What Car Fans Want From Auto Racing

Every Thursday, on the Internet Auto Show - FastLaneDaily - I get to do an Auto Racing segment - half news report / half LParente opinion-fest. But, always room to channel what I see from my perspective.

Last week, I decided it was time to 'shut up my voice' and ask the viewers what they liked / wanted from racing. The findings are here in the 11/19 ShakeDown, the second part of the FLD show.

Take it all in. Even go back and look @ the prior week show that set all this up and the viewer comments it generated. Then, ask yourself -

* Who in the Racing industry gets it?
* Who in the Auto industry gets it?

Of course, like racing, there are winners and losers.

Auto Industry MoonShot?

Working with the auto industry for soooo many years, I've seen / experienced a lot. 2009 has been a generational 'make or break' moment for Auto Mfgrs.

Yet, I still see far too much 'same old auto-thinking' for an industry-defining point in time. To me, the focus needs to go deeper than -

* Moving to 'Electric Avenue’ [Any LESS creative branding?],
* 'It's all about cost-cutting' as the 'fix' to everything,
* ‘Us vs Them’ heel-digging union battles,
* 'Back-to-Basics’ cheerleads still used by too many auto execs.

Instead, here are MY Top 10 action items / philosophical shifts that would make a difference, IMO –

10] Tear Up The History Book - Look forward, not back for new solutions / better product. It is NOT business / sales / anything as it used to be. And please make Camaro the last throwback design.

9] Think Near-Term AND Long-Term - I know sales are needed now, but living by the 30-day sales report will kill the future faster than....the way it killed Lehman.

8] Study Population / Household / Lifestyle / Income Trends - This is one area I believe the Industry is cluing in. But, applying this knowledge to product, sales, and MARKETING still shows wild swings in understanding.

7] If Auto / Mobility Is A ‘Necessity’ Of Life, Price Accordingly – MSRP, financing, leasing, the ZipCar model; Whatever it takes to make auto affordable. OR get in the transportation business; Whatever vehicles that presents [eg; a Mini, Saturn, or Smart scooter or pedal bike to me is not off-brand], including public trans [Remember GM busses and trains? GE doing an electric car to go with their jets engines and locomotives?].

6] Listen To My Mom! Live Within Your Means - Don’t spend if you don’t have [eg; pre-2009 GM, DCX]. Or at least, have a plan [Go Ford!].

5] Make EVERY CAR Count – Every model represents the brand, so every launch / every nameplate has to be a quality success. This ain’t sports. More wins vs losses is not good enough [Adopt the Saints / Colts / 2007 Patriots / UCLA Bruins roundball ‘win-it-all’ mindset].

4] Stop Commoditizing Your Product And Then Bitch That Buyer Passion For Auto Is Dying – Even today, ‘the DEAL’ / ‘the Guarantees’ lead the storytelling [At least Lutz, with his 'Perceptions' rant + Driving Challenges is focused on the cars].

3] Consult Great Minds Outside The Auto Industry, Especially For Marketing – This could be a rant all its own. But, I will leave it at this – I think Steve Jobs would market cars / run the biz differently. And my bucks would be on his success……

2] Set Product Priorities In Synch With Reality – Does Toyota and the world need the Lexus FL-A, right now? Every visit to an auto design studio leaves me in awe of the work and the talent, but the feeling that they are ‘playing with their toys’ in a workplace detached from the world.

1] See Right Now As A ‘MoonShot Moment' - I suggest the auto industry needs to stop the intramural competition at some level and band together find common solutions to make the 'Big Play' and save themselves from oblivion. This needs to happen at national [eg; US] and / or global levels [eg; vs China?]. Maybe it IS in play beyond my scope of awareness. Or maybe not, as too many execs still see this all as just another bump in the biz and sales will bounce back.

My fear is that without a philosophical change, the industry [or certain companies] will continue the ‘up / down’ cyclical performance right to their last day of business. Then, my desire to do more in Auto will have to be shifted to that FastFood Ramen concept.

Video Killed The Radio....And Now Cars!

We covered this before - Kuruma Banare - The declining interest in cars by young Japanese.

Now, Toyota blames video games.
More comment on this here.

Really? Ask Subaru [WRX-STI], Mitsubishi [EVO], Mazda [MX3], Nissan [GT-R], and more who all successfully launched cars AND sales via getting the video car-boys enthralled / 'disciple-ed'.

But, what do I know.
The great Toyota can't be part of the problem, just like - it turns out, it's not GM it's the agencies [for Cadillac and Chevy] that are the trouble.

