AD #1729 – Lincoln’s Mcconaughey Ads a Hit, VW Diesel Prices Drop, UAW Approves New FCA Deal

October 23rd, 2015 at 11:51am

Runtime: 7:03

- UAW Approves New FCA Deal
- VW Diesel Auction Prices Drop
- Autonomy Could Shrink Insurance Sector
- Win a Trip to CES
- Lincoln’s Mcconaughey Ads a Hit

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49 Comments to “AD #1729 – Lincoln’s Mcconaughey Ads a Hit, VW Diesel Prices Drop, UAW Approves New FCA Deal”

  1. Kit Gerhart Says:

    Shopping for VW diesels is down only 2.4% on KBB’s site. There is still a lot of interest, considering they aren’t even selling the cars, except maybe the pricey Touareg.

  2. Chuck Grenci Says:

    Lincoln/Mcconaughey ads; to me, a little creepy, but since I’m closer to the old average Lincoln buyer than the new average Lincoln buyer, my opinion is mostly moot (I’m guessing). Besides, I’m a ‘Caddy’ man myself. I will give it to Lincoln though, the marketing seems to be working for them, but IMO they still need to up their game (with their vehicles).

  3. Bradley Says:

    Wow, I would love to see the data on the age of Lincoln owners.

    One Hypothesis could be: That maybe the total number of buyers is going doing because of deaths, therefore the lower average age is a result of # of owners being less.

    i.e. People do not turn old and say “Hey now is the time to own a Lincoln.” People buy what they liked/respected when they were younger.

  4. Bradley Says:

    …buyers is going down because…

  5. Buzzerd Says:

    the Lincoln data makes sense to me, the late night shows are generally spoofing McConaughey not the brand, in doing so they are keeping the brand name in the media, similar to a viral video.

  6. Drew Says:

    Is anyone willing to bet against me? I am willing to bet insurance rates will not go down. Insurance agencies will simply cop that frequency of occurrences will go down, but cost per repair will go up due to the more expensive content. This is what happened when 5 MPH bumpers were mandated in the mid-70s and when air bags proliferated in the 1989-2010.

  7. bob betz Says:

    the only thing missing from the lincoln ads
    is mcconaughey launching his index fingers
    into his nostrils.

  8. Rob Says:

    #6 Exactly Drew! I’m sure it will be similar to gas prices and the Ins industry will have many excuses as to why the price wont go down. Increased medical costs, increased content, Aluminum bodies, Increased Hwy speeds, Price of Tea in China etc. But you can bet profits will go up.

  9. HtG Says:

    You guys should check out the show link for the insurance study. KPMG is talking about a shifting of insurance premium money to car sharing and on demand services as well as to liability for the software and equipment makers. Money’s still going to be switching pockets.

  10. MJB Says:

    6. Agree

    They will find a way to continue justifying their premiums.

    Already we’re talking about adding oodles of computational power and perpetual connectedness with 2x (and likely 3x) redundancies built-in to each vehicle. The cost of insuring all that tech alone will (they’ll argue) mitigate the benefit of fewer crashes.

  11. RumNCoke Says:

    All the octogenarian Lincoln buyers in FL and AZ went away when nobody could figure out how to add a padded Landau roof with opera lights to the new MKC. Sorry. Was that mean?

  12. G.A.Branigan Says:

    Nope,sounds about right to me,lol.

  13. G.A.Branigan Says:

    I can’t help myself:

    http://www.reuters.com/article/2015/10/22/us-volkswagen-emissions-brazil-idUSKCN0SG1N720151022?

  14. omegatalon Says:

    I personally hate the Matthew Mcconaughey commercials because they’re stupid as he has beautiful wife and a young family; but instead of spending time with them, Mcconaughey goes cruising at night to do who knows what, sounds a bit like a freak.

  15. MJB Says:

    11. Ha-Ha! Spot-on ;)

  16. Marshall Says:

    While I am a fan of Matthew Mcconaughey, and do like Lincoln; like the new MKX, I find those commercials to be truly boring. They do nothing to inspire me to buy a Lincoln product, quite the opposite since the focus of the ads is on the actor and not on what Lincoln has to offer.

  17. HtG Says:

    11,12 They used to joke at The New Yorker magazine that every time a hearse went down Park Avenue it meant one fewer subscriber.

  18. Drew Says:

    16. I completely agree. And that’s too bad, because Lincoln vehicles are a very nice alternative definition of luxury – quiet, comfortable, and great customer care (in lieu of all the sport/ performance brands… many of which have arrogant dealers).

  19. G.A.Branigan Says:

    @ # 14: Geez,lighten up man,it’s just a damn commercial,lmao…

  20. MJB Says:

    As virtually impossible as it is in the ad industry to create (or even predict) the next viral sensation, one must wonder if the creator of these spots consciously knew that by having McConaughey take himself so seriously, his performance would serve as a lightning rod for the likes of SNL, thus instantly propelling the brand to household status.

    With that aim, they avoid the oft-used approach of commercials that just march down the list of features the car has. Because, let’s be honest, how many people remember fact-based ads?

