1. NOTE: SOME STRONG LANGUAGE
In Mr. Ewanick’s defense…. I’m not even sure he’s getting the emails. But here is the first try. Let me know what you think. As I said before, according to dear husband, Kia already beat us to the punch. But some good ideas none the less, I think.
This was emailed 2 or 3 weeks ago.
Dear Mr. Ewanick,
My first love was a 1976 Camaro. It was red with a white vinyl hard top. It wasn’t just the speed and power that led to devotion. It was the confidence and freedom that it conferred on me by default. In the Camaro, I was an Amazon Princess. During the days before self help & Dr. Phil, the only “therapy” I needed was a full tank of gas and the open road. My best friend and I used to hop in the car and just drive for hours. No destination, the drive itself the point. I can still remember driving it through the Sunol Pass, windows down, blasting AC/DC’s Highway to Hell– “Hey Momma, Look at me, I’m on my way to the promised land.”
20 years later, and I still miss that car. I miss that feeling, which has never been re-captured. When it became apparent that I had no talent for working on cars, let alone a muscle car, and my dad (elderly) couldn’t, The Amazonian Princess’ chariot was passed down to the next generation (my nephew). He still has it, BTW, along with several others. We’re a loyal bunch.
If I would do anything to re-capture that kind of freedom, where every time I got in my car I was escaping INTO my real life… I can only imagine that GM & Chevrolet would love to reclaim the devotion of consumers. To that end, I have a plan.
First off, the current marketing strategy (or lack there of) is not working. The only thing I can remember from a GM commercial is an accessory: On Star. Not the car, not the brand, just On Star. I finally saw a Chevrolet commercial last night, and I still couldn’t tell you what car it was selling. There were no people, just pictures of cars and numbers and a voice over. There was nothing for me to connect to.
When I went through your website, I noticed that you are advertising the 2011 Blaze as having been globally tested. I hate to be the one to tell you this, but we don’t really care about what people in England, or France or Kalamazoo think about a car. During the recession, the American People (regular people) have become more insular. We have a belief that no one else can possibly know what we’re going through, or what our lives are like. Do they have to pinch pennies until they bleed copper tears? How much stuff do they have to fit into the trunk? Do they have to travel 60, 100 miles a day just to get to and from work?
GM, and Chevrolet, needs to connect to American consumer again. Especially the female consumer. The men are going to come to the Camaro and Corvette regardless. Of course, you have the best advertising ever in the Transformer’s franchise. My four year old son can pick Bumblebee out of a swarm of yellow cars. (Although it took me MONTHS to figure out that ALL the Autobots are Chevy’s… Except maybe Optimus. And that ain’t right.)
But us women, we’re different. We like to know weird things about a car. Will my head (pony tail, hair) hit the roof? How many groceries can I fit in the trunk? Christmas gifts? How easy is it to get the infant/car/booster seat in and out of the back seat? How safe is the car? Does it make me look like the princess I am, with out needing Paris Hilton’s allowance for upkeep? How reliable is it? Does it have enough giddy-up and go so that I can escape into my real life in it?
What I propose is that you get real word of mouth going. Get some company cars into the hands of bloggers (preferably mine). We write about the cars, our adventures, even our complaints and submit them to you. You then run the blogs, cull them for advertising vignettes, and also gain invaluable data. It will also give you credibility (the voice of the blogs is going to be important) and relevancy. Plus, you can run a “Blog your Way into a Chevrolet” contest at the same time, which will generate even more interest.
You need to get the word out. When I went through your website for the current models, there are 2 car models I thought had been discontinued and three I had never heard of under Cars alone. That’s just not good enough for the Chevy I remember. The Chevy I remember allowed a girl plagued with self doubt to kick ass.
Lets go kick some ass together.