While “The Ultimate Driving Machine” stands the test of time as one of the best slogans in luxury car marketing, BMW sure had a lot to say in this ad from 1976… FUN FACT: Including the Rolls-Royce and Mini brands, BMW expects annual sales of 2 million units by 2016. (Source: egmcartech.com)
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Luxury Car Marketing / Retro Ad of the Week: BMW 530i, 1976
Posted in Retro Ad of the Week
Posted by Vin DiGioia on May 31, 2013
http://mascola.com/insights/luxury-car-marketing-bmw-1976/
Luxury Automobile Marketing / Retro Ad of the Week: Pierce-Arrow, 1916
A really well-written example of luxury automobile marketing from 97 years ago that could just as easily be a voiceover for a car commercial today: “Luxury is something more than comfort, something more than beauty and something more than style. It is even more than a combination of all three. It lies not only in [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on May 24, 2013
http://mascola.com/insights/luxury-automobile-marketing-retro-ad-pierce-arrow-1916/
Luxury Car Marketing / Retro Ad of the Week: Jaguar, 1966
The basics of luxury marketing should tell you that luxury at “1/2 Price”, is no longer luxury. All attempts at being aspirational or elite go right out the window when you choose price as your lead-in. Chalk this one up as a bad luxury car marketing call from a great company. LUXURY CAR MARKETING FACT: From [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on May 4, 2013
http://mascola.com/insights/luxury-car-marketing-jaguar-1966/
Luxury Advertising / Retro Ad of the Week: Rolls-Royce Silver Cloud, 1959
As if you needed reassurance, this vintage luxury ad lists 13 reasons why the 1959 Rolls-Royce Silver Shadow is better than basically any other vehicle on the road at that time. (How many cars do you know that have espresso machines in their list of available options?) FUN FACT: The Silver Cloud’s 1959 sticker price [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on March 22, 2013
http://mascola.com/insights/luxury-advertising-rolls-royce-silver-cloud-1959/
Luxury Advertising / Retro Ad of the Week: Porsche Carrera, 1956
Still relatively new to the American market, Porsche was attempting to capitalize on their success in the racing world with this ad in 1956. By juxtaposing their famed racer with that year’s Carrera model, they were able to illustrate for the wealthy American consumer the combination of luxury style and performance that only a Porsche [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on March 8, 2013
http://mascola.com/insights/luxury-advertising-porsche-carrera-1956/
Retro Ad of the Week: Hertz, 1962
Great visual, juxtaposing Santa and the backdrop of a snow-covered country village with the sleek lines of convertible Corvette. FUN FACT: In 1924, John D. Hertz Sr. fronted the city of Chicago $34,000 to install the city’s first traffic lights on Michigan Avenue.
Posted in Retro Ad of the Week, The Ads of Christmas Past
Posted by Vin DiGioia on December 17, 2012
http://mascola.com/insights/retro-ad-of-the-week-hertz-1962/
Retro Ad of the Week: Porsche, 1959
Berets, ascots and pipes – the epitome of luxury automobiles. Well, not really. Apparently, in the late 1950′s, playing into literal stereotypes was all the rage – at least that’s what Don Draper told me. FUN FACT: Initially, Porsche offered motor vehicle development work and consulting, but did not build any cars under its own [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on October 12, 2012
http://mascola.com/insights/retro-ad-of-the-week-porsche-1959/
Retro Ad of the Week: Pierce-Arrow Motor Cars, 1917
Fancy lady + fancy cat = fancy car. Right? Apparently, yes, if the luxury automobile in question was a 1917 Pierce-Arrow. Despite the fact that there isn’t an actual photo of the car anywhere in this ad, the glaringly overt affluent visuals allow the brand message to come through loud and clear. FUN FACT: Although best known [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on August 17, 2012
http://mascola.com/insights/retro-ad-of-the-week-pierce-arrow-motor-cars-1917/
Retro Ad of the Week: Mercedes-Benz 220 (1959)
Showing a group of well-heeled blue bloods sipping afternoon tea – a completely foreign concept to middle-class America in the 1950′s – is one way of subtly letting the average consumer know your product is not intended for him… In contrast, today’s luxury automobile ads are still aspirational, without appearing so far out of reach [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on August 3, 2012
http://mascola.com/insights/retro-ad-of-the-week-mercedes-benz-220-1959/
Retro Ad of the Week: Jaguar, 1957
The in-focus shot of the luxurious European automobile gliding effortlessly through a sea of its nondescript American counterparts – nicely done. The stuffed jaguar hanging out the passenger-side window? A bit to literal for my taste, but likely done to help differentiate Jaguar from other, similarly styled European luxury automotive brands making a push into the U.S. [...]
Posted in Retro Ad of the Week
Posted by Vin DiGioia on June 21, 2012
http://mascola.com/insights/retro-ad-of-the-week-jaguar-1957/
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