Super Bowl Advertising: Recession Edition

Hyundai is set to launch two ads this Super Bowl Sunday: One for their all-new Genesis coupe and the second spot will feature their Hyundai Assurance ad which promises unconfident buyers the ability to lease a new Hyundai with the option of turning it in if they lose their job in 12 months.

So, what can we learn from past recession advertising? I thought I'd share some of the advertising done during previous recessions.

Ford Trucks Beating (1976): Ford advertised their latest truck in 1976 by demonstrating the beating it could take. A classic quality ad for people who wanted a product that would last.

Dodge St. Regis - Value You Can Measure (1979): Competitive comparisons galore with some plush interior, of course.

Thunderbird Spread Your Wings (1980): Optimistic, new thinking is part of this spot from Ford. It is feature rich with "Electronic magic" like road speed and warning lights, not exactly as impressive as Ford's latest electronic magic -- Sync. All of this to bring "a better idea for the 80s".

Audi Take Control (1991): Audi mimicked the do-it-yourself mentality of getting out of the recession with their 'take control' messaging.

Dodge Dropping the Cost (1991): Biggest truck sale ever with around $4,000 off several Dodge truck models.

And by far my favorite recession automotive spot, Chrysler's circus music, straw hat, wheelin' dealin' sale:

Chrysler Car Clearance Carnival (1975): Values! Values! Values! With guess what? "A lot of cars to move... It's a carnival of values." And don't forget the sweepstakes; nothing gets qualified, serious buyers in like a sweepstakes.

Mitsubishi i Miev Sports Concept

Mitsubishi unveiled i Miev Sport concept at the 2007 Tokyo auto show. i Miev Sport has a simple and fluid exterior and interior design, the layout provides optimal distribution of weight. This futuristic electric car has a sporty performance and spacious interior. This concept car has an aluminum space frame body structure to minimize it’s weight. i Miev also has three permanent magnetic synchronous motors. As environmental considerations, on the roof of i Miev sport an auxiliary photovoltaic generator was installed for energy saving.

i Miev has a sporty, spacious and dynamic interior. The interior gives the security and comfort feelings to the user. Mitsubishi also gives excellent occupant protection from collisions from any direction, even when colliding with a vehicle of different height or weight.

i Miev Sport Specifications :

Introduced at : 2007 Tokyo Auto Show

Dimensions :

length ; width ; height : 3,450 [mm] ; 1,600 [mm] ; 1,400 [mm]

Body Weight : 970 kg

Body Structure : aluminum space frame

Engine :

Motors : Permanent magnetic synchronous motors

Front : In-wheel motors

Rear : Single motor

Max. output Front : 20kW 2; Rear: 47kW

Max. torque Front : 250 Nm 2; Rear: 180 Nm

Range (10-15 Mode) : 200km

Max. Speed : 180km/h

Wheelbase : 2,550 [mm]

Track (F/R) : 1,405/1,405 [mm]

Tires : 175/40R17

Interior :

Seating capacity : 2 + 2

/lampa

Viral Fun? Four Guys Getting All Wet and Soapy

Mini Cooper's "Always Open" campaign for their new convertible is trying the viral video route by doing something every convertible lover wants to see - top down car washing. Whenever I get into my convertible I'm always tempted to press the automatic top button to see what will happen if I go through the wash sans top. Now I know. I'll get all soapy, wet and power dried.

Mini takes the fascination of convertible driving in a new direction as they show something that theoretically sounds fun and a bit rebellious as four guys video tape their drive through a car wash. The campaign team is definitely thinking this is something that could turn viral since it is video that probably wouldn't exist without marketing dollars influencing a local car wash owner to allow a drive top down. It, therefore, is unique video because I know I'm not going to payoff a car wash owner to try this at home. So unique yes. Viral?

This brings us to what makes a video viral. Unique helps, but it needs more to be viral.

Is driving a convertible through a car wash entertaining? It is, though, I'm sure the male demographic watching the Mini footage wishes it had some gender equality in the four seats. The marketing team knows this would definitely up viewer-ship, but at the expense of some negative press, especially from their 41% female owners (JD Power 2008.) Even so, they still could've included some women in the drive without it really turning into some salacious wet t-shirt contest brought to you by Mini. Editing people. Editing.

