Posts Tagged ‘Kia’

Super Bowl XLV–Will the auto industry carry the day?

Wednesday, January 26th, 2011

Last year, I asked the same question and I think the answer was “no.”

Audi’s terrific A3 TDI commercial led the automotive pack, ranked 6th of 65 by USAToday but all the others were also-rans. Here’s how the automotive participants ranked in last year’s advertising beauty contest:

A dismal showing by the auto industry.  Despite being one of the highest interest product categories with some often fantastic products, we seem to be unable to captivate the Super Bowl audience.

To be clear, getting highly ranked in USAToday’s poll has nothing to do with judging a TV commercial’s effectiveness, it simply is a measure of a panel of consumers’ reactions and “how much they liked each ad.”  But it is without question, ‘the game within the game.’  As a Super Bowl advertiser you spend $3MM or so for 30 seconds and the chance to get noticed and liked. It’s an opportunity to get tongues around the world wagging about your ad, your brand and maybe even your products.

But to make that happen, you have to do something amazing. (more…)

What to do about automotive marketing?

Friday, April 30th, 2010

What a difference a year makes.  It’s 2010 and the auto industry is beginning to recover.

After an incredibly tough 2009, consumers seem to be coming back.  For the first time in recent memory, Americans’ perception of domestic automobiles seems to be on the mend (Business Week 4/23).  Ford’s bet that Americans will buy smaller, fully featured automobiles looks like it may pay off.  GM’s product plan created by soon-to-retire Bob Lutz is leading a resurgence for the General.  Hyundai and Kia, supported my excellent product quality, have taken advantage of recessionary sensibilities and grown share of market.  Audi , Subaru and Mini have come out of the recession on a tear.

On the other side of the ledger, Toyota continues to struggle with recalls and concerns about quality.  This has led to unprecedented incentives by Toyota and the predictable response by competitors to match them.  So a good number of consumers who had been sitting on sidelines during the recession have come back to dealerships looking to for a good deal.  After 2009, it’s a relief to see traffic in the stores but at the same time if the incentives continue that will not be good for the industry long term.  In 2009, some progress had been made at reducing the use of incentives, but the moment Toyota jumped in to defend its franchise, that opened the floodgates again.

So the good news is that customers are returning to the stores, but are they coming back for the right reasons?

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Hyundai’s Assurance Program does not a brand make…now what?

Wednesday, March 24th, 2010

The big news in automotive marketing this week was that Joel Ewanick is leaving Hyundai and going to head up marketing at Nissan. Hyundai won 2009 marketer of the year under Ewanick’s leadership and the company implemented the breakthrough Hyundai Assurance Program.

The Hyundai Assurance Program was a stroke of brilliance at a time when the economy and the auto industry were in a tailspin.  It basically gave consumers a no risk way to purchase a vehicle.  If you bought a Hyundai and subsequently lost your job, you could return the car, no questions asked.  Truly brilliant and it propelled Hyundai through the recession and out the other end.  Hyundai’s 2009 sales grew 8% and its share of market was up 1.1 points.  This performance earned it elite status as one of only three automobile brands (Kia & Subaru were the others) to increase volume in 2009, while the industry overall declined 21%*.

The Hyundai Assurance Program was an unqualified success in a tough marketing climate.  But now what? (more…)

Super Bowl XLIV: Which automotive manufacturer got it done?

Monday, February 8th, 2010

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:   (more…)

Super Bowl XLIV—Will the auto industry carry the day?

Friday, January 15th, 2010

The 2010 Super Bowl may or may not be a good football game, but there will be a whole bunch of automotive commercials to watch. Here are the six manufacturers who will be advertising on this year’s extravaganza:

With 2009 behind us it will be fascinating to watch what each brand does with their piece of the most expensive advertising real estate in the world. The Super Bowl represents an incredible opportunity to reach the biggest television audience of the year.  Brands that have used the opportunity well, have in some cases changed their fortunes…Apple’s introduction of the Mac comes to mind:

Here’s the challenge with the Super Bowl.  The Super Bowl is not just the game that decides the NFL champion, it has become the crucible in which winners and losers are defined in the advertising business. USAToday will not only report who won the game, they rank the advertising gladiators. There’s a lot at stake for the agencies and their clients.

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