The Redesigned Buick Regal – A New Era For American Luxury

Today, we caught a glimpse of what will be the redesigned Buick Regal, which no doubt brings a sense of European styling and craftsmanship to the GM luxury brand. Known as the Opel/Vauxhall Insignia in Europe, and the Holden Commodore Grand Sport in Australia, the new Regal is reshaping how we interpret American luxury by going far more German in nature and design. While we’ve known for a while that Buick’s lineup is primarily rebadged Opel/Vauxhall vehicles, the new platform for the Regal is exactly what the American consumer craves; European luxury.

So without further ado, here’s renderings of what will be the all new Buick Regal when it arrives in showrooms. Its release is still to be determined, but we should know more in the upcoming months.

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Despite the Regal’s German design that strikingly resembles the Audi A5 Sportback, there’s a lot of appeal for the car moving forward. Sold as a GM could have mixed results as Buick is still fighting the long believed perception that their brand is for old people, but on the positive side, having a sedan that looks European could swing in their favor, especially with younger consumers.

No word on pricing as of right now, but today’s unveiling is a step forward in the right direction. For GM, putting aside their past and producing vehicles drivers can have confidence in will once again bring the American automaker to prominence. GM’s subsidiary Opel has plans to release seven new cars in 2017, and hopefully the new Insignia is just a small taste of what’s to come.

Buick has made great strides this year with sales up 3% for the year and up 16% in the month of November. With momentum heading into 2017 and a redesigned Regal on the way, Buick could be an automaker to look out for, not only next year, but in the future as well.

Volvo S40 T5 – The Perfect Car For The Driver Who Wants A Manual

In the car community, having a car with a stick or being capable of driving a manual car, is an added bonus to show your knowledge and legitimacy as a car enthusiast. Often we discuss what car with a manual transmission would be perfect to learn and or own. The Mazda Miata is always brought up for many reasons, including the fact that it’s essentially a street legal go-kart which gives drivers the sensation of being connected to the road. There are many other candidates, but one that is never mentioned nor given credit as being a fun car is the Volvo S40 T5.

I know what you’re thinking, but much like the C30, the S40 can be fun to drive, and in fact could be the perfect car to learn how to drive a stick. Many S40 owners complain about the close proximity between the brake and gas pedals, as you’ll most likely accidentally tap on of them. This dilemma actually brings up the perfect opportunity to start heel-toeing, which will make you a better driver and help train you to shift through the gears smoother. The S40 T5 has other benefits as well, including performance and modification capabilities.

With a turbocharged 5 cylinder engine producing around 227 horsepower, you’re going to have a decent car right off the bat. It won’t beat a fully stock MazdaSpeed3 but you’ll have more horsepower than a stock Volkswagen GTI. This now leads up to modifications, and here are just a few S40s that are out there where the owners brought the Swedish sedan to the next level.

You can also go with body kits from Heico to add a more sporty appeal to the S40

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Overall the S40 is a great car to start out with, whether to daily drive or learn how to drive a manual. It’s a safe car, the interior is cozy, and the seats are absolutely comfortable. Perfect for the driver who also wants to step into the entry level luxury segment. Despite not being a BMW, Audi, or Mercedes Benz, it’s definitely an alternative if you don’t want to buy a Japanese car, but with that does come costs at the repair shop.

Right now you can find S40 T5s around $5k – $6k. If you’re lucky enough to stumble upon an S40 T5 R-Design don’t pass it up. Not only are they rare to come by these days, but you get some added goodies in terms of aesthetics. They’re also holding their value slightly better and can be purchased for around $12k.

Most importantly, you’ll have a novelty car. Not many S40 T5’s are out there on the roads, let alone a modified one. It’s safe to say that at a local car meet, you’ll have the only S40, but it will be unique which just adds to the appeal and the whole package of owning one.