Is it funny? There are a couple moments. One guy takes a strong power jet washer hit and a back seat passenger puffs up while going through the drying cycle. Overall, it doesn't do much because it is so contrived and obvious the whole experience is a marketing stunt. Yet, it does have some interesting moments and is sure to get some circulation from the shear uniqueness of the content.

Is it relevant to the customer Mini is trying to reach? Absolutely. This is where the video is most effective. It shows the car in something other than city streets or with the wind blowing in your hair in the night sky. It's playful too which completely fits Mini's brand promise. Lastly, it is right with the messaging of the current campaign. The Mini convertible is even "Always Open" even in an unexpected car wash drive.

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Looking Back to the Great Depression to Predict the Next Automotive Campaign

We are definitely in a recession. No doubt about it. Are we in a depression? No, but that doesn’t mean we can’t learn from the greatest economic downturn in our history. Yesterday’s inauguration not only marked the beginning of Barack Obama’s Presidency; it also meant a ton of advertising from Pepsi Cola as they launched their Refresh Everything campaign.

The Refresh Everything launch gave a platform for citizens to share what they wanted to say to our new President. It combined some YouTube video upload functionality and came packaged with celebrity videos promoting everyone to engage with Pepsi’s call to share your words to the President. It was actually a decent campaign idea for a broad appeal product like Pepsi and linked the idea of the big change (aka “refresh”) everyone expected on January 20th.

It made me wonder what can we expect from automotive advertising as the recession deepens and marketing turns to use the language of the times? So, I went back into history via Google, of course, and found an example used during the height of the Great Depression. The Plymouth advertisement (above) ran in 1935 and used the headline "New Deal for Farmers" playing off of President Roosevelt's famous "New Deal" economic policy.

The Plymouth ad shows how little has changed in 74 years. "High-Powered", "World's Safest", and "Long-Life". Today's version: "0-60 in xxx", "5 Star Crash Rating", and "JD Power Quality Award". The "Saves 12% to 20% in Gas and Oil" line made me think of Toyota's latest ad for the Tundra where they claim less transmission fluid needs than their competitors.

So we have some language already in play in the economic environment: Change and Bail Out. I have already heard radio ads from a local mortgage company advertising; “it’s time for your own bail out with our refinance mortgage options…” It’s only a matter of time before Obama’s call for Change becomes a marketing campaign.

Drive Change. Get behind the wheel of Change. It’s time to change your keys. Change how you get there. Oh I can do this for hours, but I’ll spare you and wait for the Change language to make it into an automotive sales event or product launch.

I’m guessing GM will do it. They did “Keep America Rolling” after 9/11. The clock is ticking who will borrow Obama’s language first?

Is Smart the Right Product at the Right Time?

It was just announced today that the new Smart car fortwo surpassed the 15,000 units they expected to sale and not by an insignificant margin in a down market. They sold 25,000 units overall and had 100,000 people send in their $99 checks to reserve a Smart car in 2008.

The reservation approach was part of Smart’s marketing push to get people to pre-order a vehicle prior to the car’s launch in the United States. Smart did no TV and went with an online campaign approach, similar to what Mini did back when it launched its brand in the States. Apparently, if you are a stylish, European, small car you will launch with an online campaign and avoid the expense of TV since word of mouth is bound to drive your sales.

Smart is constantly hailed as a car for the consumer looking for high mpg economy in a world of unstable gas prices. But a lot of cars are being offered for this new shift to fuel economy conscience customers. Toyota has the Yaris. Honda has the Fit. The Yaris and Fit are not attractive cars. They are pure economical choices for a cost driven customer. Meanwhile, Smart and Mini offer high mileage choices but with the added benefit of being stylish and iconic.

After finishing a tumultuous 2008 in automotive sales and crazy up and downs at the fuel pump, it is interesting to see how a car is correlate to the gas pump. The Honda Fit and Toyota Yaris are definitely following the behavior of bouncing gas prices while the Smart and Mini keep a relatively steady, almost predictable, sales stream.

It really makes me wonder two things:

1.) Is stylish and fuel-efficient the perfect combination in today’s market?
2.) Do Mini and Smart simply sell a consistent number of vehicles because they limit supply so much that we do not see the sales swings found in higher production unit vehicles?

What are your thoughts?