I love the auto industry.
For the cars - For what it COULD be.
But [many times], NOT for what it IS.

How We Socialize / Share / Inform

What Will Make Cars Cool, Again?

Needless to say, the Auto Industry is in a fight for survival in the US - and sales are down across the globe. Many car companies are seen as something less than technically progressive, red ink is NOT great PR. 'Green' often gets interpreted as the antithesis of 'fun to drive' - eg; I fear a possible future of no-personality appliance automobiles!

Microsoft and Apple are turning the car into a rolling sound studio / web page. And the SUV / CUV fetish convinces me that some car companies envision they are here to simply build rolling Tumi tote bags - eg; A great car is based on how much it can carry! ??

So, please take my Poll and tell us what you think will make cars cool, again. Thanks.

If Life Ran Like A Client / Agency Gig

Courtesy of Alex Conley who happens to be a freelance Detroit, MI - based photographer. [Detroit?.....To quote a great line from a favorite movie of mine - Michael Clayton, "And how's THAT going?".....]

Having been on both sides - client and [now] agency, I have been through this dance. And although I swear I never pulled it as THE client, I was in many a room when my employer company did.

Now, the hardest part - if / when the client's dialog gets to THIS point - is keeping a straight face!

But then, I play them the Clayton trailer just for the last line.....

Automotive Option A or B

President Obama announced new policy that would raise Corporate Average Fuel Economy [CAFE] standards to 35.5mpg by 2016 [42mpg - cars, 26mpg - trucks]. The standards are meant to decrease fuel consumption, greenhouse gas emissions, and our dependence on foreign oil.

So, like before [in the '80's it was Trade Restrictions], the US Gov steps in to reset the bar on the US Auto Industry. In such scenarios, there is the opportunity to make the right move or....not.

Option A-
* Better more efficient cars [We have the technology and / or the brains to create it], that still perform [Don't need a honking 7.0L V8 to go fast. Any power source - electric or otherwise will work], still are fun to drive [It's really all about 'power to weight'], and still fit American needs [Interior space does NOT require Escalade-scale exterior footprints].

* Better buying, ownership, and service experiences. The auto dealer model is out of touch with the retailing options available to consumers in most other product / service categories. And when will the automakers figure out that their website can be a community-builder, not just an on-line brochure / info stop before consumers head everywhere else on the Internet to really do their purchase thinking?

* Better Marketing. Somewhere in the future the consumer connection will NOT be dependant on The Sales Event, The Deal, Incentives, The SuperBowl Ad and / or The Product Placement. 2 words for new marketing - Authentic. Relevant.

And then there is Option B-
* The 'Dinosaur-like Cling' to the status-quo, despite its inevitable path to extinction.

* Foot-stomping laments about the socialist destruction of 'great cars' like the 13mpg V10 Viper, the SUV-as-family-sedan, and anything with a curb weight over 2 tons!

* Working the EPA loopholes on the new regs under the false nobility of "We're just giving the customers what THEY want".

Truth be told, some will step up, some will step out.
This IS a character test for ALL - the industry, consumers, our leadership. Time will tell.

But, I have faith.
I am looking forward to my 2016 hi-po fuel-cell-electric mid-engine sports car, sitting next to my 4dr 42mpg aero-sedan, both ordered / purchased On-line. Question is - Which brand will have the vision to have built them for me [And will it be one of the bailout brands from 2009]?

The PDCA Alphabet

Found this song on YouTube.
Brought back memories and a PDCA thought.
PDCA Inc. is [or tries very hard to be] -
A = authentic
B = brave
C = creative
D = dependable
E = energetic
F = frugal
G = good
H = honest
I = idealistic
J = judicious
K = kinetic
L = loyal
M = methodical
N = never-say-quit
O = opportunistic
P = passionate
Q = quizzical
R = reliable
S = strategic
T = tactical
U = uprousing
V = veteran
W = worth it
X = xenophilic
Y = young-eyed
Z = zealous

Now, just need to record OUR version of the song..... [no way!]
PS- Had to sing that damned Muppets song in a Natick High School musical! 
PS2- Wife hates song, too.

Better Than Susan Boyle

....and here's why.

1] The kid handled pressure with control, [quiet] confidence, and preparation [was ready with more than one solution].

2] Simon proved the concept of staying TRUE to the 'essence' of the product [or brand or person] to deliver the best [....to be the best, be what you are].

3] A 2nd perspective always brings vision to any situation [Mentors, anyone].

Enjoy the performance, but think about the lesson for your work, career, life. Just saying.