Why Buy a Subaru When You Can Treat Yourself With German Engineering

Winter is right around the corner. Many in the northern regions of the United States have received their first snowfall of the year, and that means we’re getting closer to unplowed roads and treacherous driving conditions. In the Northeast, Subaru has a monopoly on the AWD market in New England, as they’re the most relied upon brand to get people to and from work safely when it snows. But what if I told you that there’s another alternative for AWD vehicles around or under $30,000 that combine German engineering, luxury, technology, and AWD to enhance your winter driving experience this year?

Yes I know what you’re thinking, “Subarus are cheaper to maintain and they can be purchased new instead of certified used so why would I want to buy a German car?” It’s a fair argument, but you and I both know that it’s crossed your mind. A Mercedes Benz, Audi, or BMW for year round driving, luxury interior, and only a blizzard could stop Quattro, 4Matic, and X-Drive AWD technologies. Let’s put it this way, just like gingerbread, Lindt chocolate, and all the pastries you’re going to stuff yourself with this holiday season, owning a German car is a temptation that can’t be ignored.

Mercedes Benz

“The Best or Nothing” says it all. Why settle for a Subaru with a CVT transmission that makes driving mundane, when you can go with Mercedes Benz that provides AWD and comfort. There’s a few options to choose from, all under $30k, and best of all, still under warranty.

C-Class 2012-2014

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The Mercedes Benz C300 that’s still under warranty and certified used can go anywhere between $22k and 30k depending on the mileage and number of previous owners. A great way to step into luxury, the C300 was the gateway to bigger and better vehicles by Mercedes Benz prior to the CLA hitting the market.

The C300 comes with a V-6 engine that produces 248 horsepower, so when it’s not snowing you can have some fun on the roads. For features you’ll get a navigation system and backup assist, bluetooth, power seats for both driver and passenger, and automatic temperature control. While the C-Class would be in the same price range as the Legacy, you’d receive better interior features, more power, and because it’s used, you won’t experience the big depreciation hit after driving off the lot.

E-Class 2011-2013

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Believe it or not, you can also decide to go with the E350, which prices will vary. Hovering right around $30k, you’re now behind the wheel of the mid-level model in the Mercedes Benz lineup. This is where class and luxury come together to create one incredible sedan. With the option of wooden panels on the dash and small touches that distinguishes the E-Class from the C-Class will no doubt have an effect on how you carry yourself. There’s no walking with your head down in the office when you’re showing up in an E350.

With a V-6 engine, your E350 will get 302 horsepower. Just like the C300, you’ll have a built-in navigation system and backup assist, bluetooth, power seats, memory seat and head restraints, and automatic temperature control. The E350 is a step up from the C-Class, and with AWD, this car makes the perfect winter warrior, while also being a head turner.

GLK-Class 2014

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You can also find a certified pre-owned GLK 350 for under $30k. Unlike the C and E-Class, the GLK will provide versatility and cargo room. Similar interior features, along with wooden panels is another nice touch by Mercedes Benz that will set you apart from a Subaru Outback. It’s perfect for the family on the go who need to get to school or other extra curricular activities. Old man winter won’t stop those in a GLK, and even during the warmer seasons, you’ll have an SUV that fits any situation.

BMW

“The Ultimate Driving Machine” can also being your ultimate winter daily driver. With X-Drive you have another formidable AWD system that won’t let you down.

320/328 2013 – 2014

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BMW’s answer to the C-Class. Priced anywhere from $22k to $30k, you have a choice between going on the cheaper end with the 320i or going more expensive with better interior options by choosing the 328i. With a difference in power by about 60 horses, the 320i is really an entry level sedan that will introduce you to the brand, but still offers the comfort and features of the more powerful 328i. When choosing between such as BMW and Mercedes, it really comes down to personal preference and taste in luxury interiors.

You’re still getting a navigation system, wooden trim depending on the options that come with the car, heated and memory seats and automatic temperature control, but you won’t have backup assist. The major difference is engine type between Mercedes Benz and BMW. On the 3 Series you’ll get a 4 cylinder intercooled turbo engine that will get you either 180 hp or 240 hp depending on whether you decide to go with a 320i or 328i. You’ll also get slightly better fuel efficiency in the city and highway by going with BMW.

