First Chevrolet (Chevy) and now Chrysler (Hemi). Why are car manufacturers abandoning the car enthusiast brands, that have helped to forge their enormous success?
In support of a recent decision, Chrysler has initiated a campaign to distance itself from the performance-oriented Hemi brand; in favor of a greener and more fuel-efficient image. Chrysler says it intends to invest it's marketing dollars into the new Pentastar V6 engine technology, that it promises will improve fuel economy (in its vehicles); by as much as 25 percent. Wonderfully environmentally-friendly, except the car still runs on gas; right?
Do you remember the old "That thing got a Hemi?" advertisements? The term "Hemi" was once a branding bonanza. The brand spoke of power, performance and dependability. If someone asked you "That thing got a Hemi?", and you answered "Yes"; you instantly earn the admiration and respect of your audience. It was a status symbol. It did not require further explanation, or a follow-up...except for maybe "Sweet"?
Nevertheless, Chrysler has said that (most of) their vehicles, will no longer be powered by Hemi. Except, guess what? They really are. Chrysler has said that it will allow the Hemi name to be use sparingly, for the line of V8 engines used on certain Dodge and Ram vehicles; but will be cut entirely from Chrysler models. The remaining members of the Dodge/Jeep lineup running the iconic Hemi engine (300C, Charger RT and 2011 Jeep Grand Cherokee) will be branded as a "5.7-liter V8." Wow, that sounds much more fuel efficient! Instead of just knowing, what (Hemi) was taking all my gas money; now I know exactly how (5.7L-V8) it takes it.
Sorry, I don't buy it. The change initiated by Chrysler, is not about manufacturing a greener vehicle for consumers; it is about creating a greener image for the company. Consumers who look to buy a Hemi, are not concerned with fuel efficiency. They accept that they must sacrifice fuel economy, for the power, performance and dependability, the Hemi brand promises. Start telling consumers how big (5.7L-V8) that Hemi really is, and you just might scare them away.
Finding a way to create an emotional attachment with consumers, is the goal of every business and brand. This can only be achieved, by providing a personal touch to marketing your business, products and service.
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