Jan
18

2012 Fisker Karma Uncompromised Responsible Luxury Part II

Passion, style and performance drive the direction of the 2012 Fisker Karma. The Karma is the “worlds first electric luxury vehicle with extended range.” In part II of our profile we take a closer look at what Fisker calls, “Uncompromised Responsible Luxury™.” The Karma’s design philosophy offers some unique and clever features and attributes that just may surprise!

Fisker Automotive has introduced the “world’s first electric luxury vehicle with extended range.” In part I of our profile with Fisker Automotive we began our conversation with David Harris, Digital Marketing Manager at Fisker as he talked about the Karma’s performance. In part II we take a closer look at Fisker’s sustainable design philosophy.

The components that form the Karma’s interior and exterior are as unique as they are essential to Fisker’s commitment to sustainable luxury. Every Karma produced reflects Fisker’s dedication to the use of reclaimed, recycled and reusable materials. We will discuss how the use of reclaimed lumber, its solar glass roof, water-based exterior paint and other sustainable attributes are essential to Fisker’s sustainable design.

The Karma’s interior wood trim is sourced from reclaimed lumber recovered from California storms and wildfires, and fallen wood from Lake Michigan. Its seating foam is fashioned from soy-based bio fiber and the carpet backing is created from recycled post-consumer materials. Fisker is also the first sustainable luxury brand to introduce a water-based paint called Diamond DustTM. This paint includes 35-55% recycled glass and releases no volatile organic compounds into the environment. Lastly, the Karma’s solar glass roof is the largest ever designed for a production vehicle which harnesses energy from the sun to extend the driving range for up to an additional 200 miles/322 km annually.

Karma drivers will reap the benefits of Fisker’s commitment to passion, style and performance. Fisker provides its customers with an opportunity to help sustain the environment without diminishing quality or performance.

We will conclude our series in Part III as we discuss Fisker’s marketing strategy, customer demographics and their story behind the brand.

 We want to hear from you! Do you think the Fisker’s Karma is a wonder of both art and engineering?

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Jan
10

2012 Fisker Karma – Uncompromised Responsible Luxury

Happy New Year BRANDInsiders!  We kick-off 2012 with a look at the exciting and innovative 2012 Fisker Karma. The Karma is the “world’s first high performance electric luxury vehicle,” with the freedom to Plug-in or Fill-up.

We traveled to Fisker Global Headquarters in Anaheim, California to interview David Harris, Digital Marketing Manager at Fisker. Parts one and two of our webisodes will focus on the attributes of the 2012 Karma while part three will provide some insight on the brands marketing approach, buyer demographics and the story behind the ride.

2012 Fisker Karma – Overview of features, functions and benefits

Responsible Luxury: Fisker Automotive calls the 2012 Karma “the world’s first luxury-performance hybrid-electric vehicle with extended range.” We interviewed David Harris, Fisker’s Digital Marketing Manager who gave BI some valuable one on one time with the 2012 Karma. One look at the 2012 Karma and you know right away that this is not your typical hybrid/electric vehicle. The styling is progressive, sleek, and aggressively sporty and embodies the definition of the term, “exotic sports sedan.” The low profile stance of the vehicle does provide a sense of movement while standing still.

Command Center: Inside the driver compartment the Karma does not disappoint with a cabin that is both luxurious and sporty. The cockpit offers a unique blend of leather, ecosuede and reclaimed, recycled and reusable wood and other materials that compliment modern technology.  Fisker designers chose to simplify the car’s dashboard controls by providing a single place to control multiple features.

Performance: The driving force behind the Karma’s impressive performance is Fisker’s patented EVer™ powertrain. The Karma uses an electric generator and battery pack to power the dual electric motors that drive the wheels, giving the Karma a range of up to 50 miles of electric driving using the Stealth Mode. After 50 miles, the internal combustion gasoline engine supports the electric motors for an additional range of 250 miles by using the Sport Mode. Fisker marketing touts, “high impact performance, low impact on the environment”.  The Karma offers 403 horsepower, a 300 mile/483 km extended range (EVer™) and 100 MPG/160 km achievable. According to Harris, the Fisker Karma is also the first production vehicle to feature 22″ Circuit Blade wheels wrapped in Goodyear Eagle F1 Supercar tires as standard equipment.

