When I first landed in Nova Scotia in January 1964 it could be said domestic automobiles were the kings of the USA and Canadian roads. Chevys abounded, Chrysler, Dodge, Ford even a few Studebakers filled the highways. Imports were rare! rusty Austins, Hillmans, and a sprinkling of European cars lurked in a few secluded driveways. Never once did I see a vehicle from Asia? no Datsun’s, Toyota’s or Honda’s. Fuel was cheap and the big gas guzzlers flourished keeping the hundreds of service stations busy. Today most service stations have disappeared or become convenience stores, most cars on the highways are from the Far East, and gas is no longer cheap.
What ever happened to the Big Three, GM-Ford-Chrysler? Well, they are still around but in much smaller numbers and harder to spot these days. There is clearly only one compelling reason for this, imports are better products, more reliable, more fuel efficient, better design and good value for money. This can be seen in the current advertising from major domestic auto manufactures. Lets take the Chevy ads!!!
Lets first take the Impala ad! on TV, we see a white Chevy Impala on the screen. However, we don’t know its a Chevy Impala because all the name plates-badges have been removed. Enter six Real People-Not Actors!!!they have to guess the brand. First guy says Wow! looks like a BMW, no no says the second real person its an Audi.
Now lets go to ad two, A Chevy Cruz Hatchback. Again six real people not actors enter and a young woman immediately says, Oh!! the headlights remind me of Audi??????
I have a few problems with these ads, first of all the use of the term Real People, are actors not real people? However, even more unbelievable, in the hatchback ad a young woman claims, Wow, the headlights remind me of Audi. Really? Now, I like to think I know my way around cars, but the chances of me recognizing Audi headlights would be highly unlikely.
However, the Real issue I have with these ads are the use of attempted comparison to high end European cars. Surely if a manufacturer believes in their product they do not need to give an impression its almost as good as some other product. In fact they are promoting BMW-Audi as great cars and telling us Chevy cars look a wee bit like them. If GM etc are to ever be successful again, produce a reliable vehicle at a reasonable price and promote it with pride, not by comparing with other successful models. In the meantime I will continue driving my 2016 Toyota Corolla.
God Bless and keep reading