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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.
The impending release of Nissan's GT-R
Is Nissan's GT-R the most anticipated car this year?
The excitement has certainly reached a crescendo. With rumor and spy shots easily accessible anywhere on the web, we were having a hard time containing ourselves as the Tokyo Motor Show draws closer.
But official photos and specs have now been released, courtesy of Edmunds Inside Line.
Powering Nissan's new supercar is a 3.8-liter twin-turbo V6 with 473 horsepower at 6,400 rpm. Torque will peak at 434 pound-feet, available between 3,200 and 5,200 rpm. Zero to 100 kp/h (or 62 mph) comes in about 3.5 seconds and a quarter mile in 11.7 seconds. Top speed is 193 mph.
As you would expect, each of the GT-R's powerplants will be hand assembled by one of 12 technicians.
One of the GT-R's unique features is the rear-mounted transaxle. But even more unique are the carbon-fiber driveshafts, one from the engine to the dual-clutch six-speed gearbox, another set to the front and right of the primary, running to the front of the car. Yes, the GT-R is all-wheel drive, with a computer controlling the torque split front to rear.
The six-speed transmission is not unlike Audi's DSG, able to operate as an automatic, of course. But paddles behind the steering wheel provide the most fun with F1-like shifting, complete with throttle blip downshifts to match engine speed.
But the best part of all is that this new GT-R will be available here in the States. And with a price expected to be around $80,000, it may prove to the best performance bargain on the road, bar none.
2008 Subaru Impreza WRX STI Update
We just spoke the other day about another photo released by Subaru, providing yet another hint about how the new STI will look.
Well, hints are no longer needed as Subaru has taken the lid off and released official photos of the all new WRX STI. The prerelease shots offered a pretty good look but it's all much clearer now.
Subaru's photos show what was obvious...a five door with some attitude. As we stated in our previous post, the jury's still out here on the move to the small wagon look. But we're willing to give it a chance. Performance with some added utility?
If you're a member of Ridestory, you can download our exclusive WRX STI Spec Sheet. Log in to see the link or go to our Downloads page for more details.
How Toyota will make your teen a better driver
With the idea of making teen's better drivers, Toyota offers its Driving Expectations program. Toyota is using the program to better educate teen drivers and hopes to cut the high number of teens killed in auto crashes. You wouldn't know it but auto crashes are the number one killer of teens in the United States.
The idea behind the Driving Expectations program is to place teen drivers in real-world situations, with instruction coming from driving courses and classroom sessions. Real-world distractions have proven to be the most dangerous to teen drivers. This free program is geared to help teen's identify and react to dangerous driving situations.
Teen drivers and their parents are taught to better understand the relationship between distractions and reaction time. To help make it clear, teen drivers and their parents navigate a driving course while drinking water, listening to loud music and talking on a cell phone. In addition, under the watchful eye of professional drivers, they take part in hard braking maneuvers on wet and dry pavement and negotiate multiple slalom driving courses.
According to Toyota, their program is endorsed by the National Safety Council and the Federal Highway Administration, and to date, more than 5,500 teens and their parents across the country have participated.
Upcoming events for 2007 are at Phoenix International Raceway in Avondale, Arizona on the weekends of October 5-7 and 12-14, with an additional event in Arcadia, California October 19-21. The first 2008 event will be held in spring of next year.
Nissan GT-R goes on sale in Japan
Nissan dealers in Japan have begun taking orders for the new GT-R and will continue to do so until October 24th when the car is unveiled at the Tokyo Motor Show.
Deliveries will begin in Japan in December with the GT-R appearing in United States showrooms in the spring of 2008.
In more GT-R news, apparently the new Nissan is having no problem matching or exceeding the Porsche 911 Turbo's lap time at the Nürburgring.
According to Autoblog, a few reporters were on hand recently when the GT-R lapped the infamous course, doing so two seconds quicker than Porsche's Turbo. Now, how accurate can a few reporters be with stop watches? We're not sure but it's fun to speculate about a car that will certainly have some outstanding performance numbers. We can't wait for Tokyo!
300 Civics sold in 10 minutes
Even though they have to wait until January, 300 Honda Civic enthusiasts laid claim to all available limited edition Mugen RR's, all in about 10 minutes!
The Mugen gets a performance bump over the Type R. With an additional 15 horsepower, the Mugen has 240 bhp at 8000 rpm and 160 lb-ft at 7,000 rpm.
