ON THE TABLE

July 6, 2011

George Rogers. Editor-in-Chief's Note: In a major endorsement by Sir Martin Sorrell, CEO of the giant global advertising conglomerate WPP Group, George Rogers, CEO of Team Detroit, is being promoted to global business development director at WPP Group - basically Sir Martin's righthand man -  effective July 15. Rogers has been instrumental in turning the former loosely associated collection of six WPP-owned ad agencies - JWT, Young & Rubicam, Wunderman, Ogilvy & Mather, MEC and Mindshare - all with Ford as the major client, into Team Detroit, a multi-talented powerhouse of an ad agency that has done absolutely superb work on behalf of Ford and has set the bar very high for other ad agencies trying to emulate their working synergies and overall success. Rogers has redefined, re-imagined, and completely reinvented the traditional relationship between an automobile company and its ad agency, and what he has accomplished in his six-year tenure will be used as a yardstick for many years to come in this business. - PMD

AE Quote of the Week. Or should we say quotes of the week? Holman W. Jenkins, Jr., writing in today's Wall Street Journal, thrashes the Obama administration over their serial incompetence in the handling of the fuel economy mandates being discussed right now. In a piece entitled "Overcaffeinated Cafe" Jenkins unloads a series of pointed blasts at the brainiacs in Washington toiling under the guise of "helping" America and Americans. Here's just a sampling: "Asking consumers, meanwhile, to bear the cost of fuel-economy improvements they don't value will cause them to keep their old cars on the road longer. And in pursuit of what benefits? If we junked every gasoline-powered car in America, it would have no appreciable impact on global carbon dioxide. If, as Mr. Obama intends, we switch to electric cars, those cars would be powered by coal, so the alleged atmospheric dividend will be doubly elusive." It's well worth the read.

Editor's Note: Watch The Autoextremist deliver some news from last week and an abbreviated version of last week's "twitter" Rant on John McElroy's Autoline Daily here. - WG

Olivier Francois. Editor-in-Chief's Note: The Chrysler marketing guru, when recently asked by Automotive News what his biggest challenge ahead would be responded with the following: "Continue to work to improve the 'coolness' of our brands. We have to increase our awareness and recognition to get closer to people. This is part 1. Then part 2 is to deliver the brand-specific messages: luxury for Chrysler, sporty for Dodge and capability for Jeep." Hmmm, let's review shall we? As for Part 1, the"Coolness" of your brands? To be kind, that's a work in progress that will likely never be completed. And as long as you keep insisting that the 200 is - in any way, shape, or form - "cool" then you're deluding yourself and not doing much for your professional integrity. But since you're a genius maybe that's not a concern. As for all the work you've been doing on this "cool" factor, all of the various re-flashes of the Eminem Super Bowl spot? They really aren't making a dent. The SB spot was a one-time, lightning-in-a-bottle event. And you've beat that to death many times over. The stuff that's selling? Trucks. So you're not exactly above the prevailing winds of the market even though you think you operate in rarefied air. As for the brand specific messages, again, Chrysler will never be equated with luxury as long as you trot out the 200 as your entry-level luxury car, because there's no there there. Sporty for Dodge? Yes and no. Monster V8s and bad-ass cars only can take you so far. You best be careful that Dodge doesn't become the company for nostalgia rods and police cars, because you're only a couple of ticks away from being just that. Jeep? You'd have to be crazy to screw that up. But then again, I've seen some crazy things in this business over the years. The Bottom Line? With every public pronouncement, every inside company event, and every piece of communication you've put out about these brands, it all seems to be wrapped in an air of invincibility and a palpable "we're smarter than thou" smarmy arrogance that is off-putting and flat-out offensive to the people in this business who know better. And what do those people know best? Those not-as-smart-as-you denizens of this business who have done it before and who will likely do it again many times over, long after you're back in France ensconced and awash in your "genius" reputation? They know that the automobile business as is defined in this chaotic 22nd century is a frickin' roller-coaster of wild up and down swings, punctuated by fleeting moments of euphoria and gut-wrenching, lingering mistakes. Not to mention that the history of this business is littered with people who were just as smart if not smarter than you who royally screwed-up. Big-time. And this just in, Francois - you're not above any of it, either. Just remember that when you're boring yet another audience by showing a spot that first ran six months ago. The clock is ticking on your fifteen minutes, pal. - PMD

