[Proetus]

There is a very good article from Autoextremist about this award

http://www.theautochannel.com/news/p...ess002043.html

Motor Trend's "Car Of The Year," Or, Do We Have A Marketing Opportunity For You!

Reprinted with the blessings( well maybe not the blessing but permission) of the author Peter M. DeLorenzo, Autoextremist

In one of my previous advertising lives, I had the perverse pleasure of witnessing the Motor Trend "Car Of The Year" scam first hand. I'm hearing groans from our readers…you're shaking and shuddering and you just can't believe it? No, tell us it's not true! You can't possibly mean that the awards are, at best, dubious? Yes, my friends, Motor Trend's "COTY" (car company ad agencies learn to absolutely despise those initials and everything they stand for) is one of the most brilliantly consieved marketing schemes of all time.

Petersen Publishing, the publishing juggernaut behind Motor Trend's COTY, has cajoled, bartered, badgered and threatened their way in to the hearts and minds of the(primarily) domestic car companies, to the point that I've seen"powerful" (allegedly-ed.) auto company executives literally begging for their consideration.

First of all, you should understand one thing about Motor Trend's COTY: It's not about the "best" car. It has never been about the "best"car. It's about what car company will come up with the best media spending package that suits their interest in selling cars and that suits Motor Trend's interest in selling magazines and making money.

And anyone who insists differently is either dreaming or a liar. But as outrageous as that may sound,here's the best part: Imagine having to literally grovel before the feet of the Peterson brass to first even be considered for this"award." And what do the car companies get for their multi-million dollar commitment to Motor Trend's COTY? Car companies and their agencies must first present their marketing plans for promoting their victory should their car be fortunate enough to be chosen. Huh? Yes, that's right.

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