Marketing’s executive editor Paul Ferriss is in Detroit this week to cover the North American International Auto Show
Both BMW and Audi had diesels and performance cars to talk about in Detroit this week. But while BMW had high-ranking German executives to talk up the benefits to the environment and the pleasures of driving, Audi had Bryan Adams.
After executive vice-president of Audi America Johan de Nysschen addressed the media Sunday afternoon, the veteran Canadian singer walked casually onstage with his acoustic guitar and sang “The Only Thing That Looks Good On Me Is You,” as the checkered flag cover came off the new Audi TTS sports car. Adams later posed for photos with Audi executives before disappearing backstage.
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Audi is introducing a diesel version of its R8 |
Claiming a possible 185 mph top speed and the ability to go from 0-60 in 4.2 seconds, the concept car is powered by what Audi refers to as a “clean diesel” engine. “Audi wants to challenge the last piece of conventional wisdom about diesel power,” said Rupert Staller, chair of the Audi board of management.
Karsten Ruwoldt, Audi Canada’s recently appointed director of marketing and product management, said automakers should have an easier time marketing diesels to Canadian consumers, while the American market will be tougher to educate.
“Canadians have a more positive view of diesels,” he said. “And Canadians are ready for a clean diesel.”
Ruwoldt believes more Canadians have come in contact with diesels in Europe and are aware of their fuel-saving benefits. Plus, he added, Canadians take longer driving trips which are ideal for fuel-sipping diesels.
BMW meanwhile announced the North American availability of its Advanced Diesel engine with Blue Performance. The engine will be available this year in the X5 SUV and the 335 sedan.
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BMW’s new 1 Series |
Almost overshadowing the diesel introduction, which came with loud Euro-style music and acrobatic dancers, was the debut of the 1 Series and X6 concept “performance sports activity vehicle.” Imagine an SUV that thinks it’s a sports car.
The 1 Series is the “reincarnation of the 2002,” said chairman and CEO of BMW U.S., Tom Purves, recalling the classic coupe that still enchants enthusiasts. It’s aimed at a different consumer target than most other BMWs and a unique Canadian marketing plan is in the works.
Over at Honda, the Japanese automaker is continuing its focus on safety as it works towards making greener cars. Honda also debuted the 2009 prototype version of its Honda Pilot SUV.
Kia jumped on the midsize SUV bandwagon with the debut of the 2009 Borrego. Kia Motors U.S. president Len Hunt said the vehicle will be available with V8, V6 and eventually diesel engines. Kia also announced a marketing partnership with the National Basketball Association. The deal is part of Kia’s sports marketing efforts which includes sponsorships of World Cup soccer and Davis Cup tennis.
Hunt was joined onstage by former NBA players Spud Webb, Dominique Wilkins, George Gervin, Bill Walton and Willis Reed; all of whom took shots at a net set next to the stage. Only Reed and Walton scored.
Fellow Korean automaker Hyundai took the wraps off the Genesis sedan. The upscale car is aimed at the buyers who want a sedan with looks that rival a BMW or Mercedes, but will cost $30,000 less, according to president John Krafcik.
