The Automotive Industry: What Everyone Wants To Grow Up To Be

Like so many other Americans, I gathered up my snacks and beverages to sit down in front of a television to catch the NFL Big Event.  Having a career in marketing and sales, I paid curious attention to the messages conveyed in the 60 second spots aired between plays.  This year, I heard it loud and clear from the Automotive Industry. 


One third of all advertisements aired during The Big Game were from the Automotive Industry.  No other industry was even close to be as represented in commercialism.  My sense of career pride grew with each marketable message being relaying to the general public about who were are as an industry.


Employees of the Automotive Industry know how to have fun and enjoy life making us the life of any party.  Just ask Matthew Broderick who relieved his teenage antics from Farris Bueller’s Day Off while driving around in his fun-loving Honda CR-V.  Let’s not forget the look-at-me-no-hands-mom-dare-devils featured in the Chevy Sonic, which made never seen before tricks look like child’s play. 


We have what everyone wants, what dreams are made of and we can make dreams come true.  Acura’s NSX commercial had Jerry Seinfeld and Jay Leno in a materialistic who has better toys bidding war with just a regular guy at the helm.  Every graduating senior has fantasies of a brand new sports car as a graduation gift, much like Chevy’s Camaro spot.  Even our products can make you feel like you are dating a supermodel as in the Fiat 500 Abarth advertisement.  Watch out for that overdose of sleeping dust from the Sandman.  You may experience engine revving dreams where every guy gets the girl of his dream, even if he has to take her right out of the arms of hunk according to Kia.  Even just the everyday milestones of life can be linked to the presence of a Toyota Camry


There are no limits to what we can accomplish, invent or inspire to become part of everyday reality.  Who ever thought a Cadillac would be considered a race car after enduring the grueling road course at Green Hell?  Audi has been able to capture the energy of sunlight in its night time headlights.  Lexus has a beast that no steel box or cage can contain.  Even the Camry has become the dream machine for Toyota’s desire to bring about a soft and nicer DMV. 


The members of the Automotive Industry are not afraid of a little hard work; in fact we appreciate the discipline and rewards of our efforts and therefore can not be distracted from our primary goal to succeed.  Exhibit A is the overweight pooch, who trains like a champion in order to fit through the doggie door in the Volkswagen Beetle advertisement.  Even the cheetah in the Hyundai Veloster Turbo commercial can’t be distracted from its goal to win, by chasing down what it really wants.


At the end of the day, we are survivors and life savers.  Only drivers of the Chevy Silverado were able to find passage through the apocalypse.  Nothing gets you heart started better than acceleration of a Hyundai Genesis.  Even Clint Eastwood recognizes that America has the fighting spirit and emanates from Detroit. 


So what could be better than being the life of the party, having what everyone dreams of having, living a life without limits, being a champion and a survivor?  Maybe being awarded the Most Valuable Player in a Super Bowl?  That might me a nice accolade to add to the ‘Me” wall.  You know what the prize is for being selected MVP in a Super Bowl?  A CAR!!!!  So stand proud builders and sellers of domestic and foreign vehicles…..we are what every American wants to be!

Copyright 2012 All Rights Reserved

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Comment by Stephanie Young on April 23, 2012 at 3:44pm

Thanks Stan and Marsh.  I too am in hiatus  Miss you guys!!!!

Comment by Stan Sher on March 4, 2012 at 5:16am

I am back after a hiatus.  This is an awesome read.

Comment by Marsh Buice on February 16, 2012 at 10:16pm
Outstanding post bandmate! You nailed this one
Comment by Stephanie Young on February 15, 2012 at 9:44am

Thanks, Nancy.  I am enjoying the freedom to blog only when I really have something to share.  Blogging on a schedule was a struggle for me. 

Comment by NANCY SIMMONS on February 14, 2012 at 11:40pm

Fantastic share, Steph.... You are ( as always) spot one!  Thanks!

Comment by Stephanie Young on February 9, 2012 at 4:14pm

BC, thank you!  Marketing is never a single one handed approach.  I think that is what makes being in marketing a complicated and sometimes stressful job.  It is like being a research try and little of this with a little of that, wait a few hours and test to see if you got the desired result.  If you did, then job well done.  If not, you make notes of what you did and you go back to the drawing board to analyze and speculated and come up with what you believe will be the right formula to test in the lab.  It can be a painful cycle of trying and trying before you succeed.  And once you succeed, you can not rest on your laurels because you always have to be finding the new formula to improve upon your old successes. 


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