You’ve probably heard the big news that Ford is changing its slogan from “Drive One” to “Go Further.” It’s another move in the constant shuffle of ad agencies and irrelevant marketing that car companies engage in.
This slogan is almost as dumb as Hewlett-Packard’s “Everybody On.” Does Ford really think people will make the distinction between farther (that is, distance) and further (more advanced) or realize that most people use them as synonyms?
I like the old slogans much better: Saturn’s “A Different Kind of Car Company”; BMW’s “The Ultimate Driving Machine.”
Mercedes is honoring dress designer Naeem Khan (above) with its “Mercedes-Benz Presents” award for designing dresses for some of the world’s most stylish women. How about “Benz Bends Fashion to Its Ends” for a motto?
FIAT Chrysler King Sergio Marchionne got tough on FIAT stakeholders this week, urging them to “get off their butts,” since the company has been bleeding red ink. If FIAT believes its launch of a 500L station wagon in the U.S. market is going to be its lifeline, a transfusion is indicated, and its dealers may have a different story to tell.
Speaking of car dealers, they are having their big NADA convention in Vegas this weekend, with Sr. Marchionne and George W. Bush (yes, that one) as keynote speakers. Also providing motivation will be Aron Ralston,
who had to amputate his right arm with a knife to free himself from a boulder after a hiking accident. His autobiography “Between a Rock and a Hard Place” was the subject of the film “127 Hours.”
Dealers are also finding themselves between a rock and a hard place with pressure from automakers to get off their butts and modernize, upgrade and invest “billions of dollars” in their facilities. They are being pushed hard by the carmakers and are conducting a study to find out whether such expensive upgrades are cost-effective in driving sales. Guess what the results will show.
I think they could do well to downgrade sales. Take the example of the Cuban gynecologist, who stars in one of the best car-sales videos ever.
Don’t you think this kind of pitch would be more effective than all those costly, “creative” Super Bowl ads?