X1 2013 – 2014

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BMW’s smallest crossover SUV is another alternative to versatility and cargo space and can be found around $22k to $28k. Essentially the 3 series on stilts, the X1 provides a higher ride height, similar interior features, and the same engine as the 328i. Smaller than the GLK, the X1 is truly a crossover, so you may sacrifice in terms of interior, but you’ll be saving on initial cost of purchase and better savings at the fuel pump.

Audi

Many Audi owners have made the argument, and rightfully so, that Quattro is the best AWD system out of the three major German luxury car manufacturers. For the harsh winters of New England, Audis priced around or below $30k will make your winter weather driving experiences better this season, giving you the peace of mind when it starts snowing heavy during rush hour.

A4 2012-2015

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The A4, which competes with the C-Class and 3 Series, tends to be near the higher side of the $22 to $30k spectrum. Right now however, there are deals out there where you can find a 2015 A4 for just under $30k due to the new model year of 2017s that were released earlier this year. While the 2015 sports the outdated look, you’re not cheated out of the luxury aspects of the car, nor the performance.

With the A4 you’ll get a 4 cylinder intercooled turbo engine producing 220 horsepower, and since it’s an inline four, you’ll have better fuel economy that is in the same range as the BMW 3 Series, 22 mpg in the city and 31 mpg on the highway. Like it’s competitors, you’ll get similar interior features such as power seats, automatic temperature control, and navigation system. More importantly with Audi, is the advantage of the Quattro AWD system. That’s what will get you home safely during a winter storm.

Conclusion

Buying a German car has it’s rewards, and it’s up to the individual as to whether they’re willing to buy a new Subaru, or go with the more luxurious German competitors by purchasing a certified used Mercedes Benz, BMW, or Audi. Either decision has it pros and cons, but there’s no doubt that you’d entertain the thought of buying German.

No matter what the choice is, the first priority is to get to your destinations safe this winter by having a reliable winter warrior. Subaru has proved time and again that they’re the best in their class, but if you want a side of luxury, the Germans are right there to grab your attention.

The Grand Tour – An Automotive Masterpiece

Everything we’ve waited for, from seeing Jeremy Clarkson, James May, and Richard Hammond back on our television screens, to finally having the Porsche 918, McLaren P1, and Ferrari LaFerrari showdown was just a small taste of what we have to look forward to for the next 11 weeks. The former Top Gear hosts have elevated automotive shows to a whole new level, despite the Grand Tour not deviating too much from the platform that we were used to seeing on BBC. Our favorite trio brought back the magic we’ve been missing for almost a year, and although the wait was excruciating, they didn’t disappoint, and in fact, fulfilled every car enthusiasts highest expectations on the new show.

We may be one episode in, but lets face it, Top Gear UK is officially dead. How can BBC recover from losing the greatest entertainers that combine humor and cars, and replace them with mundane and very stale talent that could put someone who suffers from sleep apnea into hibernation? The automotive world took a major hit when BBC fired Clarkson, but he came back stronger, and with May and Hammond, they managed to create a masterpiece that far exceeds the many seasons of Top Gear they were a part of. The reigns are now in their hands, and we got a small sample of what the Grand Tour can become for many years down the road.

The Grand Tour in reality, is Top Gear on steroids. A bigger budget, less censorship, and the hosts at the helm shows not only can they entertain, they can also take a concept that we’re familiar with and perfect it. A new test track and Mike Skinner taking the place of the Stig, are some of the apparent changes to the platform, but both compliment the new show because the track allows for better testing, and Skinner provides further comedy by being interactive as opposed to being faceless. The Tent replaces the old Top Gear studio and there appears to be a segment similar to “the news” where all three hosts discuss automotive topics that are relevant in the time that the show is being produced.

