Comments on WikiBranding: How Detroit can create the next iPhone

Remember when the Plymouth Prowler and Dodge Viper...

2008-08-02T09:11:01.375-05:00

Remember when the Plymouth Prowler and Dodge Viper were first launched as limited production vehicles? They actually did a bunch of the things you've talked about. Then they got greedy and tried to commoditize the concepts instead of coming up with another great idea.

I am sure they are making a ton of money which wou...

2008-07-28T07:27:41.580-05:00

I am sure they are making a ton of money which would certainly be a new thing for US car manufacturers. However, Apple is number 4 in the US which does not include Nokia, Siemans, SonyEriccson. I think to hold them up as the model for the car companies is faulty. iPhone is loved for features and functions by the fashionable crowd(20-30) and the disposable income crowd wishing to be fashionable(50-60). This is not the bulk market and will require continuous innovation. Apple is not winning on reliability and battery life - the corporate user.

I think the big car cos. will have a very tough time making this type of market focus shift and go for being smaller than the big global players.

There were hundred of thousands in line outside th...

2008-07-25T22:09:39.358-05:00

There were hundred of thousands in line outside the Newport Beach Apple Store? Wowsa. I bet local restaurants were really pleased by all these new customers.

“The buzz peaks well ahead of the product's retail...

2008-07-16T11:18:07.514-05:00

“The buzz peaks well ahead of the product's retail launch. The new mantra must be to reveal less and intrigue more.”

So why does this happen? Well the main reason is that auto companies know they get an immediate peak at introduction and first year of sales from a new product. And that car shoppers, unlike someone buying a $199 or $599 phone, consider vehicles in their consideration set 6-9 months out (CNW Auto research). It’s a very considered decision and if a company doesn’t even get on one’s list 6-9 months out the probability of being a considered purchase is non-existent so this is one of the biggest reasons why automotive firms lead so far out with new product news that and the auto shows are a forum for product intros, much like Apple’s MacWorld where press and auto insiders wait for the latest news. Keep in mind Apple shows their products off often months before launch in their forum too, so it’s not like they don’t share the technology prior to launch day.

Anyway, I think there are some valid points around better use of buzz marketing techniques and developing products with more flare. This does happen with more whimsical brands like Mini and Smart for example but certainly is a struggle for the Detroit brands since they are not niche manufacturers and tend to dump product ideas if the market size is too small (example: think GM not doing hybrids a few years back because it was too small of a market) and this definitely hurts innovation which the Detroit automakers definitely lack when it comes to production decisions. So, I agree a lot more could be done on the product design side of the equation.

This is my favorite WikiBranding entry so far. Thi...

2008-07-16T09:43:13.668-05:00

This is my favorite WikiBranding entry so far. This is such a great insight, I would love to see these ideas implemented!

apple also does an amazing job of sequencing produ...

2008-07-15T09:32:58.248-05:00

apple also does an amazing job of sequencing product revisions. people are desperate for the newer version. when does this happen in the car world? how about fewer revisions year on year and building anticipation for the next model not just the next year version.