With a new decade on the horizon, the pickup truck segment is really beginning to heat up as this just might be the most competitive era for pickup trucks in many years. Ford’s redesigned F150, and soon to be released Ranger will be formidable competition, and with Dodge’s new RAM 1500 the US automakers have positioned themselves to compete for top spot. Chevrolet has a few potential significant players in the game as well, with the Colorado and Silverado. Both models have sportier trims to take on the F150 Raptor while also appealing to a market that desires capable off-road trucks that also have a rugged appearance. With all that being said, where does the completely redesigned Chevy Silverado fit in?
Some people have voiced their opinion about the new front end and that seems to get most of the attention, while the minor details go unnoticed. Before getting into why I believe Chevy didn’t abandon their heritage, there is one aspect of the Silverado’s appearance that does raise eyebrows. When looking at the pickup truck from the side profile, it no longer sports the traditional square wheel arches, and instead Chevy decided to go with a look that’s right in line with competitors in the Silverado’s class.
From an appearance standpoint as a whole, my opinion is that Chevy is basically saying. “2020 is almost here, but we’re not changing who we are to appeal to the same consumers who would rather purchase a Ford F150 or Dodge Ram 1500. Our loyal customers come first, and the slight improvements we’ve made further suits their lifestyle and daily activities”.
The reason why I say this is not only because the Silverado is the first pickup truck to have a power tailgate that goes both up and down, but they added seven additional inches in the bed of the truck while also adding three inches of space in the rear of the cab. If that wasn’t enough, in the bed of the Silverado there’s 12 anchor points with an option to add nine additional anchors to tie down whatever is being carried. This truck was built for contractors, farmers, or anyone who works outdoors for a living. It’s a pickup for the hardworking American, which is something Chevrolet has always prided themselves on and they didn’t fully buy into the trend of producing a Raptor-like pickup that looks great on the road but will never be used for it’s intended purposes.
The Silverado I spent a few hours with was a base model LT with very few features. The base LT does get a new touchscreen that’s very responsive, along with dual zone climate control and heated seats. There’s other trims as well including the Trail Boss and High Country that’s going to add more of an off-road look for the former, and luxury appeal for the latter. The configurator for the 2019 model year isn’t up yet, so pricing and optional packages still haven’t been determined which I find odd considering that the new Silverado is already arriving at dealerships.
Here’s our full review of the 2019 Chevrolet Silverado 1500 LT. We’ll go more in-depth on this pickup truck, while also taking it out for a quick test drive.
The year 2020 is on the horizon and for many, the compact car is an afterthought due to the high demand in crossover SUV’s. Ford has decided to no longer make sedans or hatchbacks and instead focus solely on crossovers and pickup trucks, which some believe is the growing sentiment in the automotive industry and the type of future that consumers will soon have to face. However, there’s brands like Chevrolet, Toyota, and Honda who are still committed to cars and have no intention of ending successful models for the sake of following a growing trend in the market. Then you have Kia who releases the all new Stinger which became an immediate hit, and now they hope the completely redesigned Forte shares the same success.
Remember the days when compact cars were purchased for being economical, whether that be for fuel efficiency or affordability? Now cars like the Kia Forte EX bring much more than just an appealing sticker price and good fuel economy; they also offer some comfort features that even 5-10 years ago would be considered a dream to have in a car aimed at young and first time buyers. Features like heated and ventilated front seats, Apple Car Play and Android Auto compatibility, a touchscreen with a navigation system, and rear backup camera with trajectory can be found on the EX trim of the Forte.
What some in the automotive industry are speculating is that with less competition in the compact car and sedan segments, manufacturers can spend much more time on the smaller details. Cars like the Kia Forte and Ford Focus were at one time cheap cars that got good gas mileage with no expectations of having any sense of entry level luxury. The 2019 Forte is certainly nowhere near a luxury car, but for around $27k to get that many tech features, including wireless phone charging, compact cars have come a long way since 2000.
This begins to raise the question whether the sedan and compact cars really are dead or on the way out. Over the last 30 years there have been major swings in consumer behavior, sometimes being due to the economical climate in the United States. We’ve seen big cars get phased out for a while, we’ve seen the rise and fall of the large SUV which is slowly making a return, the almost near death of mini-vans, and the re-introduction of a station wagon in Buick’s lineup for the first time since the mid 90’s. The pendulum swing is inevitable as people in general want to be different than their neighbors, so at this point it’s just a waiting game to see when momentum shifts in a new direction.
