Wednesday, October 19, 2011

Brand Loyalty in Auto Sales

This ad really hits the mark. Don't all kids want to be just like their dads? Chevy wants to tap into this strong generational pull with the latest Silverado HD commercial. Like the two taglines as well: "From fathers to sons - Chevy runs deep" and "For those who live life for a living, the 2012 Silverado."

This plays into a similar generational theme at the Jeep brand. From kids with their LEGO Jeep vehicles, Tonka trucks, Matchbox cars and Jeep Wrangler Power Wheels you hear a similar catch phrase: "I've always wanted one." A lot of the kids that were playing in the Jeep Wrangler Power Wheels for the past twenty years are finally growing up. The new 2012 Jeep Wrangler and Wrangler Unlimited, with its powerful 285 horsepower 3.6L Pentastar V6 engine are attracting buyers in droves.

Wrangler is a true American icon that delivers on and off-road capability, and for 2012, with the power and fuel efficiency that make it more than acceptable for everyday driving.

According to WTOL, the Toledo North assembly plant is pumping out about 38 vehicles per hour. September sales were the best in Wrangler's history, with 11,388 units sold. For comparison, the Willys MB of World War II was produced at a rate of one every two minutes - that's 30 units per hour. Pretty amazing team in Toledo - they're on track to sell about 125K for the year! Combine that with the push by Chrysler CEO Sergio Marchionne to promote the Jeep brand in foreign markets and you have a true global sales winner.