WCMA Business
By John Genest
February 24, 2010
For the past month, as Toyota has been focusing on recalling millions of defective cars and answering to U.S. lawmakers, Volkswagen’s U.S. division has been aggressively attempting to regain market share amongst what the auto industry defines as the “hot girl” target demographic. This coveted niche — legally defined as attractive females ages 18 to 30 (The closed-door demo. is understood to be 16 to 30) — has proven to generate unparalleled brand awareness amongst the general public and influence purchases made by what society defines as lesser females.
Since 2002, Toyota’s Prius has been an increasingly popular choice with the “hot girl” demographic – despite Volkswagen’s constant efforts to thwart the shift. Prior to the hybrid’s launch, VW, specifically its Jetta model, seemingly monopolized this coveted niche for almost a decade (During this time, Ford’s Mustang V6 was considered second by default. It has never been able to build popularity beyond exotic dancers and high school cheerleaders destined for pre-graduation motherhood and, eventually, exotic dancing.).
“It was very difficult for us to definitively pinpoint why the Jetta became their [hot girls] vehicle of choice, but there’s a general theory. At the time, American and Japanese cars were about as appropriate for hot girls as one piece bathing suits and eating – they didn’t fit into the lifestyle, which really left German brands as options. But price point was, and still is, a factor for these females ranging from first-time drivers, supported by their affluent parents, to post-college graduates that haven’t married into money yet – and are also often still supported by their parents. The Jetta’s German pedigree and price point created an appealing option for the spectrum,” said Tim Ellis, VP Marketing, Volkswagen America
Volkswagen attributes its declining market share to Hollywood’s obsession with exuding the eco-friendly lifestyle. “The combination of Al Gore’s documentary and the public criticizing celebrity excess, such as private jets and limos, quickly turned it [the Prius] into a Hollywood staple,” says Ellis. “Leo’s [DiCaprio] seen arriving at awards shows in one, and by mid-2002 we noticed more and more pictures of celebs with Priuses in the gossip magazines. There’s no denying the influence; and with its comparable price point [to the Jetta], it’s been tough to combat. It’s the trickle-down effect: celebrities influence the hot girls, and the hot girls influence all the females down below. Well, the straight ones.”
But VW sees Toyota’s current safety crisis as the opportunity it needs to reclaim lost customers. Its advertising agency has been working non-stop to churn out new messaging for the initiative. From what Ellis divulged about the campaign, the core goal appears to be playing on hot girls’ worst fear: losing their hotness. “The overarching message is that driving a Prius puts their distinguishing asset [hotness] at greater risk. Why drive a car that has a statistically proven higher chance of causing an accident resulting in your disfigurement and the subsequent need to reevaluate your self-worth?”
Similar campaigns have been criticized for fear-mongering and unnecessary brand disparagement. “Sure, the messaging is a bit classless, but I don’t see an alternative. VW needs to effectively capitalize on Toyota’s mistakes. The ‘hot girl’ demo feeds on shock value and drama,” said Joan Flynn, an automotive marketing consultant previously based in Detroit, but currently unsure of what to do with her life.
While VW dealers wait for peripherals from the national ad agency, eager dealerships have been executing unofficial grassroots marketing initiatives communicating the corporate messaging. Mark Franchez, a dealership owner in Westchester County, NY, has been making every effort to spread the message. “We have sales reps distributing custom fliers to hot female Prius owners at gas stations, traffic lights, parking garages, coffee shops, gyms, medical parks – everywhere. Despite the sales staff’s differing taste in women, I think we’re targeting well,” said Franchez. Flier slogans include “Don’t become damaged goods,” “Faulty breaks are for ugly people,” and “Toyota doesn’t care about hot girls.” His salesman have also been trained to use Barbie and Ken dolls for interactively demonstrating the potential long-term social ramifications caused by driving a defective Prius.
In response to these rogue marketing initiatives Ellis said, “Although we don’t condone them and prefer more tact, we do appreciate the dedication these efforts express. This die-hard attitude should make executing our official plans immensely successful.”
Ump Calls Sox-Yanks’ Slow Play Embarrassing. But More Than His Gizzard Neck?
April 10, 2010It’s total hypocrisy if Joe West doesn’t get fined. He’s criticizing the players’ on-field performance, which is what players are always fined for: commenting on the umpire or official’s performance.
Chew before swallowing...
Clearly he’s angered by professional athletes’ unwillingness to cater to the limitations of his obese, “haven’t seen my penis in two years” body, which is the most embarrassing and pathetic element of this story. Instead of criticizing the league’s two most successful teams for playing sound baseball (maybe their success has something to do with their pace, huh, Joe?), he should petition for his own hot dog vendor and the right to sit on a stool during games, or maybe just call them remotely from a Denny’s. Perhaps he wants to speed up the games so that players will have more time to eat, so they hopefully gain weight and he won’t feel as bad about himself. I love that he was quoted in the Bergen Record – big time. I wonder what percentage of the interview was done with food in his mouth? You’re paid to call balls and strikes for the most competitive baseball games in the world – shut up.
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Tags: baseball, biggest loser, Boston, fat, food, heart attack, Joe West, lap band, MLB, New York, obese, Red Sox, Sports, umpires, Yankees
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