In Episode 1, we caught a glimpse of what this season, and possibly the next 5-10 years could be. Kicking off with the McLaren P1, Porsche 918, and Ferrari LaFerrari sets the tone, and quite frankly, it will be hard for any show, Top Gear UK or otherwise, to create a season premier such as the Grand Tour’s. Needless to say, it’s great to see Clarkson, May, and Hammond back, and with the first season just beginning, car season ending will be easier to cope with when the snow starts falling, and the temperatures drop to the single digits.

Alfa Romeo Unveils The All New Stelvio – Everything We Want In An SUV

It’s finally here, the all new Alfa Romeo Stelvio. The fourth model the Italian automaker has brought to the United States in the past decade to reintroduce the brand to the New World. In true Italian style, Alfa Romeo has made it’s presence known even before walking through the door, as the Giulia hasn’t hit showrooms yet, but will very soon. The Stelvio introduces Alfa to the SUV market, and they’ve swung for the fences at their first at bat.

With the unveiling of the Stelvio Quadrifoglio, the generation of immediate buzz in the automotive world has been deafening, as the Italian SUV is set to be the fastest in its class at the Nurburgring. With a Ferrari powered V6 engine producing 505 horsepower, no one up to this point has produced a faster SUV, not including the Tesla Model X which is electric. Better yet, the Stelvio is capable of a 0-60 time of 3.9 seconds, which is faster than the Alfa Romeo 4C. Not even Porsche can boast that it produces the fastest SUV, as the Macan and Cayenne have met their match.

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More importantly than the performance is the styling. Alfa designed the Stelvio similar to the Giulia, which will only make it more attractive to new buyers. One of the biggest concerns with early renders of the Stelvio was it’s face, as it took on the appearance of the Giulietta. While the initial styling was up to par, had Alfa Romeo stuck with the design, it’s possible that early receptions wouldn’t have been positive.

Together, the Giulia and Stelvio give Alfa a chance to compete and even stand out in a very crowded market for both crossovers and small sports sedans. Also contrary to where the luxury market is heading, Alfa is promoting driving experience and performance while the Germans are fixated on driver assisting technologies. Right now, the Italians have an opportunity to change the landscape in the current automotive market, and reintroduce driving pleasure and fun behind the wheel. Needless to say, the Giulia and Stelvio’s appearances are distinct, and brings a new breath of fresh air into a very stale luxury performance segment.

The Stelvio is expected to hit showrooms sometime next year, and we can only hope that there are no delays, as Alfa Romeo pushed back the Giulia’s arrival to the US market multiple times. Over the next few months we should get a better idea of the true performance and craftsmanship, when car reviewers get behind the wheel.

The future looks bright for Alfa Romeo heading into 2017. The only dark clouds that linger is the reliability of the Giulia and Stelvio. If the Italians can hit a home run with these two models, not only will that ensure their survival in the US, but we’ll get bigger and better vehicles from the brand that understands what being a true car enthusiast is all about.

Auto Sales Get Decimated In October – A Sign Of Things To Come?

The month of October was not friendly to most car manufacturers, as overall sales in the United States dropped 6%. This sharp drop can be attributed to volume sellers who saw declines that haven’t been posted in quite sometime. Is this a reason for concern moving forward? Is a slowing auto market going to be the new reality that manufacturers will face for at least the short term? New car sales have been slowing over the past few months, but October’s sudden drop in overall sales is nothing that should be taken lightly.

It should be noted that October of 2016 had two fewer selling days than October of 2015, but with some of the percentages that were posted, not even two extra selling days could change the outcome of a bleak new car market.

Fiat-Chrysler Massacre

It has not been a good year for the Fiat-Chrysler group, and October magnifies the downward trend in sales for most of the brands. Chrysler posted a decline of 44.7%, Fiat down 24.3%, Dodge -16.4%, and Jeep -6.6%. Three out of the four brands listed are down on the year for new car sales, while Jeep is still maintaining an increase of 9.7%. With Dodge ending the Dart and Chrysler no longer producing the 200, sales figures being down was to be expected, but for the auto group as a whole, there’s not much excitement for any of the brands, besides Dodge which produces the Challenger and Charger.

