“Chrysler offering up to $6K in rebates”
“$1,000 cash back on GM cars”
“0% Financing”
The US car companies are in deep trouble; and they’re trying to get out of it using the same tactics they’ve always used. Someone once said that doing the same thing and expecting a different result is a good definition of insanity.
Their marketing is broken.
If your business is floundering, and the old model doesn’t work, why not try something different?
Where’s the green/biodegradable/100% recyclable car?
Or, the car that’s so easy to maintain, anyone can do it with a few simple tools.
What about the car company that promises its certified mechanics will fix whatever is wrong with your car – or it’s free.
Or the company that let you order options separately (instead of a package).
Why not ask buyers what features they want most? And then sell cars with those features only? Or enable greater customization?
How about dealers that build relationships with buyers by sending birthday cards., or a mechanic that sends flowers after a big bill.
Or, a newsletter with car maintenance tips and reminders to come in for service.
Even if you’re not a car company, you can (and should) stand out. Be the shoe company that gives away a pair of shoes for each pair purchased. Or, the computer company that sends its own, certified tech to fix your computer when it breaks (for free). How about the furniture company that delivers in 5 days (and lets you choose the time)?
Be remarkable (not boring) and people will talk about you.
I think it might be even easier than that. If you look at the car companies that are succeeding, they both live and tell a story people care about. For instance, if safety is your first priority, then Volvo comes to mind. If its energy efficiency, it’s Toyota. If you are looking for a luxury sports car, it’s Porche. If it’s reliability that you want a car that will go over 150 thousand miles, then people automatically buy a Honda. What comes to mind when people think about Chrysler or GM? Not a whole lot…
That’s true too. No story, no reason to remember the company. Which reminds me of a story. During the energy crisis in the 70s, reliable cars with good mileage were very hard to find. A guy who worked for my dad had a Honda with over 100,000 miles on it – and someone stole it! The car was old, and beat up, but still more attractive to a thief than any of the shiny, new American cars in the lot.