Onboard Something-or-Other and Rack-and-Peanut Steering
Who knew back in 1991, when Powell Motors built ”
The Homer,” that the Big Three automotive companies would be in as much financial ruins as they are today?
I’m not surprised. I spent a few years covering automotive marketing for Promo, and could see how out-of-touch the industry was with American consumers. Sure, they had some way-cool product placement deals, but GM, Chrysler and Ford really haven’t made the consumer want to buy American.
Auto sales have fallen to their lowest levels in 17 years. GM was down 45% for the month, Chrysler 35% and Ford 31%. Word out of New Jersey a few weeks back was that a 50-year-old showroom closed its doors because it did not sell a single car in September.
Heck, I’m driving around in a Saturn that has been paid off for more than a year, that I bought with 0% financing back when manufacturers were trying to give cars away. Other promotions really masked poor overall sales: Employee pricing plans made those wanting to buy a car hold out until those sales took place, and cameos on “The Apprentice” didn’t seem to help in the overall scheme of things.
The Big Three automakers tried to become too hip for the American buyer, went too retro with the return of PT Cruisers and too big with gas-guzzling Hummers. And while they did, the Toyotas and Hondas of the world (though they are struggling too) went with fuel efficency and hybrid technology to please the consumer.
Ford debuted some commercials for its new F-150 truck, which has been a victom of lagging sales. The commercials are hip, funky, and fresh, but…
The voiceover is by Dennis Leary, who is under a lot of heat for comments he made in his new book about autistic kids. The timing couldn’t be worse for Ford.
It’s sad that the American auto industry is dying. When, as a marketer, do you pull the plug and write its obituary?
