McNaughton Automotive Perspectives » Audi of America http://autoperspectives.com/blog Building and re-building great automotive brands. Wed, 01 Sep 2010 14:47:05 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Super Bowl XLIV: Which automotive manufacturer got it done? http://autoperspectives.com/blog/2010/02/08/super-bowl-xliv-which-automotive-manufacturer-got-it-done/ http://autoperspectives.com/blog/2010/02/08/super-bowl-xliv-which-automotive-manufacturer-got-it-done/#comments Mon, 08 Feb 2010 14:24:03 +0000 Cameron http://autoperspectives.com/blog/?p=372 The sentimental favorites won the Super Bowl…at least the football game part.

Generally speaking I thought the advertising game within the game was just OK, not great.  Within the automotive segment, six manufacturers stepped up for the Super Bowl:

As I said in an earlier post, the tough part about advertising in the Super Bowl is that while the football game is the primary draw, the advertising contest comes in a close second.  As an advertiser you have to be willing to do work that will stand out and entertain because the very next day the “results” of the ad contest will be published in USAToday.

I always watch the Super Bowl hoping that one or more of the automobile manufacturers will break out of the category mold and amaze us.  Here’s my take on the automotive commercials, from best to worst:  

I think Audi was the automotive standout this year.  A lot of industry veterans would have lined up to say that advertising a diesel on the Super Bowl was a waste of money because Americans don’t like diesel. As they have done for the last year, Audi takes on America’s perception of diesel.  Audi recognized that Americans are interested in being environmentally responsible but at the same time find the “green movement” a bit over the top.  The “Green Police” was a nice idea with enough oomph to do well in the ad contest.

Volkswagen’s “Punch Dub” commercial was the second best automotive entry. While it was a little bit more of a traditional car commercial, I thought it was fun to watch and did a nice job of illustrating the breadth of the VW product line with the warmth and humanness that we’ve come to expect from VW.  The Stevie Wonder ending was a master stroke.

I know that Hyundai’s ads introducing the new Sonata will be criticized by the advertising industry as “expected.”  Despite being more traditional category commercials, I think that they did a good job of making specific points that communicated an overall sense of quality engineering.  Better quality paint than Mercedes-Benz and the idea that the car is “handmade”   spoke to quality while the film itself made the product look terrific.  These ads won’t win any advertising awards, nor did they do well in the ad contest, but they got their message across and the product looked great.

The Dodge Charger commercial was certainly a departure from the category norm, particularly for Detroit. Some have said that they thought advertising the Dodge Charger (high performance/in-efficient) seemed out-of-step with current societal sensibilities. Perhaps, but I was left wondering if the notion of the “hen-pecked” male was even more out-of-step.  I hope that there is a segment of the male population who will identify with this commercial and go buy a Dodge Charger to affirm their manhood.

I sincerely hope that Kia’s execution appeals to young families as intended. While entertaining, I found the commercial silly and didn’t learn anything.

Honda’s ad for the Crosstour seemed forced, although I got the point that it offered a a level of utility in a sporty package.

Overall, my take is that VW, Audi and Hyundai made good use of their Superbowl investment, the others did not.

]]> http://autoperspectives.com/blog/2010/02/08/super-bowl-xliv-which-automotive-manufacturer-got-it-done/feed/ 4 Johan de Nysschen calls out Washington on EVs http://autoperspectives.com/blog/2009/12/14/johan-de-nysschen-calls-out-washington-on-evs/ http://autoperspectives.com/blog/2009/12/14/johan-de-nysschen-calls-out-washington-on-evs/#comments Tue, 15 Dec 2009 01:58:00 +0000 Cameron http://autoperspectives.com/blog/?p=219 The question now is…will anyone listen to him?

As reported in today’s Detroit News, Audi of America’s Johan de Nysschen called out the current political leadership for “falling in love” with electric vehicles.  He’s absolutely right, EVs and Hybrids have become the fashionable automotive technology and Washington’s choice for the future.

The only problem is that EVs won’t make a difference for two decades.  The New York Times reported that “plug-in hybrids would not have a significant impact on the nation’s oil consumption or carbon emissions before 2030.” To be clear though, de Nysschen is not saying EVs and Hybrids are wrong or won’t play an important role in the future. What he’s saying is that Washington is picking winners and losers from a technology point of view rather than remaining agnostic, and he’s right.

Clean diesel remains the best near term technology available for reducing our dependance on foreign oil and CO2 emissions (the major cause of global warming), yet no one in Washington seems interested.  It seems that “diesel” is literally a dirty word.

