I was speaking with my copywriter the other night (his name is rik), and we were discussing the state of the American Auto Industry.  rik (who never capitalizes his name) put together a short plea to the American Auto Industry that I found both accurate and amusing.

Dear Auto Manufacturers,
I am writing you today because I am deeply concerned about the great American Auto, and the state of a legendary American industry.

When I was growing up in the 60’s and 70’s, newspapers and magazines were filled with pictures of amazing looking cars that were coming out of Detroit to make their impact on the American public. These cars were visually captivating and offered us “freedom” and a sense of pride and value, because we were behind the wheel of something spectacular. These machines announced their presence with both audible and visual appeal.

So last evening I find myself watching a car commercial, hosted by a very famous ex-football player. He was sharing details about the wonders of a feature that is not offered by the competition. A feature that would send help for you should you be involved in an accident. While I applaud this and the many other safety innovations that have been developed over the last quarter century, I am formerly requesting a new feature.

I would like a feature that has long since been exorcised from the American Auto Industry. In short, (and with all respect to Justin Timberlake) I want sexy back. Where’s the feature that stops the development of incredibly boring and mundane physical appearances? Who do I have to talk to in order to get a vehicle that not only speaks to my wallet but to my soul?

As I continued to sit through the commercial, I kept thinking “why would a car manufacturer work so hard to put all of these amazing and innovative features into that physically unappealing chassis?” To make matters worse, they displayed their competitor’s car next to theirs in this commercial. Here’s some free advice on advertising and marketing. Never put something ugly next to something appealing and then tell me why I want the ugly one. I will live happily without the “remote notification feature” or the “extra 3 mpg” if I can have a vehicle that is both physically and mechanically appealing.

Do you remember the first girl that caught your eye in high school? Chances are excellent that she didn’t catch your eye because she was the smartest, or the nicest, or the “right choice” for you. She simply appealed to you. This is a philosophy that has long been abandoned at the American car manufacturers.

Let me share something with you that could potentially save you a great deal of advertising dollars. Are you ready? This is of vital importance and you don’t want to miss it. Got your pencil and paper out? You’re going to want to write this down. OK . . . Here it is. “Make cars that appeal to all of our senses, not just our wallets”. I know, I’m a genius and you can thank me later for the wisdom that I’ve bestowed upon you. But in all seriousness, think about it. When you buy a shirt, do run to the store and say “this looks like it would fit me perfectly, and it’s an excellent value”, totally disregarding the physical appearance of the garment, or do you say “how does this look on me?”

American car manufacturers are using the same tired advertising ploy’s our parents and grandparents used to use on us to get us to eat our vegetables. “They’ll make you grow big and strong”. While there’s little doubt in anyone’s mind that vegetables are nutritious, they also taste (largely) like crap. Sure, over time you “develop a taste” for them, but wouldn’t life be so much easier for all of us if they tasted good the first time you tried them? Back in the 1960’s and 1970’s, automobiles looked good the first time you saw them. They exuded masculinity, pride and power. They didn’t remind you of the sweater your grandmother knitted you for Christmas last year that you graciously accepted and immediately hid in the closet. No, they used to be pretty cool looking. What happened?

Ok, I will slide my soap box back under my desk now and let it rest for a bit. But before I thank you for reading, I just want to share that I am a firm believer that American cars are among the finest vehicles produced anywhere in the world. So please Detroit, take a good long look at what has been rolling off the lines for the last number of years and take the steps necessary to make Americans feel good again about purchasing a new car. My guess is that if steps are taken to change the way we (the consumers) feel about American cars, the financial crises of the American Automobile Industry will start to resolve it’s self.

rik