BMW, Volkswagen, Volvo and Land Rover Experience Sales Decline

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Volvo and Land Rover, two manufacturers who are both up on the year in new car sales in the United States, saw sharp declines in the month of October. Volvo, a brand that has been revived thanks to the all new S90 and completely redesigned XC90, experienced a 14.6% drop in sales. Land Rover saw a decline of 23.2% in October. Despite the sharp drop in sales in the United States, Volvo and Land Rover are still having a fantastic year overall, and shouldn’t be too concerned about the final quarter of the year, unless lower sales figures overall in the automotive market becomes a trend.

BMW may be the biggest surprise for lower volumes in sales, not only for October, but for the year of 2016. Down 18.4% last month, and down 9% for the year, BMW is the only brand out of the big three luxury manufacturers in Germany that has experienced declines. Mercedes Benz and Audi are still strong, and while sales were flat in October, the loss of two sales days could be a contributing factor. Volkswagen on the other hand has not recovered from Diesel Gate, and with a loss of 13.5% on the year and another double-digit loss last month, it just continues to get worse for the German auto brand.

Bentley, Jaguar, Maserati, and Porsche Have Strong October

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Not everyone is reeling from the October blues, there are car brands that had a fantastic month with Bentley, Jaguar, Maserati, and Porsche having double and even triple digit increases in sales. The British are leading the way and Jaguar’s 226% sales increase can be attributed to the F-Pace and XE, which have both taken their respective markets by storm. The F-Pace is Jaguar’s first attempt at making an SUV, and so far it has been a great success, while the XE, which is the British’s answer to the BMW 3 Series, is seeing strong sales since it’s arrival to the market earlier this year.

Bentley’s impressive gain of 158% in sales last month is all thanks to the Benteyga, which is Bentley’s first ever SUV. In October, the Benteyga contributed more than 33% of sales for the Bentley brand. While the British luxury car maker is down on the year by 6.8%, the entrance into the luxury SUV market has yielded strong sales figures, with the Benteyga making up about 50% of Bentley’s sales in the US since it’s debut on the market in August.

Maserati, much like Bentley and Jaguar, has seen strong sales numbers since entering the SUV market as well. The Levante, which also brought in about 33% of sales in October for Maserati, has received raved reviewed by journalists and consumers. Maserati has hit a home run with their luxury SUV, and that is starting to trickle down to other cars in the lineup. The Ghibli had a strong month alongside the Levante, leading to Maserati’s 11.8% increase in sales for the month of October.

Porsche had the best month out of all German brands in October, with luxury SUV’s again being the main contributor for strong sale. Up 10.7% in October and 3.2% for the year of 2016, Porsche has seen tremendous sales figures and it’s the Cayenne and Macan that is carrying the once sports car dominated lineup.

Strong sales across the board for luxury brands could be a good sign, despite the slowing of overall sales in the market. While Fiat-Chrysler, BMW, Volvo, and many others struggled in October, there’s no reason to panic just yet. If the fourth quarter of 2016 continues a downward trend and that transitions into the new year, then there would be a legitimate reason for concern. As for right now, we can only hope that October isn’t the start of a trend, and that the holiday season and the incentives that come with it could motivate consumers to buy in November and December.

2017 – The Year of Alfa Romeo, Maserati, and Jaguar: Alfa Romeo Giulia

We’re nearing the end of 2016 which can only mean one thing; new car unveilings! Car shows start touring across the United States and consumers from Massachusetts to California can take a close look at new cars that will be on dealerships’ lots this upcoming year, and for some models, hitting the showroom before the new year. 2017 is shaping up to be the year of Alfa Romeo, Maserati, and Jaguar, as all three manufacturers have extended their product lines to compete in markets that were once considered foolish to enter. These models include the Alfa Romeo Giulia, Alfa Romeo Stelvio, Maserati Levente, Jaguar XE, and Jaguar F-Pace.