All 300 cars will come in the same Milan Red color with a new body kit, upgraded brakes, new suspension, new wheels and recaro seats.
In U.S. dollars, the Mugen will set the future owners back about $38,750.
Lexus IS F
The upcoming IS F will benefit from two "firsts" that Lexus will introduce with this new car.
The first is the most powerful engine Lexus has ever produced. The IS F is packing, with a 5.0-liter direct-injected V8 pumping out over 400 horsepower and a tire-shredding 350 lb-ft of torque. Zero to 60 will come quickly, somewhere around 4.9 seconds.
The second is the world's first eight-speed transmission, with paddle shifters, of course. And in true F1 style, the cars on-board computer will add a little fun with throttle-blipping on downshifts.
You'll recognize the IS F with it's larger hood and lower intake, all to make way for the V8. It will also have wider front fenders, a rear spoiler and quad tailpipes.
Once this car hits the road, the comparisons will begin. Competitor to the BMW M3, Audi RS 4 and Mercedes-Benz C63 AMG? We would have to say "yes". Does Lexus realize that they've just entered the highly competitive sports sedan market? We hope so because that means they'll have to maintain it's performance edge. And that can only benefit us.
Check out the Lexus IS F page at lexus.com.
Are you looking to Rent Green?
Is your car rental company environmentally conscience?
More and more travelers are asking this question, driving an increase in demand for cars with a smaller impact on our environment. And that impact can be directly attributed to two things. Prices at the pump and how the burning of fossil fuels affects our world.
The environment is front and center in many people's minds, with poor air quality directly attributed to the cars and trucks on our roads. And gasoline prices will continue to creep up as world-wide demand outstrips available supplies. The economies of countries such as China and India continue to grow, taxing the demand for oil with their increasing number of vehicles and expanding cities. Consequently, globetrotters are asking their car rental companies for hybrid vehicles or cars that deliver higher gas mileage.
Rental companies are at a bit of a disadvantage to meet the demand for hybrids and fuel efficient cars. They have been stocking their lots with large sedans and SUVs. Vehicles that don't exactly say "efficiency" and "economy".
Unfortunately, auto makers such as Toyota, one of the world-wide leaders in hybird technology, can't keep up with the rising demand. Consumer's are looking more and more to Toyota's Prius and Highlander, hybrids that have become the recognized staple among "green" buyers. Toyota said hybrids comprised 4.7 percent of its 2007 fleet sales, with buyers including rental car companies, businesses, and the government. Next year, hybrid sales are projected to climb to 7 percent of Toyota's fleet sales. But Toyota may not be able to meet the demand until sometime in 2008.
Companies that think green
Here is a list of car rental companies that, at the very least, are providing more fuel efficient cars. As time goes on, more will provide better access to hybrids as well. One company, EV Rental Cars, goes as far as to call itself "The Nation's Only Environmental Rental Car Company".
- Hertz Green Collection
- Avis Rent A Car
- National Car Rental
- Alamo Rent A Car
- Enterprise
- EV Rental Cars
Hertz Green Collection
The name might be a little confusing. Hertz's Green Collection, at least for now, does not include any hybrids. They are touting fuel efficiency, with the four models they offer in the collection achieving 28 miles or more per gallon. Three of their cars, the Camry, Fusion and LaCrosse, also carry the EPA's SmartWay certification which indicates a vehicle emitting lower levels of air pollutants.
Here's a list of the cars they offer:
- Toyota Camry
- Ford Fusion
- Buick LaCrosse
- Hyundai Sonata
Avis Rent A Car
After doing some looking around, we discovered within Avis' Renter's Guide is their Fleet Display, showing a large selection of vehicles. You'll be interested in their Car Group XG where they display the Toyota Prius Hybrid.
National Car Rental
National also features the Toyota Prius Hybrid but they also have the Toyota Camry Hybrid. The Camry has a little more room than the Prius for passengers and luggage.
- Toyota Prius Hybrid
- Toyota Camry Hybrid
Alamo Rent A Car
Alamo is similar to National by offering the Prius and Camry hybrids as well. One thing to keep in mind with companies that offer both the Prius and Camry hybrids. The Camry will cost you more to rent. In Alamo's car-rental terminology, the Prius is considered a midsize car whereas the Camry is fullsize. But it may be worth getting the Camry for the added room and safety.
