When GM was lobbying for a federal bailout back in the Fall and Winter of 2008-09, desperate times called for desperate measures. Unable to explain why 30+ years of decline didn’t open The General’s corporate eyes to the need for change back when it could still afford it, pro-bailout agitators reached for the most divisive, debate-squelching justifications for a billion-dollar handout they could find. Whether that meant accusing opposition of weakening national security, ingratitude towards the outcome of WWII, racism, classism or even more racism, GM’s pro-bailout campaign left no wedge issue or leverageable political identity untouched. And man, are old habits hard to kick. The Detroit News reports that:
General Motors Co. is making a pulpit pit stop today as part of its accelerating quest to change perceptions among buyers, boost market share and reach new customers — particularly minorities.
On point as always, TTAC commenter ajla called it in today’s Camry review. In the comments after that tale of suburban anonymity and “the Marriot of cars,” he asked:
Wouldn’t you really rather have a Buick?
I figure Toyota thinks that, in their heart of hearts, many Americans do still want a Buick. Not an actual Buick, mind you, but a big, comfortable sedan that’s somewhat luxurious but not at all flashy. Over a year ago, I made the friendly recommendation that Buick ditch its explicitly youthful marketing message for “something along the lines of Canadian Club’s “damn right your dad drank it,” campaign.” This spot for the new Avalon probably comes closer to what I had in mind for Buick than anything I’ve seen since. The question then, isn’t so much “is Toyota the new Buick?” as where is Buick going to find its own niche? The wreckage of Acura?
More and more Americans have recently detected that they have a rich uncle in Japan. The uncle’s name is Toyota. From LaHood to a bevy of lawyers, all have a yen for Toyota’s money. Latest (but surely not last) to join the fray: State Farm. You know, that same insurance company that had disclosed all those claims to NHTSA and never received an answer. They went public with the story a few days before the congressional hearings. Now we know why: Like a good neighbor, State Farms wants its money back.
“Armed with reports of accidents for which they’ve already paid claims, State Farm insurance has asked Toyota to repay them for any crashes related to unintended acceleration by its vehicles,” reports USA Today. The request for a little Farm Aid is just the beginning.
Other insurance companies are expected to – make that will follow and ask for money. In the trade, this is called “subrogation.” No, it’s not a kinky sex practice. Read More >
Ford’s relationship with hybrid technology has been an on-again-off-again affair, since Bill Ford first pledged to build 250k hybrids by 2010. And it’s probably a good thing the Blue Oval backed away from that promise, as the firm sold only 33,502 hybrids last year. Meanwhile, Ford still has yet to claim profitability on any of its hybrids (last disclaiming such an achievement (sort of) in 2008). Perhaps because Ford has paid dearly to tag along in the import-dominated hybrid segments, it’s getting a bit jaded about the power of high-cost, high-tech green halo cars to deliver real results. Or, perhaps Ford’s VP of powertrain engineering Barb Samardzich is simply channeling old Henry Ford, when she says:
We are focused on sustainable technology solutions that can be used not for hundreds or thousands of cars, but for millions of cars, because that’s how Ford will truly make a difference
We’ve heard this before, but today’s news puts the four-cylinder future into perfect context in just five words: Four. Cylinder. Explorer. This. Year.
Over a year now, the launch of Buick’s new LaCrosse gave us pause to consider the average age of Buick buyers, and the future of the brand’s demography. At the time, The Detroit New claimed the average age of Buick buyers was 63, a fact that gave the paper cause to celebrate Buick’s new lease on life. And considering that the brand once attracted buyers of an average age of 72, that wasn’t a bad trend at the time. Today’s DetN has a similar story, lauding Buick’s newfound youthful appeal with such quotes as this one from IHS Global Insight’s Aaron Bragman:
They are making definite improvements in the U.S. To kill Buick would have been crazy. It’s one of the most important brands in the Chinese market…. It’s still too soon to really come to a verdict on how Buick is doing in the U.S. But nobody can say those are old person’s cars anymore. Because they aren’t.
But this latest round of Buick-boosting is still based on the old reference point of a 72-year-old average buyer demographic. Compared to a year ago, Buick’s average buyer age appears to have crept back up again, as the Detroit News cites a current average demographic of 65.
