3 Years
Is it an ad for a Mercury or for Sirius? It may take you a few minutes to decide, and we still might not agree.
Somehow, the corporate strategists at Lincoln Mercury have decided that what moves the needle is satellite radio. There's no real language about quality, resale value, gas mileage, performance, safety, or all the other factors that go into buying or leasing a new vehicle.
Our new Tech Poll III indicates that Mercury might be much better off by offering free mp3 player connectivity or even GPS, rather than "over 130 channels" of programming (Howard, incidentally, is nowhere to be seen in the ad). Once you get past the obligatory CD player and AM/FM radio, it's all about iPods and navigation. HD, satellite, and even DVD players are well down the "most desired" list. And these are Rockers, so you'd think there might be even more desire for satellite radio from these guys.
The other issue is centered on the ways that satellite radio reports "subscribers." So, if I buy a new Milan, and it comes with free satellite radio for three years, I guess that means I'm a paid subscriber for this period of time, whether I want the product or would pay for it - or not.
The devil is indeed in the details.
Mercury ran a promotion last May on the Mountainer with 3-year free Sirius and sales were up 50% from the prior period, while Explorer was flat. Apparently Mercury liked the results.
Posted by: Phil Wright | Monday, May 21, 2007 at 10:00 AM
Phil, thanks for the comment. You may be right about those sales figures. But like rebates, none of these giveaways builds the brand or truly sells the vehicles. Detroit needs to sell the value of its products - and not spend more time marketing satellite radio.
Posted by: Fred | Monday, May 21, 2007 at 10:11 PM
So Mercury ran a ad. What is all the hoopla anyway. It's Mercury's ad, let them sell their car the way they want. If sales fall then they'll make a change. Who really cares what Mercury gives away.
Why should any outside agency be questioning Mercury?
If the Sat radio subscription is paid for by Mercury or your mother... again, who really cares. It is a car ad with the idea of selling cars. Why read more into than that.
Ad, ad, ad, ad, thats all it is, a silly ad, Buy the car or don't!
Posted by: George | Tuesday, May 22, 2007 at 08:50 PM