Date: Sun, 31 Oct 1999 09:48:19 -0500
Reply-To: Bulley <gmbulley@BULLEY-HEWLETT.COM>
Sender: Vanagon Mailing List <vanagon@gerry.vanagon.com>
From: Bulley <gmbulley@BULLEY-HEWLETT.COM>
Subject: VW Marketing in U.S.A., was: A quite different Transporter
I've asked myself the same question a hundred times...why does VW sell only
the barest minimum to the Gigantic US market, while selling all their cool
stuff in Eastern Vulgaria and Lower Latswanna? I think the answer is
simple.
Marketing, or lack thereof. Marketing is the process of creating consumer
DESIRE where there would otherwise be little. You can probably look around
you home and find a dozen things that you bought, NOT because you
necessarily NEEDED the item, but because you wanted them.
Ninety-Nine percent of the time, the "want" you felt was due to marketing.
The manufacturer placed their name in front of you enough times, showed you
pictures you could see yourself in, and convinced you your life would be
better with their product (which is usually only a facade, but that is
another story). Either way, you have their product, and they have your
money. Beautiful.
In my understanding, VW doesn't have to perform marketing in many
countries. They are the dominant player in commercial and mid-range,
average-Joe vehicles for most of the motoring world. It is enough in these
markets to simply open a dealership. The vehicles sell themselves. So they
think the whole world should be this way.
But then you have the USA, where there IS NO market leader...Honda, Toyota,
Ford, Chrysler, and many others run neck-and-neck for the American
average-Joe-vehicle dollar. All these companies market heavily...tons of
TV, Newspaper, Magazine ads, as well as gobs of sponsorships, trade press
articles, and PR events that keep their names in front of your face, and
convince you of their superiority. You can't watch a game, read the paper,
or drive through most American towns without catching a dozen auto
messages... but none of the messages are from VW.
Consequently, Americans don't have a strong desire for VW's. Most Americans
simply don't even have VW on their minds as a car company, much less a
commercial vehicle supplier or industrial motor builder...if they need a
new car, they think of one of the other marques. Consequently, VW sees the
American Market as 'fickle' and they can't seem to sell their best stuff
here (like the TDI, the Syncro, the Passat Wagon, the Camper, etc.). Duh!
Who knows about this stuff??? Only die-hard VW folks, and there aren't
really that many of us.
The point is, VW's lack of marketing kills their sales in the US. If you
asked a hundred Americans to name the company that uses the "Northstar(r)"
system as a powerplant, 75% could probably tell you it is GM/Cadillac(r).
Ask the same hundred Americans who offers the TDI, and 99% will give you a
blank stare.
Speak up, VW.
G. Matthew Bulley
Director
Bulley-Hewlett & Associates
www.bulley-hewlett.com
Cary, NC USA
888.468.4880 tollfree
-----Original Message-----
From: Jim Huskins [SMTP:lostranger@MINDSPRING.COM]
Sent: Sunday, October 31, 1999 8:43 AM
To: vanagon@GERRY.VANAGON.COM
Subject: Re: A quite different Transporter
Per Lindgren posted the site for commercial vehicles available in the UK. I
went to the site and now find myself in lust with the single cab drop side
pickup.
Do these vehicles make it to any part of North America. Also, someone
please
explain to me why VW trucks are not sold in the US when all the Japanese
makers bring us theirs.
TIA
Ranger Jim
Chapel Hill, NC
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