The average shelf life of a newly introduced car before it is withdrawn and replaced by a new model has steadily shrunk over recent decades. Whether this is due to the exponential speed at which technology is now developing or simply marketing-driven is a matter of debate, but in a number of cases the cessation of production in its country of origin does not necessarily mean that the car’s production life is over, many car lines continuing to thrive elsewhere around the globe.
There are several well known cases but equally some that have continued their career in relative obscurity. The ubiquitous Volkswagen Beetle will probably jump to mind for many because it was in production for close to 70 years. However, if we Continue reading “Stayin’ Alive (Part 1)”
Death’s door revolves once more for VW’s retromobile. Perhaps we’ll miss it this time, but only if it promises to go away.
At the recent Geneva motor show, Volkswagen’s research and development chief, Frank Welsch confirmed the much rumoured demise of the Beetle. Many commenters had speculated since VW’s fortunes (both reputational and financial) took a dive in the wake of the firm’s emissions-revelations, that niche models like the Beetle were on deathwatch, so in many ways this news comes as no surprise.
Richard’s fine introduction on this topic began with two quotes, both holding a high degree of truth to advertising in general, yet both I’d suggest are not always relevant to that branch of advertising that deals with cars.
Edwin Land, who brought us Polaroid, as well as other products of intelligent research, said “Marketing is what you do when your product is no good” but, although Edwin Land was a remarkable inventor, it was easy for him to say that since, for years, his instant film system was the best in a group of one. Car manufacturers don’t have that luxury – if only Karl Benz had employed patent lawyers as good as Land’s we’d all be peering through that silver star on the bonnet. Also the problem is that, essentially, all cars are good these days – it’s a fair time since VW could point to a Korean upstart and state, quantitatively and overtly, that it didn’t make the grade. So you can’t just sell on actual superiority. Continue reading “Theme : Advertising – Who The Fun Do They Think We Are?”