ON THE TABLE

September 8, 2010

  The German SuperBrand Battle. Editor-in-Chief's Note: Audi (VW Group), BMW and Mercedes-Benz (Daimler) are locked in an all-out battle for prestige luxury bragging rights, and it's about to get even nastier. BMW (including its Mini brand) is out to increase its annual sales a staggering 55 percent by 2020, which equates to 2 million vehicles annually. They sold 1.29 million vehicles last year. And we all know VW's plan, which is to have Audi keep pouring on the coals and ratcheting up its sales numbers to pass BMW and Mercedes - while riding a huge wave of popularity in China - not to mention VW's plan to sell 800,000 vehicles in the U.S. by 2018. And Mercedes? They don't acknowledge the fact that BMW has blown right by them or that Audi has stolen their prestige thunder right out from under them. But that's what happens when you blow billions upon billions in F1 with virtually nothing to show for it, while Audi just keeps piling up victories - and credibility - at the 24 Hours of Le Mans. These German car companies are out to humiliate one another, but I would just like to remind them that volume isn't everything and we don't need to see one in every garage in every neighborhood across America. Memo to the German SuperBrands: Please look up the word "exclusivity" in your dictionaries (and by the way, get an actual dictionary that you have to physically pick-up and page through, it helps with retention) and then paste a copy of it on the wall of every executive office and worker-bee cubicle company-wide. And remember, being all things to all people isn't a marketing strategy, it's a recipe for disaster, right up there with "let's throw stuff up against the wall and see what sticks." And one more thing, if you out-sell your competition but lose your brand image in the process, you will lose everything. Focus, be consistent, don't ever waver from who you are and be true to your brand's soul. Do all of that and you'll be fine. Screw up any part of it and be prepared to suffer the consequences. - PMD

 Cadillac. Editor-in-Chief's Note: The October issue of Automobile features a Special Advertising Section for the CTS and CTS-V Coupes - and what should be a celebration of a fabulous new Cadillac is instead a hack job and a shining example of really bad print advertising. The writing is tired and trite - "Coupes de Grace," "We Have Liftoff" - really? And the layout is even worse. We were rather hopeful after seeing some of the individual new Cadillac print ads - especially the one for the CTS-V Coupe - which this ad insert utilizes as its "hero" inside spread image - but this really doesn't begin to cut it. Not even close, as a matter of fact. It just tries way too hard, and it's not befitting the hot look of the CTS Coupe. We can only hope this is an aberration from Cadillac's new agency, Fallon, because if not, it doesn't bode well for The New Standard For The World. You're welcome for that tagline, by the way. - PMD

Audi. And just how hot is Audi in China? Audi sales were up a whopping 68 percent in August to 22,358 vehicles. Not only that, year-to-date sales in China were up 63 percent (152,782 vehicles). Audi just announced that its dealers in Chi­na will invest 100 million euros ($128 million) over the next three years to improve their facilities, while the luxury division targets selling 300,000 cars in China by 2012. That's hot.

 Korean Auto Executives. Never a stable career path by any measure, Korean auto executives have to be a hardy lot, because they can get exited from a company at any given moment. Just ask Chung Sung-eun, the former vice-chairman and CEO of Kia Motors who got unceremoniously broomed after the automaker had to recall over 100,000 vehicles globally over defective electric wiring. “His resignation comes in the light of the recent global recall issued by Kia Motors,” Kia spokesman Michael Choo said. He was replaced by President Lee Hyoung Keun. Resignation? Right. He was probably escorted out of the building at gunpoint. That's just the Korean Way of executive "accountability."

Editor-in-Chief's Note: Cadillac unleashes its new advertising tag line - "The New Standard for the World" - with this 1-minute spot for the CTS-V called "Competition" which was shot by Jeff Zwart at the Nurburgring in June. Go here. Good stuff.

(Photos courtesy of Ford)
The 2011 Ford F-150 SVT Raptor adds a SuperCrew option and more standard power and towing capability. The 6.2-liter V8 engine - which was optional in 2010 - is now standard for 2011 and churns out 411 horsepower and 434 lb.-ft. of torque, making Raptor the most powerful half-ton pickup on the market. There is more content, too, including a standard 4.2-inch LCD productivity screen and SelectShift Automatic™ transmission. A new color, ingot Silver, and optional matte black accent hood graphics - inspired by older off-road racing Ford Broncos - will also be available for 2011.

WE'RE OPENING THE VAULT!

The AE wearables are back - and only in extremely limited quantities and sizes, we might add - and once they're gone, they're gone! We're starting with our most popular items, the classic AE Sweatshirt and AE Hat. Click on a PayPal button below to order yours now! (If you prefer to pay by check, please send us an email with AE STORE in the subject line, and we'll reserve your item.)

AE Sweatshirt - Crewneck, sturdy 80/20 cotton/poly, in black with throwback lettering - the original AE logo in our Chiller typeface shown above. Size XL only. 40 bucks, including shipping. US orders only.

AE Hat - Black with throwback lettering - the original AE logo in our Chiller typeface shown above. 25 bucks, including shipping. US orders only.

Publisher's Note: Check-out John McElroy's daily news show covering everything about the auto biz by clicking on the graphic below. Good stuff guaranteed. - PMD

See another live episode of "Autoline After Hours" hosted by Autoline Detroit's John McElroy, with Peter De Lorenzo and friends this Thursday evening, at 7:00PM EDT at www.autolinedetroit.tv.

 

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