Toyota recently became the world’s largest auto maker by outselling longstanding US giant General Motors.
On the heels of this news, I saw two TV commercials that highlight two very different ways of selling vehicles.
Ford’s commercial showed me historical images of the American past. The voice-over stated, “Others can say their truck is built in America. But can they say they helped build America?”
So if I interpret this commercial correctly, I’m supposed to buy a Ford because they have a great history. That’s nice, but what have you done for me lately?
The Toyota Tundra commercial followed and spent the time touting the features and benefits of their truck.
I can buy a Toyota truck built in San Antonio, Texas or a Honda built in Ohio. That starts to blur the lines of what is an American-made car. The appeal to my patriotic emotions becomes weak when even foreign auto makers are producing cars in my home state.
Sure, some customers will be brand loyal and buy your product even if it is inferior to others. However, new customers don’t have that loyalty. They need to be convinced to buy your product.
Your company can’t call up the glory days of the past to sell your product today. You need to continue to innovate and deliver quality or your competition will overtake you.
Patriotism may have worked in the past but it will only take you so far. As Toyota has proven, a focus on quality, innovation, and constant improvement will drive your business forward.
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Dan Chase
May 14, 2007
I had similar thoughts when I purchased my current vehicle, a Saab. However, it was driven by the fact I had access to GM employee pricing, and GM had recently been buying a stake in Saab, and now holds 100% ownership.
So, you can take your situation another way… if it is a US corporation owned business, it benefits Americans. So, I considered it ‘buying American.’ Even if it is not produced 100% inside the country. Saab is an example of that quality and innovation that you see lacking. I don’t know how to feel about the fact GM had to go out and purchase it… hopefully it wasn’t just for the quality & innovation!
Karen
May 28, 2007
I’ve always owned Toyotas and have LOVED them. Right after 9/11, we bought a Chevy van….American Pride hit us big time (and the 0% financing didn’t hurt)….
BY FAR the worst car I have ever owned. Within 3 weeks I was already looking forward to trading it in. And the customer service at the Chevy dealer wasn’t any better than the van! An absolutely horrid experience all around.
Happy to say the van is gone. And I’m LOVING my Toyota Camry!
When I’m plopping down $26,000, the quality of the car and the service behind it is worth more than American Pride.
Joe Rawlinson
May 31, 2007
Dan & Karen: Your experiences highlight the importance of a quality product backed by great customer service. Both of these items are things that must be constantly improved or they atrophy.