In the meantime, compact cars are silently being improved, offering affordability and tech features along with the pre-existing practicality that should appeal to younger buyers. Working in the 2019 Forte’s favor is the bold and aggressive appearance that sports similar design cues to the Kia Stinger. While the Forte’s small 2 liter four cylinder engine only gets 147 hp and the lack of AWD may not give you the Stinger feel, you’re going to have a car that is sleeker than most in its class. The weak spot the Forte has is the CVT. Kia has said it’s not a traditional CVT and they’ve worked on making it mimic shifts you’d experience in an automatic, but the engine drone isn’t appealing to hear when accelerating. However, the Forte does come with three different driving modes, and when put into sport mode, the transmission does shift faster which certainly limits the drone you’ll experience.
There has been speculation of an SX trim that should bring more horsepower and hopefully a different transmission, but so far there hasn’t been any news, which is to be expected as the 2019 model year is beginning to hit showrooms now.
Inside, the heated and ventilated seats unfortunately aren’t real leather, but that shouldn’t be expected in a car in this particular segment. To have ventilation is an eye opener because that isn’t a feature that’s common in most compact cars heading into 2019. Some of the interior design does resemble Mazda, especially with the touchscreen no longer being integrated into the center console, and is now higher up towards the dashboard. For the instrument panel you’ll get both analog gauges and a digital information display that’s becoming widespread across all vehicles in every segment.
As technology continues to trickle down to more affordable vehicles like the Kia Forte, these cars then become more appealing. The only negatives that compact cars are facing is the lack of versatility and AWD. The Forte only gets about 18 cubic ft of cargo room while crossovers will provide more room and AWD, which consumers then perceive the smaller cars are providing much less value. As mentioned before, the current US economy supports the decision for car buyers to go bigger with crossovers, and no matter what direction the stock market goes in by the beginning on next decade, consumer behavior will inevitably change. To some degree, their purchasing decisions might be affected by what their friends and neighbors are doing and clearly that’s what happened with crossovers.
Is there still a future for compact cars and sedans? Some car brands believe so, and without competition from rival manufacturers, they can continue to improve these vehicles making them enticing to consumers of all ages. Now the only question is, how long must we wait before cars have everything we want, from performance to practicality. That day may not come at all, but brands like Kia aren’t throwing in the towel just yet.
It appears the cool thing to do in 2018, or really ever since the Maserati Ghibli and Levante hit showrooms, is to find a way to critique or bash the vehicles for interior and overall design quality. While I have reviewed a 2014 Ghibli in the past and was disappointed after years of building an expectation that never met reality, I can honestly say that is not the case for the Maserati Levante. In fact, I’m going to argue that it’s the complete opposite, especially for the 2018 model year. I can already see the eye rolls, but the Levante is one vehicle that you have to test drive and experience for yourself, rather than just parroting what a car reviewer is spewing on YouTube.
When the Levante hit the market back in 2016, there were a few flaws that would later be corrected. One being for the base model that front and rear parking sensors did not come standard, which was one major complaint especially when you’re paying more than $70k for a luxury crossover. Next would be that if you wanted to shift into reverse, the Levante would refuse to do so, and instead would shift into drive or park. This is something I didn’t encounter during my time with the 2018 model, and speaking of the current model year, front and rear parking sensors do come standard for all trims of the Levante.
Having read and watched many reviews prior to spending time with the sports crossover, there was a level of low expectations, and in the back of my mind I’m thinking this might turn out to be the Ghibli all over again. The minute I stepped inside and put the Levante in sport mode, that’s when everything changed. To drive a crossover that not only sounded like a sports car, but handled and drove like a luxury crossover immediately put a smile on my face. Where critics do give the Levante favorable ratings is the driving experience, and for good reason as your time behind the wheel isn’t boring and mundane like other vehicles in this segment.
