Sunday, July 24, 2005

Lido's a hit; jury's still out on cars

The Detroit News

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The new Chrysler ads starring Lee Iacocca are a big hit with customers, according to a new survey from Advertising Age. More than eight in 10 customers who have seen the ads touting Chrysler, Dodge and Jeep vehicles said Iacocca was believable and relevant.

The octogenarian, however, doesn't register with most young people. A little more than a third of 18 to 24 year olds have even heard of the former Chrysler Corp. chairman.

And the Ad Age survey highlighted one snag in the campaign that features Iacocca's famous phrase: "If you can find a better car, buy it." About 80 percent of survey respondents said they thought they could find something better.

Natural brand enhancement?

Spirit Airlines apparently wants to cut through the clutter with its new marketing campaign. Metro Detroit's second largest carrier recently launched the tagline: "Want an extra six inches?" to promote its Spirit Plus business class seating. The seats offer an additional half foot of legroom over coach class. In case anybody missed the implication, the campaign also features the line, "Admit it ... Size DOES matter!" and this gem, "Admit it ... Bigger IS better!"

The market blitz includes a "Spirit General Warning" that takes off on recent ads for the Levitra erectile dysfunction drug: "Enjoying an extra six inches for more than four hours does not require you to contact your doctor."

The airline is running a contest asking customers to submit their own taglines. While at least a few customers have questioned whether the campaign is in good taste, Barry Biffle, Spirit's chief marketing officer, said thousands of customers of have already registered online for the program at www.xtra6inches.com. "The overall response from customers," he said, "is fantastic."

Besotted in translation ...

Granholm

Can Japan's businessmen resist Gov. Jennifer Granholm's invitation to build factories in Michigan? The governor, in Japan this week to meet with business officials, is likely to get a warm reception, judging from the reactions she provoked at the recent opening of Hino Motors' U.S. sales headquarters in Farmington Hills. "When we see a woman like that," said one Japanese executive over a cup of sake, "we say 'hana ga aru'. That means, now there's a flower." Granholm isn't settling for haiku. She wants an assembly plant.

While the Buickman cometh, General Motors may say go away

The Buickman's secret is out. Six-time Buick sales champ and General Motors Corp. tormentor Jim Dollinger has released the first 20 points of his long-touted 40-point plan to save the automaker. He calls it "Return to Greatness." Elimination of destination charges, home vehicle delivery, and year-round discounts for AARP members are some of his recommendations.

The Flint car salesman and self-dubbed Buickman has been stepping up his personal campaign to publicize the plan, appearing on radio, television and making a big splash at GM's annual shareholders meeting in June. Why release it now? Dollinger says his goal is to put pressure on GM to use his ideas "for the good of the company, the industry and country." GM may not be too receptive, given that Dollinger called for the resignation of GM Chairman and CEO Rick Wagoner at the shareholders meeting.

Contributors: Christine Tierney, Eric Mayne, Ed Garsten and Mark Truby.