Note: The chart's nameplate sales by month come from Automotive News and the gas prices come from the Energy Information Administration. Official Statistics from the US Government. 2008 Data on Average US Retail Gas Prices

Now California Earthquakes will Set Off Laptops Too

It's always a challenge to do something different and relevant to your product's messaging. Toyota found an excellent way to connect safety with your computer's screen-saver so that it is relevant to the users experience and firmly establishes the safety messaging Toyota wants to come across with their new iQ vehicle.

The screen-saver software, available for a Mac computer, allows one to lock their computer using the Apple remote control mimicking the way one locks their car with a car alarm. Move the computer and it is set off. Press a key on the keyboard and it is set off. Click the remote again and the screen-saver is disabled. Checkout the demonstration in the video above.

I think this is an ingenious way to integrate a strong safety message. It also reinforces your vehicle's consumer benefit message every time the user "locks" their computer which displays the Toyota iQ product as a screen-saver, besides it's such a cool integration that you are likely to demonstrate it to others and thus promote additional downloads and familiarity with the product. more.

Nissan Pivo 2 Concept

Nissan Pivo 2 concept was unveiled at the 2007 Tokyo Auto Show. It runs on compact Lithium-ion battery. Nissan Pivo 2 has a rotating cabin and wheels that can rotate 360 degrees, this feature allows easy parking. This cool car also has a Robotic Agent, robotic agent is a voice recognizing interface. This feature allows the car to detect and conclude the driver’s mental state by facial expressions and by voice patterns. With this robotic agent you could ask for directions or the nearest parking space or even basic vehicle functions. This feature is available in English and Japanese languages.

The design of Pivo 2 is very unique and futuristic, it has a round dome as it’s main shape with four small wheels. The chassis of the car doesn't have a front or back, instead the dome revolves, letting the driver face whichever direction needs to be front. The Interior of the car also has a dome shape and the dashboard looks like a toy car.

Nissan Pivo 2 Specifications:

Introduced at : 2007 Tokyo Auto Show

Engine : Energy consumption of a conventional lightweight vehicle

Torque equivalent : V8 4.5L engine (528Nm) (twice the torque output of a conventional electric motor)

Power equivalent : 2.5L engine .

Battery : The new lithium-ion battery (twice the energy density of conventional batteries

Brake : Regenerative braking (Battery capacity has doubled and energy efficiency is improved by better response to regenerative braking).

Special Features :

Robotic Agent : Inferring a driver’s mental state by facial expressions and by voice patterns

Metamo System : a new concept which enables independent control of each wheel (The angles and position of the wheels are controlled to ensure an even load across the chassis to match driving conditions. This optimizes load distribution and ensures stability with minimum body movement during acceleration, deceleration, braking and cornering). The use of In-wheel 3D Motors and X by-Wire technologies.

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Honda’s Brand Image Campaign Begins with Failure

Scientists talking about teleportation and magnetic levitation -- is there still room for such lofty brand building campaigns in a depressed automotive market? This is what the New York Times asks about a new marketing push from Honda.

Honda: Dream The Impossible

Honda says it is a campaign “focused on [their] values as a company.” The intro video talks about how it takes failure to get to success. Seems if this worked we wouldn’t need automotive industry bailouts and GM would be the most successful company ever.

Company engineers, designers, and executives share their optimism and enthusiasm for Honda as a company. To keep interest from waning, the film producers also found it best to include some celebrities like Danica Patrick, Christopher Guest and science fiction writer Orson Scott Card., not exactly people that generate a lot of buzz, but still better than an engineer talking.

The whole effort is an attempt to raise brand favorability. What seems odd about this is that Honda is a very successful brand that obviously put this work together in late 2008 before anyone expected a big drop off in industry sales. In fact, Honda was having a pretty successful sales lead when people started dumping SUVs and looking for fuel-efficient cars as an alternative lifting sales of the Civic without any need for brand marketing.

Perhaps this is Honda’s attempt to be positive and show how struggle can lead to positive things, a much better approach than Dunkin Donuts trying to communicate a “Kin Do” attitude.

I really don’t think much about these brand-lifting campaigns (see the Lexus L/Studio blog entry,) especially when they are more about the company talking to itself than its customers and this series by Honda suffers this issue. There is very little about product or expanding my knowledge about Honda’s products. Instead I’m left listening to some pretty boring diatribes on inner self and trying things over and over again, you know the kind of stuff that makes you feel good about buying a Honda lawnmower or $35,000 SUV.

