We don’t just want it to be seen,” said Jeff Eggen, Ford’s car experiential marketing manager, speaking about the Fiesta’s appearance in “Diaries.” The idea is to “have a second element or a third element” rather than just a placement on a TV program, “where we can engage with the fans outside of the show with additional content

While AdAge raves over Ford’s “product placement plus” marketing scheme for the Fiesta, actual customers for the Mexican-built subcompact are starting to get testy. The Fiesta’s Facebook page is home to several customer complaints about slow delivery of Fiesta, and Ford has already sent out $50 Mastercard gift cards to waiting customers. But in the letter accompanying the gift cards, Ford blamed hurricanes for Fiesta delays… and it turns out there’s more to the story than that. The Freep reports that 6,000 Fiestas were delayed last week due what Ford’s Mark Fields calls “a part-quality issue.”
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Earlier today, I noted that

Revitalizing a once-dominant domestic brand is a lot harder than telling the quality-improvement story of a once-reviled Korean value brand

and I think this video helps prove the point. For a brand like Hyundai, highlighting product details helped change perceptions… but then, Hyundai has never asked Americans to think of their cars in especially emotional, patriotic, or culturally significant ways. They’re just high value cars that have become better and better over time. For GM and Chevrolet’s new top marketing execs (freshly poached from Hyundai), the plan seems to be to follow the Hyundai “quality story” gameplan, with a little awkwardly hip flair. For a brand that’s been “the heartbeat of America,” “like a rock” and more, this latest video seems stuck in “excellence for everyone” (i.e. generic and directionless) territory.

Besides, when the word “solid” is used in marketing materials to describe a “3,100-3,300 lb” compact car, it sounds a little like a Mom calling her kid “big-boned.”

Why build the sexiest-looking “green car” to date, only to advertise it using cobbled-together promo clips and a royalty-free techno beat? Other than the fact that several production delays indicate that every available dollar should go towards actually making the Karma production-ready, of course. [via Jalopnik]

Hyundai’s most famous superbowl ad may have imagined executives at Lexus and BMW getting steamed at the success of the Genesis, but that’s not necessarily where the upstart Korean brand is making the biggest impression on competitors. In fact, it’s Hyundai’s ability to market value so successfully, even in the premium space, that’s got the other automakers steamed. But instead of getting mad at Hyundai’s building momentum and reputation, GM’s getting even. Having already poached away former Hyundai marketing boss (and the man behind this ad) Joel Ewanick to lead GM’s entire marketing effort, GM just snagged Ewanick’s replacement as VP Marketing at Hyundai, Chris Perry, to head up Chevrolet marketing [via Automotive News [sub]. That’s right, two VP’s of marketing from the same upstart Korean brand, both poached away by GM… You think The General might be looking for people who can tell the momentum-turnaround, finally-getting-some-respect-around-here storyline?
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We are not even considering abandoning our campaign. Like every guarantee offer, ours also has conditions and these conditions are presented very clearly.

Opel’s sales and marketing boss Alain Visser fires back at Germany’s Wettbewerbszentrale (competition authority), which recently accused Opel of misleading consumers with its newly-launched “Lifetime Guaranty.” The Wettbewerbzentrale had argued that Opel’s warranty was “a lie” because, despite having no time limit, it only applies for the first 160,000 kilometers… which by definition is less than a car’s lifetime, right? According to Opel’s Visser [via Automotive News [sub]], that might not be the case.

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You may have caught a version of this ad on television not long ago, in which an actual monkey fires a confetti cannon. Notice that the monkey doesn’t show up in this version? That’s no coincidence. The Dodge brand, which has previously baffled audiences with such retrograde nonsense as calling the Charger R/T “Man’s Last Stand,” has backed down from using a monkey in its advertising after being criticized by PETA. So much for that thin veneer of über-macho, anti-PC gloss. Hit the jump for Dodge’s petulant response to allegations of animal cruelty.
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We object to the misleading, eye-catching advertisement, because contrary to the grandiose statement made in it, Opel is not actually offering a ‘lifetime’ guarantee

Reiner Münker of the German Wettbewerbszentrale (Center for Protection against Unfair Competition) lays into Opel’s recently-announced “lifetime guarantee” in the Wall Street Journal [sub]. Münker continues

In competition law, there’s a principle that forbids any marketing statement that contains objective untruth. Statements that are a “lie” at first glance can not be “clarified” with an asterisk or be made relative. We don’t reject the notion that this car guaranty is different from those offered by other manufacturers. But the misleading title “lifelong,” which suggests an unbeatable advantage over the competition, has no place in advertising.

