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The success of branded entertainment
Infiniti and Saab lead by example
There's no doubt the recession has hit world-wide auto sales hard.
With sales not meeting profit expectations, budgets are slashed in an attempt to cut costs. Marketing, of course, takes a hit as well. But sales are slowly returning, with new vehicle sales expected to rise in November from a year earlier.
I like to devote some of my time here on Ridestory talking about branding and how the manufacturers appeal to buyers and enthusiasts. I've always thought clever brand placement did more to appeal to consumers than the barrage of ads on network TV. I think it's safe to say that placing brands in recognized entertainment has probably been one of the few bright spots in automotive marketing.
Saab: Fiona's ride
One example, believe it or not, is General Motors. The auto maker showed some brand smarts when they successfully placed Saab in USA Networks 'Burn Notice'.
Advertising Age has an excellent article (subscription required) explaining Saab's success and how GM received some of it's best brand metrics ever. Brand integration into a popular TV show certainly proved to be a successful strategy.
Saab has a problem looming on the horizon, though. And that's a lack of cars.
As GM's sale of Saab to Koenigsegg continues, vehicle production has slowed due to cost cutting in preparation for the new 9-5.
"We have about 10 Saabs left, and they won’t last long,” said Ivan Goodwin, sales manager at Jim Ellis Saab in Atlanta. “It’s going to be a big problem, but there is nothing we can do about it."
In addition, Saab announced the closure of more than a third of their U.S. dealers. A limited inventory is going to hurt those dealers remaining open.
Infiniti and Elvis Costello's 'Spectacle'
Infiniti is taking advantage of their exposure on the Sundance Channel's 'Spectacle', hosted by Elvis Costello.
The Sundance Channel doesn't accept traditional advertising, so Infiniti's brand gets some more unique exposure through front-of-venue placement and title sponsorship on the show's marquee at the Apollo Theater.
'Spectacle' features Costello interviewing and performing duets with many talented guests. In addition, each show will feature Infiniti-sponsored "Inspiration Sessions," which pairs famous musicians with their producers. The show begins its second season December 9th.
Kathy Roznowski, Infiniti's senior media manager, said 'Spectacle' has become a large part of Infiniti's marketing strategy because the branded-entertainment matches the auto maker's promise of "inspired performance."
"We need to deliver inspiration in everything we do, from the performance of the vehicle to hospitality in consumers feeling they're getting peace of mind or quality," she said. "What these clips will be able to do is inspire fans to take them into the social space, to help us promote these artists pairings by sharing them with their friends."
"We ultimately want people to experience all our vehicles, so we're trying to talk more from the level of the brand itself. It's not about a sales event," Ms. Roznowski said.
I think the success both Saab and Infiniti are experiencing with their branded entertainment will spread to others. I'd much rather see cars used in an entertaining way, such as a series character driving it or as part of a musical diversion. It doesn't smack so much of advertising and can actually help support the content.
How to take command of any road
Taking command is everyone's dream. And commanding a road in a car can make you feel nearly invincible. Or can at least be pretty exciting.
Well, we're on the brink of Cadillac announcing production of their new CTS-V and it feels pretty damn good. First off, I think one can argue that this car should be named America's true sports sedan. I think this was Cadillac's goal from the start and there's not doubt they achieved it. A fast, affordable American-made four-door for the masses, courtesy of General Motors.
We've been keeping an eye out for more information about the new CTS-V, hoping for the smallest tidbit of information to wet our appetites. Just a few days ago, on the Cadillac Drivers' Log, they released the final performance numbers that we've been waiting to hear.
- Here's the specs from the Log and a General Motors press release:
- CTS-V, with its supercharged 6.2-liter LSA engine, has achieved SAE-certified peak output of 556 horsepower (415 kW) at 6100 rpm and 551 lb.-ft. (747 Nm) of torque at 3800 rpm. CTS-V accelerates from 0-60 mph in 3.9 seconds.
- CTS-V covers the quarter-mile in 12 seconds at 118 mph. These acceleration times are believed to be the fastest for any V-8-powered sedan currently in production.
So, is the term "sports sedan" fair? Anyone can produce a sports sedan today. Shouldn't this be an "exotic" or "super sedan"? OK, that might be a bit much. But you get the point. This is truly an exciting car, being produced by an American car maker. We like it!
Message to GM: Is it possible to put a CTS-V in the Ridestory Garage for a few days so we can wring it out in the real world? Please?
Review of NewCar.com
Car shopping on the internet...it’s become second-nature. In this age of online technology, who’s crazy enough to buy a car without first hitting the sites dedicated to helping you? Likewise, because the technology should also spur evolution, why would you use a site not geared to the buyer?