The Levante I was testing was a fully specced $106k S GranLusso that came with Zegna silk and leather seats. They were some of the most comfortable bucket seats I’ve ever sat in, which certainly helped make the drive memorable. For a larger crossover, the Levante handled impressively well, and in tighter corners felt glued to the roads with very little, if any body roll. The gear shifts were almost instantaneous when using the paddle shifters, and for the first time, a test drive in a crossover was actually fun.
Obviously being an FCA product, the same infotainment system that can be found in a Chrysler was in the Levante. What I’ve never really understood was why this was that big of a problem, as Apple Car Play and Android Auto are offered, you get navigation, and you’ll also receive Sirius XM Radio and Travel Link. The one valid critique is that to access the heated and ventilated front seats there’s no button in the center console and instead to turn that feature on and off you have to use the touchscreen.
The smaller touches that can be seen in Dodge products is another problem most people have with the vehicle, but it’s something you begin to overlook when getting behind the wheel. That’s where Maserati may have the edge on competitors. The driving experience is nothing like other luxury crossovers from German automakers because you feel more engaged, and when the valves open in sport mode it will be irresistible to just drop a gear and leave the car that’s in the rearview mirror far behind you. The V6 engine that comes with 424 hp is going to surprise a few of your fellow commuters, and whether you want to have fun or go for a leisurely cruise on backroads, the different driving modes are suitable for either style of driving.
Pricing is one of the larger issues consumers have with the Levante, which is certainly a valid point. As a certified pre-owned crossover after the initial hit of the depreciation, the Levante then becomes a potential sought after vehicle that could be the better option for buyers in this segment.
Overall, Maserati’s first crossover isn’t a bad vehicle. Does it have flaws? Absolutely, but it’s nowhere near disappointing and if you can deal with the FCA infotainment system, you’re going to have one of the best sounding crossovers on the road today.
Here’s the full review for the 2018 Maserati Levante S GranLusso. Is it worth the price and a vehicle that should garner more respect in the automotive community? That’s up to the consumer and the individual.
It’s 1996 and you’re sitting in your living room watching the Olympics. During a commercial break, BMW’s award winning commercial for their redesigned BMW 5 Series shows the streets of New York City flooded with water, but most notably boats floating up and down city streets with the E39 540i navigating its way trough maritime traffic. It’s possible that at this point in time, the viewers who saw this commercial that summer had no idea of the ramifications the 5 Series would have on the automotive industry, while also ushering in an era of European luxury cars dominating the market.
Before dissecting this commercial and then fast forwarding to the present day, 1996 was a year of transition for the American auto market. Japanese manufacturers like Toyota and Honda are continuing to grab market share away from Ford, GM, and Chrysler due to their cheaper and practical cars, which is creating a seismic shift in consumer behavior as even in the mid 90’s, Americans were still loyal to auto manufacturers based in Detroit. As history tells us 20 years later, this transition will continue at a rapid pace leading to Toyota and Honda becoming prominent brands in the US Market.
It’s in this same year that BMW, Mercedes Benz, and Porsche unleash two seater convertibles: the Z3, SLK Class, and the Boxster. The Z3, already receiving notoriety after being featured in the James Bond movie “GoldenEye”, arrives at BMW showrooms shortly after the release of the movie. The Porsche Boxster will soon play a significant role in the German brand’s emergence in the US, and is just one of the few surprises Porsche is going to release within the next 10 years. The Mercedes Benz SLK is often the forgotten one out of the three, mostly due to the Z3 getting the spotlight, but also by the new millennium the redesigned SL is going to take center stage, overshadowing the SLK’s existence.
However, there’s still one segment Ford and GM own with a tight grip, and that’s the luxury sedan market. Lincoln, Mercury, Cadillac, Oldsmobile, and Chrysler (to an extent) are the old giants that stand in the way, and BMW is ready to accept the challenge with their E39 5 Series.
Back to analyzing the commercial, the boats signify the American luxury cars of the day. We can joke about the modern day Challenger being a boat, but the Lincoln Town Car and Continental, Mercury Grand Marquis, Cadillac Deville and Fleetwood were all bigger cars with boxy exteriors. Seeing the BMW weave through traffic with ease was meant to show it’s maneuverability, and not be a huge car that couldn’t get out of its own way. The last statement made in that commercial was, “Why float through life, when you can drive?”. This would resonate with younger consumers who really had a limited selection of luxury cars to choose from, especially if they didn’t want to drive cars their grandparents and aging parents owned.
