Consumers Believe DCX's "Dr. Z" Fictional

Perian · 08-01-2006, 12:04 PM

Link: http://adage.com/article?article_id=110783

DETROIT - Dr. Z can't give 'em away. Despite reviving the blistering employee-discount program slammed as "marketing crack," U.S. sales are down a cool 17% at Chrysler Group in July over last year. And, although the $225 million ad barrage featuring Dieter Zetsche was impossible to escape, it did little to lure prospective buyers.

Not only did some consumers fail to note the employee-discounting message that accompanied most advertising, they were also unmoved by the German-engineering positioning or the DaimlerChrysler chairman, whom they overwhelmingly believed was a fictional character.

In fact, auto experts predict Chrysler Group will be forced to crank out a new promotion. "We clearly are not doing what we did last July," said a Chrysler Group dealer in the Northeast. A dealer in the West said late last week that this month he had sold only about 30% of what he had in July 2005.

Perian · 08-01-2006, 12:05 PM

TWO HUNDRED, TWENTY-FIVE MILLION DOLLARS and the feedback is consumers think Dr. Z is a fictional character!

Never a dull moment.

2007CTS · 08-01-2006, 12:11 PM

Quote:

Originally Posted by Perian

TWO HUNDRED, TWENTY-FIVE MILLION DOLLARS and the feedback is consumers think Dr. Z is a fictional character!

Never a dull moment.

LOL!

mikesright · 08-01-2006, 12:24 PM

If there is one thing GM knows how to do, its promotions. The 72 hour sale was the only clearance deal that got anybody's attention this year, and of course, GM was able to make the industry spin with the Employee Discount for Everyone promotion last year. Why? GM is always very clear in its messages and which cars you can get the discount on, and explains the deal thoroughly in its ads without giving you too much information.

That last part, the too much information, not enough of a message about the deal, and the fact that nobody can understand Dr. Z, did the campaign in. In addition, in case they forgot, no one cares if DCX is German-American or anything else. They care about the cars, and the dealer, and the experience, and nothing else.

To us, its different. We are enthusiasts. To a normal consumer, who cares? Sometimes the car critics and the media forget why people in this country buy so much GM, it's because they appeal to the everyday consumer. Most don't care about how many speeds the transmission is, or if it is DOHC or OHV, or if the seats don't grip well in corners. They care about how good the fuel economy is, how much power it has, how smooth it is, and how comfortable the seats are. Looks like Chrysler needs to get out of its own culture for a change and look through the eyes of one of its customers.

boblutzfan · 08-01-2006, 12:24 PM

Chrysler needs their new minivans on the market to save their life. The 300 was a huge shot in the arm of a company that has lacked much original product since the PT cruiser debuted.

The Sebring will fall flat due to the terrible styling.

Where is the 2008 Town & Country when you need it? I predict DCX may move the sale date of these vans to very early 2007 to boost revenue.

jbartley · 08-01-2006, 12:26 PM

My mom asked me what kind of weirdo runs around in a car commecrial with that mustache...

I replied... "the head of DCX" and she just about died laughing!

vncj96 · 08-01-2006, 12:28 PM

to me it didnt make sense from the beginning, IMO the majority of die hard american auto buying public dont give a rats azz about the german engineering that went into their american cars especially a dodge, not only that, but why mention their trucks in the add, Ram buyers DONT buy a Ram for the ride quality, what would he germans know about building a pickup

LAMRONH · 08-01-2006, 12:32 PM

Oh brother, this cracks me up.
I suppose people also think the Plymouth Duster/Hemi-fan mulletnecks are real characters...perhaps from Green Acres?

elderon · 08-01-2006, 12:44 PM

Honestly I thought Dr. Z was a fictional character as well. Who is he?

asim · 08-01-2006, 12:50 PM

Quote:

Originally Posted by elderon

Honestly I thought Dr. Z was a fictional character as well. Who is he?

The chairman of the whole Chrysler group.

At least that my mom and my sister-in-law knew that he wasn't fictional...at least I hope.

ByTheLake · 08-01-2006, 12:50 PM

Dear Dr. Z,

WHOA! Not THAT Dr. Z ! ...

Okay, that's better.

Dear Dr Z,

Why are 40,000 Jeep Commanders in inventory today? Geeze, isn't that a 163-day supply? More importantly, who the heck approved the styling of that thing? Did you even see the design before it was appro...