- Toyota Prius Hybrid
- Toyota Camry Hybrid
EV Rental Cars
EV Rental Cars has hybrids available at EV Rental airport sites in Los Angeles, Orange County, San Diego, San Francisco, Oakland, San Jose and Phoenix. And as their hybrid cars are rotated out of service, the vehicles are offered for sale to the public. Additionally, if you are interested in purchasing a hybrid, check out car buying services such as Carseek. Even though the demand for hybrids is quite high, it's worth checking all of your car buying options for the best deal.
Here's a list of the cars EV Rental offers:
- Toyota Prius Hybrid
- Honda Civic Hybrid
- Toyota Highlander Hybrid
Enterprise
Unfortunately, Enterprise proved to be the odd one in the bunch. After looking their site over, we couldn't find any hybrids. Yes, they have economy models but if you are conscience of your carbon footprint, even when traveling, Enterprise won't be able to help much.
One thing to keep in mind when you are planning a trip is to contact car rental companies as soon as possible. Let them know that you would like, at the very least, a fuel efficient car. Ideally, ask for a hybrid. With so few available, reserving one early will help you get the car you want.
And as I mentioned above, use these car rental companies and other sources like Carseek to purchase hybrid vehicles. All rental companies rotate cars out of their stock as the miles on the cars increase and new cars come in. With supplies short, a used hybrid with a few miles is a viable option. If you prefer to purchase new, car buying services are worth a try to help you get the best deal.
2008 Infiniti G37 Coupe
Styling seems to be a common theme lately. We've discussed the direction Porsche has taken with the new GT2 and Ford's Interceptor Concept.
The G series cars from Infiniti have been a huge hit, with the 'Z' based coupe being a hot seller. We loved the coupe from the start. A high performance luxury two-door with the added benefit of a couple of jump seats in the back. You can still drop your kids off at school and enjoy your commute to work, unlike its two-seated brother.
We'll be honest though. We preferred the chiseled look of the previous model. This new G coupe is obviously softer, a little more rounded. To us, the view from the front quarter panel is the best. Visually, the rear of the car tapers down too much.
A logical progression for Infiniti? Probably. We're sure sales will not be harmed by the restyling. They could very well sell more.
In addition to the new coupe, Infiniti is considering additional models to its lineup.
Nissan’s global design chief Shiro Nakamura has talked about expanding the Infiniti lineup. Possible options include a smaller vehicle to drop in under the current G models, a powerful two-door flagship and a people mover filling the gap left by the EX and FX CUVs.
Acura Opens Design Studio
In Torrance, California, Honda's luxury division Acura opened a new design studio recently. The design facility is an investment worth $15 million and will serve as the birthplace of future Acura car models. Concept vehicles will be designed at the new studio, showcasing design cues and features that will be integrated into future Acura models. The studio has state-of-the-art design technologies at hand to facilitate the smooth transfer of Acura design into a new era. The design studio is seen as the next big step for the Asian luxury car manufacturer in popularizing their cars in the United States auto market as well as globally.
Aside from being equipped with cutting-edge design laboratories, the design studio's building is designed to be environmentally-friendly. In fact, it is expected to be awarded the Leadership in Energy and Environmental Design distinction by the U.S. Green Building Council. This is in line with Honda's attempt to become the greenest car manufacturer in the world. The design studio is designed with grabbing the LEED certification in mind. This is to make sure that Honda and Acura vehicles will truly be green cars from design to production to its everyday use and finally to the recycling of the ELV.
Toshihiko Nonaka, the President of Honda R&D Americas (HRA), said, "This Acura Design Studio will help conceive and design the future of Acura. Our goal here is to create emotional designs that create a strong and distinct image for Acura products."
Among the Acura models that HRA has designed are the Acura MDX and TL. These vehicles are known for their high aesthetic value that is complemented with a high performance level especially if fitted with high quality aftermarket parts such as BBK cold air intake systems which boosts performance while reducing the vehicle's fuel consumption.
Dick Colliver, the Executive Vice President of American Honda Motor Company and the Acura Division, said, "The effort to distinguish Acura in the marketplace begins with design. The Acura Design Studio will be critical in our efforts to deliver products at the right times and ahead of the competition."
The design studio's technologies includes a computer generated virtual simulator which will allow designers to view virtual vehicles at a one-to-one ratio. This allows them to study every detail of the design. emphasizing future Acura models. This is the third design studio Acura has opened in the United States.
by Lauren Woods
