NEW!! Voice Your MARKETING Suggestions/Input for Focus Group on 2010 Camaro.

[selil]

Any time you want to sell a car like the Camaro you are going to be selling a life style. The car for each buyer is going to be a portal to youth, to life, to a place of fantasy, and to work each day. Enthusiasts are going to gravitate to just about any sales campaign that features the car, and most likely that will sell out the first run of cars regardless. I however am not going to be in the first group of buyers. I’m waiting to see the convertible.

I want to see the story that is the truth behind the car. I want to see the car running through the gears on the forgotten coast off the Pacific Coast Highway. What is sport? I want to see the car eating asphalt through the painted rock desert. Sun down in heaven and a Chevy going into it. Want to race LA to Chicago? If there isn’t a Camaro in the next Bull Run y’all are doing it wrong. Who mentioned legality?

How many generations of fathers and sons own one each of the generations of Camaros?

This summer I’ll be taking my Spyder cross country again. I’ll get several hundred visitors a day to the BLOG that carries the story. What would a Chevy supported site gather as a following with somebody doing the Route 66 revival?

Cliché ? Of course, but those are the stories that resonate deepest. We know the punch line and start giggling before we get to the end of the joke. The stories we know are still valid today, and can be very powerful when told again.

[SSNIGHTMARE]

Originally Posted by Dragoneye

Er, not everybody has that attitude. Nor can they have such an attitude. But - Dodge, cheap?!

Yes. dodge makes cheap cars and trucks compared to GM or even Ford. The quality of the parts going into a chrysler are cheap. As far as price goes, there are to many people that want a camaro for next to nothing. This is one of the major problems with the US auto makers. They turn out cheap cars that nobody wants to buy. I have put my dues in at college and working hard at my career to be able to afford the cars I want. Selling a camaro for 22k just so people can say they have a camaro is a disgrace to the car, and those of us who want a real American car that performs.
I would tend to think your opinion would change when you have owned multiple vehicles from each of the major US manufactures, and you are at a point in life you can afford the items you really want.

[Mr. Wyndham]

Originally Posted by SSNIGHTMARE

Yes. dodge makes cheap cars and trucks compared to GM or even Ford. The quality of the parts going into a chrysler are cheap.

Oh! I thought you were talkig strictly price.

Originally Posted by SSNIGHTMARE

I would tend to think your opinion would change when you have owned multiple vehicles from each of the major US manufactures, and you are at a point in life you can afford the items you really want.

I doubt it. Even if I can afford things later in life that I cannot now...I wouldn't want to deprive anybody 'lower' than me of a good thing just to make myself feel better, or part of an exclusive community.

Offering an affordable Camaro to the masses is exactly what it was designed to do. It wouldn't be a disgrace, it would be being true to it's purpose. But doing so doesn't mean in the least that it won't perform.

[theholycow]

Originally Posted by Dragoneye

I doubt it. Even if I can afford things later in life that I cannot now...I wouldn't want to deprive anybody 'lower' than me of a good thing just to make myself feel better, or part of an exclusive community.

Thank you! Camaro has always seemed to be the everyman's car.

Besides, if it was only available in an expensive high-powered version, they wouldn't be able to sell enough to bother making it. All those Camaros that SSNIGHTMARE thinks aren't worthy are the reason he's going to be able to get the one he wants, and they're the reason that a few years later people will be able to get cheap Camaros to put their own engine in.

Anyway, what does all this have to do with marketing the Camaro to groups other than the traditional Camaro buyers?

[scorpio]

If you bring the 5th gen. Camaro to Europe/Germany - and I hope you do! - plz do not re-brand it as an Opel <something> as has been done with other GM cars in the past.

This is an enthusiast's car. People who are interested in the new Camaro in Europe/Germany want an American look&feel car. They are not interested in a highly 'Europeanized' version. That - of course - does not mean the car should not handle well!!!

In the same vein, plz keep the red tail lights if at all possible (national regs may not allow this everywhere - I know).

Finally, keep the price at a reasonable level. E.g. you don't see a lot of Mustangs driving on German streets these days. I think there would be quite a few people who whould consider buying one if it wasn't for the outlandish price. An imported Premium GT with some extras goes for ca. 42,000 Euros! That's ca. 55,000$ at the current exchange rate!