And considering that the Opel warranty is limited to 160k kilometers, that seems like a fair conclusion. Unless of course Opel is admitting that its cars are literally not designed to go more than that distance. Either way, Opel’s major brand-building effort is not off to a good start.

How does a brand built on small, fun, efficient city cars build up to its inevitable first-ever SUV? Apparently the answer is very little. MINI’s seems to be aiming its forthcoming Countryman squarely at current MINI owners, with the first US market ads portraying the Countryman as little more than a MINI Cooper with four doors and All-Wheel-Drive (as opposed to Subaru-style outdoor lifestyle marketing). In other words, it’s not so much a Countryman as a city hipster with a flair for rural evangelism. But are four doors, AWD and a “sliding center rail” enough to bring new buyers into the fold? There’s almost no doubt that the Countryman will be a hot fashion item for a while, but the world’s first Austrian-built MINI is going to face high prices, weak power in the base spec (1.6 liters moving over 3k lbs), and intra-brand anti-SUV snobbery. On the plus side, it’s apparently very hip.

Whatever you do, don’t talk about anything related to the car itself. Reference an obscure previous ad for the car instead. Also, if the car’s target market is young men, be sure to make the ad’s protagonist an elderly female. Finally, the concept must be strange enough to be totally unmemorable. Then sit back and watch as your over-the-hill muscle car doubles its volume and still doesn’t quite match the Mustang or Camaro’s volume. Success!

I’ve mentioned before that the UK Advertising Standards Agency (ASA) can be quite rabid when pursuing adverts with bold claims. Remember Renault’s run-in (nice alliteration) with the ASA about their claims for “zero emissions”? Or BMW, who tried to give the impression that their 3 litre, 6 cylinder hoonmobile, the Z4, was doing its bit for the environment (presumably by draining it of all that troublesome oil)? Well, the ASA is at it again. Read More >

New vehicle buyers who are influenced by motorsports typically love cars and trucks and they are opinion leaders for other car buyers – they give an average of 25 or more vehicle recommendations per year to others. More importantly people follow their advice – and we have measured it.  So, there is a downstream impact from the races in the form of on-going word of mouth recommendations.  That’s why we say that the roar from a race car continues away from the track.

Steve Bruyn, President of Foresight Research breaks down an intriguing finding from his firm’s “2010: Automotive Marketing Return On Investment” study [via PRNewswire]. What makes Foresight’s finding so strange is that from Formula One to NASCAR, OEMs have been grumbling about the irrelevance of major race series to their automotive products.  Meanwhile, there’s no shortage of anecdotal evidence to suggest that automotive enthusiasm is on the decline in general, a reality which implies that racing is less important to automotive buying decisions than ever. So just how effective is the oldest form of automotive marketing?
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More to the point, is it better to acknowledge that regrets might be common among Chrysler buyers and address the problem with an ad like this one… or does this campaign feed the perception that it’s trying to address?

Automotive News [sub] says it’s been five years since GM ran a Corvette ad… and if the last ‘vette ad is the one I’m thinking of, Chevy had to pull it after safety advocates protested. Is it a coincidence that this new ad has GM comparing itself to that other federally-funded money pit, NASA? With both the automaker and the space agency fighting for their futures, the cross-branding works well, and it allows The General to indulge in some trademark nostalgia without digging too deep into its own past. All in all, it’s a quite effective ad… provided you don’t think about it too hard.

With Kia’s first US plant pumping out hot-selling new Sorentos, the Korean brand has been desperate to stake its claim to the transplant patriotism that has helped the Japanese automakers rise to dominance in the US market. In this latest ad for the new Sorento, Kia leaves the viewer with no room to doubt where the Sorento is made… and it’s already the second ad to feature Kia’s new West Point, GA factory. So, how does this all play back home in Korea? Hit the jump for the answer…
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Like GM’s infamous “payback” commercial, this Toyota ad walks right up to the point of a big lie, allowing the viewer to believe something while they’re actually being told something subtly different. Toyota never says “we spend a million dollars every hour on safety-related technology,” but they sure make you want to believe it. In reality, the “million dollars every hour” represents Toyota’s global R&D budget, some undisclosed portion of which is spent on safety-related technology. Toyota’s explanation of this intentionally confusing claim, after the jump.
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