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Showing posts with label MPG. Show all posts
Showing posts with label MPG. Show all posts

Wednesday, September 18, 2013

Audi Puts Claire Danes in Prison to Sell You Diesel


Audi just launched their latest campaign promoting TDI Diesel vehicles to Americans.  It's definitely not their first attempt to raise the profile of diesel in a market where gas prices are still in the $3-$4 range and more and more options such as hybrids, electric and high-mileage gas cars continue to provide choices for the fuel conscious consumer.

The latest campaign features actor Claire Danes in an Orange is the New Black prison inspired theme where Danes has her name mispronounced as the running joke in the long form ad. She imagines travel to an award show with a chauffeur. Or what a drive would be like solo in the new Audi A6 TDI.


All of it ends in the ability of the Audi to drive 700 miles using one tank of gas. It's a long three plus minutes to get to the final payoff with lots of beauty shots of the Audi driving the open road. Unlike a lot of fuel saving vehicle ads there is no information about how many MPGs the car produces or what benefits diesel may have over other fuel economical cars, just that it's better than driving with an odd over-sharing limo driver.

Today's Business Insider wrote about Audi ignoring the easy way to promote diesel, inspired after sitting through this celebrity inundated commercial. The writer suggests Audi should dump the ambiguous "TDI" nomenclature and just tag the cars as "Diesel" on the car itself. This simple move would show that diesels are quiet, attractive, and not smelly.

Personally, I like the ad "The Station." While it may not promote solid MPGs or tell me why I should buy TDI over EV, PEV, or a Hybrid, it definitely is memorable and tells me Audi makes diesel cars, not that an automotive enthusiast needs a reminder.

So what do you think? Do you like the Claire Danes ad and Audi's latest approach to selling diesel?

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Monday, December 7, 2009

Is Chevy Dorking Up the Volt's Vibe?




First it was the announcement of 230 MPG with a giant happy face outlet plug. Now it's a campy, Suzanne Vega sounding song with a lot of whistling that is promoting GM's buzz workhorse - the Chevy Volt.

Electric Vehicle (EV) technology is not easy to explain and is definitely creating a lot of confusion as companies promote ridiculous MPG claims and even crazier torque claims.
"Our goal is to craft that education in a manner that is family friendly (as it should be because we are America’s original mass /heart brand), entertaining and simple to understand for a rather sophisticated product.

A Volt song helps us to achieve those objectives. 'Chevy Volt and Me' explains what Volt is all about as a better EV in simple friendly terms," explains Maria Roher, GM’s director of global Volt marketing.
So let me get this straight. To explain the complexity of the Volt's three-phase AC induction motor rated at 120 kilowatts, or 160 hp, powered by a 6-foot-long, 375-pound array of lithium-ion cells mounted low along the Volt's floorpan requires a whistle laden, rhyme challenged song to help the common person understand what the Volt is all about?

Now what rhymes with lithium-ion? Conan O'Brien? Uruguayan? Scion?

I don't know. Seems to me the target Volt customer is going to be an early adopter and someone very knowledgable, well-educated and looking to better understand the details
of Volt's green footprint and technological advances. Perhaps a see through diagram of the powertrain from Popular Mechanics would be more helpful.

Nissan's LEAF effort is much more appealing to an educated audience looking for answers about this whole new Electric Vehicle segment. For the general population, Nissan went with a simple, concise video to educate new users about the vehicle.




Sure the LEAF doesn't get jammed in your head like a Lady Gaga song, but one quickly understands what it is, what it is not, and how it functions. For the more advanced mind, the LEAF site can be used to dive deeper into answers from the novice to the intermediate shopper.

Of course I understand the Chevy Volt song isn't the only effort Chevy is doing to promote the Volt. In fact, a lot is going on to share information about the Volt and the GM team has been releasing every minute detail about the Volt to keep the buzz going.

Chevy Volt has it's own presence on Chevrolet.com where visitors can get answers to several common questions about the car. A Popular Mechanics like diagram is also available to show how the Volt works. A few videos, images and even a full Volt Community called VoltAge is available to keep up with the latest on all things Volt.

I just wonder if a few of the marketing efforts like the "Chevy Volt and Me" song and the What Is 230? website will define the car in an unflattering way. And after the car sells to well-off early adopters, the Chevy Volt has to appeal to the general population in a cool, compelling way to make it as desirable as the concept car it originated from.

UPDATE: This is really getting weird. The GMVolt YouTube channel posted the "Chevy Volt Dance" from the LA Auto Show on December 13, 2009 complete with breakdancing.
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