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.