The E39 540i/M5 wasn’t just a four door performance car that even today we marvel at, but the E39 in general was a luxury sedan that would reshape the automotive industry forever. In 1996, Mercedes Benz and Audi hadn’t found their way yet, but they too would be emboldened to compete with BMW by the end of the decade. This would then lead us to almost 18 years of competition between the German brands, which eventually dragged Jaguar, Maserati, and Volvo into the mix by 2014. But I’m getting way ahead of myself.
The 540i that was shown in that commercial was priced at $50k, but the 5 Series in 1996 had a base price of around $38k which was right in line with American luxury sedans. While the US economy was very different 22 years ago, the slow progression to European luxury cars dominating the market can easily be attributed to the E39 5 Series, and it was the beginning of bigger and better vehicles from Germany that would continue to put nails in the coffin of American automotive giants that ruled for over 60 years.
BMW E39 540i
Too often we look at the E39 from a performance aspect, and some believe that the Chevrolet SS is the only car since 1996 that most resembles the E39 5 Series. However, when it comes to defining a luxury sedan, that’s where BMW reshaped an entire segment. Luxury cars in the 90’s were boats, much like their predecessors before them. While cars were slowly downsizing, the E39 accelerated the change by not only being smaller than a Lincoln or Cadillac, but also being sporty. If we walk into dealership showrooms today, luxury cars come with optional sports appearance packages and engines putting out impressive horsepower numbers. It wouldn’t be a stretch to go back 20 years and attribute that to the 540i.
Indirectly, the success of the 5 Series kickstarted the beginning of an arms race between the German auto manufacturers which then got the rest of Europe involved by the late 2000’s to early 2010’s. Mercedes Benz and Audi started producing sleek cars to compete against BMW, Jaguar then replaces the S-Type with the XF and later the XE enters showrooms, Maserati releases the Ghibli, Alfa Romeo reemerges in the US with the Giulia, and now under the ownership of Geely, Volvo is ready to be a legitimate threat to German manufacturers with a very impressive redesigned S60.
Jaguar, Maserati, Alfa Romeo, and Volvo were really niche brands, and even today they still are to an extent. I’m not going to downplay the effect crossovers have had on these brands, which is a story for another day as BMW and Mercedes Benz could be the patriarchs of a luxury SUV craze that swept through an entire industry with the X5 and ML Class hitting the market in 1998-1999. However, the E39 has certainly played a role, whether directly or indirectly, in the decision to produce four door sports cars that also have luxury car qualities, and the Audi B9 S4 is the perfect example of that.
At the end of the day, no matter which car you want to pinpoint as the culprit for the modern day four door luxury sedan, the E39 5 Series challenged the status quo, making luxury cool for younger consumers and not just a vehicle for aging Americans 65 and older. The performance side of the 540i/M5 certainly helped grab attention from drivers who wanted an exhilarating and engaging driving experience. This car’s massive impact on the automotive industry shouldn’t be overlooked, and as car enthusiasts who now have a variety of luxury sports sedans to choose from, we owe that to the E39 5 Series.
It appears that to make a grand entrance in the automotive world of the 21st century you must unveil an entire line of crossovers. For the British car maker most renown for their small and light sports cars, crossovers are the key to their future success. Geely, who not only saved, but revitalized Volvo to being a serious competitor for German auto manufacturers in the crossover segment, now has ambitions to do the same for Lotus.
What’s really interesting about this development is not the fact that Geely has plans for two crossovers and a full sized SUV by 2022 for Lotus, but that these vehicles will be built on the same platforms that are used for the Volvo XC60 and XC90, and possibly the XC40 depending on the size of their new crossovers. Automotive brands have shared platforms for a while, but I’d venture to say this is unprecedented for the simple reason that Lotus and Volvo are two completely different companies and that the ownership group isn’t Ford, GM, and Volkswagen. Geely is changing the game right before our eyes, and these new crossovers may not just share the same body.
