Fiat - Missed opportunity of the decade
I still remember how excited I was when I learned that Fiat was bringing a new 500 to the US.
At the time was was a college student at a cool internship in the auto industry. Mini Cooper was still making waves with crazy sexy Out Of Home stunts - but even then they were becoming a cliche, Chevy was falling flat on their face with the launch of the HHR and Ford? Ford who?
Fiat sounded obscure, sensual, classic beyond retro. I decided to put off purchase of a car until I could have a shot at this one.
It’s been about 10 years since then - and its hard to describe how disappointed I am with the direction Fiat took the launch. With such good fodder: A sleek product, Install base of hip, loud entusiasts and a small car when people want small cars. I think Fiat fumbled this launch big time - and wasted their first impression with my and younger generations. Below, my :60 second pontification on how:
- Jennifer Lopez: Why? Jennifer Lopez is a big, bland mainstream brand. She appears in everything from Maybaline to Singing Reality Shows. She lacks mystery, cool, uniqueness, respect and flamboyance. She would make a great face for Chevy Cruze - You guys could have done a lot better. How about Chloe Sevigny? Donald Glover?
- A woman: again, why? The car is already adorable. I think Mini had the right strategy when adding masculinity to the brand. Now self aware and insecure men like me can’t drive the car even if we wanted to.
- See above - J-Lo ruined everything.
But we can still save this, my :30 second pontification of How:
- Partnerships: Lets find some partnerships that play up a more sophisticated, younger brand. Dazed and Confused Magazine? Wallpaper? Vice? The IFC Channel? Urban OUtfitters would fit well, and offer something a little more mainstream. If you are committed to the female demo, Anthropologie could be huge.
- Product placement: Provide free cars to every filmaker from New York to Sundance; you may appear in a bunch of duds, but one of them is the next indie favorite.
- Write a new Anthem spot, and play it on TV, Hulu and VOD
- Social: Lets do some Dealer Integration here. We can use those rad Fiat “studios” the dealers paid millions to set up. Gen Y is all about experiences (as opposed to imitating J-Lo) - lets get them into the dealership and give them the tools and incentives to amplify those experiences and drive higher foot traffic. We are selling cars, after all.
Thank you for your time.
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worldisoyster posted this
