Apr
04

Fisker Previews New Atlantic in NYC

Fisker Automotive reveled its all-new model, the Fisker Atlantic sedan last night at a VIP press event in New York, a day before the New York Auto Show press days. This is the second model in the company’s emerging line up of extended-range luxury electric vehicles.

Fisker newest model former codename Nina

 The Atlantic will use the latest second generation EVer (Electric Vehicle with extended range) technology. Like the Karma sedan, the Fisker Atlantic (formerly called Project Nina)  is a plug-in series hybrid vehicle that allows drivers to switch manually or automatically between electric and fuel driving modes and sustain the charge of its lithium ion batteries on the move.

Even though Fisker did not mention too many specifics on the specs, they did mention that the Atlantic will use a four-cylinder gasoline engine, which will be the first Fisker model to use a BMW-sourced engine. The Atlantic EVer power train will offer “highly competitive performance for a car in its class”. The standard power train will be configured for rear-wheel drive (RWD) and an all-wheel drive (AWD) version will be offered as an option.

Fisker announced that Atlantic’s dimensions are comparable to those of an Audi A5 and it is speculated that the Atlantic will have a $40,00-50,000 base price. According to Fisker’s 
, the Atlantic will be targeted at young families who want to drive an “impactful, high-end vehicle while making a positive statement about responsibilities”.

 “Fisker Automotive is transitioning from a start-up automaker to a full-fledged mainstream car manufacturer and the Atlantic is a crucial milestone in that process,” said Tom LaSorda, CEO Fisker Automotive. “We have a long way to go, but in the near future Fisker intends to deliver this exceptional American-designed, engineered, and manufactured vehicle to showrooms worldwide.”

The Atlantic is already “90 percent fully developed,” Henrik Fisker, the Anaheim, California-based company’s co- founder and designer, said yesterday. The vehicle is smaller, less expensive and more fuel-efficient than the Karma, he said.

According to Fisker, more details on the Atlantic, including statistics, prices and an on-sale date will be given closer to the launch of the production car.

WATCH the full press event at http://live.fiskerautomotive.com/

What are your thoughts on the Fisker Atlantic?

 

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Mar
23

Top 5 Branding News of the Week – March 23

Here are the BRAND Insider’s top 5 branding news of the week:

Partnership Jeremy Lin with Volvo USA

  • Jeremy Lin And Volvo Announce New Partnership Forbes – Forbes 

  • It’s A Wrap! Nissan‘s Next Five MediaPost

  • Fisker aims to raise $100M in new funds, resume work on Delaware factory – Automotive News

  • Would You Recognize A Popular Product Without Its Label? – PSFK


 

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Mar
21

2012 Fisker Karma Uncompromised Responsible Luxury Part III

Fisker Automotive’s mantra, Pure Driving Passion, is the basis of the automaker’s efforts in marketing the 2012 Fisker Karma. The Karma is the “world’s first electric luxury vehicle with extended range.” In part III, our final webisode in this series, we take a closer look at Fisker’s brand messaging, brand strategy, and marketing.

Fisker’s Niche Audience

Since the automaker’s 2009 debut at the North American International Auto Show in Detroit, Fisker Automotive has created a network of 42 retail stores in the United States and several more around the globe. Fisker is looking to attract a niche audience. Buyers who take into consideration the design of the vehicle, are environmentally conscious, and appreciate the pure-driving experience. In our interview with David Harris, Digital Marketing Manager at Fisker Automotive, he stated that Fisker has a sales goal of 15,000 units for the year from all of their retailers.

Experiential Marketing

Along with traditional marketing, Fisker has used experiential marketing to introduce the Karma in North America. The Pure Driving Passion Road Show Tour was a two month tour in 42 US cities and three Canadian provinces that let future Karma owners not only have the chance to drive the Karma, but also experience an extensive seventy-five minute training session on site. The participants were given the opportunity to use iPads with interactive Fisker applications including an exciting deep dive into the Fisker brand and the opportunity to configure a personalized Karma Sedan.