Es macht nichts! Instead, look over here, at the Jeep Hurricane concept! Its exciting! There are NONE in inventory.

And, remember ... we invented the automobile!

Auf Wiedersehen!

DuSpinnst · 08-01-2006, 01:12 PM

Quote:

Originally Posted by elderon

Honestly I thought Dr. Z was a fictional character as well. Who is he?

Seriously?

It says at the bottom of EVERY commercial

"Dieter Zetche, DialmerChrysler CEO" Assuming I spelled that right.

PocoToro · 08-01-2006, 01:16 PM

MBHockey13 · 08-01-2006, 01:18 PM

Quote:

Originally Posted by elderon

Honestly I thought Dr. Z was a fictional character as well. Who is he?

Old Dood · 08-01-2006, 01:29 PM

They would have been better served if they had "Dr. Z" simply speak to the American public in a no frills honest manor. It worked with Lee Iaccoca.

08-01-2006, 12:04 PM	#1 (permalink)
Perian News Contributor Join Date: Nov 2004 Location: New York Drives: 2008 Saab 9-5 Sedan Posts: 4,069	Consumers Believe DCX's "Dr. Z" Fictional Link: http://adage.com/article?article_id=110783 DETROIT - Dr. Z can't give 'em away. Despite reviving the blistering employee-discount program slammed as "marketing crack," U.S. sales are down a cool 17% at Chrysler Group in July over last year. And, although the $225 million ad barrage featuring Dieter Zetsche was impossible to escape, it did little to lure prospective buyers. Not only did some consumers fail to note the employee-discounting message that accompanied most advertising, they were also unmoved by the German-engineering positioning or the DaimlerChrysler chairman, whom they overwhelmingly believed was a fictional character. In fact, auto experts predict Chrysler Group will be forced to crank out a new promotion. "We clearly are not doing what we did last July," said a Chrysler Group dealer in the Northeast. A dealer in the West said late last week that this month he had sold only about 30% of what he had in July 2005.

08-01-2006, 12:05 PM	#2 (permalink)
Perian News Contributor Join Date: Nov 2004 Location: New York Drives: 2008 Saab 9-5 Sedan Posts: 4,069	Re: Consumers "Overwhelmingly" Believe DCX's "Dr. Z" Is A Fictional Character TWO HUNDRED, TWENTY-FIVE MILLION DOLLARS and the feedback is consumers think Dr. Z is a fictional character! Never a dull moment.

08-01-2006, 12:24 PM	#4 (permalink)
mikesright 3.6 Liter V6 Join Date: Mar 2006 Location: Des Moines, IA Drives: 2009 Mercury Mistress Posts: 1,100	Re: Consumers Believe DCX's "Dr. Z" Fictional If there is one thing GM knows how to do, its promotions. The 72 hour sale was the only clearance deal that got anybody's attention this year, and of course, GM was able to make the industry spin with the Employee Discount for Everyone promotion last year. Why? GM is always very clear in its messages and which cars you can get the discount on, and explains the deal thoroughly in its ads without giving you too much information. That last part, the too much information, not enough of a message about the deal, and the fact that nobody can understand Dr. Z, did the campaign in. In addition, in case they forgot, no one cares if DCX is German-American or anything else. They care about the cars, and the dealer, and the experience, and nothing else. To us, its different. We are enthusiasts. To a normal consumer, who cares? Sometimes the car critics and the media forget why people in this country buy so much GM, it's because they appeal to the everyday consumer. Most don't care about how many speeds the transmission is, or if it is DOHC or OHV, or if the seats don't grip well in corners. They care about how good the fuel economy is, how much power it has, how smooth it is, and how comfortable the seats are. Looks like Chrysler needs to get out of its own culture for a change and look through the eyes of one of its customers. __________________ 1,000 Posts, baby!

08-01-2006, 12:24 PM	#5 (permalink)
boblutzfan 6.0 Liter LS2 V8 Join Date: Dec 2003 Location: San Antonio, Texas Drives: 2004 Mazda6s - V6/5-speed manual Posts: 4,276	Re: Consumers Believe DCX's "Dr. Z" Fictional Chrysler needs their new minivans on the market to save their life. The 300 was a huge shot in the arm of a company that has lacked much original product since the PT cruiser debuted. The Sebring will fall flat due to the terrible styling. Where is the 2008 Town & Country when you need it? I predict DCX may move the sale date of these vans to very early 2007 to boost revenue.