(Audi AG)
How hot is Audi AG in China? Smokin' hot. The German luxury-performance automaker set another sales record in the Chinese market (China and Hong Kong) in the first six months of 2011 with a total of 140,699 vehicles delivered. That's an increase of 28 percent versus the same period in 2010. Audi sold 27,658 automobiles in June, which is a new monthly record for the brand. The locally produced Audi Q5 was responsible for 23,107 of the units delivered, as it continues to be the market leader in its segment. China is now the largest sales market for Audi in the world. Audi delivered more than 652,950 cars to customers worldwide in the first six months of the year, an increase of 17.7 percent on the same period in 2010.

BMW. But as hot as Audi is, BMW is having the last laugh when it comes to sales. The Bavarian automaker outsold both Mercedes-Benz and Audi in June. BMW sold 134,432 cars worldwide in June, a 12.3 percent increase over 2010. Mercedes-Benz also surpassed Audi in June, selling a record 120,510 vehicles. BMW sold 689,861 vehicles in the first six months of the year, an increase of 17.8 percent. In that same period, Audi sold 652,950 (up 17.7 percent) and Mercedes-Benz sold 610,531 (up 9.7 percent).

Chrysler Group, Wieden+Kennedy. Editor-in-Chief's Note: The Italian-American automaker's "Imported from Detroit" Super Bowl ad featuring Eminem has won five awards at the Cannes Lions 58th International Festival of Creativity in Cannes, France. The spot captured four "Gold Lions" for Best Script , Best Direction, Best Use of Music and Best Automotive Commercial. A Bronze Lion was also awarded for Best Editing. Unfortunately, the Chrysler Group's self-appointed ad wizard, Olivier Francois, has now beat that concept to death with repetitive spots that lack even a shred of the impact of the original SB ad, but such is the nature of being a "genius" - you keep going to the well until someone taps you on the shoulder and says "stop." Unfortunately for Chrysler there's no one out in Auburn Hills who has the knowledge to know any better or the balls to rein Francois in. Such is life in the big, bad world of auto advertising in 2011. Anyway, congrats to all the people at Wieden+Kennedy involved in bringing the spot to life. - PMD

Editor-in-Chief's Note: Our "Quick Take" this week concerns the 2011 MINI Cooper S Countryman ALL4. This was, at times, an infuriating car. On the one hand the thought of this car didn't do a thing for me. I think it's a branding exercise run a muck and there's absolutely nothing "MINI" about it except for the obligatory (and obvious) design cues. On the other hand after driving it I have to grudgingly admit that the overall package in terms of size, space, utility and performance is very impressive. Focusing on the driving revealed that the MINI Countryman ALL4 is a highly responsive machine that's really fun to drive and a damn near perfectly-equipped package for the urban slog. (The fact that it still had noticeable oomph from a 90 mph roll was indeed eye-opening.) So that part of it was very pleasing. But the infuriating part happens when I keep going back to this branding thing. To me it's a cynical ploy by BMW - MINI's not-so-subtle overlords - that suggests that they believe they can do just about anything when it comes to the MINI brand, shove it down consumers' throats, and not only will said consumers like it, they'll buy it. And they've been very successful at doing just that, up to a point. Whether this phenomenon continues on unabated or not remains to be seen, however. I don't think I need to remind anyone that this business is littered with car companies that were on "can't miss" upward trajectories only to have stumbled badly at various times along the way, and BMW's stewardship of the MINI brand is not immune to it. Not in the least, in fact. As much as I liked driving this car - and I was frankly taken aback as to just how much I did enjoy driving it - I would love to see a top-notch designer take a crack at this package freed of the burden of trying to translate it as a MINI. Because the package is that good and it's just aching for a new set of clothes. As for the price? Yikes. I get the idea that it slots-in neatly below the entry level 3 Series BMW but, really? And there were some things about it that seemed more than a little annoying for $35,000, including the fact that too much of the wrong mechanical noises (creaks, groans, friction noises, etc.) crept in to the cabin at times. Actually, given the quality of the stuff we've been driving lately for much less money - the Chevy Cruze and Ford Focus just to name two - this MINI was completely unacceptable in that regard. And to top it all off some of the precious MINI interior design cues were just exercises in pure self-indulgence as best as I could tell, because they were certainly not there for any ergonomic rhyme or reason. The Bottom Line? I found the MINI Countryman ALL4 to be an excellent driving car overall, which is what it's all about at the end of the discussion. Or should be, anyway. But still, from my perspective it's a vehicle in desperate need of a brand re-direct. - PMD