There’s very little information out there pertaining to what Lotus’ crossovers will look like or what we can expect for performance, but there has been some speculation that the same engines that are put into Volvo’s might be under the hood of Lotus vehicles early next decade. For instance, the XC60 and XC90 come with three engine options, with the T8 eAWD Plug-in Hybrid engine getting an eyebrow raising 400 hp and 472 lb ft of torque.
Before we get too far ahead of ourselves with performance, Lotus has expressed that their DNA will be incorporated into the next generation of vehicles for the British manufacturer. This would suggest that these crossovers may be light and easily maneuverable, which is certainly not an attribute Volvo shares with Lotus. This would then raise the question on whether we’ll see a T8 put into a Lotus crossover or we should expect the XC40’s T4 and T5 engines that from a historical point of view, would make more sense for a brand that has sold lightweight and low horsepower sports cars, unless the Evora 400 is the bench mark moving forward.
Outside of platform sharing, this is all purely based on speculation and we have two or three years before we’ll find out the specifications of these new models. Many will probably roll their eyes at the idea of having yet another crossover on the road, but if Lotus is being completely honest with us about maintaining their DNA, these new vehicles might have some personality in a segment filled with soulless daily drivers.
Since 2011 the Volkswagen Passat’s design hasn’t changed much, and while some might consider the appearance, both inside and out, a bit outdated, at least VW continues to offer a V6 engine. In a time when turbocharged four cylinder engines dominate the mid-size sedan market, there’s very few that come with a traditional V6. The closest competitor that comes to mind is the Toyota Camry XSE; a car that boasts a 301 hp V6 engine. Despite slightly less horsepower, the Passat GT undercuts the Camry in price by $6k – $9k, giving consumers an affordable option if the four cylinder Passat and Jetta just isn’t enough.
For performance, the 2018 Passat GT comes with a 3.6L VR6 engine that gets 280 hp and 258 lb ft of torque, and is paired with a 6 speed dual clutch automatic transmission. A 0-60 time of 5.8 seconds is right in line with the Toyota Camry XSE, Honda Accord Sport 2.0, and Chevy Malibu Premier 2.0. Some of the slight differences compared to the other Passat trims is that the GT is lowered by 0.6 inches and gets 19 inch Tornado design wheels. It also comes with the more aggressive R-Line front and rear bumpers, black roof, black mirror caps, and two-tone leatherette seats with contrast stitching. A GTI-inspired front grille will set the GT apart from other Passats, and when combining that full appearance package with LED front headlights and tail lights, the Passat looks more refined and sporty.
Volkswagen has marketed the V6 GT as an “American-born Sports Sedan”, which has led automotive journalists to test out cornering, straight-line performance, and braking in their reviews of the car. While VW has stiffened the suspension on the GT, it’s not a sports sedan, which is perfectly ok. I think many have misinterpreted or completely missed the point of the V6 GT, and instead of looking at it as a competitor to a Dodge Charger or any other sports sedans on the market today, it’s a step up from the four cylinder Passat, and may even be perceived as a more grownup VW GTI.
From the appearance alone, the GT trim has some design cues from the GTI and I can’t help but feel that Volkswagen is indirectly trying to appeal to the GTI owners who are ready to move on from the hatchback. The GTI is often associated with younger car enthusiasts who most likely don’t have a family of their own yet, but for those who do, it might be time to size up and that’s where the Passat GT comes into play. Let’s be honest, on a Saturday afternoon you most likely aren’t taking a Passat to the track, which is why this car fills the role of being a mid-size sedan you can have some fun in, while also being a good daily driver. On the other hand, Volkswagen has gone all in on the R-Line, which is why it could also be possible that introducing the Passat to a more sporty appearance is part of the plan to provide a whole new look to all models in the VW lineup.
Stepping inside you’re greeted by 8 way power adjustable heated two-toned leatherette seats. You’ll find faux carbon fiber trim on the dashboard, which I personally think is a nice touch. My only complaint, and a lot of this has to do with my time in the redesigned 2019 Volkswagen Jetta SEL Premium, is that there’s no digital information display. But again the GT is only an additional $2k more, so the upgrade in size and horsepower evenly balances out the downgrade in technology available and that’s something I could live with. You’ll get a 6.3 inch touchscreen with Apple Car Play and Android Auto compatibility, and it’s a very straight forward system to use.