Fisker Information Hub

Web presence has been fundamental to Fisker’s marketing of the Karma model. Harris mentions that the Fisker’s website is the “information hub” to learn about the Karma and the story behind the company. Aside from the site, Fisker is using YouTube to show the Karma’s features. Fisker’s goal is to demonstrate the beauty in the design of the Karma and covey as much of the driving experience as possible. For owners, Fisker created a separate YouTube channel with video tutorials featuring the vehicle’s chief designer.

2012 Fisker Karma

 

Walks the Talk

With over 7,800 followers on Twitter and 8,400 likes on Facebook, Fisker has created a brand community of engaged customers and enthusiasts. Fisker has engaged with their audience and responded to their requests of adding more images of the Karma and celebrating the design and sustainability of the vehicle. Fisker has acquired a manufacturing facility in Delaware and some of the factory floor was sent to the Anaheim headquarters to provide a tactile experience connection with the plant and to show their commitment to sustainability.

 

We hope you have enjoyed our Fisker series and we want to hear from you! What do you think about the Fisker brand? Don’t forget to like and share our page!

 

 


 

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Mar
16

Top 5 Branding News of the Week – March 16

Here are the top 5 branding news of the week:

March Madness

  • New breed of consumer shakes up Luxury Fashion – Luxury Daily

  • Technology ‘Pivotal’ to Domino’s Success, Says CEO – QSR Magazine

 

Don’t forget to watch our latest BRAND Insider episode on Blip and YouTube!

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Mar
12

2012 Honda CR-V Walk Around

In this BRAND Insider episode we interviewed Chris Martin, spokesperson for Honda as he walks us around the new 2012 Honda CR-V. This is the fourth generation of CR-V since it was first manufactured in 1995. According to Martin, the Honda CR-V has been the best-selling SUV in America for the last four years. The CR-V sports a bold, new look, including a redesigned grille and front bumper.

Performance in the CR-V

The 2012 Honda CR-V is powered by a 185-hp, DOHC i-VTEC® engine that boasts the most horsepower and torque of any CR-V engine yet. The CR-V quickly reacts to a loss of traction with an electronically activated Real Time All Wheel Drive [AWD] with an Intelligent Control System™. The MacPherson strut front suspension helps to smooth out curves and bumps. One of the newest systems on the CR-V is the Hill Start Assist . When stopped on an incline, the system will maintain brake-line pressure, giving the driver time to push the accelerator and resume motion.

The Most Efficient CR-V Ever

With improved miles per gallon, the CR-V is among the top vehicles in its class, with an impressive 31 highway mpg on the 2WD model and 30 miles per gallon on the 4WD model. The new CR-V features Honda’s fuel-efficiency enhancement system, Eco Assist™ which helps the driver save fuel with just a push of a button and gives real-time feedback to help develop efficient driving habits.The CR-V’s exterior design is aerodynamically enhanced for fuel efficiency.

Intelligent Multi-Information Display

The 2012 CR-V is loaded with hi-tech features that come together in the intelligent Multi-Information Display (i-MID). It displays info like the driver’s current mpg, trip range, the song you’re playing, SMS text messages and even turn-by-turn directions for the available navigation system model. i-MID can also be connected to an iPhone® and passengers can listen to tracks streaming from Pandora and music stored on your phone. Drivers can even add personalized wallpaper on the i-MID screen.

Awards

Since the release of the 2012 Honda CR-V, the model has received several awards and accolades including being named a “2012 Best Redesigned Vehicle” and being on the Top 10 cars list with Best Resale Value, both by Kelly Blue Book.

 

We want to hear from you, what are your thoughts on the CR-V?