As you are reading this, worker bees in the employ of Volkswagen are putting the last touches on a revamped model of the venerable Phaeton, overtime be damned. When everything is in Ordnung and the Spaltmass (panel gap) is as tight as a vise, the Phaeton will be loaded on the next Lufthansa freighter, and – eat your heart out, Jack Baruth – it will be flown to Beijing. As China Daily has it, “Volkswagen AG is speeding up a face-lift of the $88,000 Phaeton sedan in time to unveil the model at the Beijing auto show and target China’s millionaires.” Read More >
If you are in the market for a Toyota, then there is no rush to run to your dealer over the Easter weekend and to make any rash buying decisions. Toyota will extend its generous (or not so generous, depending on who’s doing the counting) incentives well into April. Read More >
Dang! Daimler thinks of “moving several key divisions from Berlin to its headquarters in Stuttgart to cut costs,” reports Bloomberg. There goes another source of inside intelligence: One just had to hang out at the bar of the Hyatt next to the Daimler Quartier at the Potsdamer Platz, and when there was absolutely no info to be written for TTAC, a few drinks later, we had some. The flip charts in the conference rooms of the Hyatt also were fertile grounds: They always forgot to remove their scribblings. Where will we get future sales strategies from now on? Ah, the good old times …. Read More >
The UK gets a bit of a harsh stereotype. Allegedly, we’ve got bad teeth, drive on the “wrong side of the road” and are very reserved (apparently, that’s a bad thing). We also call ads or TV commercials “adverts.” We may be odd, but believe it or not, we can kick “bottom” when we feel like it. Now I could point to the Burning of Washington, but I’ve been advised by Führer Schmitt that this may be “too soon,” and could “hurt their feelings.” Nor will I point to Waterloo or the Iranian Embassy Siege. What I’m pointing to is the Advertising Standards Agency (ASA). They are quite a rabid bunch. If they don’t like something, they’ll kick its bottom and ban it. Like this advert, or this one. They’re also quite hard on automotive adverts, too. In 2007, the ASA banned an advert from Toyota about the Prius for being “misleading” (you can watch the advert here). And now, Renault is copping it in the neck (as we fancy to say.) Read More >
We recently asked our Best and Brightest to show us their favorite car ads of all time, and we all wasted the rest of the day staring at old Youtube clips of some of the best auto spots of all time. But what was the best car ad to come out in 2009? According to Automotive News [sub], Nielsen IAG Automotive has awarded this Kia Soul ad the prize of “Automotive Ad of the Year for effectiveness” for 2009. But was it really the best? Be sure to include your own nominations for the best car ad of ’09 in your comments.
I had the opportunity to visit with the Cadillac folks at a Pre-New York Auto Show Reception in West Village. It was a tasty cocktail gig with a trio of V-series models (CTS Sedan, Wagon and Coupe) available for closer inspection. Though nobody actually sat in them. But that’s not the point: marketing and re-branding the product was the topic of conversation.
Buick’s LaCrosse is dropping its little-loved 3.0 V6 base engine in favor GM’s direct-injected 2.4 liter four-banger, probably so it can use the magic term “3o MPG highway” in forthcoming marketing. The downsides? You mean, besides having to move over 4,000 lbs with a 182 hp, 172 lb-ft engine (compared to the 3.0’s 255 hp, 217 lb-ft)? Read More >
After several years of hype, Chevrolet is releasing images pictures of its US-market Cruze compact in advance of the New York International Auto Show. The Cruze has been on sale around the world for nearly a year now, though the US launch delay has actually been a blessing in disguise, thanks to early transmission problems and a recall for fuel supply pipes. Now that Chevy’s next small thing has had its teething pains, the Daewoo-developed compact is being shown in a dizzying array of trims and packages for the US market. Chevy hopes that the Eco trim level will bring some much-needed enviro-cred to the brand, by offering a 40 MPG (freeway) version powered by a turbocharged 1.4 liter engine. To match that long-established mileage goal, Chevy had to make a number of modifications to the Cruze, including Read More >
In America, certain European cars ostensibly set their drivers apart as willfully unique characters. Cars like the Volvo C30, or just about any Saab indicate that the driver’s desire to be seen as quirky iconoclasts outweighs any of the more rational metrics that might guide the car-buying process. And while in the US, compact size and European pedigree are the keys to stepping out of the automotive mainstream, making an automotive statement in Europe requires the opposite approach. Pickup trucks, muscle cars and American SUVs are the signifiers of choice for the Europeans who find themselves marching out of step with their efficient hatchback-driving fellow citizens. As a result, European advertisements for motorized guilty pleasures, like the one above, play on the perception that big V8s are downright antisocial. By refined European standards, no one should drive a brutish Camaro… but what’s more fun than blowing a supercharged raspberry at social niceties? And though the marketing for American muscle cars in Europe practically writes itself, global brands like Chevrolet don’t necessarily want the Ameri-barbarian associations… which might explain why Chevrolet has canceled plans to build a right hand drive Camaro.
Over a year now, the launch of Buick’s new LaCrosse gave us pause to 
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