Over the next few days, we will go over each model that these three manufacturers have already added or are adding to their lineups. So let’s start off this series with the all new Alfa Romeo Giulia.

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Car enthusiasts are excited and anxious for Alfa Romeo to officially mark their return to the United States with the arrival of the Giulia. With the 4C introducing consumers to the Alfa brand, the Giulia is what will put the Italian automaker on the map in the American car market. Their answer for the BMW 3 Series and M3, Alfa Romeo is putting a lot of pressure on themselves to hit a home run with the Giulia Quadrifoglio, not only in terms of reliability, but performance as well.

Car and Driver’s review seems to echo most journalists, and also enthusiasts, who are well aware of the Italian’s electrical and mechanical issues.

The car is impressive. Well, mostly. We did find a surprising number of electrical idiosyncrasies in the cars we drove in Italy, from freezing display screens to a check-engine light. We also found the interior trim did little to dismiss stereotypes about Italian build quality, with some cheap-feeling switchgear and a center console that deflected under gentle pressure. We’ll wait to reserve our final judgments until we have more time behind the wheel, but the Giulia Quadrifoglio seems well prepared to battle the competition from BMW, Mercedes-Benz, and Cadillac. It outguns all but Mercedes’ C63 S by a fair margin and—based on our limited first exposure—delivers more emotional appeal, too. This is one comparison test that we’re really, really looking forward to.

The most appealing aspect of the Giulia is the Ferrari powered V6 engine that puts out 505 hp. Unfortunately Alfa Romeo recently said that a manual transmission will not be offered in the United States, which has already disappointed many. On the bright side, the Giulia is not sharing the same platform as the Dodge Dart and Chrysler 200 and instead is built on an Alfa Romeo designed RWD platform making this car unique to the Fiat-Chrysler brand. In terms of performance, it appears that BMW and Cadillac have some serious competition with the Italian’s arrival to the market, and now Mercedes Benz might have a legitimate contender for the C63 S.

Despite the paranoia that the Giulia might end up like many Alfa Romeos that have proceeded it in the past, there’s a lot of hope and excitement for the future. The Italian automaker is hitting the right chord among consumers. They’ll be offering a base model with the price still to be determined, but early estimates are around $40,000, which is within the range of the BMW 3 series, Audi A4, and Mercedes Benz C-Class. A 280 hp 2.0L 4 cylinder engine paired with an 8 speed automatic transmission, and RWD and AWD drivetrains as options, Alfa will have a cornerstone to build from, giving them a good chance of capturing market share rather quickly once it arrives in showrooms in November.

Take it which ever way you want, but Alfa Romeo built the Giulia with absolutely no parts from the Chrysler brand. Completely Italian inspired, Alfa has the chance to distance itself from being considered a product of the Fiat-Chrysler brand, which would be an ideal perception they want from consumers as Chrysler, Dodge, and Jeep have had many issues in it’s history since the acquisition by Fiat.

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Alfa can start off fresh and hit the ground running once the Giulia enters the US market. The Italians are hoping for a successful launch as the their sedan will set the stage for phase two, when the crossover SUV known as the Stelvio, joins the Giulia in Alfa Romeo dealerships’ showrooms in 2017. This is now their time to shine, and as car enthusiasts, we can only watch and wait to see if this return to America is a success.

The Boston Car Enthusiast Community Grows By The Day

It’s not even the first day of summer and we haven’t reached the height of the 2016 car season, but car enthusiasts from across New England have come out in droves to enjoy the very best the automotive world has to offer. Maybe it’s that for 5-6 months out of the year our cars are stored in garages and we can’t drive them due to the harsh winters, or the likelihood that more people are beginning to appreciate cars that’s bringing out record breaking crowds. In the past two months alone, the monthly Herb Chambers Cars & Coffee and Boston Cars & Coffee has experienced a significant increase in attendees.