There is no doubt that Americans harbor a negative perception of diesel based on experience and inadequate information.  If our government really wanted to serve the citizens, it would consider the facts of modern diesel technology and help dispel the myths. Modern diesel is as clean as gasoline, offers 25-30% better MPG and emits less CO2.  While we’re waiting for the infrastructure to develop and the financials to make sense for EV technology, Americans could be driving diesels and making a difference in oil consumption and global warming.

Diesel in America is a marketing problem.  We have to change Americans’ perception of diesel so that consumers can make the best choices.  I don’t want our government picking the technologies that will succeed, but I would like it to have a balanced perspective and ensure that the facts are available so that Americans can make the decisions that make the most sense to them.

It seems to me that being open minded about diesel technology should be easy for our politicians….

If they’d like to take on something hard, then they should consider abolishing the CAFE standards and putting in place a Federal tax on gasoline which has always been the key to getting Americans to drive smaller more fuel efficient and cleaner vehicles.

]]> http://autoperspectives.com/blog/2009/12/14/johan-de-nysschen-calls-out-washington-on-evs/feed/ 1 LA Auto Show: Everyone’s talking about electric vehicles, but diesel is winning. http://autoperspectives.com/blog/2009/12/08/la-auto-show-everyones-talking-about-electric-vehicles-but-diesel-is-winning/ http://autoperspectives.com/blog/2009/12/08/la-auto-show-everyones-talking-about-electric-vehicles-but-diesel-is-winning/#comments Wed, 09 Dec 2009 03:16:04 +0000 Cameron http://autoperspectives.com/blog/?p=187

It was ironic that virtually every manufacturer was talking about EVs in one form or another, yet the much less fashionable technology…diesel…took home the Green Car of the Year prize.

Don’t get me wrong, I think some of the electric cars and concepts are fascinating.

Chevrolet showed us a production version of the Volt and spoke about the fact that there would be no “range anxiety” because of the small motor that would generate electricity to charge the batteries. Audi showed the E-tron, an electric version of the R8 with an electric motor poweringeach wheel and delivering supercar performance. BMW’s “Vision” concept demonstrated where “Efficient Dynamics” might take the brand. Mini has been testing electric cars on America’s roads and had an example at their stand.

DSC01677DSC01655

DSC01622 DSC01619

EVs are being talked about as if they will solve global warming, reduce our fossil fuel consumption to zero and generally save the planet. EVs are the messiah of automotive technologies.

Here’s the problem, electric cars are expected to represent maybe 10% of sales by 2020. At that sales rate it’s hard to imagine the technology as a game changer from a fuel consumption or global warming perspective.

At least we have the folks responsible for selecting the “Green Car of the Year” to provide a reality check. For the second consecutive year, a diesel-powered vehicle was selected as green car of the year. Why? Clean diesel is a practical and “green” approach to transportation. It offers 25-30% better mileage, it emits less CO2 and particulate emission is now comparable to gasoline-powered technology. Today’s clean diesels meet the most stringent pollution standards and are sold in all fifty states.

The Audi A3 TDI is a terrific example of the modern clean diesel and a worthy “Green Car of the Year.”

DSC01663DSC01664DSC01665

Modern clean diesels are readily available, offer the possibility of reducing fuel consumption by a third and emit less C02 than gasoline engines. Maybe after we’re done talking about technology that won’t make a difference for another 20 years, we’ll start to talk about one that can make a difference tomorrow.

I know it’s not fashionable, but we need to change Americans’ perception of diesel because it makes sense.