The web site must be at an early stage as it allows users to browse the content. Today that content is three documentary videos: Mobility 2008, Kick Out the Ladder, and Failure: The Secret to Success. You can filter content using 12 content filter types and by most popular (I’m guessing that would be what ever video plays as the intro) and recently updated. That’s it. There is no other content on the site other than Subscribe and Share links in the top navigation.

Protect Your Cars Paintwork

Today's car finishes are very delicate and require special care. Avoid washing your car at automated car washes as this is a sure way of damaging your cars paint work. The best method to clean a car is still doing it by hand. You will need two buckets filled with clean hot or cold water and a wash mitt.


Only use the best car wash products on the market. Do not use any household cleaners as it will damage your cars paint. Park your car in the shade, use a hosepipe to remove and soften the dirt on your cars paintwork. Open the tap just a little as you want a slow flow of water, don't use a strong jet of water because the high pressure will blast dirt particles into the clear cote that protects the base coat. Start with the roof and work your way down.

When you have hosed the car down, open the tap for a stronger jet of water and remove the dirt under the wheel arches, reduce the flow and hose the tires and rims. Follow the directions of the car wash liquid and mix the required quantity into one of the buckets with water. Place both buckets next to the car; dunk the wash mitt into the bucket with the car wash liquid and start washing the roof working your way down. Rinse the mitt frequently in the bucket with clean water. When you have finished washing the car, take the hosepipe and rinse the car to remove the soap suds from the cars paint. Most people don't dry the car, but for the best results dry the car preferably with a microfiber towel or a chamois leather. Use a separate towel or chamois leather for the mags. For the best protection of your cars paintwork polish your car at least once every three months. Always follow the instructions on the polish container. If your car has mags use a good brand of mag cleaner and polish to put the shine back on them. Clean the windows with window cleaner and use tire polish to polish your cars tires. Never use dirty water, cloths or abrasive polishes. When you are finished you can step back and admire your bright and shiny car, knowing that the paintwork on your car will stay in a superb condition for years to come.

Tank Presidency

Later on 20 January, the president elect Barack Obama will formally appointed as president of the United States. All preparations have been made, including making a "tank" a new presidency.



Tank? Yes, the car is more feasible presidency called tank. Not only because it is designed bulletproof, antimissile, but also because of, according to the designer of the car, there is no "elegant" at all.

"Oh my god ... why Obama is not all just wearing Abrams," so that their comments had to see photos of the car. Abrams tank is a series of powerful United States used in the war in Iraq.

Cars presidency is a Cadillac limousine. Designed for comfort food at a time, because the door is only as thick as 8 inch (20 cm). "With such strength, shooting just will not enjoy break through," said a news agency.

The General Motors, the manufacturer of the Cadillac, ensuring that the model Limo Obama is the original model, not a development model that has been there before. "Cars are made with special specifications, the test has been through various extreme conditions, but in accordance with the principle beauty Cadillac cars," said Joanne Krell K, spokesperson for General Motors.

Of course not opened to the public what is distinctive car, for the security aspects. "What is certain, if the president is in, all the commotion of the world will vanish. He will be in total isolation in the box is a very protected," said Joe Funk, a retired Secret Agency experienced oversee President Bill Clinton.

Said Joe again, although "isolated in the box," but Obama will still be connected with the outside world because all the communication equipment available. How the Internet? There ..! Phone? Do not also asked ... surely available. "Only in a flash, he was able to contact any of the world," said Joe.


Although the car was quite large and heavy, but the engines are made so that the form of energy. The goal clearly is not simply a car that is environmentally friendly. Made energy efficient, because the Secret Department considers the situation worst. For example, should the president was far from the threat, the car still has enough fuel. Not funny, is not it, when the time to secure the president, the car must first drop in gasoline to pom, or Mr. Obama should come out of the car broke down a taxi ago?

Raptor this new plan will be launched in 2010.

The company's legendary motorcycle United States of America, Harley-Davidson, the agrersif. After the ownership be acquired MV Agusta (which also have the brand Cagiva) Claudio Castiglioni's hands early this year, Harley-Davidson want to restore the glory of motor sport Cagiva.



Newspaper circulating, they are now preparing for the new motor under the Cagiva brand. In fact, the motor is not really "new", because they will develop the Raptor has been previously sold by Cagiva.

Raptor this new plan will be launched in 2010. Blade Anyar they will be equipped with a machine equipped with a 140 dk with a 1125 cc V-Twin. The same engine used in the Buell 1125R and 1125CR.

