Re: What you have to do, to sell in America
Alanh (alanh@dhp.com)
Wed, 1 Oct 1997 08:41:40 -0400 (EDT)
I think Roberts comments about the VW adds are right on. The "Drivers
Wanted" theme has caught my attention. If not knowing a thing about VW,
and just watching the adds alone, I would come to think of VW's as a car
that is fun to drive, handles great, good for long road trips, and is
refreshing. Peugeot could make many inroads into the VW "GTI market" with
the 306 hatchback models and the 106. With their full line of cars, I
believe they can become all things to all people, rather than the previous
"all things to some people" stance. Furthermore, I think that if Citroen
was brought back, and marketed to the right group (ie aging baby boomers)
it would do quite well. Look at what Caddy is doing with their adds. They
are welcoming the new generation of Cadillac owners in with smart adds
that say "you've earned it". That would be their target market.
Peugeot would market the 3xx and under cars to the VW crowd, and the 4xx
and over to the Acura/BMW/Audi/Volvo,etc...
Citroen goes to the Caddy/Towncar/New Yorker buyers.
It would also be smart NOT to import the lower rung Citroens such as the
Saxo.