automobile industry is entering new territory as the recession wanes and consumers, who have been emotionally scarred by the last 18 months, remain cautious.  Many believe that consumers have been forever changed by this recession and that they will be more conservative with their money for years to come.
No one expects that the automotive industry will achieve the heady sales levels of the early part of this decade.
“By 2013, car and truck sales in North America will rebound to the new normal rate of 15 million to 16 million units”  Automotive News 8/5/09
At best, we will attain a “new normal” of 15-16MM units in 2013.
That means that competition for customers is going to be tougher than ever and no one’s business is going to grow just hanging on to the industry coattails.  Historically the manufacturers have reacted to these types of circumstances by using incentives.  These tactics artificially inflated sales earlier in the decade, pulling sales forward and contributed to the most recent “correction” that has pummeled the industry.  Using short-term incentives to steal share is not the answer to long-term prosperity, it’s merely a tactic that gives a franchise a quick shot in the arm.  Establishing a brand’s immutable points of difference and creating consumer affinity for it, is what creates value over the long term.
Last week, BusinessWeek published a piece by Ed Wallace about GM making the same mistakes; in it he made the case for branding:
“True, people want a “deal” when they buy a new car. But more important, they want to buy something exceptional….The automotive selling process, done right, has little to do with negotiation: It has everything to do with building value in the vehicle.”
It’s about time the industry took “branding” seriously.
You only need to look as far back as the last eighteen months to see the power of an automotive brand.  Subaru and Mini have survived the recession and some would argue have flourished under incredibly difficult circumstances while virtually every other manufacturer suffered.
The automobile industry has not made building and nurturing its brands a priority.  There are some exceptions like Subaru, Mini, Porsche, BMW, Mercedes Benz and Jeep.  But generally speaking investing in the brand has been the first thing cut by automotive marketers when things get tough.  The brand investment gets cut in favor of marketing efforts that will “make the doors swing.”  Frankly some of the above-mentioned brands have weakened in recent years, but clearly the marketers in charge of them have historically recognized the leverage created by a well-understood brand.
The first step toward having a well-understood brand is being able to clearly articulate it.  This is not a tagline or even a series of “core values,” both these approaches seek to summarize a brand.  The first step is a complete and full articulation of the brand, several pages perhaps, that explain its history, beliefs, behaviors, accomplishments, failures and contributions.  This document seeks not to summarize a brand’s essence but rather to capture it in detail; it describes the brand’s character, what makes it authentic.
The process of writing it down is critical.  A consultant friend used to say that: “nothing exists until it is spoken.”  In this case, if you can’t write this document about your brand, then you don’t have a brand.  Often it can help to have an “outsider” write this document, if you allow that person full access to your company and your people.  Either way, you need to articulate your brand in depth and in full, as it should form the underpinnings of all that you do.  It should drive communications, your use of social media, dealer experience and everything in between.
With this document in hand, you are ready to leverage your brand and give your customers the experience that will differentiate you from the competition.  Without it, you’re grasping at straws, hoping that somehow everything comes together.
In the hyper competitive “new normal” market of 12-16 million units, “guessing and getting lucky” will not carry the day.Opportunity knocks for well-articulated automotive brands.
The automobile industry is entering new territory as the recession wanes and consumers, who have been emotionally scarred by the last 18 months, remain cautious.  Many believe that consumers have been forever changed by this recession and that they will be more conservative with their money for years to come.
No one expects that the automotive industry will achieve the heady sales levels of the early part of this decade.
“By 2013, car and truck sales in North America will rebound to the new normal rate of 15 million to 16 million units”  Automotive News 8/5/09
At best, we will attain a “new normal” of 15-16MM units in 2013.
That means that competition for customers is going to be tougher than ever and no one’s business is going to grow just hanging on to the industry coattails.  Historically the manufacturers have reacted to these types of circumstances by using incentives.  These tactics artificially inflated sales earlier in the decade, pulling sales forward and contributed to the most recent “correction” that has pummeled the industry.  Using short-term incentives to steal share is not the answer to long-term prosperity, it’s merely a tactic that gives a franchise a quick shot in the arm.  Establishing a brand’s immutable points of difference and creating consumer affinity for it, is what creates value over the long term.
Last week, BusinessWeek published a piece by Ed Wallace about GM making the same mistakes; in it he made the case for branding:
“True, people want a “deal” when they buy a new car. But more important, they want to buy something exceptional….The automotive selling process, done right, has little to do with negotiation: It has everything to do with building value in the vehicle.”
It’s about time the industry took “branding” seriously.
You only need to look as far back as the last eighteen months to see the power of an automotive brand.  Subaru and Mini have survived the recession and some would argue have flourished under incredibly difficult circumstances while virtually every other manufacturer suffered.
The automobile industry has not made building and nurturing its brands a priority.  There are some exceptions like Subaru, Mini, Porsche, BMW, Mercedes Benz and Jeep.  But generally speaking investing in the brand has been the first thing cut by automotive marketers when things get tough.  The brand investment gets cut in favor of marketing efforts that will “make the doors swing.”  Frankly some of the above-mentioned brands have weakened in recent years, but clearly the marketers in charge of them have historically recognized the leverage created by a well-understood brand.
The first step toward having a well-understood brand is being able to clearly articulate it.  This is not a tagline or even a series of “core values,” both these approaches seek to summarize a brand.  The first step is a complete and full articulation of the brand, several pages perhaps, that explain its history, beliefs, behaviors, accomplishments, failures and contributions.  This document seeks not to summarize a brand’s essence but rather to capture it in detail; it describes the brand’s character, what makes it authentic.
The process of writing it down is critical.  A consultant friend used to say that: “nothing exists until it is spoken.”  In this case, if you can’t write this document about your brand, then you don’t have a brand.  Often it can help to have an “outsider” write this document, if you allow that person full access to your company and your people.  Either way, you need to articulate your brand in depth and in full, as it should form the underpinnings of all that you do.  It should drive communications, your use of social media, dealer experience and everything in between.
With this document in hand, you are ready to leverage your brand and give your customers the experience that will differentiate you from the competition.  Without it, you’re grasping at straws, hoping that somehow everything comes together.
In the hyper competitive “new normal” market of 12-16 million units, “guessing and getting lucky” will not carry the day.
VW & Crispin.  It was only a matter of time.
VW of America just announced that it is reviewing its advertising business currently with Crispin Porter & Bogusky.
VW is truly one of the world’s most loved automotive brands. While there have been a number of clever and in some cases intrusive commercials from Crispin there has been little that has built or even sustained the VW brand.