Raptor In addition, they also prepare the other big motor. version of the 650 cc and 850 cc.

However, the two manufacturers that collaboration does not use the machine itself. They are wanted to join the Piaggio and BMW. Not only a great motor they intend outsourcing, 125 cc version will also be issued from one of the manufacturer.

The plan this big, in the end you want to make a Cagiva foremost manufacturer of motor sport. In three to four years, they will also make a motor with a 1200 cc engine plant Rotax v-twin which can give off energy to 180hp.

How to Drive on Snow to Avoid Having a Car Accident

When it is snowing, more care than usual is required to avoid having an accident. Driving in winter should be avoided when the weather conditions are bad. However, if there is something that cannot be postponed and you have to make the trip, you should be prepared for what might confront you on the road.



You should take all the preliminary steps and make your car fit for the winter. You should not get on the road until the snow ploughs have had a chance to clear the snow from the road. When you do get out, you should have the necessary tools like scraper, shovel, flashlight, rope, etc with you so that you can deal with any emergency situations if they arise.Be sure to use fog lights or headlights while driving so that your own visibility can improve a little, and the other drivers are able to see you. Both the brakes and the accelerator should be pressed gently. The distance of your car from that ahead of you should be considerable and almost double than what it should be in normal conditions.When you're driving and you are not able to see the edge of the road or the snow pole, then you should preferably stop because this indicates that the visibility is not favourable enough for you to be driving.
It is not wise to overtake vehicles while it is snowing. It should not be done especially when you are on a hill or at an intersection. In poor snow conditions, you should use snow chains in order to improve the grip of the tyres on the road. This would increase your control over the car. It is always good to practice how to fix the chains yourself. This can help you a lot as you can fix the chains when needed and don't have to wait for someone to arrive and do it for you. It is always wise to carry the snow chains with you in the winter season. You can either hire snow chains or buy your own, but you should make sure that the chains are in accordance to the diameter of the tyres. You should put on the chains when you feel it is really important. However, they should be removed as soon as the conditions improve and you can drive without them.
While parking the car, the handbrake should not be applied; instead the wheels should be chocked. In addition, you should not use rocks when you park the car as this may damage the snow clearing machines. If you feel that the snow is getting worse and you are losing focus on the road, you should give yourself a break and pull the car over and wait for the weather conditions to get a little better. When you are calm again you can get back on the road.
If you get into some kind of trouble and are not capable of resolving it on your own, then you should call for help and stay where you are until help arrives.

How to Drive When it Starts to Snow

Driving in the winter season is relatively more difficult than normal, and requires skill and practice. In the absence of these important factors, accidents can occur. It might be best to stay at home in bad weather but it cannot always be done as some tasks cannot be postponed.



For people who are not accustomed to driving in snow, the task can be challenging. In order to avoid any kind of unpleasant experiences during the winter season, you should have your car thoroughly checked before the season so that you car is well maintained. You should keep yourself up to date with the weather forecasts so that you know what to expect on the road.
Before leaving home, make sure that your car's battery, cooling system, electric connections, tyres, windscreen and all other things are in the right order. For emergencies keep materials like a rope, flashlight, first aid kit, blanket and wheel chocks in the car. You should keep in mind that the first fall of snow can be very dangerous if the roads are not gritted, as the tyres don't have a grip on the road and this can cause the car to slip.
Your windshield should be clean so that when it starts to snow, it doesn't affect your already reduced visibility. In the snow season you should try to get snow tyres so that it is easier to control the vehicle when it snows. When you see the first signs of snow, you should make sure you cut the speed to half and not try to drive fast as this can have serious consequences.
You should keep calm the whole time and try not to get stressed or nervous as this is likely to affect your judgment, which is very important while driving in bad weather. In case of a spin out, you should let go of the accelerator and you should steer only when the tyres have gained a grip on the road again. Otherwise the car is likely to spin even more. However, during the whole time you have to be really quick and alert because the wheels take only several seconds to get a grip, and in that moment you have to take action.
You should make it a point to check that the headlights and taillights don't have snow on them. You should keep the headlights so that others are able to see you. During snow, the car should be accelerated slowly and gently. When you stop the car somewhere, instead of pulling the handbrake, chock the wheels and leave the car in gear with the wheels steered away from the slope.
In order to avoid accidents during snow, you should use snow chains, which would make the tyre's grip on the road better. Make sure that the chains you get suit the diameter of your car's tyre. It is always better to get some practice in fixing the snow chains so that you can do it in bad conditions and not have to depend on someone to do it for you.