08-01-2006, 12:26 PM	#6 (permalink)
jbartley 6.0 Liter Vortec V8 Join Date: Dec 2003 Location: UF & JAX Posts: 1,919	Re: Consumers Believe DCX's "Dr. Z" Fictional My mom asked me what kind of weirdo runs around in a car commecrial with that mustache... I replied... "the head of DCX" and she just about died laughing!

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08-01-2006, 12:28 PM	#7 (permalink)
vncj96 3.5 Liter V6 Join Date: Jan 2005 Location: MN Drives: 88 Z24 2.8 5spd 99 Suburban Posts: 298	Re: Consumers Believe DCX's "Dr. Z" Fictional to me it didnt make sense from the beginning, IMO the majority of die hard american auto buying public dont give a rats azz about the german engineering that went into their american cars especially a dodge, not only that, but why mention their trucks in the add, Ram buyers DONT buy a Ram for the ride quality, what would he germans know about building a pickup __________________ Burn some dust, eat my rubber!! Current:99 Chevy Suburban(mine till she dies) Future:Enclave & Volt

08-01-2006, 12:32 PM	#8 (permalink)
LAMRONH 7.0 Liter LS7 V8 Join Date: Nov 2004 Location: Caveville, Neanderthallande Drives: 2007 black KIA Spectra EX. Have club, will travel. Posts: 8,947	Re: Consumers Believe DCX's "Dr. Z" Fictional Oh brother, this cracks me up. I suppose people also think the Plymouth Duster/Hemi-fan mulletnecks are real characters...perhaps from Green Acres? __________________ The national budget must be balanced. The public debt must be reduced; the arrogance of the authorities must be moderated and controlled. Payments to foreign governments must be reduced, if the nation doesn't want to go bankrupt. People must again learn to work, instead of living on public assistance. Cicero (106 BC - 43 BC), 55 BC

08-01-2006, 12:44 PM	#9 (permalink)
elderon 3.9 Liter V6 Join Date: Jun 2005 Location: Michigan Drives: 1999 Trans Am Convertible 2007 Silverado Posts: 750	Re: Consumers Believe DCX's "Dr. Z" Fictional Honestly I thought Dr. Z was a fictional character as well. Who is he? __________________ 2007 Chevy Silverado 1999 Pontiac Trans Am Convertible

08-01-2006, 12:50 PM	#11 (permalink)
ByTheLake 6.2 Liter Vortec V8 Join Date: Jun 2004 Location: Traverse City, MI Drives: '04 Corvette, '08 CTS Posts: 2,701	Re: Consumers Believe DCX's "Dr. Z" Fictional Dear Dr. Z, WHOA! Not THAT Dr. Z ! ... Okay, that's better. Dear Dr Z, Why are 40,000 Jeep Commanders in inventory today? Geeze, isn't that a 163-day supply? More importantly, who the heck approved the styling of that thing? Did you even see the design before it was appro... Es macht nichts! Instead, look over here, at the Jeep Hurricane concept! Its exciting! There are NONE in inventory. And, remember ... we invented the automobile! Auf Wiedersehen!

08-01-2006, 01:16 PM	#13 (permalink)
PocoToro 3.8 Liter V6 Join Date: Jul 2006 Drives: '04 SSR 5.3L Posts: 480	Re: Consumers Believe DCX's "Dr. Z" Fictional __________________ The Volt is a total electric car with a "range extender" Remove ICE, add more/better battery's and you have the EV-2 "We Probably Could Have Saved Ourselves, But We Were Too Damned Lazy To Try Very Hard......And Too Damn Cheap" Kurt Vonnegut

08-01-2006, 01:29 PM	#15 (permalink)
Old Dood 7.0 Liter LS7 V8 Join Date: May 2006 Location: Lansing Drives: 2000 Park Avenue 2007 Camry XLE Posts: 7,463	Re: Consumers Believe DCX's "Dr. Z" Fictional They would have been better served if they had "Dr. Z" simply speak to the American public in a no frills honest manor. It worked with Lee Iaccoca. __________________ 2000 Park Avenue 2007 Camry XLE "We must be free not because we claim freedom, but because we practice it." ~William Faulkner http://www.afterlife101.com/research2.html By the Way: There IS a Cabal

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