It was estimated that close to 1,000 people attended Cars & Coffee at Herb Chambers Audi/Porsche of Burlington in May. That’s a staggering number considering that these events are held early in the morning. It’s not just the spectator numbers that have increased, but also car owners. There have been an assortment of sports cars, muscle cars, antiques, imports, and exotics that have filled the parking lot, attracting people of all ages to these monthly events.

Boston Cars & Coffee which is also held once a month at Larz Anderson Auto Museum in Brookline, MA, had it’s biggest turnout to date on June 12th. The wide variety of cars, and even old military vehicles from Austria, makes Cars & Coffee not only a very fun experience, but also offers opportunities to learn about automotive history, both on the lawn and inside the museum.

Inside, you’ll find an exhibit that changes annually, with this year’s theme being the history of Porsche and BMW. Downstairs you’ll find the biggest collection of antique cars dating back to the very early 1900’s. At Larz Anderson, the atmosphere is ripe for creating car enthusiasts and lasting memories.

Car culture is very much alive in Boston and New England. Growing monthly, the car community is becoming much more diverse, and with that better cars and more history. With warmer weather on the horizon, there’s a very good chance we can continue breaking attendance records at Cars & Coffee for the rest of the car season. It’s a great time to be a member of the local car community, and it’s exciting to see what lies ahead down the road.

Porsche Commercial: Creating A Connection

What lacks from most automotive advertisements is emotion, passion, and a connection between the driver-to-be and the car. Vehicles are often more than just objects to people. For some, cars are a means of transportation, going from one destination to another, but for others, vehicles are a way of life. Some of you may ask, “How can there be such a relationship where the driver is completely engaged with the car?” Certain brands have built and engineered cars that make the driver feel as if they’re one with the car they own, and feeling very connected to the road through the twists and turns on a back country road. These machines grasp the imagination and excitement of drivers and kids of all ages.

Porsche’s commercial, presumably from 2005, pulls at the heartstrings of car enthusiasts. At one point or another in a person’s life, they looked out the window daydreaming of the sports car they’d own when they got older. No doubt that the Porsche 911 was on a poster in kids’ bedrooms, as even today, the 911 is an exotic car many only dream of owning. In a commercial that is primarily music with very limited dialogue, the kid is drawn in by the Porsche’s presence as it passes his school. He’s so captivated that immediately after school he rides his bike to the nearest Porsche dealership just to get a close up look at the new 911.

When he’s allowed to sit in the cabin, his emotions can easily be felt by the viewers. Even today as adults, we space out when we finally get to touch the car that’s been at the center of our dreams for years, or for one split second, we see ourselves driving it. Porsche’s commercial hits all the right notes that no doubt motivated people to buy the car immediately, or work harder to obtain their aspirations of owning a 911.

While there are a few funny moments when the kid asks for the salesman’s business card, or when he says he’ll see him again in 20 years, it still ties into the message, which is the connection to the car itself. Emotion and feeling are often the greatest motivators in life, yet car commercials of today don’t express what the consumer is feeling. Instead, it’s marketing the features of the car, or the add-ons that can be seen on most models in 2016, that’s taken precedence over what the consumer desires.

Owning a car should be fun, especially when consumers buy exactly what they wanted. A Porsche 911 is the car that enthusiasts want because it hugs the road, offers performance and luxury, and gives the owner many years of smiles and memories. These feelings haven’t died as some have suggested, including the Washington Post which had an article saying car culture is shrinking in the United States. Enthusiasts beg to differ as car shows and events are growing at a rapid rate across the country. Car enthusiasm isn’t dying, it’s being awoken.

Luxury car manufacturers are experiencing high volumes in sales, and for those who aren’t, it’s time to start reviving the emotion, joy, and excitement that once drew customers toward the brand. Instead of trying to be funny, or marketing your cars for what they aren’t, be real. Consumers are human beings with emotions, and their buying decisions are made through those emotions. Start appealing to the younger generations, get them excited for the vehicles you offer.

By not bringing your cars to life, you become like every other high volume seller. Bring back the emotion and appeal that has a lasting impact on consumers, and you’ll begin to see a loyal following that will continue to buy from your brand. Only then will you find the voice that speaks up amongst the rest on YouTube, Facebook, Twitter, and Instagram.