Hyundai Alleviates Consumer Uncertainty

Hyundai gets my award for Most Relevant Automotive Consumer Campaign. Ok, no such award exists but if it did - Hyundai would take it in a second. The Hyundai Assurance program promotes the idea of relieving car shoppers from the concern of job loss. What with Economists talking about a possible national 11% unemployment rate, it certainly is something very top of mind. Besides, who really wants to buy a car if one is concerned about not receiving paychecks weeks or months after adding a sizable car payment to one's monthly bills?

So, Hyundai came up with a program to let customers return a newly leased vehicle if they suffer a job loss. They teamed up with Walkawayusa.com, a company that insures people from their commitment when "unforeseen life events occur." The "We've Got Your Back for One Full Year" message is concise, culturally relevant, and hits a macro economic issue that has dramatically deterred car sales. It also gets a company away from more money on the hood to try to entice buyers. The discounts going on today have hit $7,000 to $8,000 in December on truck products with tons of promotions across the industry like 0% financing, employee pricing, or both.

Hyundai essentially gets to the root of the problem -- Uncertainty. Price isn't the issue. "The question for consumers right now is what is going to happen to their income in 2009," Joel Ewanick, Hyundai Motor America's vice president of marketing, told Automotive News. "That's what is keeping them on their couches. No matter how big the rebate you put out, the real issue is fear."

Truck Value - Don't Get Taken For a Ride

You've seen the ads with huge miles per gallon numbers in great big type. You've seen plenty of others with little tiny monthly payment figures also in big bold type. Switch on the TV and there are plenty of ads there too that feature little trucks pulling huge semis full of half-naked women up impossibly steep hills.
How do you sort through all the hype and hoopla about price, performance, fuel economy and style to find a real truck value? One way is to make sure you don't set foot in a dealer's showroom until you know exactly what truck value means to you. To figure that out all you need is a piece of paper and a pencil.Truck value can mean many things. One person may measure it by payload and off-road driving limits while another measures it by current price and resale price averages. Understanding what you need your truck to do for you now and at the end of its life can mean the difference between getting a good deal or getting taken for a ride.
If an immediate answer doesn't come to mind, here are a few questions to ask yourself to help figure out what you need.

Where will the truck be driven most -- on the highway, in the city, off road?
What will you normally haul in the truck - tools in a more or less permanent case, heavy items occasionally, bulky but lighter weight items, etc?
Who will be driving it usually and are there any special accommodations you need to make for multiple drivers (cab height, tilt wheel etc.)?How important are fuel economy and/or environmental concerns?Do you have a preference for fuel type (gasoline, diesel, biodiesel, ethanol, etc.)?How long do you plan to own the vehicle - will you resell it or drive it until it dies?Do you use/need additional engine or braking performance beyond standards?



Some of these questions may seem redundant. Others may seem unnecessarily picky, but this is just the first step in doing your research. Once you've gotten all your answers written down, you'll want to go over your list and put a star by those areas that are more important than the others. You should quickly see a pattern emerge that will help you determine your major and minor value points.
For example, let's say you starred where the truck will be driven, have a preference for one fuel type and that environmental concerns are important to you. Fuel economy is clearly an important value for you but you'll need to research your different fuel options further. If you decide that you might want the option to make your own biodiesel in the future if prices of regular diesel rise, you clearly won't find a sale on gasoline powered trucks a good value.
Any new truck you buy represents a huge investment. You owe it to yourself to take the time and go through every decision making step you can to make sure that you get the very best truck value for you before you make that investment.

Selling a Used Car Versus Trading It In - Which is Best?

You've decided to buy a new car. The natural question is what to do with your current car. You've got a couple options, so you need to understand the relative value of selling a used car versus trading it in when you buy.
The good news is that understanding the trade-in math can help put a nice chunk of change in your pocket. The bad news is that the math is not quite as straightforward as you might think.