[Scotsman]

Fuel efficiency needs to become a major focal point in Camaro advertising. People want more MPG out of the cars they drive and buyers need to know that that will be offered to them in the new Camaro. Most Americans think the Big 3 are behind on gas saving technologies or that they're some how incompetent next to import competition and that they don't exist on our cars. We need to show them that fuel efficiency is as much of a concern and importance to us as it is to them and we have the solutions that these fuel and environmentally conscious customers are looking for.

[DGthe3]

A variation on the idea that I had earlier. Show little glimpses of the car but nothing too revealing. Interior, engine bay, door handles, fuel door. Always moving around the car, but each image fades in then out. While doing this, have a guy, possibly the one from the cadilac commercials, asking:

"What do you want in a car?

Do you want a car with good fuel economy? a <insert descriptor here> interior? expressive styling? a rich heritage? 400 hp? 0-60 in 5 seconds? 0.91 g on the skidpad? pracitcal cargo volume? extra head, leg and shoulder room? <list as many other things the Camaro has going for it>

Of course you do. Too bad those cars cost $45 000 or more.

Until now.

Introducing the all new 2010 Chevrolet Camaro "Z28". Starting at "$28 000".

At the "Until now" turn on all the lights, give a shot showing most badass look it has. Then do a quick peelout at the end.

[stovt001]

I'd suggest playing up the ownership experience by supporting and promoting owners clubs. Make sure they aren't just catering to the V8 models too. Treat the V6 models as every bit as legitimate. It is much easier to justify buying a performance car if you have a club that meets for a couple laps around the local road course or passes down the local drag strip every so often.

[Mindz]

Here are my thoughts. Enjoy!


Chevy needs to address their lack of market presence dead on because not addressing it will lead to questions and fuel the competition's fire. Think of the last battle in Eight Mile: Eminem blatantly calls out his own weaknesses, but puts his own spin on it. His opponent was at loss because Eminem already burned his ammo - that's the tactic Chevy needs to take.
Don't diss your competitors. I know that goes against natural instinct but think of it this way: Do you want a car that will only sell because it reams its competition on national TV or a car that will sell on its own merit? Let the car sell itself.

Take a page out of Cadillac's book (on this point, I agree with TheMadHatter99). These ads are so powerful because they have the right balance of humor, wit and plain facts. It's a tough combination to come by, but I think it'll prove successful for them.

I recommend an ad campaign with the tag line, "This Isn't Your Father's Camaro." It should hit the air waves a month prior to the car hitting show floors. There should be three or four ads in rotation; here is a sample script for a family/profession alone.

Man says, "Sometime after dropping the kid off at soccer practice, meeting your investment broker for a round of golf and taking the wife out to a ballet, you realize ... this isn't you father's Camaro."

In terms of cinematography, have the images bolster the story: show the kids getting out of the car, then the driver pulling up to the country club. Then show the car sitting outside the ballet on a slick, rain-drenched street. Let the narrator's voice be the momentum. Then, just as he he says "You realize," have a montage of older Camaros flash in black and white. And, just before the driver begins to speak again, flash back to the driver and show that there is nothing but a straight road ahead of him. Then, just as he says, "this isn't you father's Camaro," show him accelerating down he street and let the engine roar a bit.

I like this idea because it demonstrates the car's versatility. It also subliminally compares the Camaro to BMWs, Lexes and Mercedes by showing it at a country club and - most importantly - nods to the Camaro's long history.


This is something dreamt up by someone who would like to remain anonymous unless it's used by GM, then she wants credit and royalties. I think she's onto something here. How about that job opening Scott?

*nudge nudge*

[SilverTurtle]

Originally Posted by fbodfather

So -- the real question is: how do we reach people who would not normally consider a Camaro (or even a Mustang or Eclipse....)

some things that will bring the Camaro into competition with the imports:

1. six speed manual in the V6... yes, a 5spd is cheaper... no, it will not make a difference to those that think that the 6spd is the superior gearbox

2. the 4cylinder turbo idea is great... contrary to what our enthusiast group thinks, there are a million and one folks out there that think that 4cylinders = better mpg... opening the door to their ideals is opening the door to sales.

3. the V6 Camaro needs to have the same options as the V8... people spend ALOT of time in their cars nowadays... and making the world inside the base model cabin as comfy as possible is going to sell the car.

4. the majority of the V6 Mustangs (and a pretty good chunk of the V8 Mustangs I see) are driven by women... things like lighted mirrors in the visors, easily controlled steering, cup holders, and AC vents that dont always blow on you is going to be something that women search for in a car... I've heard on more than one occasion that the 4th gen Camaro's lack of lights on the visors was a PITA to a girl... adding something simple like that makes all the difference in the world to a person who uses it regularly.

