All posts tagged luxury cars

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 [...]

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by on May 24, 2013  •  Permalink
Posted in Retro Ad of the Week
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Posted by Vin DiGioia on May 24, 2013

http://mascola.com/insights/luxury-automobile-marketing-retro-ad-pierce-arrow-1916/

The Acura RLX Almost Does Luxury Right

I saw the new Acura RLX commercial on TV the other night, and I must say I love the concept but the payoff fell flat. Overall, the spot pokes a little fun at the use of the term luxury by applying it to everything from bedsheets to sugar cubes. But when the hero steps into [...]

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by on April 23, 2013  •  Permalink
Posted in Have you seen?
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Posted by Nick Healy on April 23, 2013

http://mascola.com/insights/acura-rlx-almost-does-luxury-right/

Volvo Takes the Pretension out of Luxury Marketing

I just read this article in Adweek about Volvo’s new campaign, which is pretty brilliant. The campaign goes after Mercedes and Audi, positioning the brand as luxury for real people, a strategy that we don’t often see in the world of luxury marketing. Here’s the TV spot that executes the strategy perfectly: What this campaign [...]

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by on April 17, 2013  •  Permalink
Posted in Have you read?, Have you seen?
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Posted by Michelle Yue on April 17, 2013

http://mascola.com/insights/volvo-takes-the-pretension-out-of-luxury-marketing/

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 [...]

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by on March 22, 2013  •  Permalink
Posted in Retro Ad of the Week
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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 [...]

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by on March 8, 2013  •  Permalink
Posted in Retro Ad of the Week
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Posted by Vin DiGioia on March 8, 2013

http://mascola.com/insights/luxury-advertising-porsche-carrera-1956/

Getting a Piece of the Luxury Auto Pie

Luxury is a loose term when it comes to the auto industry, so for the purpose of this post, I’ll clarify that I’m not talking about the Bugatti Veyron or the latest Aston Martin. This is about Lexus, Mercedes – cars that are attainable by the average affluent Joe in the U.S. While the auto [...]

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by on November 6, 2012  •  Permalink
Posted in Have you considered?, Have you read?
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Posted by Michelle Yue on November 6, 2012

http://mascola.com/insights/getting-a-piece-of-the-luxury-auto-pie/

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 [...]

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by on October 12, 2012  •  Permalink
Posted in Retro Ad of the Week
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Posted by Vin DiGioia on October 12, 2012

http://mascola.com/insights/retro-ad-of-the-week-porsche-1959/

Mercedes Owners Win Big at the U.S. Open

They say jealousy is the sincerest form of flattery. In marketing it’s the Holy Grail. It’s one thing to make a consumer desire your product, but making consumers jealous of those who already own your product is an achievement few brands can claim. For example, I love Oreos, but I’ve never once seen someone else [...]

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by on September 10, 2012  •  Permalink
Posted in Have you heard?, Have you seen?
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Posted by John Paul Grego on September 10, 2012

http://mascola.com/insights/mercedes-owners-win-big-at-the-u-s-open/

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 [...]

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by on August 17, 2012  •  Permalink
Posted in Retro Ad of the Week
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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 [...]

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by on August 3, 2012  •  Permalink
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Posted by Vin DiGioia on August 3, 2012

http://mascola.com/insights/retro-ad-of-the-week-mercedes-benz-220-1959/

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