Freedom: The Karma’s lightweight aluminum spaceframe and load-leveling shock absorbers deliver nimble handling and responsive driving dynamics. The dual-electric motors are capable of producing up to 959 ft-lb of torque, defining a new era of electric exhilaration. Topping things off is what Fisker describes as the world’s largest seamless solar glass roof for a production vehicle. The Karma reportedly can provide drivers up to 200 miles (321 km) per year of completely emission-and-cost free driving. Fisker will be looking to attract consumers from other luxury performance vehicles with a twist, the freedom to plug-in or fill-up.

In Part II of our Fisker 2012 Karma profile, we take a closer look at other features like the solar roof and Karma’s interior design and layout.

We want to hear from you! Share your comments below!

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Dec
20

Brand Spotlight Part II: 2012 Scion iQ & Positioning the Brand

In part II of this webisode of BRANDInsider, we continue our interview with Jack Hollis, Vice President of Scion. Hollis introduces the new 2012 Scion iQ. The iQ will expand the Scion lineup from the three current models including the tC, xB and xD. The iQ will target the young consumer who is “a city dweller… who doesn’t need more car than necessary”, according to Hollis. Key marketing and selling features of the iQ include, fuel economy, ease of parking, the smallest turning diameter in the industry and fun appeal.

Scion’s Social Media Approach

Scion will be heavily engaged in social media to promote the iQ. Jack Hollis announced that the brand will feature up to 20 exclusive online commercials which add fun, humor and customer engagement to the brand message. The spot below is an example of Scion’s highly stylized marketing direction for the iQ online.

Scion FR-S

The new FR-S, recently revealed, will be marketed to the sport driving enthusiast. The FR-S will be released in Spring 2012.

As a brand, Scion has managed to attract the youngest buyers in the industry, with a median age of 35 years old which is twenty years younger than the average. Hollis attributes this success to authenticity, the PurePrice® sales process, and faster transaction times for buyers. These factors contribute to making Scion a “unique” and “trustworthy” brand, which is “less about marketing, and more about building relationships.”

Let us hear from you! What do think of the new iQ? Do you identify with Scions brand values and marketing approach?

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Dec
12

Brand Spotlight – Scion and the 2013 Scion FR-S


In this webisode of BRANDInsider, we take a look at Scion’s newest model, the 2013 Scion FR-S. We spoke with  Jack Hollis, Vice President for Scion, about the  new 2013 Scion FR-S [Front-engine Rear-drive Sport].  The FR-S concept model was on display and wowed the crowd at the 2011 Los Angeles Auto Show.

2013 Scion FR-S- a New Breed of Scion

The FR-S is Scion’s fifth model and the automaker’s first rear-wheel drive vehicle designed to appeal to the Scion driving and racing enthusiasts.  As Hollis tells BRANDInsider, the FR-S is a “pure-balanced performance car”, featuring a2.0 liter, front mounted 200hp Boxer engine wrapped in a lightweight design and compact size. Scion will offer a variety of cool options & accessories that can be added to the FR-S.

2013 Scion FR-S & Driving Enthusiasts

With the release of the 2013 FR-S the Scion brand will gain additional credibility and influence in the racing & drift circuits.  According to Hollis, many of the Scion Racing teams are passionate advocates of Scion and often modify their vehicles for RWD drift, drag, and road-rally races.  The FR-S is a potent and paramount addition delivering power, performance and agility, to the Scion lineup.

From Concept to Production 

Since this webisode was shot, Scion released the production-ready 2013 Scion FR-S. Prior to the production launch, VP of Scion,Jack Hollis, told BRANDInsider that 90% of the concept shown at the LA Auto Show would be transferred into the production-ready model, which was indeed true as you see here.

Scion FR-S

We want to hear from you? What are your thoughts on the FR-S?  What does the new car do for the Scion brand?