NYIAS - MY Take

Somewhere between the 'denial of facts' mindset of ex-prez Bush [love saying 'ex'] and the 'pending disaster' mood one feels sitting through a Gilbert Gottfried performance at The Friar's Club....

....you'd understand the vibe holding court at this year's Press Days.

Now, I can rant on about too many SUV's, ugly GMC's, MB E-Class Japanese taillights / Rubbermaid dash pieces, the too-cool Kia Forte, Jim Press-edition Fiat 500's, et al.....

....BUT to me, the 'big aha' in this new age of bailouts / 'make it or break it' business models is that BRANDS [not nameplates] are where people will make their purchase-choice decision.

I suggest it is no longer about Mustang, Camaro, Challenger, Camry, Accord, Genesis, or 3 Series. It is about the buyer faith in FORD, GM, CHRYSLER, TOYOTA, HONDA, HYUNDAI, BMW, etc..

First the brand, THEN the model picking.

So, watch Ford, Hyundai, Fisker [yes], Toyota, Honda, and any VW Group brand. Nissan will make gains, the other Euros will hold only their loyalists, and that may be it. The rest will need to make dramatic moves to stay in the game.

PS - GM PUMA to me is like TVLand's 'The Cougar'. Both give me the same 'What are they thinking? / What does this say about your brand?' stomach queeze [what WOULD Stacey think if I picked her up in a PUMA?].

Never Quit

Focus - On the goal, away from the distractions.
Push - Keep fighting, tenacity wins.

What's true for Formula 1, truly works in the world as we know it today.

Kuruma Banare

Demotorization.

In Japan, young people's interest is shifting from cars to communication tools like computers, mobile phones, ipods, and creativity 'expressions' like video making, blog posting, and networking home pages.

Sounds like America, too....to me.

So, the auto industry issues may require deeper thinking than just more Zero Financing, recasting SUV's as CUV's, and freshened retro Muscle Cars.

But, then again, it's always been about personalization and understanding / delivering on consumer needs / expectations / desires. It's a 'Mad Men' thing that starts @ The Product.

Sales Racer

Any time client talk turns to SALES, I am reminded of 2 lessons I learned from my experiences in auto racing.

1] To really go fast, you get the car do most of the work.

Translation - The driver, alone, can only do so much. The tools [the car] and techniques [the set-up] need to be in play. Hard driving [only] can't supplant great equipment and technology. In SALES, the same is true - [The best available] Process, Product, and Sales Support Mechanisms get you 'on track' for success.

2] The driver can't just be a long for the ride, either.

Translation - At some point in time, in the race and in SALES, you have to just 'go for it'. Bravery, Conviction, Tenacity, Fight, and more [you will hear the 'B' reference below] will win the day.

Here was my Lesson 1.

How My Mind Works for the Holidays

Peace

Pace [Italiano / pronunciation- 'pah - tchay']

Pesci

Whatever brings a smile to your face this season....

Best wishes and good hopes for 2009.

MY wish is to do a better job of catching up with more friends and business associates in the New Year than I did in '08.

MY Fifteen Minutes....

OMG, someone gave me an open microphone!

....and then they did it again!

But, jokes on you Mr. Warhol. When I do the time-code math on both episodes, I'm already into 'bonus zone' with my 26 minutes, 50 seconds......

And that ain't even counting my camera time as a 8-year-old, tap dancing on Boston TV's "Star of the Day" talent show in the 19.....60's! PS- I wasn't the star that day...........or any other.

BTW- The Garage 419 team makes it easy. They laugh at my jokes and think I actually know something [Thanks Matt / Gene / JF / and the rest......]. So, make sure to check out their other episodes.

UPDATE - Got a recurring gig here. Think we are up to 6 or 7 appearances! Just Google Video me [Sorry to admit I DO....] and chuckle / cringe at the screen. Most recent show.

I Guess We're Calling Honda

Now that HUMMER seems about to be hit with the 'Oldsmobile' scepter over @ GM, I guess those lucky dealers that invested millions in new facilities based on the factory's 'request', are forced to look @ their options.

[From any 'H' Dealer's ToDo list]
Today's phone calls -

* My lawyer
* Honda
* Hyundai
* Haggen Daaz
* Hertz
* Hallmark Cards
* Holiday Inn [the 'satellite store' concept for hotels]
* Home Depot [.......'Express'. Sell them on new concept]
* H&R Block [memo to self; call sign guy- get price on an 'R']
* Hobby Town [smaller cars, bigger margins]
* Harrah's [...hey, the HUMMER deal was a gamble, too]

2008 Wish List

* To see the NE Patriots success spark companies [and clients] to realize that Process = Results. Focus, first, on perfecting the skills to do the task and the results will follow. [OMG, it's PDCA!]

