Sometimes, despite the best efforts of the companies and their marketing and advertising agencies, brands and models seem to lose their connect with their customers, become outdated vis-a-vis the cultural zeitgeist or due to a series of unfortunate events (for example, GM's mass recall of cars), they start dying. However, at this stage, there is still hope. It is possible to reinvigorate a dying brand. In this post we will discuss the particular case of the Mini and Fiat, but this has been done by several brands over the years.
The MINI
The number 3 millionth car was a new five-doors Hatch Cooper S.
"Harald Kruger, the head of production for the German car making giant declared that as Mini sales continue to grow globally, its ‘heart’ will always be in the UK and that the Plant Oxford the number one production base"(Massey, 2014).
But, with the number of production of MINI cars increased, extra capacity is needed absolutely. On the other hand, BMW considered to expand its production foundation abroad, it recently took over previews Mitsubishi and VOLVO manufacture factory in Netherlands, in which would share and take up additional capacity of MINI production.
In fact, the "Heart" of MINI will always be in the Oxford, UK. Major base at Oxford, which employs more than 4,000 people. Although the factory in Netherlands will take up part of assembly, base at Oxford still remain number one.
This manufacture of MINI under the ownership of BMW was launched in 2001, and more than 2.5 million MINI cars have been made. As the birthplace and heart of MINI production, almost thousand MINIs left this base daily basis, then ship to other nations.
As we could see from the video above, the whole process of MINI producing is strict and serious, and we could fully understand knowledge of automobile industry, plant products, manufacturing processes, from automobile component and part design to artwork change and treating trial-produces, from the handicraft works out to process control and all series of technological process.
Besides, the good publicity of MINI is another reason that MINI has very high visibility and good corporate reputation, such as the automobile museum of BMW in Munich.
I was fortunate that I went to BMW museum in Munich last Christmas. The MINI exhibition of BMW museum reveals the long history of MINI, from the first generation car to current. In museum, visitors would see variety of models and the thrillingly innovative MINI design. From the very beginnings of the classic space-saver MINI from 1959 to the modern MINI world which began in 2001. Personally, I was shocked by its concept cars exhibition which are unusual and fantastical undoubtedly.
Definitely, people like German car because they thought German cars have very good quality. However, I think they will be attracted by those high-tech automobile what if they come and feel. And I have to say, as Porsche Museum and Mercedes-Benz Museum in Stuttgart, German car museum would highlights historic details and the spirit of times past with their social and political background, which is highly impressive. That reminds people recall historical memory while they visiting.
Anyway, the special and almost fabulous creations will be great points of attraction: the MINI camp-mobile or the glamorous stretch limo with integrated jacuzzi.
The FIAT
In fact, FIAT had been out of US car market for a long time, around 30 years, so when the Italian automotive brand returned to North America, it had to face current new competition.
In 1970s, US sales of FIAT reached highest ever. However, with the gas price fell, the small car market stalled since that time. Afterward, FIAT decided to leave US car market.
But, right now consumers had become more eco-conscious and small cars were once again in demand globally. And FIAT car, such as FIAT 500, are small, but packed with personality — irreverent, free-wheeling and full of continental flair especially.
FIAT already realized that the challenges become different after long time out of US market. FIAT was entering a tough small-car market, US market, dominated by big competitors such as Honda, Toyota, Nissan, Chevrolet and MINI. FIAT need changes. From this point, FIAT turned to more digital which makes people only use search to find information about FIAT. FIAT fully applied brand regconition and brand recall by customers, let customers memory this brand at first time, typically in today's eco-conscious trend.
FIAT 500, one of the most trendy car right now in car market. For this model, Fiat is building on its fashion-focused campaigns from 2013 and 2014 with an integrated Autumn/Winter 2014 push promoting the Fiat 500’s newest trim level – the Fiat 500 Cult – as well as the variety of colours available in the range. The campaign launched with three ads ‘Hello Sunshine’, ‘Boom’ and ‘Ice Ice Baby’ in order to attracting more attention by young consumers.
This new campaign demonstrates the car's ability to stay ahead of the curve, which also very suitable for its idea, economic, young, vibrant and fashion. Also, just as the advertising of FIAT, it tries to send "life is best when drive FIAT" to customers, which is dramatic and vibrant as the ultimate fashion accessory.
I think this is a good advertising by FIAT, especially it is endorse by Jennifer Lopez, a famous star. It is clearly the online ad that has finally stolen the hearts of the American audience, definetely includes parts of Ms. Lopez's fans and this will help Fiat achieve any of its marketing goals.
(Jian Yao)
References
Massey, R. (2014, September 9). Three MILLIONTH new Mini rolls off production line - but German owner BMW says success means more will have to be made outside Britain. MailOnline. Retrieved from http://www.dailymail.co.uk/news/article-2749618/Three-MILLIONTH-new-Mini-rolls-production-line-German-owner-BMW-says-success-means-outside-Britain.html
No comments:
Post a Comment