The influence of the formula 1 on car manufacturers Thursday, May 3 2007

Toyota has in F1 the Image of an innovative, sports, modern manufacturer… we know the song. By-products, T-shirt, caps, we also know. Today, here is to come another by-product. The Toyota Hilux, has just seen offering a decoration ” made in Formule1 “. A truck from F1 inspiration.

Changed wheels, more ” tuning ” than the original, and 30 horses power more for the engine (at present in 171 ch). The Hilux, it does not maybe say to you much, but nevertheless, since its arrival in 1967, it is 12 million copies that were sold … This Hilux will be presented to motor show in England.
Strange this attitude of the manufacturers to want to transplant on series vehicles of logos, paintings or the other links from competition.

 

 It’s the same for Renault who after the celebration of its title of world champion of the manufacturers, put back its marketing service to work to make return the brand in the media. So the French manufacturer launched an official commemorative automobile.
Of blue color, signed by an on the whole discreet logo on the shield before and nicely sailed wheel rims Anthracite.

This special series is addressed to the supporters who will not be afraid of going to spawn towards Maranello or towards Woking to irritate the competitors. 

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The automobile negotiates an acrobatic bend Thursday, May 3 2007

Contradictory aspiration

Contradictory aspirations But not question of making feel guilty the driver unduly. The great challenge, will be to manage to articulate two fundamental axes harmoniously: the environmental responsibility and pleasure of leading. During very a long time, Peugeot was satisfied to communicate on the pleasure of control, while acting, without mediatization, on the cleanliness of its models. Today, we speak about both and it is probable that the large German manufacturers, whose base of communication rested on the power of their engines, will have to carry out major repositioning. Even if the latter go there on the point of the feet, not very anxious to discourage their consumers, impassioned of car and not very ready to give up it. Ten years ago, intervenes François Michel, person in charge for the BMW budget at TBWA, BMW launched a program – “Dynamics Efficiency” – whose objective is to produce less polluting cars, in particular thanks to models running on hydrogen. Their performances are exactly equivalent to those of the traditional models. However, taking into account the target to which we address ourselves, we will continue to centre the communication on the pleasure of leading. Pollution will take emphasis in the advertisements of the mark, but the stress laid on the characteristics of the products will continue to be essential. From there, which martingale to play? On a market where specificities of the models tend to blunt and where the design takes a pre-eminent place, the key objective common to the majority of the marks remains the same one : create difference. Each manufacturer is in the search of sufficiently broad ranges, like Renault CLIO or Peugeot 206, to garner volume, but it is also in search of small more, of the added value which will offer to the driver the feeling to drive the car that everyone does not have. It is the martingale to which each one dreams because it will allow to have the setting.

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The automobile negotiates an acrobatic bend Thursday, May 3 2007

 New arbitrations

In 2006, the sales of new cars dropped by 3,3% and fell on their lowest level in
France since 1998. The same year, the registrations of new vehicles broke down of 14,7% in
Paris and have fallen in the majority of the great urban centres. Victim of the new arbitrations of the consumers, the car suffered, for a share, continuation of the rise of the prices of the real estate and, to a lesser extent, a “World cup effect” which encouraged the households to be equipped out of top-of-the-range television sets. In parallel, the traditional advertising receipts which ensured the success of the models up to now are used.  The automobile marks lost their “statutory” side mainly. Whereas in the years 1970, a car could reach from three to four years of wages, today, it is possible to acquire a good model for 10.000 euros, that is to say six months of average wages. Consequently, the simple fact of having a car ceased translating and developing a social status. The living car, kind of “travelling house” that Renault in the years 1990 popularized, would have also lead in the wing. the new consumer moved. He looks at his close environment with a new eye. The debates on the climatic reheating, the repeated questionings of the media and to the film militant of Al Gore, the ex-vice-president of the United States, passed by there. The ecological policy starts to have an influence in the great urban centres, in “Today in France”, Christian Gerondeau, owner of the Federation of the car-clubs, by commenting on the fall of the registrations. From there to deduce from it that the communication should be centred on the only ecological message, there is a step… that the agencies would be quite advised not to however cross without reflecting. Because the consumer himself did not complete his moult. One raises a paradox between the increasing concern of the French for the environment, the fact that they admit that the car pollutes and their refusal to give up it. To Raphaël de Andreis, General manager of Euro BETC RSCG, director of Peugeot: “The car is in the foreground of the current changes, estimates it, and will have to reinvent its communication while placing the ecological stakes in the middle of its messages. It will be even the major challenge of our trade in the next years, taking into account the importance of the investments concerned which largely dominate the other categories. ”

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