Comments on: What to do about automotive marketing? http://autoperspectives.com/blog/2010/04/30/what-to-do-about-automotive-marketing/ Building and re-building great automotive brands. Thu, 09 Feb 2012 18:18:47 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Marylin Crivello http://autoperspectives.com/blog/2010/04/30/what-to-do-about-automotive-marketing/comment-page-1/#comment-795 Marylin Crivello Fri, 28 May 2010 17:54:11 +0000 http://autoperspectives.com/blog/?p=820#comment-795 Gentle Reader: First: A message to rustem: I believe Mr. McNaughton's message was "to gather some talented people together who are willing to commit to a brand and let them loose on developing "a" positioning for the brands mentioned. Not sure the intention was to bring back the old "safety" positioning for Volvo, but to create ANY brand position for any number of automobiles versus what we have today.... no true identity for today's cars in the minds of the younger buyer...or older ones for that matter. I read, with great interest, Cam McNaughton's article regarding "What To Do About Automotive Marketing?" This was a resounding question that was heard throughout the corridors of any number of ad agencies and/or manufacturers I worked for in the 70's, 80's , 90's and beyond. I am in complete agreement that a combination of things such as the poor economy, a glutted marketplace and consumer apathy have contributed to "less clear, less defined and ..a weakening of great brands"scenario. The problem, as I see it, is that young people today are skeptical of branding and advertising. They simply don't buy it unless P Diddy or Gaga drives it. This is not to say that the task is an impossibility, however, an entirely new approach is required and, as Cam stated, a team of totally committed people are essential. Without it, we will continue to simply see cars as transportation and nothing more. This would be sad scenario for both buyers and sellers of cars as the car that you drive is, after all, the American way to project one's personality. The question: what do you drive? used to actually count for something. Today, it means nothing because we don't know what all these vehicles stand for. This is where branding and positioning is so crucial. In any event, "cheers" to Cameron McNaughton for giving all of us food for thought and for, perhaps, awakening some giants so that they may do the right thing by their products and give consumers the right reason to buy and to be proud of what they drive. Gentle Reader:

First: A message to rustem: I believe Mr. McNaughton’s message was “to gather some talented people together who are willing to commit to a brand and let them loose on developing “a” positioning for the brands mentioned. Not sure the intention was to bring back the old “safety” positioning for Volvo, but to create ANY brand position for any number of automobiles versus what we have today…. no true identity for today’s cars in the minds of the younger buyer…or older ones for that matter.

I read, with great interest, Cam McNaughton’s article regarding “What To Do About Automotive Marketing?” This was a resounding question that was heard throughout the corridors of any number of ad agencies and/or manufacturers I worked for in the 70′s, 80′s , 90′s and beyond. I am in complete agreement that a combination of things such as the poor economy, a glutted marketplace and consumer apathy have contributed to “less clear, less defined and ..a weakening of great brands”scenario. The problem, as I see it, is that young people today are skeptical of branding and advertising. They simply don’t buy it unless P Diddy or Gaga drives it. This is not to say that the task is an impossibility, however, an entirely new approach is required and, as Cam stated, a team of totally committed people are essential. Without it, we will continue to simply see cars as transportation and nothing more. This would be sad scenario for both buyers and sellers of cars as the car that you drive is, after all, the American way to project one’s personality. The question: what do you drive? used to actually count for something. Today, it means nothing because we don’t know what all these vehicles stand for. This is where branding and positioning is so crucial. In any event, “cheers” to Cameron McNaughton for giving all of us food for thought and for, perhaps, awakening some giants so that they may do the right thing by their products and give consumers the right reason to buy and to be proud of what they drive.

]]> By: rustem http://autoperspectives.com/blog/2010/04/30/what-to-do-about-automotive-marketing/comment-page-1/#comment-611 rustem Fri, 07 May 2010 04:41:14 +0000 http://autoperspectives.com/blog/?p=820#comment-611 The brands with some clear positioning should continue to do the same, but the case is that, they should follow it if its the right thing to do in the current environment. I think Volvo should change its positioning from being the "safest" to something else, which relates its current frame. Safety, is a "must" in todays world, especially in countries like the USA, Germany etc, I mean developed countries. So, if you are a serious car manufacturer you have to be safe. And, people analyze the safety of the cars based on EuroNCAP (or some other else) crash test results, and active and passive safety fattures. And, in this Subaru also have 5 stars for all the model range, Mercedes also, BMW also, and now even KIA is also. So, how can Volvo still persuade that even though Kia also got 5 stars for all the models, am safer than Kia. Impossible! And, I'm sure you now it, one of the European courts stopped Volvo ads saying "I'm the safest" a few weeks ago. So, I think Volvo should change, should find something elso to make another clear positioning. Like Audi did, and still continues. By the way, how is the positioning of Audi in the USA? Audi, is a very nice example in Europe, for the best marketing in automotive industry. The brands with some clear positioning should continue to do the same, but the case is that, they should follow it if its the right thing to do in the current environment. I think Volvo should change its positioning from being the “safest” to something else, which relates its current frame. Safety, is a “must” in todays world, especially in countries like the USA, Germany etc, I mean developed countries. So, if you are a serious car manufacturer you have to be safe. And, people analyze the safety of the cars based on EuroNCAP (or some other else) crash test results, and active and passive safety fattures. And, in this Subaru also have 5 stars for all the model range, Mercedes also, BMW also, and now even KIA is also. So, how can Volvo still persuade that even though Kia also got 5 stars for all the models, am safer than Kia. Impossible! And, I’m sure you now it, one of the European courts stopped Volvo ads saying “I’m the safest” a few weeks ago. So, I think Volvo should change, should find something elso to make another clear positioning. Like Audi did, and still continues. By the way, how is the positioning of Audi in the USA?

Audi, is a very nice example in Europe, for the best marketing in automotive industry.

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