Toyota YouTube Marketing: Redundancy In Advertisement

In the previous article of this mini-series where we take a look at Youtube marketing by car manufacturers, Hyundai was the center of attention, as their 15 second adverts gave no reason to consumers as to why they should buy a vehicle from the Korean automaker. Toyota now finds themselves in the BostonAutoBlog spotlight, magnifying Hyundai’s bland marketing campaign, by going one step further in advertising technology or features that all or most car manufacturers offer in today’s market. Toyota has always had a loyal following, but if their goal is to increase sales, they’re missing big in their recent onslaught of 15 second videos.

Before we analyze the video above; is this the state the automotive market is in right now, marketing pre-existing features that any car company offers? In this 15 second clip, LED headlights are the main focus, with the spokesman saying, “How do you make Camry’s headlights stand out even more? Skip ahead a few hours”. It sounds like a punchline to a corny joke, one which won’t break the ice if you’re at a table surrounded by strangers.

Most cars come with LED headlights or you can order them to modify the current car you own. Toyota’s LED’s can’t even hold a candle to three year old used Audis or BMWs which would be in the same price range as a new Camry. Worst of all, as a consumer, why would I be attracted to a Camry after watching this quick ad? Yes, by now we should all know Toyota’s reliability record, but there’s no need to start marketing features that buyers wouldn’t find relevant.

The corny jokes don’t end there, it continues with yet another quick ad. At this point, you have to wonder if the same marketing firm that worked with Hyundai, moved onto Toyota a few months later. Toyota’s are not known for their handling, and as someone who has driven a Rav4 in the past, you don’t feel very connected to the road. If great handling is the focus of the commercial, there needs to be actual footage, and not a guy playing with a toy car who then places it in the driveway.

While 15 second clips on Youtube are the norm for automakers now, less information about the vehicle being marketed is presented. Even though there’s a risk of viewers pressing the skip ad button, it would be better to extend these ads to 30 seconds to offer potential buyers selling points as to why they should buy a Rav4 or a Toyota Camry.

The last video worth highlighting, might just be the worst of them all. People who buy a Toyota Prius purchase them for one reason, it’s environmentally friendly. Toyota has been marketing the Prius like a race car, or during the Super Bowl, a getaway car. It’s time to go back to their roots and advertise the Prius for what it is. It’s not “agile”, it’s not “fun”, and it certainly doesn’t need racing decals as the car doesn’t deserve racing credentials.

What’s lacking in this commercial? Fuel efficiency. Isn’t that why people buy a Prius? What YouTube marketing has done is take common sense and a well thought out commercial out of the equation. There’s no selling points, no facts about what the car can do, no demonstration as to why it’s “agile”, and there are no legitimate reasons as to why I, or anyone else should buy one.

Hyundai and Toyota have made the ads that popup before watching a video cringe-worthy. These two manufacturers can offer better in terms of marketing to the masses, as their cars speak for themselves. Both their reliability ratings and customer satisfaction should be the main focal points of these ads, not the technology or features within the cars.

If Ford, Chrysler-Fiat, GM, Mazda, Kia, and Honda are watching, they should take notes. Hyundai and Toyota have left the door open for better YouTube advertising that grabs consumers’ attention, thoroughly goes over what their cars offer in terms of reliability, safety, and performance, and not worry about the technology within the vehicles. What is truly lacking in the automotive market is passion, emotion, and excitement.

We should get excited when we see your commercials. There should be a desire to want to drive and buy your vehicles. Every time your vehicle passes us by on the street, our first thought should be that great commercial you marketed that created an emotional connection. It’s time to start marketing your cars as if you love them as much as the consumer. Without passion, you become a Toyota who is trying to crack corny jokes, or Hyundai who is in an identity crisis as they’re not sure whether to brand themselves as a company that offers luxury vehicles, or a company that has reasonably priced cars for the middle class.