Crispin is without question one of the most talented creative agencies in the country but while they did a wonderful job helping to create the Mini brand, they never succeeded in bringing that power to Volkswagen.
At times the work was startling, stopping you in your tracks…remember the “Safe Happens” commercials.
Watch “Safe Happens”
Last year we saw Brook Shields introduce the Routan.
Watch Brooke
Most recently we’ve seen “Max” the talking Beetle.  In this commercial he introduces the Jetta diesel.
Watch Max
While the advertising has been interesting, sometimes funny, and at times talked about, what has it added up to?  Not much.
In an industry that is hoping to sell a little over 10 million units in 2009 and hopes to achieve a “new normal” of 12-15 million units by 2013, competition for buyers is only going to get more intense.  The manufacturers that actually have well-established brands (there aren’t many) have a leverageable asset that will enable them to “win” in this hyper-competitive environment.
Volkswagen is a brand with a well-defined value structure.  It started in the US with Doyle Dane Bernbach, Arnold nurtured it and now another team will have a chance to articulate the brand’s values to its enthusiasts and prospects.
VW has certainly had its ups and downs in the US but throughout it all, it has been truly loved by millions of loyalists.  That kind of devotion is at the heart of what makes an automotive marque powerful and it’s a good place for the next agency caretakers of the VW brand to start.
TreeFarm Partners: Automotive marketing consulting that makes a difference
We are an automotive strategy and implementation firm that makes a difference for our clients immediately and profoundly. We believe that a few senior level people working as a team can move mountains and make things happen quickly and productively. We’re here to partner with you, help you make smart decisions and get them implemented quickly Opportunity knocks for well-articulated automotive brands.
The automobile industry is entering new territory as the recession wanes and consumers, who have been emotionally scarred by the last 18 months, remain cautious.  Many believe that consumers have been forever changed by this recession and that they will be more conservative with their money for years to come.
No one expects that the automotive industry will achieve the heady sales levels of the early part of this decade.
“By 2013, car and truck sales in North America will rebound to the new normal rate of 15 million to 16 million units”  Automotive News 8/5/09
At best, we will attain a “new normal” of 15-16MM units in 2013.
That means that competition for customers is going to be tougher than ever and no one’s business is going to grow just hanging on to the industry coattails.  Historically the manufacturers have reacted to these types of circumstances by using incentives.  These tactics artificially inflated sales earlier in the decade, pulling sales forward and contributed to the most recent “correction” that has pummeled the industry.  Using short-term incentives to steal share is not the answer to long-term prosperity, it’s merely a tactic that gives a franchise a quick shot in the arm.  Establishing a brand’s immutable points of difference and creating consumer affinity for it, is what creates value over the long term.
Last week, BusinessWeek published a piece by Ed Wallace about GM making the same mistakes; in it he made the case for branding:
“True, people want a “deal” when they buy a new car. But more important, they want to buy something exceptional….The automotive selling process, done right, has little to do with negotiation: It has everything to do with building value in the vehicle.”
It’s about time the industry took “branding” seriously.
You only need to look as far back as the last eighteen months to see the power of an automotive brand.  Subaru and Mini have survived the recession and some would argue have flourished under incredibly difficult circumstances while virtually every other manufacturer suffered.
The automobile industry has not made building and nurturing its brands a priority.  There are some exceptions like Subaru, Mini, Porsche, BMW, Mercedes Benz and Jeep.  But generally speaking investing in the brand has been the first thing cut by automotive marketers when things get tough.  The brand investment gets cut in favor of marketing efforts that will “make the doors swing.”  Frankly some of the above-mentioned brands have weakened in recent years, but clearly the marketers in charge of them have historically recognized the leverage created by a well-understood brand.
The first step toward having a well-understood brand is being able to clearly articulate it.  This is not a tagline or even a series of “core values,” both these approaches seek to summarize a brand.  The first step is a complete and full articulation of the brand, several pages perhaps, that explain its history, beliefs, behaviors, accomplishments, failures and contributions.  This document seeks not to summarize a brand’s essence but rather to capture it in detail; it describes the brand’s character, what makes it authentic.
The process of writing it down is critical.  A consultant friend used to say that: “nothing exists until it is spoken.”  In this case, if you can’t write this document about your brand, then you don’t have a brand.  Often it can help to have an “outsider” write this document, if you allow that person full access to your company and your people.  Either way, you need to articulate your brand in depth and in full, as it should form the underpinnings of all that you do.  It should drive communications, your use of social media, dealer experience and everything in between.
With this document in hand, you are ready to leverage your brand and give your customers the experience that will differentiate you from the competition.  Without it, you’re grasping at straws, hoping that somehow everything comes together.
In the hyper competitive “new normal” market of 12-16 million units, “guessing and getting lucky” will not carry the day.
VW & Crispin.  It was only a matter of time.
VW of America just announced that it is reviewing its advertising business currently with Crispin Porter & Bogusky.
VW is truly one of the world’s most loved automotive brands. While there have been a number of clever and in some cases intrusive commercials from Crispin there has been little that has built or even sustained the VW brand.
Crispin is without question one of the most talented creative agencies in the country but while they did a wonderful job helping to create the Mini brand, they never succeeded in bringing that power to Volkswagen.
At times the work was startling, stopping you in your tracks…remember the “Safe Happens” commercials.
Watch “Safe Happens”
Last year we saw Brook Shields introduce the Routan.
Watch Brooke
Most recently we’ve seen “Max” the talking Beetle.  In this commercial he introduces the Jetta diesel.
Watch Max
While the advertising has been interesting, sometimes funny, and at times talked about, what has it added up to?  Not much.
In an industry that is hoping to sell a little over 10 million units in 2009 and hopes to achieve a “new normal” of 12-15 million units by 2013, competition for buyers is only going to get more intense.  The manufacturers that actually have well-established brands (there aren’t many) have a leverageable asset that will enable them to “win” in this hyper-competitive environment.
Volkswagen is a brand with a well-defined value structure.  It started in the US with Doyle Dane Bernbach, Arnold nurtured it and now another team will have a chance to articulate the brand’s values to its enthusiasts and prospects.
VW has certainly had its ups and downs in the US but throughout it all, it has been truly loved by millions of loyalists.  That kind of devotion is at the heart of what makes an automotive marque powerful and it’s a good place for the next agency caretakers of the VW brand to start.
TreeFarm Partners: Automotive marketing consulting that makes a difference
We are an automotive strategy and implementation firm that makes a difference for our clients immediately and profoundly. We believe that a few senior level people working as a team can move mountains and make things happen quickly and productively. We’re here to partner with you, help you make smart decisions and get them implemented quickly.

