Ad agencies capitalize on lack of critical thinking
Although record gasoline prices are adversely impacting some aspect of almost everyone's life, there's one tiny niche that's surely reaping a minor windfall: the ad agencies with automobile manufacturers as clients*. With very few exceptions (Cadillac comes to mind), they're all re-working their sales pitches to address the issue of gas mileage.
Their zeal in casting their vehicles in the best possible light** is leading to some approaches that strain credulity (or take advantage of their perception that their customers are lazy thinkers, a proposition I wouldn't argue strongly against). I noticed a commercial this morning in which an SUV manufacturer was using a bit of mathematical misdirection in order to convince us that their big vehicle was economically attractive. Instead of publicizing the miles per gallon, they were touting the miles per tank, as if being able to drive four or five hundred miles without filling up was a virtuous achievement. Never mind that the tab for that inevitable fill-up will be north of a hundred bucks.
I wonder how many people fall for that line of reasoning? Any bets on the outcome of a random poll taken at the local mall where one question is posed: "Does a car that gets five hundred miles to the tank sound like a good investment, given current gasoline prices?"?
*Assuming, of course, that the car companies can actually generate the cash flow to pay the ad agencies' bills.
**Casting weaknesses as strengths is a time-honored tradition in advertising, but the practice isn't limited to that industry. For example, the software business is famous for its claims that "it's not a bug...it's a feature!
MPQ* is what I use since everything I drive is old, ranging from 10 to 40 years.
*Miles Per Quart
Posted by: Donna B. at July 7, 2008 04:32 PMBack in the Pleistocene era, when I was still married, we briefly contemplated the purchase of a Mercedes-Benz 240D sedan, three years old, 95k miles, the previous owner a physician in rural Oklahoma who had retrofitted a second fuel tank for those long hauls. Filling both tanks would require 45 gallons of diesel, which would presumably be good for somewhere around 1300 miles per tank. Then again, at the current price for diesel, at least in my neighborhood, we'd be looking at $210 to fill it up.
We didn't buy it, mostly out of fear of maintenance costs, but partially because zero to sixty on this thing was measured in fortnights.
Posted by: CGHill at July 7, 2008 09:23 PMI am sure it is wishful thinking or someone would have done it already but, wouldn't it be interesting if someone decided to use all that room in the larger vehicles for fuel cells and batteries. It would be good to the next generation of larger vehicles be fossil fuel free...
Posted by: Kudzu Fire at July 8, 2008 06:00 AM
It's astounding that the automakers are still trying to peddle vehicles that are so grossly inefficient or completely mismatched to the owners' needs. Automakers & their marketing gurus have a social responsibility to take the lead in reshaping how we look at cars. They shaped our views about big, powerful cars being better and now they owe it to us to apply their moneygrubbing fervor to making people feel okay about smaller, less resource-wasteful cars.
But still, it kinda blows me away that consumers continually make many of the same crappy choices - but bellyache ever louder about the consequences of those poor decisions. As we make out way to work in the mornings, Dede & I still see lots & lots of people who you'd otherwise credit as being fairly intelligent using big honkin' quad-cab trucks & monstrous SUVs as single-passenger commuter vehicles. And then they're inexplicably grumpy when the time comes to pay the $80 to fill the tank each week!
Wait a second... 1 + 1 equals something?!! Incredible.
Posted by: Rob O. at July 7, 2008 09:25 AM