All very reasonable questions but common sense wins the day. NewCar.com clearly responds by delivering a site truly dedicated to you, the car shopper.
First off, the direction they provide “above the fold†is clear and organized. From new car features to car research, any visitor will quickly know where to click to begin their research. You can even catch up with Motor Trend’s “Video On Demand†for the latest road tests and comparisons.
One important aspect of NewCar.com is their link to new car dealers. What’s worse than visiting car lot after car lot, looking for the car you’ve decided to purchase? This only brings frustration and an incredible waste of time. NewCar.com helps you out by checking inventory, offers and prices through their dealer locator. You can click the car make you are looking for and get a list of featured dealers to call. Or you can enter the model you are looking for, your zip code and wait to be contacted by a local dealer. Two choices that make it easier than driving around.
With gas prices continuing to climb, one model you may be considering is the Smart fortwo. NewCar.com has included information about the smart cars for potential buyers. From dealer pricing to blog reviews from Automotive.com, you should be able to find the information you are looking for about the new, fuel-efficient city car.
And what vehicle search would be complete without getting quotes for new car insurance? Again, with the online tools available, finding car insurance takes very little time and helps you find the best rates with the least hassle. On NewCar.com, simply enter your zip code, answer a few questions and provide your contact information. Then they search their pre-qualified network of companies for the best fit. The quote you receive is quick, free and you are under no obligation to buy. Pretty simple.
With a clearly defined site that is easy to navigate, NewCar.com makes the car buying process easy and as hassle free as possible. The tools and information they offer will make buyers feel at ease, helping them make decisions they will feel good about later.
Unique marketing idea for Volkswagen's Eos
Volkswagen has launched a truly unique marketing campaign for the Eos, their Passat-based two-door hardtop convertible.
The ad is cut into a panel which is then suspended over a sidewalk. Sunlight casts the Eos-centric message below for passersby to read.
“Everywhere we put it up, the shadow poster not only caused a stir but also increased the number of test drives by more than 12%. Thus the 2,000 Euro poster caused a positive PR in the value of about 200,000 Euros,†a rep from Volkswagen said.
DDB Dusseldorf designed the campaigan with the poster a finalist in the London International Awards 2007 under the Ambient Outdoor Category.
Nissan GT-R Spec Sheet now available!
In honor of the newly introduced Nissan GT-R, all visitors to Ridestory can download our exclusive Spec Sheet.
Usually our Spec Sheets are for members only but we thought this would be a great way to spread the word about an exciting car. It also gives us the opportunity to thank our regular visitors and introduce new visitors to Ridestory.com.
So download it, pass it on to your friends and let us know what car you would like us to feature next in another Ridestory Spec Sheet.
Performance pop for the Exige S
How does Lotus improve the already quick Exige S? With a Performance Pack, of course!
The Exige S now has 240 hp to play with, helped out with an upgraded clutch and traction control. Toss in upgraded brakes and a slick new roof scoop and you've got the makings of a race car for the streets. Zero to sixty comes in a very quick 4 seconds and just 9.7 seconds to reach 100. Top speed is 153 mph.
Light, fast and track-like handling means a car that's a blast to drive. The perfect car from Lotus.
WidgetBucks in a story
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Ridestory readers poll: Subaru Impreza WRX STi
What do you think of the new STi's styling?
Subaru continues to release teaser shots of the upcoming WRX STi. So far they've released three pictures. Later this month, all speculation will end as the car will be revealed to the public at the Tokyo Motor Show.
We're a little sketchy on the wagon or five-door look. I have to be careful. The whole "wagon" label carries a stigma in today's auto world. We're sure the new STi will be an amazing performer. Similar to the Evo, the STi has offered a great price-to-fun ratio with terrific all-wheel drive handling and the horsepower to boot. Hopefully, with Subaru's move to the new body style, sales won't suffer.
And now the poll!
Let's take a little impromptu poll. What do you think? Does the wagon-like appearance put you off or are you open to the styling change? Post your comments and we'll tally the results!
Audi tv is a video showcase
Not unlike the recent launch of Porsche's web cinema, Audi has introduced Audi tv. Showcasing everything Audi, the company has made available video promoting their history in motorsports as well as the lastest models now or soon to be available.
Of course video has been a staple of the internet for some time now but auto makers are taking it as an opportunity to present their brand to potential buyers with the same style and polish reflected in the cars they manufacture. Brands such as Audi and Porsche, considered by many to be more exclusive, feel obligated to present their histories and models in the best light. And they can only accomplish that by doing it themselves.
It will be interesting to see if any other auto makers follow suit.
