ON THE TABLE

March 30, 2011

 Porsche. Editor-in-Chief's Note: The ugly manifestation of Porsche's drive to increase volume in order to contribute to the VW Empire (even though the deal still isn't done yet) is starting to rear its ugly head in its latest round of marketing in the U.S. market. Ads suggesting that Porsches can function as daily drivers, even on Mondays, Shiny Happy Porsches giddily driving in the snow, Porsches thriving while doing errands, etc., etc., etc. The message being: Don't think of Porsche as just being a "special" car for special occasions, rather, think of it as car you can enjoy every day. On the one hand, yes, Porsches are perfectly capable of being enjoyed every day, I've done it myself with various 911s many times in the past. But with this new marketing campaign Porsche is playing with fire, because there's a very fine line between suggesting that Porsches aren't too special to be enjoyed every day in their ads and various communication platforms, and getting to the point that consumers actually start believing and taking for granted that Porsches indeed are not all that special anymore. That they're too prevalent and just well, too common. Mercedes-Benz tried the whole "more approachable" tack a while ago and they're still trying to overcome it. And even though M-B points to sales records, the Mercedes brand image just doesn't convey the specialness that it once enjoyed. As for Porsche, you can't tell them anything, especially when German marketers are involved. They know everything about the U.S. market until they don't. Then the excuses will flow like water. Can Porsche marketing honchos keep a lid on the Porsche brand image while pumping up the volume? We shall see, but I for one am not counting on it. - PMD

The Auto Industry. Editor-in-Chief's Note: Just when everyone thought that it was safe to count on an upward trajectory for the auto business taking hold, the prospect of major disruptions due to parts shortages from the disaster in Japan are starting to become a real concern. As I've said many times before, this auto industry recovery is fragile, and any unforseen global calamity could easily push it right back to the brink again. Let's just hope, and a lot of people are praying that it doesn't deteriorate to that point. - PMD

The AE "Duh" of the Week. Last week, UAW chief Bob "It's all about pushing our newly rediscovered social agenda" King railed against the Detroit Three and the import plants using the same old "we gotta get what's comin' to us" rhetoric that the fading union has used for the last 50 years, and it was beyond tedious. This week, at least some in the UAW took some common sense-reality pills suggesting that they would consider more $15-an-hour workers at idled factories if it would result in new and more jobs. UAW Vice President Joe Ashton, who will lead contract talks with GM this year said, according to the Detroit Free Press,  that better wages and benefits are still important, but the No. 1 priority is securing new jobs, including reopening GM's idled plants in Spring Hill, Tenn., and Janesville, Wis., and keeping its Shreveport, La., factory from closing next year. "We will look at anything when it comes to negotiations that will retain jobs," Ashton said. Really? Here's the thing, how about telling your leader to sit down and shut the fuck up and go peddle his social agenda somewhere else so that the rest of this industry can get down to the business of keeping this industry - and its jobs - alive for another decade?

(BMW)
BMW M GmbH has developed the world’s fastest pickup. Using drive and suspension technology from the BMW M3 and with comprehensive testing completed on the Nürburgring-Nordschleife, the 420 hp with 450 kg load capacity super pickup makes its world premiere today. Following the BMW M3 Coupé, BMW M3 Convertible and BMW M3 Sedan, this fourth body variant of this globally successful high-performance sports car should cause quite a stir. Under the strictest secrecy, the world’s first high-performance pickup was created at the BMW M GmbH development center. According to BMW, "The sportiest example by far in this vehicle category, the BMW M3 Pickup will fire the imaginations of all motorists with a deep appreciation of top performance matched by a keen practical bent. 309 kW/420 hp under the bonnet and a rear-axle load capacity of up to 450 kilos take the hallmark BMW M relationship between race-oriented driving pleasure and everyday utility to an entirely new level." Ah yes, it's nice to see that even the Germans can muster some April Fool's fun.

(GM)
Chevrolet introduced the Mi-ray concept today at the 2011 Seoul Motor Show. The roadster celebrates "Chevrolet’s 100-year heritage of designing expressive vehicles in the brand’s newest market," according to the media release. “‘Mi-ray’ is Korean for ‘future,’ according to GM Korea President and CEO Mike Arcamone. "As GM rolls out Chevrolet across Korea, the Mi-ray concept offers an exploration of future possibilities for the brand. It strengthens the bond between car and driver, creating a fresh look at what sports cars of the future might be.” The Mi-ray was developed at the GM Advanced Design Studio in Seoul, "combining cutting-edge hybrid propulsion technology and advanced styling, it balances iconic Chevrolet design cues with a future design vision as Chevrolet celebrates its centennial in 2011." That's all well and good but "Mi-ray" is a dumb name in any language.

Editor-in-Chief's Note: Our occasional Left Coast correspondent, Tom Pease, weighs-in on the current state of Porsche marketing. Enjoy. - PMD

It's possible, I suppose...

By Tom Pease

Beverly Hills. The other day I was walking down Rexford Drive and saw something that would no doubt warm the cockles of Porsche management's stony little hearts: an all-Porsche family.  Dad was unloading the Panamera on the street, Mom was setting up the kiddie seats in the back of the Cayenne in the driveway, and sitting looking rather dusty and forlorn in the carport was the family Boxster.

So now Porsche has the brilliant idea to tell them that they can use the Boxster to hit Costco?  It's possible, I suppose.  It's possible to hit Costco in a rickshaw, a Harrier Jet or on a pogo stick.  Whether it makes much sense to do so is a different matter.  I'm sure this family will be eagerly be awaiting the Porsche Paprika pick-up for those Costco or Home Depot runs while the poor, sad little Boxster gathers more dust.  I wish I could liberate it for a fast run to the Starbucks 3 blocks away on Beverly, preferably via Mulholland...

(BMW)
Looking Back: When the BMW 1500 made its world debut at the 1961 Frankfurt International Motor Show (IAA) waiting times to get a close-up view and sit in it averaged a half-hour. “Anyone who was in the vast exhibition area, for whatever reason, felt drawn to the stand of the Bayerische Motoren Werke,” noted reporters from a leading German magazine, “or to be precise, to the new BMW mid-range car which until then had been a closely guarded internal secret but was now on public view for the first time at the BMW stand.” These photos are from the original press kit.

(BMW)