FEBRUARY 5, 2020

SUPER BOWL AUTOEXTREMIST AUTO AD METER

THE RESULTS ARE IN!

(AND THANK YOU TO EVERYONE WHO PARTICIPATED)

Introduced in 1989, the USA Today Ad Meter uses a large panel of viewers to rate all of the TV commercials that air during the Super Bowl. This year, there was an especially large number of automotive ads, so we thought it would be fun to conduct an "Ad Meter" of our own. We wondered whether the readers of Autoextremist – hard-core automotive enthusiasts, many of whom work in the auto industry – would view these ads differently than they are viewed by the general public. 

The chart above shows how a group of 200 Autoextremist readers rated the eight auto commercials (blue line) and how these ads were rated by USA Today’s public panel (orange line). The numbers in orange show USA Today's Ad Meter rankings for the auto ads among all 62 ads that ran during the game. Despite the differences between these two groups (we are pretty sure that our AE readers are more knowledgeable and enthusiastic about automotive vehicles and are generally older and more affluent than the USA Todaygroup), and despite the fact that we used a different rating scale than the USA Today poll, you can see that our auto enthusiasts and the USA Today group gave these ads very similar overall ratings. Both groups gave the Jeep Gladiator and Hyundai Sonata commercials their highest ratings and Audi e-tron their lowest ratings. The only two major differences between the Autoextremist and USA Today readers were for the Jeep Gladiator ad and the GMC Hummer EV ad – in both cases, the Autoextremist readers rated these two ads much more positively than did the USA Today panel. It is not clear what these two differences are due to or what, if anything, they mean. Overall, it looks like automotive enthusiasts react to TV commercials about automotive vehicles very similarly to how the general public does. 

We also looked to see if any of the various subgroups within the AE Ad Meter survey group differed in their reactions to the ad. We found a few statistically significant differences. Nearly two-thirds of our AE Ad Meter participants work (or have worked) in the auto industry (63% vs. 37% whose work is outside of the auto industry). Those working in the auto industry gave the poorly regarded Audi e-tron commercial a slightly more positive rating than those outside the industry.

Among the AE Ad Meter participants working in the auto industry, 58% work at one of the OEMs, 24% work at a supplier company, and 19% are affiliated with a dealership. The dealership folks rated the KIA Seltos commercial significantly higher than those working at automotive supplier companies. People from the dealerships also rated the Porsche Taycan commercial significantly lower than those working at either an OEM or one of the supplier companies. 

We also looked at how people working in automotive marketing, advertising, and PR (either at an OEM or an agency) viewed the Super Bowl ads. These folks made up 20% of our auto industry group. We wondered if these consumer-messaging professionals would bring a different sensibility to their ad evaluations. They didn’t, with one exception. They rated the Hyundai Sonata commercial statistically significantly more positively than their colleagues working in other areas of the auto industry did.

Overall, it is interesting and potentially noteworthy that the bottom two auto ads on the USA Today Ad Meter were for EVs - the Audi e-tron and GMC Hummer EV - with the all-electric Porsche Taycan also scoring in the bottom four. (And except for the Hummer EV, the Audi and Porsche ads were judged harshly by AE readers as well.) Clearly, there are challenges to marketing EVs that go way beyond just selling consumers on a particular brand. Who will 'crack the code' and emerge a winner on the EV advertising front? 

Thanks, once again, to Allen Bukoff for his survey and analysis. (And thanks to WordGirl too!)