2011 MINI Cooper S Countryman ALL4: $35,150, ($26,950 Base Price; Pure Red/Carbon Black Leatherette; Convenience Package - Universal garage door opener, Comfort Access keyless entry, Auto-dimming exterior mirrors, Auto-dimming rear view mirror, Bluetooth and USB/iPod adapter - $1,250; Cold Weather package - Power folding mirrors, Heated mirrors and washer jets, Heated front seats - $750; Premium Package - Dual pane panoramic sunroof, Automatic climate control, Harman-Kardon sound system - $1,750; Sport Package - Black bonnet stripes, Xenon headlights, Sport steering wheel with paddles - $1,000; 18" Anthracite alloy wheels, $500; STEPTRONIC automatic transmission, $1,250; Cargo net, $250; Center armrest, $250; Park distance control (rear), $500; Multi-function steering wheel, Run-flat tires, Dynamic traction control, Foglights, Satellite radio w/1-year subscription, (included); Destination Charge, $700).

 

Editor-in-Chief's Note: Our talented friend Casey Shain - aka "artandcolour" - is at it again with a series of his wonderfully evocative and appealing digital stylings, including a 4-door Mustang GT (!!). We trust you'll enjoy viewing them as much as we enjoy presenting them! - PMD

(Digital Art Courtesy of Casey Shain, aka "artandcolour")
Buick Invicta — Buick's 4-door coupe entry, based on the LaCrosse platform. Lower and slinkier than the LaCrosse, with more features, including electronic touchpad entry and power open/close doors. 4 bucket seats and a full length console highlight the interior.

(Digital Art Courtesy of Casey Shain, aka "artandcolour")
Chevrolet Volt Coupe - I extended the controversial black beltline trim all the way to the back of the car, separating the painted portion of the C pillar creating a cantilevered look. This is a very subtle homage to GM's "flattop" sedans of 1959-61.

(Digital Art Courtesy of Casey Shain, aka "artandcolour")
Dodge Charger R/T Coupe - A "proper" 2-door Charger with cues from the '68-'70 Chargers.

(Digital Art Courtesy of Casey Shain, aka "artandcolour")
Ford Mustang GT Sedan - Based on the Saleen coupe, this is a modern muscle sedan with a tight 4-place interior.

(Digital Art Courtesy of Casey Shain, aka "artandcolour")
VW Beetle Woody - First I modified the new Beetle coupe into a 4-door car. Then I gave it a classic Woody look. Why not, lol?

(Digital Art Courtesy of Casey Shain, aka "artandcolour")
VW Polo Sport Coupe - 2-seat competitor for the USDM Honda CRZ, available with 3 cylinder turbo,TDI form, and Hybrid models. Styling is a nod to the original Giugiaro Scirocco.