 

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Mar
12

BRANDInsider on Blip and iTunes

Hello BRAND Insiders! We hope you have enjoyed all of our content so far with our web shows and blog posts. We wanted to share out some of the upcoming and new features that we have for our readers. One of the most notable update has been our syndication of our web show to BlipTV and iTunes. We have chosen to use these web site to make our show more accessible to our viewers and want our show on demand.

We have uploaded our first couple of our episodes onto Blip and iTunes and we encourage you to subscribe to our show!

Watch our show on Blip HERE or Subscribe to our video podcast via iTunes HERE!

Thank you so much for your support!

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Mar
09

Top 5 Branding News of the Week – March 9

Today we are launching a new weekly post on the top 5 branding stories of the week.

New iPad launched

  • Apple launched the  4G LTE iPad featuring a 9.7-inch retina display Wednesday
  • Fiat released a new ad campaign featuring Charlie Sheen and receiving positive review
  • Ford will be using reality TV to promote their Escape model

 

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Mar
07

Marketing the All-Electric SUV – 2014 Tesla Model X

Last month, California-based Tesla Motors reveled a prototype of their third model, the all-electric SUV Model X. The Model X will feature a first of its kind on passenger doors called Falcon Wings which have hinges on the top and open upward, rather than sliding sideways like the doors of typical minivans.  Tesla expects to begin production of Model X in late 2013, and have them ready to be delivered in early 2014.  The all-electric vehicle has already received positive buzz and Tesla reported that just one day after the reveal of the Model X, it received over 500 reservation requests, representing almost $40 million in potential sales.

In a recent interview by GigaOM, Tesla’s CEO and co-founder Elon Musk mentions that the Model X will be marketed towards SUV and minivan consumers who look for a more functional SUV and a better style minivan. According to Tesla’s website, the Model X was “designed from the ground up to blend the best of an SUV with the benefits of a minivan, as only an electric car can. [The model X was] built around the driver—and six of her friends. It artfully provides unfettered performance and brilliant functionality.”

2014 Tesla Model X

According to The Detroit News, Tesla last year invited a dozen Palo Alto, California-area women to its headquarters for a free-wheeling, three-hour-long focus group led by Franz von Holzhausen, Tesla’s chief designer. Tesla asked the participants, most of whom drive minivans and SUVs, to talk about their cars: how they use them and what they like and don’t like about them.

Safety was a big issue for all the women, as was ease of getting kids in and out of car seats and access to the third-row seats. Some cared a lot about how the car looked, while others focused more on functionality. Many of the SUV drivers said they didn’t like having to climb up into their car.

“The focus group was great because it validated a lot of our own thinking,” said von Holzhausen to the Detriot News. “Women don’t want an overly feminine vehicle; they want to feel secure. But it has to be aggressive enough for a guy to feel confident, as well. We didn’t want to make a Hello Kitty edition.”

Tesla hasn’t said what the gender breakdown is for the Model X reservations placed to date. Online Tesla Motors forums, which tend to be dominated by men, include posts by men who are ordering the Model X for their wives after having ordered a Model S, which is scheduled to launch this summer, for themselves.

“She really likes her current vehicle, but I have a suspicion that she’s going to really like the convenience of never needing to go to the gas station once the Model S gets here,” wrote one man on the forum last month. “Basically I’m afraid that I’ll have to fight her for the S; if I have the X already on order, I can get away with it.”

It costs $5,000 to reserve a Model X, or $40,000 for those who want to reserve the limited edition “Model X Signature.”

 

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Feb
28

Brand Spotlight – Lexus and the new 2013 GS 350

In this edition of BRANDInsider we get up close and personal with the all new 2013 Lexus GS and shed new light on the shifting trend in brand direction and their consumer demographics.

 2013 Lexus GS – The New Face of Lexus

The 2013 Lexus GS 350 model represents a new, bolder, more aggressive direction for the model and Lexus brand. The new GS attributes focus on vehicle performance, advanced technology, and design.

