The Homa Files

Excerpted from Brandweek, “Taking the Road Less Traveled” by Steve Miller, Superbrands 2008

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In April, a revolution went down. New vehicle sales dipped 8%, cars began to outsell trucks, and sales of compacts and hybrids leaped, gratifying greenies everywhere and giving the auto industry a headache…

The momentum in the market has clearly shifted. A Kelley Blue Book survey in April found that 60% of new-vehicle buyers say gas prices have changed or influenced their purchase decision. Now, better-made small cars and gas prices have turned consumers on to cars like Toyota’s Yaris and Nissan’s Versa…

Marketing has tried to follow the bouncing ball that is consumer preferences…Meanwhile, hybrids…continue to play an emerging role in sales of small cars. Hybrids now account for 3.2% of all new car sales, up from 2.6% at the end of 2007…

But while environmentalists have embraced the vehicles, the price point difference (they are up to $5,000 more) and the fact that other gas-powered cars are now approaching hybrid-like fuel economy are challenging the technology. “The wallet always dominates in the car-buying decision…If [hybrid marketers] can conveniently make that case and make the economic equations easier, that will seal the deal”..

With all of the fuss about hybrids, alternative power trains and controversial fuels such as ethanol, most every automaker is now including something to draw attention to their own “enviromerits.”…Any campaign now has to, at least, give a nod to the green…But while green (as in environmentally conscious) is good, green (as in dough) is even better when it comes to marketing message…

Edit by SAC

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While auto marketers focus their message on the green ($) is great theme consumers are beginning to realize that purchasing a hybrid may not be the smartest financial decision.  As the hybrid market evolves its consumers are also evolving, which means marketers must do even more to understand their preferences and likely, communicate to a new shade of green. 

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Full Article:
http://www.brandweek.com/bw/superbrands/article_autos.html

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This entry was posted on December 1, 2008 at 7:45 am and is filed under Autos - Travel, Environment - Green, Oil & Energy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.