  21. Duke Says:

    #16
    I take it that you are implying that you much prefer “family” ads like the Subaru ads with the male dog checking out the poodle in the cross-walk and the “wife” snapping (barking) at him? Or the one that the “family” goes off when the postal truck passes by?

    Oh, and i guess Subaru couldn’t find a pre-1990 Subaru that could actually roll down the road . . . and so they had to use a pre-1990′s American car with a bad timing setting (ping).

    Final thought for Friday, I guess M-B, BMW, Lexus are not the slightest bit concerned about meeting C.A.F.E. as they keep churning out “race-bred” cars . . . and advertising them accordingly. Hmmmm . . .

  22. Drew Says:

    MJB – I think today’s advertising executives underestimate the intelligence to today’s new car buyers. Given them relevant facts in a creative backdrop that reinforces the brand’s image. As we recall, that is what Lexus did in 1989 and was successful (yes, I know great product must be the foundation). But let’s not forget the failure of the Infiniti campaign that focused on rocks and sand and sea… and nothing about the product.

    Bottom line, I firmly believe Lincoln needs their version of thatb1989 Lexus campaign. In comparison, Matt McC is a variation of that flawed and failed Infiniti campaigned.

    Kumar, your marketing people need to do better, as the brand deserves better from them. I know they’ll say their relatively modest budget means they need to do goofy stuff to garner attention. They’ll talk about increases in “awareness”, but I am more interested in increases in shopping and purchasing.

  23. pedro fernandez Says:

    If I wanted to listen to nice jazz music like on the Lincoln ad, I would just stay home, put on my headphones and relax with a glass of wine and not drive in our congested, dangerous roads.

  24. HtG Says:

    No way the Lincoln people didn’t know that ad was odd. They were prolly hoping it would break through because of its weirdness. I was personally transfixed by it when it got played before my daily online crossword. My only question was, is M. McC’y in on the oddity? (I was mostly unaware of True Detective)

  25. MJB Says:

    22. Good to know I’m not the only one who vividly recalls those opposing Lexus and Infiniti ads…

  26. Druff Says:

    What everyone forgets when they talk about older people buying Lincolns and Buicks is that there is new people getting old everyday just like the ones that are passing on. So there is always new buyers to be had. I think it is bad that all the luxury car companies are now only after the younger buyer. The older buyers are where the money really is.

  27. G.A.Branigan Says:

    Well you still have the young urban professionals that go after tasty luxo leases.I think that was the Lincoln point,but I may be wrong…

  28. Kit Gerhart Says:

    Lincoln needs to enhance their “image.” That it what sells a Lincoln rather over a Ford, since the products are very similar, except for price. Establishing an image, along with a good dealer experience, has worked well for Lexus. Not all of their products are basically rebadged Toyotas, but many are, and they are doing well.

  29. pedro fernandez Says:

    Yeah, I just don’t see spending extra $$$ for a Camry-based ES, except for the dealer service that is always top notch, the ironic thing is that many Lexus dealerships are next to a Toyota one and owned by the same people, yet Toyota continues to bomb year after year in dealer experience with their customers. I still cannot understand why we never got one single piece of mail, survey form, service coupons, ZILCH from the dealer where we got the FR-S 3 yrs ago. I guess they don’t want us back when it’s time to trade-in.

  30. Kit Gerhart Says:

    I get ads for oil changes from a Toyota dealer, but that’s about it. It’s been a while since I bought my Toyota, but I don’t think I got any surveys about the buying experience, etc.

  31. pedro fernandez Says:

    Kit, I did when I got my Camry, Corolla and years later the xB, but those were the same dealer in Miami, the Scion FR-S was up north in Palm Beach county.

  32. HtG Says:

    The local Nissan dealers here keep sending letters trying to get a trade in on the ’08 Versa.

    mmmm, pass

  33. Kit Gerhart Says:

    I bought my Prius in Kokomo, Indiana, but get the ads, and sometimes coupons, from the Merritt Island dealer where I got my two years of free oil changes.

  34. HtG Says:

    And we can’t get service at either Honda or Nissan without calls and internet surveys asking how the service was. The people at the shop will always ask us to answer the requests and if there is any problem to please speak with them first. It’s like the OE really has them scared. The Nissan boss told me that anything less than an ‘outstanding’ or ‘truly extraordinary’ rating was going to bring pressure down on them.

    If I’m pissed I just don’t answer them. Not like I want to hurt my dealer.

  35. pedro fernandez Says:

    Seems to me that the dealer where we got the FR-S just doesn’t care about what customers think, I looked them up online and they do have a pretty dismal customer rating score and I can see why. I just recently learned that they took my son to the cleaner by having him buy an extended warranty which even includes paint protection plan.

  36. Drew Says:

    In this week’s ATW, Kumar talked about delivering products, experiences, and brand imagery the meets the customer’s needs. I fully believe “luxury” is defined by surpassing needs. You don’t need to surpass all needs, but the brand needs to distinguish itself by choosing a set of attributes to noticeably excell and differentiate itself. This is why Acura has not found its way.

    It is NOT about front versus rear drive. I live in one of the northern states. Every MB sedan, most Infiniti sedans, most Cadillacs, and a large portion of BMWs that I see on the road are AWD. This makes the front vs. rear drive debate mute.