(Cadillac images)
Cadillac has unveiled the all-new 2021 Escalade. The completely redesigned, techno-laden super luxury SUV features first-to-market technological advances, including a curved Organic Light Emitting Diode (OLED) screen, the first AKG automotive audio system and Cadillac’s acclaimed Super Cruise driver assistance technology. The fifth-generation of Cadillac’s flagship expands on its more than 20 years of segment-defining leadership with this all-new machine. The 2021 Escalade features OLED and camera technologies developed to enhance driver vision, while its signature design is evolved and strengthened, with added layers of craftsmanship and unique appearances for the new Sport (shown in White, below) and Luxury models.
Escalade’s new interior design is heavily influenced by Cadillac’s Escala concept vehicle — a design that also debuted an OLED display — and breaks new ground with the first-ever Gideon Whisper Beige trim combination. This high-performance, high-fashion available interior is centered on a custom-woven fabric that adds a new level of style and ambience to the Escalade’s cabin. “The expectations and desires of Escalade customers are factors everyone in the Cadillac design studio unequivocally understands,” said Phil Kucera, interior design manager. “This allowed us to reach greater levels of depth and detail than Escalade has ever had before.” Escalade’s industry-first curved OLED display offers more than 38 inches of total diagonal display area, with twice the pixel density of a 4K television. The technology delivers bold imagery, perfect blacks and the largest color range of any automotive display in production today. The system includes three screens: a 7.2-inch-diagonal touch control panel driver information center to the driver’s left, a 14.2-inch-diagonal cluster display behind the steering wheel and a 16.9-inch-diagonal Infotainment screen to the driver’s right. The OLED is paper-thin, and its curvature positions the displays for optimal visibility. The vivid color and visual quality of OLED technology also eliminates the need for the common “hood” shrouding many typical in-vehicle screens, creating a brighter and less cluttered environment.
The Escalade incorporates several other advanced, vision-oriented features, including: All-new, available Augmented Reality-enabled navigation, which uses live street views with directional overlays and more to enhance driving directions; Surround Vision, a standard feature that employs four exterior cameras to provide a 2-megapixel bird’s-eye view of the scene around the vehicle; An available Trailering Integration Package, which offers up to nine camera views (including rear camera guidelines) to support easier hitching. The package also includes an integrated trailer brake controller and a trailering app that offers trailer profiles, tire pressure and temperature monitoring, and an Extended Side Blind Zone Alert; Rear Camera Mirror, an available feature that streams a rear-facing camera view on the conventional inside mirror screen; Night Vision, an available feature that uses infrared technology to enhance forward visibility, including detection of pedestrians and large animals, projected on the center cluster display; and new rear-seat entertainment featuring a pair of 12.6-inch-diagonal independent touch displays with navigation as well as streaming capability to play games, music and videos through HDMI and USB inputs. The screens can also mirror Android smartphones. Additionally, destination “suggestions” can be “sent” by rear passengers to the front navigation screen, for the driver to accept or decline. 

Other new stuff? Super Cruise driver assistance technology, a segment-first; enhanced second- and third-row seating space, and added cargo space (40 percent more third-row legroom (34.9 inches/886 mm) and a 68 percent increase in maximum cargo space behind the third row (25.5 cubic feet/722 liters) in the standard-length model, and the really big news: Enhanced driving dynamics with an all-new independent rear suspension and available Magnetic Ride Control, Air Ride Adaptive Suspension and Electronic Limited Slip Differential (eLSD) Confident performance with advanced chassis technologies offer an enhanced driving experience. The all-new independent rear suspension goes well with the new, standard 6.2L V-8, which includes variable valve timing, stop/start and Dynamic Fuel Management technologies and 420HP. For the first time ever, the Escalade is also offered with an available 3.0L turbo-diesel engine, which is designed to produce strong torque across the power band for confident performance and trailering capability. In fact, its 460 lb-ft (623 Nm) of peak torque matches the 6.2L V-8. Both engines are matched with a 10-speed automatic transmission with electronic shift control; and a trailering package is standard on all models. An enhanced trailering experience is offered with the available Trailering Integration Package. The all-new 2021 Escalade goes on sale in late-2020 in North America, with availability in other regions to follow.

(Honda images)

The 2020 Honda Civic Type R made its U.S. debut at the Chicago Auto Show, appearing for the first time in public in its new Boost Blue exterior color scheme. The 2020 Civic Type R brings a number of changes and improvements with revised styling, improved handling and braking, better engine cooling and the addition of standard Honda Sensing® safety and driver-assistive technologies. New two-piece brake rotors and brake pads are designed to reduce fade and improve high-speed braking efficiency, while suspension revisions for 2020 include updated dampers for improved ride comfort, stiffer rear bushings for better grip, and revisions to the front suspension and steering for even better steering feel. Additionally, the grille has been redesigned to allow better engine cooling under high demand. Inside, the 2020 Civic Type R has a new Alcantara™-wrapped steering wheel and a new shifter with a restyled knob and shorter shift throws. The 2020 Civic Type R is still powered by the potent 2.0-liter direct-injected and turbocharged 4-cylinder engine with VTEC™ valvetrain putting out a peak 306HP and 295 lb.-ft. of torque (both SAE net), with power to the front wheels delivered through a close-ratio 6-speed manual transmission and limited-slip differential. As before, drivers can choose between three driving modes – Comfort, Sport and +R – that vary suspension firmness, steering and throttle response. New for 2020 is Active Sound Control, which modifies interior sound in concert with the chosen drive mode. Prices will be available near its official dealer intro at the end of February.