Volkswagen Passat V6 GT interior
In the back, passengers will get a lot of legroom as the Passat is one of the leaders in its segment in this category. For rear cargo space you’ll get 16 cubic ft of cargo room.
Some of the safety features that come standard on the Passat GT is a rear backup camera, blindspot monitoring, Forward Collision Warning and Autonomous Emergency Braking.
Overall the Volkswagen Passat V6 GT is a product of it’s time. With Toyota going more sporty with the Camry XSE and Honda having the Accord 2.0 Sport, VW had to respond to the growing trend in sport oriented mid-size sedans. We could debate for a while on whether the GT is the grownup GTI and whether that was even Volkswagen’s intention, but when a brand adds a sports appearance package that’s reminiscent of a popular model in the lineup and combines that with a V6 engine that could certainly grab the attention of maturing car enthusiasts, it’s definitely something worth noting.
Also with an aging design, Volkswagen had to bring something new to the table. Keep in mind, the all new Arteon will be hitting showrooms sometime in the fall, and seeing that VW is pushing the R-Line appearance package on the Passat and Jetta, the GT could be a sign of things to come for all models in the lineup from the German automaker.
Ask most car enthusiasts what their dream cars are, and a majority of them will answer with Lamborghini, Ferrari, or McLaren. These exotics are the driving force for many people to pursue endeavors and to push themselves to greater heights. On the path to success, sometimes the Ferrari has to wait, but that doesn’t mean you have to settle or feel discouraged. The Chevrolet Corvette C7 Z51 is the exotic that has a similar price tag to a new Audi A4 and will give you the same enjoyment and smiles as any $100k+ Italian exotic.
Priced around $50k for a used Z51 and a price tag of just over $60k for a 2019 model, you’ll get a 6.2L V8 engine that gets 460 hp and 465 lb ft of torque that is paired with your choice of a manual or automatic transmission. A 0-60 time of 3.8 seconds will certainly keep up with other high performance cars on the road, and if you’re on a cruise with a great group of friends you won’t be getting left behind.
What is it about the Chevrolet Corvette that sets it apart from the Dodge Challenger Hellcat, Chevy Camaro, and Ford Mustang? It could be argued that in this day and age, 460 hp is nothing special, especially when the Hellcat comes with 707 hp. The C7 generation has brought exotic styling that right now is unmatched by other American auto manufactures, as the Dodge Viper is no longer in production and the Ford GT is far too expensive for the average consumer. While the Z06 has almost 200 more horsepower than the Z51, it’s the price that may be a stretch for most car enthusiasts, but the Z51 is that perfect balance that allows anyone to get behind the wheel of a car that can perform at supercar levels.
Chevrolet has always preserved it’s heritage with the Corvette, no matter how many changes they’ve made over the years. The Corvette is still the symbol of an American muscle car that any hard working American can step inside and have fun the minute they take to the streets. I’ve always felt that out of the muscle cars, the Corvette was the classy choice for a middle aged adult, but the C7 design has brought much more to the table that now appeals to a generation that is obsessed with exotics.
Adding to that appeal, the Z51 can be customized with Z06 appearance packages, and unless the people you drive by are knowledgeable about cars, from far away it could easily be mistaken for a Z06. Out of the box, the stock exhaust that comes with the Z51 sounds absolutely incredible. A few years ago SaabKyle filmed a Pure Sound video for the 2016 Chevrolet Corvette Z51, and if those 10 minutes don’t sell you, nothing will.
In an era of high horsepower numbers and exotic cars with striking looks that turn heads, the Corvette brings both and won’t clean out your entire bank account. In my eyes, the C7 is the last remaining american muscle car that in terms of looks, fits right in when cruising with Ferrari’s, Lamborghini’s and McLaren’s. Even better, it’s significantly cheaper, making the Z51 the perfect car to introduce you to high performance exotics.
The lifecycle of the C7 Corvette is coming to a close, but in a few decades, we will look back on this car as being a classic from our generation. Chevrolet got it right, and whether you own one today or 20 years from now, this car will always look great!
