Outside on the walls or bus shelters 180

It is a genuine cry of the heart: "We manufacture more than cars." We create the joy! "exclaims the latest BMW TV campaign in French homes. Outside, on the walls or bus shelters, 180.000 billboards plastered since September 8 new creations "baby boomers" Renault signed Publicis Dialog. Of the sober, of the clean: "Modus, 21 months," reads under the smiley Brown of a boy, while a few metres further, the Walker discovers "Scénic, 4 month" poster, photo consists of a whole young baby... We are far from traditional campaigns promoting the power or speed of the model. A real trend of the moment.

Even when builders staged their latest model, they do now with a distance with irony, "his father is a scooter. "His mother is a car", or "grandfather is a pepper mill", proclaiming thus signed announcements BETC Euro RSCG, revealing one of the most innovative models presented at the last Salon in Frankfurt, the concept because BBC1. For the last spot Passat SW Volkswagen Bluemotion, directed by V, he staged a tribe of eco - Atmos - having renounced any form of modernity (electricity, paper toilet...) in order to avoid the dissemination of CO. It is only in the last seconds of the spot that the viewer discovers the Passat...

Automakers have they forgotten the b.a.-ba of marketing: product development Certainly not. Simply, all of the regulations in force on the speed or the power of the engine made a serious brake to this type of declination. "Above all, times have changed, analysis Georges Lewi, trademarks specialist. The car is a much less popular than before: in the 1960s, it was a part of statutory prestige. In the 1980s, the French wanted to have a nice car. Today, the car is virtually demonized, equated with pollution, congestion... From here, the marks are afraid to decline a speech too first degree could turn against them.

Mature technology

But other reasons also come into play: "when a technology is mature, says Georges Lewi, consumers know perfectly all features: Apple, IBM, Orange and mobile telephony as a whole, are very talking examples...". Still a few years ago, manufacturers communicate on sustainability, the power and robustness of their models with in mind, the mythology of the German car. Now, it became unnecessary to speak of the product: the quality of the models is homogenized and manufacturers are obliged to communicate less on the product that on the singularity of the mark, as is already the case in the agri-food sector.

A responsible for a car budget advertising manager added: "most of the models not yet conducted their technological revolution to hybrid or all-electric products, which bride and complicates their communication product." They are in the Ford. "That confirms Rémy Babinet, CEO of Havas and head of the Peugeot budget:"the real floor are not still there." The development of the speech took a delay time coinciding with the technological backwardness of a number of models.

What advantage then some for speeches opportunistic marketing, to correct a negative image, whether of Renault and a range that some believe aging, although Pascal Acquaviva, Director of Publicis Dialog, objection: "But the"baby boom"campaign demonstrates that the entire range has been renewed three years". Or BMW, often considered the epitome of bling-bling and now conveniently repositionnée "joy" and "family happiness". Morality, the automakers and their agencies are probably planted in the Ford, but they have not lost the North so far.