Let's say you have a car that you can sell for privately for $5,000. And let's say you're in the market for a $25,000 new car. Should you sell your car yourself, or should you trade it in when you buy the new one?
You might put more cash in your pocket by selling it yourself, but your net gain on the sale might be lower than if you traded it in. That might sound strange, but it's really not. The missing piece of the puzzle is the impact of sales tax.
When you buy a new car, you have to pay sales tax only on the difference between the purchase price of the car and the trade-in amount.
So if you can find a dealer who will give you $10,000 for your trade-in (and he very well might in order to move a car off of his lot), you'll owe tax on $15,000. If the tax rate is six percent, that's $900. Consider that savings when you're deciding whether to sell your used car on your own.
If you sold your car on your own, you'd have to sell it for $10,000 plus $900 (your tax savings) to equal what your dealer was going to give you. That's a pretty high hurdle.but that's really only one consideration.
The other big thing to consider is the hassle of selling on your own, or to look at the other side of the coin, the convenience of letting your dealer handle the entire transaction.
If you sell on your own, you have to advertise the vehicle and try to market it in your area. Do you know the right price to charge? What sells where you are, and what does not? You'll also have to show it to interested parties, wait while people let their mechanic look at it, and so on. You'll have to handle all of the paperwork yourself, transfer the title appropriately and meet any requirements your state has for people who sell vehicles.
If you trade in your car, you're pretty much selling your car to the dealer. He does all the paperwork, and he's very likely to offer you more for the car than you'd get from a private buyer. You could have the entire transaction done the day you buy your new car, and never have to deal with another headache.
Selling your own used car and trading it in are both good strategies, and you can make out pretty well with either. But before jump into the seller pool, consider very carefully whether it's worth the bother, or whether trading will net you more money.

Truck Wheel

When it comes to selecting wheels for your vehicles, then you need to go by some specifications, otherwise you will end up with tires that are incompatible to your type of vehicle. Trucks especially come in many types, for example, SUVs, vans and pick ups. More often than not, they are used for ferrying heavy weights although this culture is slowly but surely changing.


For this reason, you need to ensure that your truck wheels are the appropriate ones. These days, there are those customized tires that will fit without a problem.The custom tires will serve many purposes at a go because, besides bearing the heavy weight of the vehicle, they also give better performance and enhance the appearance of the vehicle. Think of the vehicles you have seen with over sized tires, raised to over 8 inches and fitted with fog lights for no specific functional reason but for glamour.Truck wheels should be reliable, otherwise you will need to replace them every so often and this will cost you a fortune. For the best results, it is good if you are sure if you need them for light or heavy vehicles. Light vehicles consist of pickups, mini vans, full-size vans and sports utility vehicles. All the other big vehicles fall in the heavy weight category.
For long-lasting tires, you may want to consider going for the alloy ones because for one thing, they are non-corrosive and they are also lighter than the ones made from single metals. Others available one are those made of stainless steel, aluminum brushed and chrome. Their diameters range from 15 inches upwards. The choice is yours.

The Futuristic Concept of Mazda Taiki

Mazda Taiki has a very unique shape and the concept is based of a front-engine rear-wheel drive layout. The design of this concept car were inspired by flowing robes, it has a complex styling lines which represent the flow of air and it’s looks like a highly stylized sheetmetal sculpture. Mazda Taiki is the latest radical concepts that express organic themes from Mazda.

From the press release they claimed that Mazda Taiki reflects a future generation of Mazda sports cars that aim to create a sustainable society. Mazda Taiki based on the "flow" theme to establish a breathtaking presence which visually expresses the atmosphere (called taiki in Japanese) that wraps the Earth in its protective mantle. The basic proportions of the car begin with the stretched coupe form of a front-engine rear-wheel-drive layout, the short overhangs, and an all-glass canopy.

The Interior concept was based on an Air-tube, the interior space creates the dynamic sensation that the flow of the wind is being visually depicted. The effect of the design integrates the design theme perfectly to realize outstanding aerodynamic performance.

Mazda Taiki Specifications :

General Specifications :

Country of Origin : Japan

Numbers built : Not Available (Prototype)

Produced in : 2007

Introduced at : 2007 Tokyo Motorshow

Engine Type : Next Generation RENESIS

Transmission Type : Dry twin clutch 7-speed power shift

Suspension (Front/Rear) : Type Double wishbone

Tires : 195/40 R22 YOKOHAMA ADVAN Super-E spec PROTOTYPE 007

Used Car Warranties - 5 Key Questions to Ask Before Buying a Used Car

If you are in the market for a used car, you need to be in another market at the same time-the market for a used car warranty. You need to shop for both. And if you're not careful, you can end up costing yourself hundreds or thousands of dollars on a bad extended warranty.