Despite how many people say that their buying decisions aren’t influenced by what they see on social media, companies in many industries have seen success using platforms such as Facebook, Twitter, and Instagram. Unlike with traditional advertising, these businesses can’t get away with the, “BUY ONE, GET ONE FREE” gimmick, or any other hard selling copy that worked for television and radio. Car dealerships have still not caught up with the times and insist on selling you a car, whether you’re on Facebook, Twitter, Instagram, watching television, or when you’re listening to the radio. Selling cars in the primary goal, we all understand that. However, hard selling on Facebook is how you see no results from your social media marketing campaigns.
In my previous article, “The Marketing Disconnect Between Car Brands And Dealerships”, I covered the issues car dealerships are having with their social media marketing. This time I’m going more in-depth, taking a look at a major reason why car brands are seeing strong engagement, and dealerships aren’t.
Skimming through my Facebook news feed, a few of Chevrolet’s posts showed up on my screen, and both were perfectly written, using native content worth taking a look at. The first one read.
It’s been a school year for the books, but who’s ready for summer? For Show And Tell Tuesday, tell us where the perfect summer road trip will take you.
Notice, no hard selling copy. With the post, there was a picture of a Chevrolet Sonic in a mountainous region, probably somewhere near Arizona. What stands out here is that with the picture, along with the copy, Chevrolet is trying to evoke emotions, and if you’ve vacationed before, your car was probably part of the memories if you went on a road trip. Chevrolet fans started responding, sharing where they plan on going this summer. Because of the brand’s success at social media marketing, Chevy fans are open to interacting with the company, and with Chevy’s responses to a few of the commenters, there’s the appearance of a friendly conversation, building the trust customers want.
The next post was –
You can’t spell expressive without the SS.
One simple sentence, and Chevrolet SS fans start sharing photos of their cars. Chevy didn’t ask for pictures, it was a simple post with a catchy phrase. So far there has been over 4,500 likes and close to 300 shares. Could you imagine the exposure that one status got, along with the engagement and overall reach? These posts are vital to keeping loyal fans and followers coming back for more, which in-turn makes them more open to sharing their own experiences driving Chevrolets. So why aren’t car dealerships doing the same?
The usual posts for car dealerships is usually somewhere along the lines of, “You like this car? Come and see it”. There’s no value given to followers, no information about the car, and no good reason for potential customers to actually visit these dealerships. Instead of hard selling, or even subliminally trying to sell the cars features in your posts, create an emotional connection. Why are there consumers who buy from just one brand, or even one particular model? The experience and memories they had driving that car, along with its dependability. By not creating an emotional connection, you missed a perfect opportunity to attract brand loyal consumers, and possibly repelled them if the hard selling copy was just too much.
What’s unique about social media is that customers are beginning to become “friends” with companies. They may not admit it, but they’re sharing photos of their car, talking about their experiences, and like and share content these car brands are posting. Dealerships could do the exact same thing, and in fact, they’d be building lifelong customers and relationships, not just attracting new customers who might buy one car in their lifetime from that dealer. Social media can build consumer equity over time. You can’t take Facebook, Instagram, and Twitter lightly as customers are beginning to create virtual friendships with brands.
If anything, social media for car dealerships can be used as a tool for long term car sales, especially now with the rising number of consumers leasing instead of buying. This is leading to car buyers returning every 24 to 36 months. You can’t miss the opportunity that the economy and social media have given you. You could potentially have lifelong customers if you market right on all social media platforms.
To most car owners, Consumer Reports’ findings are always suspect and are never truly accurate. Because they base part of their reports on the reviews of their subscribers, the findings can be a bit distorted. While they do test these cars themselves, they’re also using other forms of secondary statistics to decide which vehicles and brands are worthy to be put into the top 10. Shockingly, the Buick Regal gets best in the sports sedan class while the Buick Brand gets places in 7th behind Porsche, Subaru, and Audi in the top 10 auto brands.
Buick finds themselves among some of the most well-known brands in the industry, and it’s rather interesting how Consumer Reports came up with the findings. The real question is, based on what? Price? Reliability? Performance? It should be noted that the Buick Regal is in fact a rebadged Opel/Vauxhall Insignia, so no matter what your take is on this report, apparently having your car built in Germany can make all the difference when it comes to quality.
