The last year has definitely been a rocky one for the auto industry, with American icons General Motors (NYSE: GM) and Chrysler both receiving billions of dollars from Washington in hopes of avoiding bankruptcy. While a lot of the country feels as though it is important to try to save the auto companies, not everyone is so happy with the recent events, and have been taking out their frustrations at recent auto shows.The first sign that things are not quite the same as before can be noticed on the auto show floors. Typically in the past, the major auto makers spared no expense at setting up elaborate displays to lure in people to check out their most recent designs. This is not the case anymore for some of the industry's major players.
At the New York International Auto Show, which is currently running through this Sunday, it is painfully obvious to everyone which company's are under the most pressure. General Motors, which has been on the brink of bankruptcy for some time now, has drastically reduced their presence at the show. Unlike years prior, where the company had massive displays, this year things are little more subdued, with smaller and much less flashy displays for its upcoming line of vehicles.
Not only are the displays less flashy, but the presenters are as well. From a marketing point of view, you know that General Motors is trying to appear more frugal by having some of its presenters wearing the same outfits as they were last year. While I must admit that I myself am no fashion expert, wearing the same outfits as last year is definitely not something you would expect to see at New York's high profile car show.
In addition to wearing the same outfits as last year, presenters are also being forced to deal with tough questions that are geared more towards the company's CEO's than the presenters themselves, but unfortunately for these presenters they are the ones in the firing line, so they are the ones getting the questions.
At previous car shows, presenters may be asked simple questions such as how much a car cost, or when the cars would be in showrooms, etc. This is not the case this year, as people have a lot of frustration that they are eager to get off their chests.
One presenter for Chrysler was standing next to the Dodge Circuit, which is one of the company's five new electric cars and was asked "Why now?.. How come you've got to nearly go bankrupt before you come out with a car like this?" Another presenter, for GM was accused of working for a company that led to the death of soldiers in Iraq. The logic being that if GM made more fuel efficient cars that our soldiers wouldn't be in Iraq fighting for oil.
We have to remember that most of these presenters are young women that are hired through marketing firms and have no affiliation otherwise with the auto companies, but they are the face of the company at these shows and therefor a target for consumer frustration.
While it may not be fair to lob these questions at the shows presenters, it is not surprising that this is taking place. So here is your chance, if you could voice your frustrations to the leaders of the auto industry, what would you like to say? Let us hear your thoughts on the current direction of the industry, and what you would like to get off your chest.











Reader Comments (Page 1 of 1)
4-14-2009 @ 2:11PM
Ken said...
I would say something like this -
"This is exactly what we need right now. Finally an open forum for people to express their anger and frustration after months of no way to express this anger. If only there was some sort of electronic medium on which people could meet to anonymously or publicly announce their disdain for a corporation and its workers just trying to make it through another day."
http://WeAreOfMichigan.blogspot.com
4-16-2009 @ 12:37PM
elo said...
I don't think I would say anything...I'm just waiting for the companies to die a slower and more painful death than they would without government aid.
Branding expert John Tantillo saw the obvious frugality as a plus, though--saying that the buzz and hype that are the usual hallmarks of auto shows were replaced with real marketing: "making a case for itself and its products. After all, real marketing is about being responsive to need, not about being a taste-maker or a product-pusher."
Link to the full brand winner/loser post from last week: John Tantillo's Brand Winners and Losers: The Auto Industry and The Tea Party.
4-16-2009 @ 12:39PM
elo said...
I don't think I would say anything...I'm just waiting for the companies to die a slower and more painful death than they would without government aid.
Branding expert John Tantillo saw the obvious frugality as a plus, though--saying that the buzz and hype that are the usual hallmarks of auto shows were replaced with real marketing: "making a case for itself and its products. After all, real marketing is about being responsive to need, not about being a taste-maker or a product-pusher."
Link to the full brand winner/loser post from last week: http://blog.marketingdoctor.tv/2009/04/13/brand-winners-and-losers-the-auto-industry-and-the-tea-party.aspx