This past weekend was the New England International Auto Show in Boston, with this year featuring a Pagani Huayra, Porsche 918, Lamborghini Aventador SV, Bugatti Veyron, the completely re-designed Aston Martin Vantage, and the Porsche 911 GT2 RS!
Here’s the video from Thursday’s Press Day, where we got to take an exclusive look inside the GT2 RS and check out some of the brand new cars that are arriving in dealership showrooms this year!
Look forward to reviews coming this year on some of the cars in this video. The Toyota Camry XSE was very impressive, as it’s two-toned exterior and red interior certainly grabbed attention. Also the all new Buick Regal TourX made it’s Boston debut, which comes with 250 hp standard.
In 2017, car buyers have plenty of options to choose from. They can purchase a sedan, crossover, full sized SUV, or hatchback, but it gets even more difficult when you narrow it down to a specific category within the automotive market. For luxury sedans, consumers can go with BMW, Audi, Mercedes Benz, Alfa Romeo, Lexus, Acura, and Jaguar, but for the person who wants a compromise between safety, luxury, and performance, the Volvo S60 is the ideal car that suits the needs of many Americans.
Monday I got to spend time with a 2018 S60 T5 Dynamic, courtesy of Volvo Village in Danvers, Massachusetts. If you’re familiar with the second generation S60, you know that over time its appearance has become more aggressive and sporty. Starting with the 2017 model year, the Dynamic trim was introduced, and with that brought a slight change as the 2018 I got to review had the 18″ Tucan Diamond Cut Black Alloy wheels that come standard.
Volvo has integrated sporty qualities to compliment the luxurious aspect on the S60 by providing sport seats standard that will literally hug you while you’re driving. Combined with the fact that they’re leather and heated, no matter what time of year or the weather, your experience behind the wheel will be an enjoyable and comfortable one. Adding on to the luxury appeal for the interior, you get a Harman/Kardon premium sound system, a navigation system, dual zone climate control, and a leather wrapped steering wheel.
Passengers in the back will be greeted with very comfortable and supportive bench seats that will keep them in place, and give them good leg room. They’ll have rear cup holders that fold down from the center seat, along with a storage compartment that can fit smartphones and other small items.
When it comes to Volvo, safety is the number one priority. Blind Spot Information System, Brake assist, Rear Park Assist Sensors, Rear Park Assist Camera, and anti-whiplash front head restraints highlight the safety features on the S60.
For performance, you’ll get a turbocharged 4 cylinder engine with 240 hp and 258 lb feet of torque. An 8 speed automatic transmission w/Geartronic comes standard, but paddle shifters are optional. When it comes to fuel economy, you can expect to receive 23 mpg in the city and 31 mpg on the highway. Volvo also offers two drivetrain variants on the S60, FWD and AWD, with front wheel drive getting slightly better gas mileage.
The S60 I got to review was the base AWD trim with the heated front seats and steering wheel package. One of the options that Volvo offers include: the $1000 Sports Package that gets you paddle shifters, sports chassis, electric power steering personalization, and 19″ Portia Diamond Cut Alloy Wheels. The Technology and Vision packages offer additional safety features, such as Collision Warning w/ Full Auto Brake & Pedestrian and Cyclist Detection, Adaptive Cruise Control w/ Queue Assist, Lane Keeping Aid, and Driver Alert Control to name a few.
Overall the 2018 Volvo S60 T5 Dynamic is a great daily driver. You get safety, luxury, and performance, along with AWD as an option. The MSRP of the S60 I reviewed is $41k, but the front wheel drive variants start around $34k. It’s reasonably priced, making the S60 a serious competitor to the BMW 3 Series and others in its class. Volvo has made strides against their German counterparts over the past few years, and with their resurgence in the luxury market, Volvo can no longer be overlooked.
The final days of summer are upon us, which means the car season up here in Boston is slowly coming to a close. There’s only a handful of weeks remaining where the weather is conducive for car meets and Cars & Coffees, as the cold and snow aren’t too far away. With the impending end to an awesome car season looming in the back of our minds, it doesn’t mean that we can’t have fun and enjoy spending time with fellow car enthusiasts. On a late Saturday afternoon, a meet was organized at the best spot in Boston to take pictures and to just get away from the crowds at car events. This meet, while short lived due to the police kicking us out, turned out to be one of the best nights this summer.
Near the waterfront of the Boston harbor the fog rolling in off the water, combined with the industrial buildings and loading terminals, created an atmosphere that would have been expected on the set of a Fast & Furious movie. As the sun began to set, cars started arriving, including two Lamborghini Huracans, a Porsche 911 GT3, a McLaren 570S, C6 and C7 Chevrolet Corvettes, a Maserati Gran Turismo, and small groups of BMWs, Audis, and JDM cars. Familiar faces arriving with each car made this car meet a great time to just hang out and talk with friends. That’s what the car community is all about.
To many non-car enthusiasts, excessive revving, and doing burnouts and donuts in empty parking lots are usually what they associate with when they think of late afternoon or evening car meets. That can’t be further from the truth or reality. When you have a group of great individuals who love cars and want to share their passion with fellow car enthusiasts, meets in exclusive locations tend to be the best. For about two hours we took photos, videos, talked, and met up with friends before the meet was ultimately shut down. Despite the early end, it was a great evening nonetheless.
I’m so thankful to be part of a community with awesome people that make late summer evenings fun. This is what being a car enthusiast is all about, and why our community is so close-knit. The Boston car scene may not be as big as Los Angeles, Miami, or Texas, but it’s the car owners and people that make us the best car community in the country.
There’s three car events this month at Larz Anderson Auto Museum.
At Gilette Stadium in Foxborough, there’s Bass Pro Shops Cruise Night on Thursday nights from 4-8pm. This is a bi-weekly event that usually gets a turnout between 1000 and 2000 cars. Here are the two upcoming cruise nights.
As always, I’ll continue to update this article if any large car events pop up within the next few days and weeks.
The car season in Boston has already reached the halfway mark, and to transition into the second half of the season July 8th and 9th certainly didn’t disappoint. So far this season we’ve seen two Ferrari 488 GTBs, at least three Porsche 911Rs, and now in one weekend we got the opportunity to see the McLaren F1, the new McLaren 720S, and the Aston Martin V12 Zagato. Here are some of the photos from this past weekend.
The Spy Shots of the McLaren 720S
At McLaren Boston Cars & Coffee, we were greeted by the 720S which was being delivered to the dealership at the same time as the event was coming to an end. Unfortunately, the covers weren’t taken off, but thanks to a few exposed parts of the car, this 720S is Pearl Orange. This makes it one of the first to land in the United States.
Herb Chambers’ McLaren F1
Sadly, this will be the last time we see this F1 as it will be auctioned off later this year. The good news however, is that it will be replaced by the new Mercedes Benz AMG Project One hypercar.
The 2013 Aston Martin V12 Zagato
After McLaren Boston Cars & Coffee, I had to stop by and check out the Aston Martin V12 Zagato at Aston Martin of New England. This car is very rare, as only 61 were made worldwide and about six are in the United States.
This was by far the best weekend so far this car season, and hopefully bigger and better things are to come before the winter arrives.
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
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.
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.
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.