Automotive advertising themes run the gamut from the sublime to the ridiculous, and everything in between. Some car companies not only get it – understanding who they are and where they want to go – while conducting themselves accordingly, but they also deliver what they’re promising and do so consistently over time. Others not only lose focus, but they lose sight of who they are and wander around in the desert searching for a way back. And others simply go through the motions, flailing about while trying to discover their raison d’etre, and failing miserably at it.
It’s funny how it all works, isn’t it? Car companies that understand who they are and know exactly where they want to go – while staying true to their mission and never allowing themselves to lose focus – are the ones who are on an upward trajectory, attracting new customers by the day.
While the ones who are chasing rainbows - and niches they don’t belong in - are destined for a long, hot walk in the desert, lost in a swirling maelstrom of mediocrity.
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