    For me personally, I don’t want the added mass and energy sap of AWD. So, my fleet is a mix front drive vehicle and rear drive (I seasonally swap to snow tires for the rear drivers). This arrangement works great.

    News flash, if weather and roads are so bad that you think you need AWD to help you accelerate, it won’t help you STOP any faster than a front or read driven vehicle. Performance AWD is another story, but only at the extreme limits of traction (R8, GT3).

  37. Kit Gerhart Says:

    @36, Drew, my thoughts on AWD exactly. The WRX STI needs AWD. A diesel 3 series wagon does not, but the only way BMW will sell a 3 series wagon, diesel or gas, in the US, is with AWD. I didn’t need AWD during my first 40 years of driving where it snows, and I sure as h— don’t need it now for my Florida winters. BMW can count me out, even though I might want to splurge on a car in that price range some day.

  38. C-Tech Says:

    Looking forward to test driving the new MKX so l can those McConauhay alright, alright, alright turns.

  39. C-Tech Says:

    Lincoln finally has a successful ad campaign that matches the attributes of the vehicles. No emphasis on performance it doesn’t have, but emphasis on features and lifestyle where it fits well. Who is the next star in a Lincoln car? Juliana Margolis ?

  40. HtG Says:

    It’s interesting that John Slattery from MadMen didn’t have this effect like M. McC’y.

  41. C-Tech Says:

    Using a celebrity as a spokesperson is so hit and miss. Does anyone think Richard Rawlings works for Dodge?

  42. HtG Says:

    I can’t say. I’ve only seen RR on AAH and maybe one Dodge ad, once.

    Another risk for a brand is that a celeb gets into embarrassing trouble. Something M. McC’y did in his past.

    http://www.eonline.com/news/38901/matthew-mcconaughey-dazed-and-arrested

    Though, these days a story like that might actually help Lincoln’s image.

  43. HtG Says:

    Eff 1

    Now the story is that Honda can’t give an engine to RedBull because their contract with McLaren gives Ron Dennis a veto. This, even though Honda’s agreement with Bernie is that they would supply a second team in their second year’s return to F1.

    ClusterTwits, the lot of them in Eff 1

  44. wmb Says:

    I know that there are those who will poo-poo Lincoln’s strategy, but one has to respect the fact that they know who they and their customers are and are/will build vehicles that speak to their strengths! Every decision that they make is going to include potential sales in China. One thing that China and the American market hold in common, when it comes to luxury vehicles, is that they both want elegant and powerful vehicles! And IMHO I believe Lincoln can deliver this, even with the Boutique status that they want to operate in. A more sporting nature they may in time include in their “Black Label” line, but for now they are staying true to a core set of dynamics that they have over the past few years been outlining for themselves. There is, though, two things that I hope they give attention to. First, IMHO, their next Navigator, while attached to the Expedition/F-150, and therefore rumored to be aluminum intensive, should move away from the boxy shape of it’s current design! Something more in keeping with the Land Rover Range Rover, to better compete with that type of vehicle. Next, secondly, there seems to be a gap in their SUV/CUV Portfolio between the MKX and the base Navigator, something about the size of the Ford Explorer. Instead of a straight up Explore based vehicle, though, to take advantage of economies of scale, why not a Lincoln badged four door coup? I know many automotive journalists hate them, but that hasn’t seemed to slow their growing in popularity! Running it exclusively with the engine from Explorer Sport / Platinum Series will help set it apart it’s lesser Ford offering.

    P.S.: Lincoln has got to STOP using the Ford ecoboost tags line in their vehicles!

  45. Kit Gerhart Says:

    I saw a few Lincolns on my trip from IN to FL yesterday and today. Most of them, like a lot of pickup trucks, were blocking the left lane, forcing people to pass on the right.

  46. HtG Says:

    We feel your pain. The ADAS geeks need to make an app that taps people on the shoulder when they’re blocking the passing lane. Maybe one day an app to warn me when a Maser is going to dive bomb me from the right hand side blind spot.

  47. Kit Gerhart Says:

    The shoulder taps might help in some cases, but I think a lot of these people are sociopaths, who enjoy disrupting traffic flow.

  48. Chuck Grenci Says:

    If I had to tier the current Lincoln cars, parring them to their contemporaries, I would say that the Lincolns are on equal to the current Buicks, upscale Korean and Japanese vehicles. If Lincoln wants to go upscale they have another step, or two, to take. Cadillac took that step about 10 years ago and has met some success in leveling with the high mark luxury brands (though sales have not reflected this yet). Interesting times we live in, but perhaps, that is always the case. And my comparison to Buick; I don’t say that as a bad thing, the current Buicks (and others I mentioned) are offering very nice vehicles.

  49. Kit Gerhart Says:

    I saw a lot of Buicks on my recent trip, both current cars, and several Lucernes. Most of the Lucernes were the 3 porthole variety. Have all of the northstars blown up already, or did they just not sell many?

    I saw few, if any Encores on the interstate. They would be pure luxury compared to my ’96 Corvette, but people use them mainly as city cars.