(Ford)
The latest from the "Bring Money" File: Ford Performance is upgrading its Ford GT supercar for 2020, including increased engine power to 660HP (13 more horsepower compared to 2017-19 GT) and improved cooling. Much of the 2020 Ford GT’s advancements center around the 3.5-liter EcoBoost® twin-turbo V6, which features a broader torque band and revised engine calibration, plus mechanical upgrades that include gallery-cooled pistons and higher-energy ignition coils, thanks to lessons learned from the limited-edition, track-only GT Mk II. Additional engine cooling and airflow updates include new buttress air ducts designed to increase air flow by 50 percent, while larger intercoolers keep charge air temperatures cooler, preserving peak power for the most strenuous, high-temperature sessions at the track. Suspension damping is increased in track mode to further enhance handling and body control, particularly for those high-speed transient sections of closed-course circuits. Ford Performance is also introducing the premium Akrapovič titanium exhaust as standard equipment for GT. Boasting the signature craftsmanship of these renowned race experts, this exhaust provides a nine-pound weight savings over the previous system, while featuring that deeply resonant, unmistakable sound emanating from the more powerful EcoBoost engine. Newly available in 2020 is the Ford GT Liquid Carbon, featuring a carbon fiber body completely free of paint color. A special clearcoat punctuates each GT’s unique carbon fiber weave in this limited-edition appearance option. The Ford GT Liquid Carbon features carbon fiber wheels as standard equipment. Owners can choose titanium lugnuts, six-point racing harness anchors, five interior options and five caliper colors. Further personalization is available through two over-the-top stripe options – the dual center stripes offered on the standard Ford GT or the single stripe found on the Carbon Series as well as optional painted mirror caps. Stripes and mirror caps are available in any of the seven standard paint colors as well as the extended color palette. For the first time, these features can be ordered independently of one another. Ford Performance is also updating GT’s iconic heritage livery with a new design that includes a black pinstripe to divide the distinct blue and orange colors, recalling the 1968-69 Le Mans-winning GT40. The optional carbon fiber number switches from 9 on the 2019 model to 6 for 2020, matching that of the historic back-to-back winning car, chassis No. 1075. For the first time on a heritage model, carbon fiber wheels are available in lieu of aluminum alloy. Deliveries of the upgraded 2020 Ford GT are ongoing, with production ending in 2022.

(Chevrolet)
Regular production of the 2020 Chevrolet Corvette Stingray coupe began on February 3, 2020, at General Motors Bowling Green Assembly in Bowling Green, Kentucky. Initial vehicle shipments to dealers are expected to begin in late February or early March.

AE Song Lyrics of the Week:

I have a mansion, forget the price
Ain't never been there, they tell me it's nice
I live in hotels, tear out the walls
I have accountants pay for it all

They say I'm crazy but I have a good time
I'm just looking for clues at the scene of the crime
Life's been good to me so far

My Maserati does 185
I lost my license, now I don't drive
I have a limo, ride in the back
I lock the doors in case I'm attacked

I'm making records, my fans they can't wait
They write me letters, tell me I'm great
So I got an office, gold records on the wall
Just leave a message, maybe I'll call

Lucky I'm sane after all I've been through
(Everybody say I'm cool... he's cool)
I can't complain, but sometimes I still do
Life's been good to me so far

I go to parties sometime until 4:00
It's hard to leave when you can't find the door
It's tough to handle this fortune and fame
Everybody's so different, I haven't changed

They say I'm lazy but it takes all my time
(Everybody say oh yeah... oh yeah!)
I keep on goin', guess I'll never know why
Life's been good to me so far

"Life's Been Good" - Joe Walsh 
(The song first appeared on the soundtrack for the 1978 film "FM." The original eight-minute version was released on Walsh's album "But Seriously, Folks." An edited four and one-half minute single version peaked at No. 12 on the U.S. Billboard Hot 100. It remains his biggest solo hit.)