The Regal is priced between $29,000 – $40,000 putting it in the price range of the BMW 3 Series, Audi A4, Volvo S60, and Infiniti G37/Q40 to name a few. That’s some worthy competition to be up against and to beat out. The one factor that hasn’t been taken into consideration is long term reliability, and seeing as though they’re basing these findings on the 2015 models, we can’t tell if the Regal is better overall in the sports sedan category when it comes to reliability.
When it comes to the Buick brand itself, they are making better cars, but that might be due to the rebadging of Opel’s. Buick is certainly selling nicer cars than a few years ago, but to put them in the same sentence as Porsche, Subaru, Audi, and Lexus in the top 10 auto brands is far too early and very bold.
The other shocker from this report is the Chevy Impala’s rank as best in the large sedan class. Again, I want to know what it’s based on. I’ll respect the honors it’s receiving if I could understand why exactly this car is better than all the other large sedans on the market. Even when it comes to Buick, I just want an explanation as to why and not just a graph showing me that the Buick Regal is best in the sports sedan class.
What do you think? Cars are not one of Consumer Reports’ strong suits, but I do agree with Subaru’s dominance in the mid-sized sedan and compact car classes. Who do you think should have gotten the honors in the sports sedan and large sedan classes? Do you agree that the Buick Regal is the best sports sedan, or Buick is a top 10 auto brand?
Consumer reports also left out the hatchback class, but we all know the GTI would have gone home with that award.
Chevrolet has been launching campaigns to attract an assortment of consumers for years by offering cheap prices for those who have poor credit or can’t afford buying a new car due to their financial situation. While that is a noble cause, one that has probably been successful, there are major implications the auto manufacturer faces by making such offers. After the launching of their latest marketing campaign, “Chevrolet’s Dollar Menu”, they’ve unofficially solidified their fate as being the McDonald’s of the automotive world.
The deal is one dollar down payment in a lease offer for the Chevy Cruze and Chevy Silvarado, making them the cheapest lease offers on the market today. Forgetting about the incentives, limited mileage because of a lease, and the deal itself, let’s take a step back for a minute and let this sink in. A dollar menu for an auto brand, not a fast food restaurant, but an American auto manufacturer.
With all the recalls Chevy has had to endure, and now offering some of their lineup for a dollar, they’ve now opened themselves up to the perception of being the car equivalent of McDonald’s. When it comes to the food McDonald’s offers, you could say, “It’s cheap, but in the long wrong could cause obesity”. Chevys are now cheap, but could break down 2,000 miles later. This is not the best approach for a struggling auto maker and completely makes the brand look bad by subliminally saying, “Our cars are lemons and no longer of good quality”.
Chevrolet was once a proud American auto maker, the Camaro and Corvette were highly coveted by young adults, the Silverado was a very popular and durable pickup truck, and the Impala and Malibu were decent four door sedans that could hold their own against their American counterparts. Even the commercials sent better messages by going with the slogan “Like a rock”. In a matter of 15 years, Chevrolet has gone from being a respected manufacturer, to being the prime example of not buying American when it comes to cars.
Instead of the dollar menu approach and sounding like a fast food restaurant, Chevy should try a strategy similar to Honda. The Honda Fit is being marketed as an affordable, yet fun and efficient compact hatchback that fills every need for young adults, as they’ve been the target of this recent advertising effort. Chevy has the Spark, Sonic, and Cruze, all with starting prices under $20,000, and this should be the basis of a marketing campaign. Honda isn’t playing the Chevy game by being a Burger King or Wendy’s, and instead has a sound marketing strategy to a specific audience who are in the market for the hatchback.
The Sonic is a fun, hot, little hatchback for Chevy, and they should roll with it as being the backbone of affordable cars in their lineup. In all honestly, if a Cruze is only $1 down, I don’t think I’d be willing to pay the $169 a month as it doesn’t seem worth it, and would then think that the Sonic or Spark should be offered for $.50 or $.75 down on a lease offer.
When it comes to the automotive world, there should never be a dollar menu. ‘Like a rock” was a better slogan as it promoted a durable and quality vehicle lineup by an American automaker. Chevy has a lot of work to do when it comes to brand image after the countless number of recalls, but if they really want to be respected again, they need to drop the dollar menu immediately.
