< VW
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- ********0
jeremy_tai
i think it also has to do with change in market and defination of luxury.
i think the luxury brand is moving main stream. when i was young, Doc Martin shoes / Guess were the hot item to have as a kid, but now a days, i see 14-17 kids with Prada / LV and others. I think brand awarness of these brands are resonating in to the main stream.
As luxury brand move more toward center, it will be more recognized but will be still out of reach for most.
- ********0
i forgot to add..
for BMW / Mini, they are innovators in campaigns. they like to experiement with different mediums. This can not be done by an agency but a good leader on the client side to see whats out there and not just wait for recommendation from the agency to reject.
- ********0
"fiat was the absolute worst but i believe they'll to bankrupt soon.
jeremy_tai
(Sep 7 05, 09:31)"i doubt.. the Italian govt. is corrupted enough to help these cats out.. Fiat is also owner of Ferrari amongst others..
- kyl30
all said, they have to shake that 'lemon' image. Just a few cars can ruin it. Product QC issues need to be adddressed. The 05 jetta got a lot of flak as well.
At least we can look forward to a new campaign.
- jeremy_tai0
mr_dinky, i agree with you. what is termed as "luxury" is becoming more available to the main stream market. this can also be attributed to the proliferation of kids "idols" also wearing and using certain brands and promoting them, knowingly or unknowingly, in videos and magazines.
One goal of advertising is to create awareness. This can be done with a crap product or a good product. The internet allows consumers to more easily communicate with one another what is crap and what is not. In the long run advertising will not help sell a crappy product.
- spendogg0
If Auto companies don't start pushing thier products towards alternative fuels and innovations in energy use. 40% of their current market will not buy their cars because they can't afford to drive them.
- jeremy_tai0
not true. oil is too big a business and lining too many politicians pockets for that to happen. gas in europe (germany) is 3 times as much as the usa and people are still driving them.
- spendogg0
I understand that. I just think at some point the supply will bottleneck and we wont be able to consume 10 million barrels of oil a day for the next 10 years.
- ********0
yes very true
i been thinking about what JK has said and yes the product does need to align with the campaign.
like revival of Gucci and SamSung's new proposed market position as luxury electronics
- GrammaSeff0
vw really missed the boat with their suv/ they only brought it to market 7 years too late
- bedenken0
How about brand loyalty? I have owned 5 VW's over the years and am very loyal to the brand. I guess you could say I am sold. I test drove the 2005 Jetta and its a solid car, nice interior... but, the overall image of it misses the mark for me. I don't think any amount of clever advertising can sell me on that.
On a side note, I test drove the new Passat this morning. More of the same... I mean, more of the same new VW stuff. Bugger.