* UPDATE- Or to see companies [and clients] embrace the NY Giants approach- 'Just do what we do best, stay calm, have fun, and believe in ourselves'. WOW [eg- It was awesome!].

* To help marketers BE better marketers, not just trend-chasers [eg- Can you say 'Second Life sponsorship' and NOT laugh? Can you help me understand how pouring free vodka at a bar IS 'Experiential Marketing' and NOT just another 'Happy Hour' drink-fest?].

* To find great partners for my current client projects-

• Co-marketing partners for GM brands and Corvette Racing.


• Advertising partners for NextNewNetworks.


• More 'Passion Branding' clients for KICK Design.

* To meet new people / clients that stimulate new ideas / teach me new things.

* To prove that the simplest solution is the best.....for business operations mgt., profitability, and marketing.

* To speak less, but say more.

* To actually help bring sanity to the terms 'Marketing ROI' and 'Brand Integration'.

* To be happy, don't embarrass myself, and do something BIG!

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!"

When The Sky Falls

If you want to know the true nature of any individual or company....

Look at their response to crisis.

That is the essence of their character, capacity, and belief in themselves......and the sum total of what you will find you have to work with and / or deal with when trouble hits.

Unless, it's aliens.

Then, just hope Tom Cruise has a spare solenoid to fire up the Dodge Caravan and get us all headed in the right direction!

220.....221.....Whatever It Takes......

A client recently mentioned that I speak "movie quote" to make a point.....and this "Mr. Mom" soundbite is one of my favorites.

Now, it can work 2 different ways.

In the positive, it speaks to the most cherished quality a brand, person, company, or product can possess.........a "whatever it takes" commitment to do the right thing to be the best.

On the other hand, I seem to notice more and more these days that "whatever it takes" is being translated into a "tell them whatever they want to hear" rant or a "do whatever I can" tactic to just get "whatever the f*@# I want".

But, I think people are ultimately smart and Option 1 is the only way to go.

Or as our prez says, "Fool me once, shame on — shame on you. Fool me — you can't get fooled again."

Yeah. 220....221...whatever it takes.

You're Going to Need a Bigger Boat!

In my business growth consulting and executive search work, I sometimes come across a need to translate a given situation, problem, or opportunity into a discussion about adding to the organization the "tools" required to "get the job done right".

....And often the dialog starts with a fight for the status quo followed by a "negotiation" to accept the need for an investment in time, capital, and/or commitment to put an appropriate, but new strategy, tactic, or skilled professional into play.

Then, I find myself invoking a "work smarter, not harder" rant followed by the "horses for courses" diatribe, as I try to explain why more of the same will "sink success".

Is it a reticence to change? The comfort of old habits? A reluctance to spend? A disconnect between the goal and the reality needed to get there? My Joe Pesce "I amuse you?" delivery style?

Regardless of the reason........

If you need a bigger boat......You need a bigger boat!

Watching TV Commercials

I am not a TiVo owner. So, I don't have intimate knowledge of the experience. But, as a marketing professional all I hear about from my ad/marcom peers is their fear of viewers opting out of watching their hallowed commercials.

Cut to viewing some videos of Japanese TV shows.

.....and here I am actually waiting for and watching the commercials. Nobody is fast forwarding the tape. Why?

Curiosity and creativity. Most TVCF's [as they are called in Japan] are entertaining, informative [Japan loves their "feature/benefit" visuals], and possess a storyline mystery of what will come next.

So, maybe the TiVo threat is best countered with commercial creativity and editorial intelligence. "Incent" the viewer to want to watch.

.....And then you can get the product placements out of the show content and let me enjoy my TV viewing time, again!

Executive Search, Goodfellas-Style

I've spent the past few years in the world of executive search.

..........equal amounts of time with job hunters AND corporate/agency hiring managers.

What I see and hear from both sides reminds me of the classic Mafia line- "This is the business we have chosen."

Everyone seems a little resigned to the reality, but accepts the situation as something that must get done.

No job hunter likes being involved in the process and they fear the risk that each interview could feel like Michael's spaghetti house meeting [Thank God, they never really end that way!].

Hiring managers often approach candidates with the same mindset that Don Corleone takes going into a "sitdown".....a "what's in it for me?" selfishness and a healthy dose of "what's your angle, you piece of baccala?" skepticism. eg- Me first, no trust.

