Bueller's Teacher Aces the Auto Test

Ben Stein nails it when writing about the US Auto Industry in this Sunday's NY Times.

It's the product, stupid!

It's not the "something-doo economics" that everyone from Wagoner, to Ford, to some bartender on Woodward Ave. quotes as the downfall of the US brands.....

I mean, Kevin "Field of Dreams" Costner would make a better auto exec than half these people. He understood, "Build it and they will come". ........"build it" as in stylish, solid, and desirable.

Instead, we got "guys" [or Julie Roehm characters!] that emulate one of my favorite, but obscure, "Bueller" quotes- Parking Garage Attendant says, "You guys got nothing to worry about, I'm a professional." To which Cameron replies, "A professional what?"

Reminds me of a few auto meetings I've been in..............

True, Stein notes that some US products still make a statement- eg- Corvette, 300C, Escalade. But, the sales numbers don't lie and way too many US cars and trucks are "reputation and appearance-deprived". And the Chinese are just ahead to make life tougher still.

.......Stein even gives a shout-out to my boy Deming and our beloved "PDCA"!

So, US auto execs, what do we do about the future to prevent you from going away completely?

"Anyone? Anyone?"

How a Decision Is Brought to Life

The success of any sales or marketing project starts with understanding how the consumer creates the action intended.

.......eg- How the decision gets made.

I suggest it starts with design, because-

Design = Expression.
Expression = Lifestyle.
Lifestyle = Customer Connection.
Connection = Influence.
Influence = Sales.

To me, decision criteria are prioritized in the consumers' mind like this-

1. Design [attracts my attention].
2. Fits my Need [confirmation].
3. Image Feel Connection [branding].
4. Fits my Life [real or intended].
5. Quality [acceptable to me].
6. Price [fits my wallet].
7. Value [fits my justifications].

The mind [even Abby Normal's] decides things this way.

You may see this is as the "nonsensical ravings of a lunatic mind". But, "it's all written down in the notes! Now, tie off the kites and hurry down as fast as you can!"