 

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Dec
05

Ford Brand Spotlight & the 2012 Ford Fusion Hybrid

In this episode of BRANDInsider, Travis Calhoun, Marketing Development  Manager at Ford Motor Company gives us a personal interview and walk-around of the new 2012 Ford Fusion Hybrid plus some insight on the Ford brand direction and strategy.

2012 Ford Fusion Hybrid

Ford featured the 2012 Fusion Hybrid at the 2011 Orange County International Auto Show. At the OC show, Ford was honored along with 14 other vehicles with the Intellichoice and AutoPacific “Mortorist Choice Award”, for 2011. New technology from Ford includes EcoBoost which is designed to deliver power and torque to models such as the Edge, Explorer, F-150 and Flex. Ford sees EcoBoost as an affordable and versatile alternative and intends on using it extensively in future vehicle applications. Ford is expecting to include the EcoBoost technology in 90% of their vehicles by 2015, according to Calhoun.

Ford’s Fusion Hybrid averages 41 miles per gallon and reaches an impressive  speed of up to 47 mph., without using a single drop of gasoline, in electric mode.

The 2012 Ford Fusion Hybrid demonstrates Ford’s commitment to being on the forefront of technology and to improve the driver’s experience.  Ford’s latest safety innovations in the Fusion Hybrid include a Blind Spot Information System (BLIS) that uses multiple beam radar modules to identify vehicles in the driver’s blind spots or vehicles approaching from the side. Other new technology includes Ford’s Sync® with myFord Touch® which allows users to make hands-free calls and other functions using voice commands.

Ford Motor Company’s Brand Message & Strategy

Ford's Oval Logo with the Drive One Motto

Ford’s current brand message is simple, “Drive one.”  Ford has invested in creating vehicles that provide high quality performance, fuel efficiency, and the most advanced technology. The current tagline is a simple call to action, to experience how the features, exterior style, and interior components come together to deliver an impressive driving experience.  This strategy has successfully increased Ford’s customer’s purchase consideration .

Along with traditional marketing, Ford is increasing their experiential marketing efforts by taking their vehicles directly to customers in order to expand their target reach. One of these experiential efforts is Ford’s “Gimme The Gig” which promotes both the 2012 Ford Focus Hybrid vehicle and local bands.

Ford plans to start off 2012 with optimism by increasing North American production by three percent from this past year!

We want to hear from YOU!

What do you like or dislike about the Ford brand or Ford Focus and Hybrid model?  

Submit your comments below and Like us on Facebook!

 

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Nov
14

Spotlight Acura & the New 2012 TSX Special Edition

Acura plans to become more active in the young professionals market with the launch of a sportier, more youthful 2012 Acura TSX Special Edition.  BRAND Insider got an up close and personal look at the new TSX.  In this webisode,  Acura spokesperson Allison Sobkowski,  walks us around the Special Edition and highlights the vehicles key features.

Acura, competing more in the Youthful Market-2012 TSX in spotlight.

Acura is banking on increasing their market share in the youthful market from automakers like Audi, Scion, and Volkswagen, by introducing the 2012 TSX Special Edition. This Entry Premium Market model extension of the TSX is designed to target and appeal to young college professionals who have been loyal to the Acura brand or looking to step up to the luxury brand.  These customers are called image seekers, consumers that will appreciate the styling and performance of the vehicle while addressing their need to identify with  their growing personal and professional success.

With the target audience in mind, the 2012 TSX Special Edition has been designed to appeal to young professionals from the inside out. The Special Edition Package includes a new bumper fascia, unique side sills, an exclusive “Special Edition” badge on the trunk lid and 17.5 inch alloy wheels.

Not only will the TSX SE look youthful, it will run with added zeal on the road as well.  Acura has installed a 2.4 liter 4 cylinder engine with either a close ratio 6 speed manual or the Sequential SportShift 5-speed automatic transmission.

Inside, the TSX Special Edition has a very sporty look. The seats are perforated with Black Lux Suede® inserts with Red backing and unique red stitching used around the interior,  combined with red lighting cues for the instrument cluster gauges, overhead and foot-well areas.

