Yes, where ARE they from?

[Pottree@domain.elided]

In a message dated 10/21/2002 5:40:30 PM Pacific Daylight Time, 
owner-alfa-digest@domain.elided writes:


> The Mini is selling well, and yet no automobiles have a 
> worse reputation, overall, than British cars in the USA (well, maybe 
> the French). 

I think the new Mini is seen as a cute little side dish from GERMANY'S BMW.  
It is supported by an extensive (expensive) and quite smart marketing 
campaign; where do they get the $$$ to do that?  And, where do you buy one?  
At a Vauxhall or Rover dealer?

It may not really and truly be the same, but to me it appears the new Mini is 
a good parallel to the New Beetle, from a marketing POV.  There is some 
nostalgia in the sell, there is some pretty darn good new stuff, and they are 
offering it from a source that is trusted by their market segment.  I think 
this is rather like the line of Levis cut for older (fatter) men.  Relive 
your youthful escapades in complete safety and comfort; more the fun, less 
risk.  Have the appearance of edge with all the comforts of home.  Take 
something that was once cutting edge and create updated packaging in that 
vein for a basically new product to be sold by someone with enough bucks and 
brains to buy the rights (or some lucky stiff who already holds them).  This 
was all started in the early 60s, by Doyle Dane Bernback, for VW, selling the 
US baby boomers a car (let's face it) that was developed at Hitler's orders 
as a bread and circuses measure for German workers in the 30s.  That they 
were so successful is breathtaking to this day.  Do not think their lesson is 
lost on people who really want to sell cars in the USA.

Coming home the day before yesterday, there was a new Mini in the driveway 
across the street.  Seems a couple had just gotten it and brought it over to 
show our neighbors, and all four and their dog were out there taking pictures 
of it and laughing about it.  I hope they enjoy it and that it is a fine 
automobile.  But you could see they bought it because it is a trustworthy 
novelty; on the outside, a little different, a little wacky, a little 
nostalgic, but on the inside, it is like going to a chain restaurant: you 
know what you're getting and you trust those selling it to you (within 
reason) enough to spend the money.  I learned a lot about this once upon a 
time when I discovered a business secret: there are tens of millions of 
Americans who will buy a pizza from a chain restaurant but not from a 
pizzeria!  There was even once that built a franchise with the strategy of 
"the pizza for people who don't like pizza" (aka were afraid of something as 
spicy and exotic -- your "home town" Pizza Hut, if you want to know).

Here's how I would gage how to estimate the market appeal of a new car in the 
USA market: go to a couple of banks or leasing companies and get a quote on 
leasing it.  Find out what those "experts" (the ones with the stats) think it 
will be worth in 24, 36, or 60 months.  In 1991 (okay, it is not recently) 
the lease on a new 164 was TWICE the monthly cost of a Honda Accord, which 
was being dumped at almost the same price, because the bankers knew the 
residual on the Honda would be pretty darn good at the end of the lease while 
the Alfa would be virtually worthless on the open market because there was 
nothing being done to build or sustain demand.  The fact the Alfa was way 
more car than the Honda didn't even begin to enter into the picture.  This is 
about vigorish.

And yes, George, I agree that no matter how bad the Italians have been at all 
this stuff, the French have been even worse.  At the present time, I think 
there are no French cars being sold new in the USA.  A few British cars are 
selling pretty well in the premium and superpremium categories, especially 
thanks to liberal injections of Ford money. [Funny note: coming back from the 
dentist the other day in Beverly Hills, I came to a light and stopped 
opposite TWO Rolls Royces next to each other, each one driven by a bejeweled 
matron; where else do you find such traffic?] As for the Italians, you know 
what they're selling and hoping and planning to sell.

Charlie
LA, CA, USA
Home of the sad realists
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