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]]> http://autoperspectives.com/blog/2009/12/08/la-auto-show-everyones-talking-about-electric-vehicles-but-diesel-is-winning/feed/ 2 Kudos to Audi of America for taking on Americans’ perception of diesel. http://autoperspectives.com/blog/2009/07/02/kudos-to-audi-of-america-for-taking-on-americans-perception-of-diesel/ http://autoperspectives.com/blog/2009/07/02/kudos-to-audi-of-america-for-taking-on-americans-perception-of-diesel/#comments Thu, 02 Jul 2009 17:58:39 +0000 Cameron http://autoperspectives.com/blog/?p=128 audi-mileage-marathon

Audi of America has stepped up and taken on America’s negative perception of diesel technology.

Take a look at this video:

Then the commercial:

Changing American’s perception of diesel is a monumental task but one that will yield remarkable benefits.  Diesel offers the opportunity to immediately reduce our consumption of oil, reduce emission of CO2 and get better mileage.  Diesel can help manufacturers satisfy the new CAFE standards.  All this from a proven technology that is well understood and available today.


Diesel needs to be part of the energy solution of our country.    I know that it is far more fashionable in Washington to discuss plug in electric vehicles but those technologies are years away from broad-scale commercial viability.

Clean diesel is here today and can contribute immediately to   reducing our dependance on foreign oil, reducing one of the major gasses that cause global warming, give consumers 20-30% better milage and a motor that will last longer!

Diesel is a “win-win” for the consumer, the automobile manufacturers and our country.  All we need to do is update America’s perception of the technology.

Good for Audi of America for trying to change our perception of diesel.  I hope they succeed, that would be good for all of us.

]]> http://autoperspectives.com/blog/2009/07/02/kudos-to-audi-of-america-for-taking-on-americans-perception-of-diesel/feed/ 0