Add in the "consiglieri factor" called an executive recruiter and everyone starts to envision the horsehead scene from Godfather 1.

Candidates wonder if they are the horse. Hiring managers wonder if they are the film producer being coerced. Pressure and suspicion abound.

How to avoid it all?

Candidates- "Keep your friends, close and your enemies closer." Keep your head up all the time. Tell the truth, but never let others in on the "family business", just stick to the hiring facts. Trust no one. Trust yourself.

Hiring Managers- Pick your team, as if you are picking your "crew"- look for core values, loyalty, commitment. Treat everyone with respect. You learn more about the candidate being nice and letting them talk vs intimidating them into the answers you want to hear.

...and please use your imagination.

Don't be so literal with the job spec and your needs. Bugsy never would have dreamed up Vegas if all he was thinking about was bootlegging and loansharking.

Executive Recruiters- Be a good soldier, do your job well, be loyal to your "Godfather" [client] needs. But.....respectfully stand up for your point of view. They hired you as an expert, not some "resume bagboy".

...and be nice. Don't be too arrogant on behalf of your client. Don't project a "know it all" attitude. Listen for signals. That's why Tony is still around and Johnny "Sack" is in jail.

Do these things, my friend. Otherwise, you will all eventually end up like every Pesci character in every Scorcese mob movie......

Pissing the wrong guy off, making enemies, and everyone wishing that you inherit a hole in the ground all your own.

"Leave the gun, take the cannolis."

Is Scion Selling Cars or a Lifestyle?

I am a "CarGuy" by heritage, so things automotive get my attention.

.........And Scion's success has me wondering.

Is it the cars? Or is it the lifestyle brand connection they created with their audience?

I got into the auto industry years ago, not because of the engineering [although, if you know me you know I like the technology of going fast] but, because of the marketing.

I remember how families had bonds to brands.......How the first Mustang clicked..........How VW ads worked with their audience........How racing really used to sell cars! Everyone seemed to have a opinion about cars and an affection for their favorite. How did the industry get that done, I wondered? I needed to know and I wanted to be a part of it.

So, in 1977, I signed up......and went to work for Ford.

Last year, I had the chance to reconnect with some old car friends at the NY Auto Show media days and Scion was a "topic du jour".

Competition still looks at Scion as an anomaly......eg- It's not the "real" auto industry. .....Trends come and go. .....Industry hits are notoriously cyclical. .....And buyers are fickle, so this is the 'flavor of the month'.

.......And I personally don't think the first edition Scion cars are all that profound [I do, however, like the new t2B concept.......seen above].

But, I see how Scion has authentically connected with its young target audience with lifestyle relevance and respect. ........And I think that goes a long way towards why buyers are rewarding Scion with car sales.

.........So, then the marketer in me says, "You know, if Scion means authentic hip and cool, then there could be Scion fashion, food, coffee shops, phones, music, movie, sports, podcasts, broadcasts.........."

Without diluting the brand.

I think Scion built itself a brand with strong "lifestyle attributes". They just happen to sell cars with the customer affinity they created.......they could probably sell anything to their loyal following right about now.

What do you think? Did Scion build a Lifestyle Brand or a Car Company?

..........And why can't so many others seem to build either!?

You Can Say So Much with "Good Design"

A more expressive Freedom Tower? Dick Cheney's NY apartment? No? How about what I felt after 9/11 and now what I fear the World thinks we are saying to them.........

Beware! Rookie at the Keyboard

So, here we go. ......my first attempt at blogging.

Patience, please, as this could be a painful learning process.

From school study to sports, to dating, to work, I repeatedly discover I am no "Roy Hobbs" when it comes to mastering skills [eg- "The Natural"....eg- Robert Redford........eg- Roy Hobbs.........eg- A show of hands, please, on how many readers I already lost with my first cross-reference].

But, eventually I got good enough to get by..........Blogging?
We shall see.

PDCABlog is intended to create a dialog with those of you attuned to the world of sales, marketing, and business management........

* to share insights into what is right and what is wrong with today's approach to running the sales and marketing "assembly plant" and getting customers to listen and act.

* to build a network of knowledge, people, and shared opinions.

* and to introduce to you opportunities as they are introduced to me.

In my work with PDCA Inc. [http://www.pdcamarketing.com/], I also deal with corporate partnership search and executive search. We can include those topics in the discourse, as well.

So, let's see what happens next.............Thanks for visiting and, hopefully, participating.

LeoParente