Recap:  With a sporty interior, powerful yet fuel efficient engine, an aggressive exterior, and an affordable  entry level luxury segment price,  Acura is looking to attract the next generation of luxury oriented young professional, to the brand.

 

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Nov
10

LA Auto Show 2011 – ALL INSIDER ACCESS

The LA Auto Show kicked off  on Nov 16th and 17th  for the press and BRAND Insider has the inside scoop on this year’s auto show. BRANDInsider’s coverage will include world debuts, concept cars, and our must-see picks! BRANDInsider -are you in?

Keynote

The 2011 Los Angeles Auto Show started things off  with Mazda’s CEO Takashi Yamanouchi, giving the Motor Press Guild Keynote. Mr. Yamanouchi addressed Mazda’s recovery in the aftermath of the recent Japan earthquake and tsunamis. He also discussed  how the automotive industry as a whole has been adjusting to these economic times.

Debuts

This year’s auto show is going to be debuting more than 50 vehicles including unique concepts, world debuts, and new vehicles for North America.

Here are some of the debuts to look out for:

The new 2012 Honda CR-V:  according to Cars.com, the CR-V will be more fuel efficient, has a fresh new look, a complete interior and exterior redesign and gets better  fuel economy than previous CR-V models.

Another debut to look forward to is the Mastretta MXT. This is the first Mexican sports car that is projected to have a 2.0 liter 4-cylinder engine with 240 horsepower. Only 200 will be produced for the states with a base price of around $60,000.

Volvo is hoping to gain traction in the luxury market and will be debuting the Volvo Concept You.  The Concept You, is a luxury sedan concept designed around modern people and continues to pave the way for the Volvo Car Corporation’s global growth.

2012 Green Car of the Year

The Green Car Journal awarded the Honda Civic Natural Gas the 2012 Green Car of the Year award. The car is the cleanest-running internal combustion vehicle certified by the EPA, with a 48 MPGe highway fuel economy rating. The Civic Natural gas beat out the Ford Focus Electric, Mitsubishi i, Toyota Prius v, and the Volkswagen Passat TDI.

 

Courtesy: Auto Guide

What are you most excited to see at the LA Auto show?

Share your comments below!

 

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Nov
01

Spotlight Honda & the New 2012 Honda CR-V


In this new episode of BRANDInsider, we shine the spotlight on one of the best-selling automotive brands in America, Honda. We interviewed Chris Martin, spokesperson for Honda to see what’s new and exciting for 2012 models which includes the CR-V, at the Orange County Auto Show.

Honda, like other Asian brands is looking to rebound from slow production and sales by focusing on giving customers better fuel economy and enhancing their driving experience. At the OC Auto Show, Honda debuted its 2012 Honda CR-V Concept giving the media and auto enthusiasts a glimpse of the styling direction for the CR-V which will be featured at the 2011 LA Auto Show later this November.

Honda's newest concept coming to the 2011 LA Auto Show

Courtesy: Honda CR-V Facebook

The CR-V has a fresh new look, a complete interior and exterior redesign and gets better fuel economy than previous CR-V models.  According to Chris Martin, Honda is ”bumping up fuel economy and increasing value, two key benefits customers continue to recognize and expect from Honda”.

Honda continues to demonstrate its success and quest for product quality by winning seven JD Power and Associates awards including IQS, [Initial Quality Study] Awards. Honda is also responding to increasing customer demand for “green” vehicles with the new Honda Fit EV [100% electric], and a new plug-in hybrid. BRANDInsider covered the new Honda Fit EV last year at the LA Auto Show when it was introduced.

In addition to high quality and fuel efficiency, Honda is showing consumers that they want to be known as a safe brand. All of the Honda models are expected to have a 5-star safety rating from the Insurance Institute for Highway Safety and are expected to be top safety picks, IIHS Top Safety Picks.

