned or tortured or riots in the streets.
http://buddhism.kalachakranet.org/images/Chinese-soldiers-posing-riot-monks-1.jpg
“…it dismays us that Fiat, a car maker on the ascent, apparently didn’t know what it was doing when it OK’d this ad, and obviously doesn’t have a pair.”
On the contrary, I suggest that they knew exactly what they were doing. The clip has been viewed thousands of times on YouTube, generated huge publicity for what is an important (for Lancia) but relatively obscure car – and at the end of it all, Fiat has given a Clayton’s apology (the apology you have when you’re not having an apology). Read the wording carefully and you’ll find it basically says sod-all. Lancia is a European brand and destined to stay that way, so there is, I think, considerable merit in aligning it to appeal to the Western democratic mindset. It seems to me that Fiat whacked this particular marketing ball out of the park, which makes a nice change from their usual regime.
Indeed the correct pronunciation of Lancia is Lan-shuh not Lan-see-ya.
I have to say that I actually like the look of the car… very attractive.
Firstly, We pronounce it “Larn-see-ya” in Southern UK and “Lan-see-ya” in Northern UK.
Secondly, I haven’t seen this advert on UK TV at all, which brings me neatly onto point 3 which is…..
Are they bringing “Larn-See-Ya” (I’m from the south!) back to the UK? I thought it died a death and vowed never to return. A bit like French auto makers in the United States…..?
HPR: interesting and logical interpretation. However. This kind of marketing — not quite guerilla marketing; could one call it controversy marketing? — is good when it is done intelligently. I for one think this campaign is not intelligent because it merely creates empty buzz: it doesn’t strengthen the brand and doesn’t emphasize any of the product’s unique properties. But I can understand when some people say it’s good PR. Time/the market will tell…
I agree that the apology is weak and lawyerish, but I would say that these things still matter. A public apology is a public apology: China feels slighted all the time, but fortunately does not receive apologies from our presidents and prime ministers on a daily basis.
Katie:
Yup, Lancia is being re-introduced here, Delta first I think later in the year..
http://www.whatcar.com/news-article.aspx?NA=222219
Do they really pronounce it as Lan-SHUH in England? I always thought it was Lan-see-ya.
Some might. I own a lancia, I live in the UK and I call it a Lan-se-ah
As long as no gerbils were injured in the filming of this ad, I am OK with it.
RF: Why do I get kicked off when I click “Submit Comment”?
I apologize for the blank screen after a comment is submitted. Our bad. Techies are aware.
If you want to be really anal about it (and it’s probably good form seeing as how it’s the name of the guy who founded it), the correct pronounciation is “Laanchya”.
On the UK relaunch…despite appearances (and the English voiceover), this is actually an Italian-market spot. Sergio Marchionne wants Lancia to return to the UK so it will doubtless happen in time, but the date of October this year has already been pushed back a year and I expect it to be pushed back again. There are a few problems – the first is a dealer mutiny who can see the impending disaster unfolding, the second is relaunching with a threadbare range (even if they go in late ’09 as is now the plan, they will still only be launching with the Delta and the next-gen Ypsilon), and apart from all that, there is the residual dismal Lancia image in Blighty. Not to mention the fact that a comfort-biased car like the Delta is going to bomb in the notoriously badge-obsessed, ‘sportiness’-obsessed UK market. The UK is one of BMW’s biggest markets worldwide, in no small part because of the halo image of the M-cars – “my 318i is just like my neighbour’s M3” syndrome.
Lancia’s current marketing and range is antithetical to all of that. It works in continental Europe, especially Italy, France, and to a lesser extent Germany. But the UK is fundamentally different, which is why I think they’ll hold off until they have something they can relaunch in a meaningful way with…
Thanks for the information, HPE!
Am I right to assume you drive a Delta HPE?
Hi Martin,
I used to run a Beta HPE until recently as my daily driver, but it’s in very nice nick and it seemed a shame to subject it to that sort of grind. As a result it has been relegated to dry-weekend duties, with daily driver status presently bestowed upon a hilariously roughshod three-and-one-quarter-cylinder Fiat 128 3p.
Before you ask – yes, I am utterly insane.