Subaru Wins Big with “Love”

I had a chance to speak with Alan Bethke, the director of marketing communication at Subaru Americas.  He presented a fascinating overview of how Subaru grew its share in the highly competitive auto industry with only a tiny fraction of the investment of the competition.  Subaru has been the only auto manufacturer to gain share and grow volume in each of the last four years.  

A Different Consumer

After years of following the big automakers, stressing the marvels of automobile engineering and the latest accessories, Subaru saw its market share and sales going nowhere.  With only 1% share of the US market, there was little downside to trying something new.  Against the wishes of its dealers who wanted more features and lower prices, Subaru marketers tried to gleen insight by listening to what core consumers said about their relationship to the Subaru brand. 

 

Record Breaking US Auto Sales Despite Lackluster Advertising

The big news is that December 2011 was a banner month for the auto industry and led to a year of growth for most car manufacturers.  With the exception of Toyota and Honda,  suffering from earthquake-related supply problems since March, December set records for most of the major auto makers.    Consumers have held onto their older cars and the holiday deals were the tipping point for many to trade in. This is still a great sign for the US economy.
Automakers have now planted themselves firmly in the December holiday period as the new “must have” item.   However, the advertising for the holiday was lackluster for the most part according to experts and surveys. Most automakers were touting year-end clearance incentives, sign and drive programs, etc. to incent sales.  Few had breakthrough branding campaigns.  With December such an important month there is now much at risk if the creative is lacking punch.  The Super Bowl ads of last year were terrific - strong brand building and very creative.  This is what the industry should have been taken into the December period. 
Here are my favorite December car ads.
Chrysler - Chrysler’s sales were reportedly up +37% and were the best monthly retail sales in 4 years and best sales overall since May 2008. The flagship Chrysler 300 had the most creative approach bringing a sense of hope and spirit that still lives in Detroit.  After all, rooting for Detroit is now like rooting for all of us.

Chrysler–Good Things Dr. Dre

Super Bowl Ads – “Car Wars”

How about the Super Bowl?  it was a clash of the titans – and I don’t mean the Steelers and the Packers – how about the car ads? These guys showed up with their game faces on ready to hit hard.  So which competitor got you most interested in buying their car (that’s what advertising is supposed to do) at the end of the day anyway?  So let’s look at the top commercials, as rated by yours truly, against the following criteria:

1. Was the ad fun/compelling/interesting to watch?
2. Do you remember what was being advertised?
3. Does it make you want to learn more or maybe even buy one?

The Kia Optimum   (out of 5)

Brilliant story, extremely compelling, surprising that it is a Kia.  Branding link is a bit weak so many might not remember the name of the car

#2  Volkswagen Passat 

Very, very compelling, and touching.  I only wish it were stronger on making one want to buy a car rather than the sweetness of the boy and his dad.  I wasn’t sure which Volkswagen they were advertising either.  But I could watch this ad a hundred times. 

#3 Chevy Camaro

This is actually a pretty cool ad –especially for guys who want a cool car.  Compelling, and good branding.  Makes you want to buy this car, and maybe go on a date with Miss Evelyn – Isn’t that why guys buy cars anyway…..?

#4  Chrysler 200 with Eminem

Great in-your-face attitude.  Detroit strikes back and looks cool.  I am a bit surprised that it is a Chrysler 200. Does it make me want to buy a Chrysler 200?  Not really, but I am rooting for Detroit’s comeback.

#5 Audi???

This one is the strangest ads and is so far out of left field, I don’t know what to say. It must have cost a fortune to shoot this spot.  I think you have to see this a few times to get all that is going on.  I give them credit, but I am not sure I am compelled to buy an Audi on the premise that if I chose an Audi, I won’t become locked in an out-of-touch “luxury prison” (Mercedes)

So there you have it.  There were some other good ones too, but these seem to hit the mark for me.  I remember them the next day, and that is probably saying a lot for a TV ad.