When you are shopping, remember what an extended warranty is. It is essentially a service contract that covers things after the new car warranty (the factory warranty) ends. You will not get all of the new car coverage, even in a great extended warranty, so don't let that bother you. But be smart about what you do get. Here are some questions to ask.
Do you really need an extended warranty? You might not if there is a big portion of the original warranty left. If the warranty transfers to a new buyer, you might be covered as much as you need or want. Saving the money you would have spent on an extended warranty might be a smart option.
What is covered by an extended warranty you're considering? This is an extremely important question to answer. Many people shop for an extended warranty like they shop for gas-they buy the cheapest they can find. That is often a big mistake. In the world of extended warranties, you often get what you pay for.
What you want is a warranty that covers mechanical breakdown and "wear and tear." Wear and tear refers to items that tend to wear out and degrade the performance of your car. That means things like worn rings, shot pistons, overheating damage, leaks, etc. Stuff in your car tends to wear out, not fail, so do not settle for a warranty that does not cover wear and tear.Is the warranty company reputable? If you can not get information about the company from the Better Business Bureau or Web Assured, avoid them like the plague.You will find that many companies offering cheap extended warranties with low teaser rates reject most (or even all) claims. That's the way they make money on such a cheap product. They might not answer their phones. They might not send you a contract to review before you agree to the warranty. These are all bad signs.
Will the warranty pay the repair shop directly? If they make you pay first, they can quibble about reimbursing you. This is one of the biggest scam tactics out there. You should pick a warranty that will pay the repair shop directly and not force you to shell out your own money and hope for reimbursement.
Can you get repairs at any ASE certified shop? You don't want a warranty that forces you get service where you bought the warranty, or that restricts you to a few repair shops in the greater Newark area (although that might be convenient if you live in New Jersey). You want a warranty that will let you get your service at any shop certified by the National Institute for Automotive Service Excellence (ASE). That gives you the flexibility to have 400,000 professionals to choose from.Used car warranties can be a great way to protect your purchase, if you know what to look for. If you answer these five key questions, you will be able to protect yourself as much as you are trying to protect your car.

Smug Shoppers Cutting Back

Oil has dropped considerably, losing 50% of its price since hitting $100 a year ago. A global economic crisis is setting in and consumers are cutting back on their auto buying in a dramatic way. This change has dramatically impacted hybrid sales. Yes, hybrids - the darlings of the automotive industry as consumers were supposed to move to green vehicles in a major way after seeing $4 plus gas prices in 2008.

Well guess what? Gas prices fell more than half in late 2008 and hybrid sales followed with a 53% drop in sales from a year earlier, compared to a 37% drop in car sales overall. Go figure, someone isn't as willing to pay a $3,000 - $5,000 markup for adding an electric engine to a gasoline powered car when their wealth is falling and their job stability is in doubt.

All of this change should shift how hybrid cars are marketed.

You have to wonder first if the hybrid message is losing its cache with the newer innovative technologies like Electric Vehicle (EV) cars coming in 2010 that will certainly be the focus, desire of the green consumers. I also question if hybrids will simply lose sales because its consumers are those in the lower $100k household income range that are being impacted considerably by the loss of value in their McMansions and stock portfolios and are already cutting back considerably on luxury labels like Coach, Williams-Sonoma, and Juicy Couture. Hybrids have come to be more of a status symbol than a true revolution in automotive design. Don't get me wrong, they are a step in the right direction, just not a major shift since they still require gasoline engines to function.

The marketing shift should focus beyond just green-minded consumers. I think Toyota has done well with their Lexus Power of h campaign, but it is solely tailored to a green consumer and does not extend beyond them. Certainly, green consumers are already aware of the hybrids and it is now more about reaching to the customer who isn't buying green products and showing them that hybrids aren't all flowers, blue skies and green valleys. It's about making hybrid a more intelligent choice (e.g. innovative technology, proven efficiencies) and showing hybrid isn't something that is just for wimps or smug greens.

It will be interesting to see how hybrid marketing evolves in the coming years, especially as hybrids start spanning different vehicle segments. Cadillac is definitely struggling with its Escalade Hybrid, but that doesn't surprise anyone. The good news is that cars like the Tesla Roadster (full electric) and the new Ford Fusion Hybrid aren't tin can econoboxes or vanilla looking sedans. Some style is finally coming into the green vehicle segment.