The GS was completely redesigned showing off its new, aggressive evolution of the L-Finesse design language. The most notable design change is the spindle grille, a design feature that literally and figuratively leads the way for the future of Lexus’ vehicles. Complementing the angles this grille introduces is a bowed bumper and lower fascia that’s one brush stroke shy of over-styled.

The GS 350 includes a 306 horsepower 3.5 liter V6 engine, mated to a 6 speed automatic transmission with three drive modes, normal, ECO, and Sport S/S+.

In normal mode the GS 350 provides the optimal balance of fuel efficiency, engine performance and vehicle response.

In ECO mode, a calming blue light surrounds the gauge cluster while the throttle response and engine power output are moderated for increased fuel efficiency. The climate settings are also optimized by periodically switching to re-circulation mode to reduce ventilation loss and even using the heated seat function for more efficient warming.

While in Sport S mode, the gauge cluster changes lighting to a fiery red and alters the powertrain for faster gear changes and more dynamic throttle mapping. The available Sport S+ mode goes a step further by also tightening the suspension and increasing steering response. In both modes, the transmission’s shift points are automatically altered coming into and out of corners for sharper acceleration.

The Lexus GS 350 represents the new face of Lexus. In BrandInsiders opinion, it’s a face well worth the wait.

A Shift in Lexus Consumer

Since the brand’s introduction in 1989, the Lexus buyer, according to Lexus Brian Bolain, National Communications Manager, has been the baby boomer generation. The brand has always been at the forefront of customer satisfaction and creating vehicles that are reliable and luxurious. Bolain points to a shift in today’s luxury market with the focus on a younger buyer who looks for stronger attributes like performance and aggressive styling in a luxury vehicle. In addition to traditional marketing, Lexus has increased their emotional connection to their customers by stepping up its use of new media to better connect with and engage more youthful luxury buyers.

Lexus launched a series of web ads on specific mobile web pages like The Wall Street Journal to generate buzz about the GS. With the release of the Facebook Timeline profile, Lexus created a Facebook Timeline app campaign to engage with their Facebook fans and show the progress of the GS lineup. The most notable marketing campaign for Lexus however, has been its first ever 30 sec spot during Super Bowl 46.

We want to hear from you! Share your comments below! What do you think of the new look? Are you a fan of the “spindle” grill? How does the new interior stack up against its competitors? If you have driven one, give us your behind the wheel review?

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Feb
24

Lexus tops JD Power & Associates Vehicle Dependability Study

Lexus was named the most dependable brand in the United States according to the latest  J.D. Power and Associates’ annual Vehicle Dependability Study published earlier this month. Lexus was followed by Porsche, Cadillac, Toyota, and Scion.

Across the automotive industry, owners reported an average of 132 problems per 100 vehicles they had owned for three years, 13 percent fewer than the year before. The number had dropped steadily since the 2007 study, when the industry average was 216 problems per 100.

Why does it matter?

The Vehicle Dependability Study is used extensively by vehicle manufacturers worldwide to help design and build better vehicles—which typically translates to higher resale values and higher customer loyalty. It also helps consumers make more-informed choices for both new and used vehicle purchases.

How was the ranking measured?

JD  Power & Associates surveyed more than 31,000 U.S. owners of 2009 model-year vehicles. Those are vehicles sold in the quarter immediately following the September 2008 failure of investment bank Lehman Brothers which was the trigger point of the collapse that saw Chrysler and General Motors file for bankruptcy as industry sales plunge to 27-year lows.

Of 32 brands measured in the latest study, 25 improved vehicle dependability from the year before, one stayed even and six lost ground.

Lexus rose to No. 1 from the fourth spot last year. The brand ranked as the industry’s most dependable marquee for 14 years until 2009, when Buick and Jaguar tied for No. 1. Porsche and Lincoln have taken top honors since then.

The top 10 in the latest study was rounded out by Mercedes-Benz, three other Detroit 3 brands — Lincoln, Ford and Buick — and Korean automaker Hyundai. Acura and Honda were the only others to finish above the industry average of 132.

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