With new technology, Honda has focused on enhancing the driving experience for their customers. The automaker has pushed technology to interact with devices used by their customers like mobile phones and Bluetooth® capable devices. One new feature coming to Honda’s vehicle line-up are sensors that give the driver feedback on how to enhance their driving experience while not distracting them. Honda’s goal is to make their technology intuitive for the driver, by building the vehicles around the driver’s needs.

The redesigned 2012 Honda CR-V production vehicle will be on display at this year’s LA Auto Show later this month.

We want to hear from you! What do you love about the Honda brand?

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Oct
10

IntelliChoice & AutoPacific Motorist Choice Awards 2011

In this episode we profile IntelliChoice and AutoPacific’s Motorist Choice Awards, 2011. The award winners were announced at this years first major auto show, the 2011 Orange County International Auto Show in Anaheim, California.

Now in its sixth year, the Motorist Choice Award is designed to recognize vehicles and automotive brands that deliver the best combination of high consumer satisfaction and low ownership costs over time.

We interviewed Charlie Vogelheim, executive editor for IntelliChoice as he describes the process, strategy and criteria for selecting this year’s winning vehicles. Vogelheim explains that Intellichoice and AutoPacific looked at over 1800 makes, models and trim levels in order to give consumers valuable insight on which vehicles had highest value in performance, efficiency,  and price over a five-year period.  AutoPacific surveyed over 72,000 consumers in 2011, asking owners for feedback on their purchased vehicle, using 48 attributes covering all aspects of their ownership experience.

With these two combined, Intellichoice and AutoPacific selected 30 winners in two different categories based on price, popular [less expensive] and premium [more expensive] as well as lifestyle categories that shoppers can easily identify with like “Active Lifestyle”, “Cargo Hauler”, “High Tech” and others.

Ford led the list of winning vehicles with four models including the Expedition and Ford Focus.  Repeat winners included the Dodge Ram HD in the Popular Active Lifestyle category, Hyundai Genesis in the Popular Luxury Lifestyle category, the Lexus IS in the Premium Youthful category, and the Scion tC in the Popular Youthful category.

CLICK HERE FOR FULL WINNER LIST

“The Motorist Choice Awards are designed to assist consumers by using a categorization scheme other than traditional vehicle classes. “Our research has shown that buyers often shop in more than one vehicle segment based on their needs and uses, rather than simply choosing a segment and then comparing models within it,” said George Peterson, president of AutoPacific. “Whether buyers are seeking a kid friendly, youthful, or fun to drive vehicle – we have a suggestion that will fit their budget and needs.

 

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Sep
29

Automotive Brands & The 2011 Orange County International Auto Show

Last week the Anaheim Convention Center was host to thousands of car enthusiasts for the 2011 Orange County International Auto Show, the first inthe auto show season and in    Motor Trend Auto Shows lineup.

In this webisode we interview John Sackrison, director for the auto show who tells us why Orange County is unique and provides attendees the “ultimate” experience.

According to Sackrison, Orange County is one of the most robust automotive areas in the nation; the county alone has sold more cars than 24 other states.

The 2011 OC Auto Show also hosted several world debuts, including the 2012 Honda CRV Concept,  2012 Acura TSX Special Edition, 2013 Lexus GS 350, and some of the most exotic vehicles in the market.

2011 OC Auto Show Exotic Car Feature Gumpert Apollo

During the OC auto show attendees can not only touch and sit in their favorite vehicle, but learn about their latest features and, take a test drive At this year’s auto show, about 40 new models were available to be driven including the newly redesigned ’12 Volkswagen Beetle.

Jeep made an impression of the crowd by installing a special off-road course… inside the showroom! Camp Jeep, allowed driver to navigate challenges and put the vehicle to the test, right on the floor of the OC Auto Show.

Allowing customers to test drive vehicles during the auto show may help boost sales for automakers. According to Sackrison, over 26 % of auto show attendees buy a vehicle in the next 12 months. Customers feel more confident about their next vehicle choice after seeing them all in one single location.

Attendance for the 2011 OC Auto Show hit an increase,32.5% from last year! Which could have a big impact on the industries bottom-line.

We want to hear from you! Did you attend this year’s OC Auto Show? What was our favorite vehicle there?

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