Lincoln bought the emperor’s new clothes.
This ad appeared in the February 2017 Fast Company magazine (in a very high‐priced spot — the inside front cover). Lincoln paid a massive amount of money for the ad series, shot by renowned photographer Annie Leibovitz.
Agency Hudson Rouge made out like a bandit.
But Lincoln did not think about their real audience. Showing a 20‐something person behind the wheel of a $60,000-ish luxury car, newly‐minted from a marque typically bought by people above 60, will not make 20‐something people want to buy one. Nor will it make 60‐year olds who want to be 20‐something want to buy one.
No matter how much the critics like the car.
Yes, it would have been appropriate for Lincoln to push the envelope in their marketing — but not so far.
Maybe they should have put kids under 10 behind the wheel — that audience will need to buy cars, eventually.
Many of us are still trying to figure out how Mr. Trump won. Whether or not you like him and what he represents — or the Democratic party and what they represent — one thing is certain — we do not know what tomorrow brings.
Alfa Romeo is trying to make inroads onto our roads. The Giulia Quadrifoglio is a beautiful high‐performance four‐door sedan. Car critics are praising it from their rooftops.
But American has largely abandoned the four‐door sedan. As you know, crossovers (suburbia‐biased SUVs) have taken over.
Conventional wisdom from car manufacturers dictates introducing a flagship top‐of‐the‐line vehicle to generate excitement in America about other vehicles they have to offer.
I would like to respectfully disagree with that wisdom.
They should have launched an affordable but exciting small crossover. They will sell a crossover — the Stelvio. But it is priced in a similar range as the Quadrifoglio (more than $70,000) — out of the range of most Americans.
Start at the bottom and work your way up. It worked for Mr. Trump.
Photo courtesy of Alfa Romeo UK — and used without permission. (If you live in the UK, go out and buy a Quadrifoglio now, and they will be happy.)