5. Bluetooth connectivity, iPod/MP3 player jack and auto up, as well as down, on both driver and passenger side windows is the new starting point for interiors... make that the standard, and then find ways to upgrade from there... 5.1 surround is a good start that I know y'all are already working on/have incorporated

[theholycow]

Originally Posted by Mindz

I recommend an ad campaign with the tag line, "This Isn't Your Father's Camaro."

NOOOOOOOOOOOOOOOOO!!!!!! That's the slogan where Oldsmobile went to die!

Originally Posted by SilverTurtle

2. the 4cylinder turbo

4. things like lighted mirrors in the visors, easily controlled steering, cup holders, and AC vents that dont always blow on you

5. auto up, as well as down, on both driver and passenger side windows

Taking a page from VW's book, eh? The steering effort in the VW is adjustable, as are a million other things, using a computer and a special cable. I'd say a simple set screw in the power steering pump could do the job in the Camaro.

[fastball]

Originally Posted by SilverTurtle

some things that will bring the Camaro into competition with the imports:

1. six speed manual in the V6... yes, a 5spd is cheaper... no, it will not make a difference to those that think that the 6spd is the superior gearbox

3. the V6 Camaro needs to have the same options as the V8... people spend ALOT of time in their cars nowadays... and making the world inside the base model cabin as comfy as possible is going to sell the car.

5. Bluetooth connectivity, iPod/MP3 player jack and auto up, as well as down, on both driver and passenger side windows is the new starting point for interiors... make that the standard, and then find ways to upgrade from there... 5.1 surround is a good start that I know y'all are already working on/have incorporated

These three points are crucial to modern car design. Auto up/down windows on ALL windows are becoming standard on $15k cars now. In fact, GM must start offering power window and moonroof control via the remote key fob, as BMW, Lexus, Honda, Toyota, and Nissan do now (and not only on expensive models, either). The V6 must have available EVERY luxury option available on the V8 - in some cases I think people would spend more on a loaded V6 because they want the comfort and don't care about V8 performance or want V8 maintenance costs.

I'm quite sure Bluetooth will either be standard or a low cost option accross the Camaro line (GM is supposed to be integrating BT on virtually all their cars between 2009-2010). Kudos to the General for that idea.

Lastly, a 6 speed stick on the V6 puts the Camaro exactly in competition with a Honda Accord EX V6 coupe and Nissan Altima 3.5 coupe. That's good company if GM wants to steal import sales. Keep the stick available on the V6.

[SilverTurtle]

Originally Posted by theholycow

Taking a page from VW's book, eh? The steering effort in the VW is adjustable, as are a million other things, using a computer and a special cable. I'd say a simple set screw in the power steering pump could do the job in the Camaro.

and I would presume that, too... and since a VERY LARGE portion of VW's sales is to women, that adds strength to my post... the 4th gen appealed to a million guys and only a few girls... the Mustang appealed to a million girls and only a few guys... we all see how that wound up... this time, marketing to the women is going to be a must.

Originally Posted by fastball

These three points are crucial to modern car design. Auto up/down windows on ALL windows are becoming standard on $15k cars now. In fact, GM must start offering power window and moonroof control via the remote key fob, as BMW, Lexus, Honda, Toyota, and Nissan do now (and not only on expensive models, either). The V6 must have available EVERY luxury option available on the V8 - in some cases I think people would spend more on a loaded V6 because they want the comfort and don't care about V8 performance or want V8 maintenance costs.

I'm quite sure Bluetooth will either be standard or a low cost option accross the Camaro line (GM is supposed to be integrating BT on virtually all their cars between 2009-2010). Kudos to the General for that idea.

Lastly, a 6 speed stick on the V6 puts the Camaro exactly in competition with a Honda Accord EX V6 coupe and Nissan Altima 3.5 coupe. That's good company if GM wants to steal import sales. Keep the stick available on the V6.

well said and I completely agree

[Tropi-Care Chris]

I know there has been a lot of talk on colors, but I think there needs to be as wide a variety of colors and color combinations as possible. I know when the 2004-2006 GTO's were out the choices of colors were limited and some omitted all together, why white was not built is beyond me. I would also offer as many wheel choices as possible, this will allow the buyer to really build the car they want from the factory instead of having to go for after market wheels at a later time and increased cost.

Target those items and as stated above, must target the Female buyers.