Ask Dr. Z

[XcYZ]

I have a question for Dr. Z... WTH were your marketing gurus thinking when they came up with this horrible campaign? I mean, I can't decide if I should laugh at him for looking like some loveable Warner Brothers character, or coming off as some German elitist that took control of one of the Big 3. Maybe they should have went retro with their marketing and gone with "Ask Lee Iacocca". lol

I guess in the end, the marketing is working because people are talking about it.

I just had to take this pic:

[rwhite692]

This campaign has me scratching my head, too. I don't know what it is supposed to convey...Maybe the same general idea as the "Dr. Oldsmobile" campaign from the 60s/70s?

[zbugger]

That sticker on the building just gave the company another 500 horsepower.

[Damn True]

This is what happens when a marketing group depends too heavilly on focus groups in defining their branding.

[71Nova]

Its almost like they are saying they are not an American car company and that they are a German Car Company. It almost pisses me off.

[KAA]

You have to admit it's a step up from that no talent, crack head, ex-con, pimp, Snoop Dogg. Talk about WTH were they thinking!

[trapin]

It's a dumb campaign. I know I'd be pretty embarrassed if there was a giant sticker of Wagoner's head plastered on the side of the Ren Cen.

[61Bubbletop]

Originally Posted by 71Nova

Its almost like they are saying they are not an American car company and that they are a German Car Company. It almost pisses me off.

They ARE a German company.....With all of the bad press in the last year surrounding domestic automakers, they thought distancing themselves from "Detroit", by touting "German Engineering" was a good idea....the execution leaves quite a bit to be desired...I do laugh every time the "Doc" pronounces "Awailable Hemi Engine"...That is priceless....

The real shame is that Dieter is a very likeable guy, and one that garnered quite a bit of repect in the automotive world...unfortunately, there PR and marketing firms turned him into a cartoon character...

The campaign apparently isn't very effective, the average Chrysler currently sits on the dealer lot for 93 days....far longer than anyone else...


D-Note

[Hdesign]

Germans love David Hasselhoff.....

I also think it's a marketing ploy to convince consumers that because the company is German owned now, there's a higher level of quality. Then why is it that every friend I've ever had that owned a VW/Audi was constantly complaining about their trendy and tempermental crap can being in the shop for uber-expensive repairs?


Using Dieter is a joke itself because everyone has this image that Germans are stuck-up, serious people with no sense of humor.

[AAW]

Love it or hate it... it worked.

You took the photo; posted the photo to create a visual reference; started a discussion thread about it; and remembered to use the proper term ... "Ask Dr.Z".