Olympic Ads For Suburban Leave Out Small Detail

[Perian]

Link: http://autonews.com/apps/pbcs.dll/ar.../1078&refsect=

DETROIT -- General Motors has kicked off a major advertising blitz for the 2007 Chevrolet Suburban, even though some auto dealers may not get the vehicle until the end of June or even July.

The SUV, which is scheduled for production in April, has been heavily promoted during Olympics coverage on NBC. Other commercials have touted the 2007 Tahoe, but some dealers may end up waiting until the end of March for that vehicle.

The Tahoe and Suburban have been restyled and re-engineered for the 2007 model year and are among the full-sized trucks that are key to General Motors' recovery. GM started shipping Tahoes in January.

Ed Peper, Chevrolet general manager, said in an interview at the Chicago Auto Show this month that every dealer should have a Tahoe by March 31. The goal is for all dealers to receive at least one 2007 Tahoe or Suburban in 60 to 90 days after production starts, he said.

Which raises the question: Why advertise the Suburban now?

Peper said the Tahoe-Suburban rollout timetable also will be followed for the restyled and re-engineered 2007 Avalanche SUV that goes into production this summer, and the restyled and re-engineered 2007 Silverado pickup that bows this fall.

Albano said this is standard procedure - there have been no problems with the Tahoe launch. A similar distribution program was used for the restyled and re-engineered 2006 Impala.

This is "normal ramp-up of production. You don't start full bore out of the gate," he said.

Michael Robinet, director of global forecasting at CSM Worldwide in Farmington Hills, Mich., said the Tahoe's launch appears to be trouble-free.

Automakers are more careful in proclaiming "how aggressive the launch curve is going to be," Robinet said.

"If in fact they don't meet that goal, it has come back to bite them. So I think that in this case, maybe the OEM is setting the bar relatively low, looking to outperform the launch curve."

Clay Close, dealer principal of Clay Chevrolet in Hays, Kan., said he has yet to receive his first 2007 Tahoe, although he sold nine previous-generation models last year. Previous Chevrolet launches have not been a problem, he said.

"But this Tahoe thing, I just don't get it," he said.

Full article at link.

[Perian]

Bait & Switch 101: Come in for a 900, leave with an 800!

Even though the Suburban ads had a tiny little disclaimer that said "Now available for order", this seems to be pressure the dealers do not need.

Who wants to wait five months for their new vehicle?

At this rate, when does the Camaro advertising begin?

[Buick61]

Originally Posted by Perian

"There isn't anything like the Olympics" in terms of viewership, said Michael Albano, a Chevrolet spokesman. "We don't have another property like that around the same time as the launch of the vehicle."

Didn't American Idol have nearly DOUBLE the viewership of the Olympics? Unless Ford has sole rights to advertise automobiles on that show, GM would be smart to roll out Suburban advertising during the show's May finale.

[Elk]

Originally Posted by Buick61

Didn't American Idol have nearly DOUBLE the viewership of the Olympics? Unless Ford has sole rights to advertise automobiles on that show, GM would be smart to roll out Suburban advertising during the show's May finale.

Maybe it’s a demographic thing. Do most people who watch American Idol actually have enough money to buy a Suburban?

[Mrbowtie]

Originally Posted by Elk

Maybe it’s a demographic thing. Do most people who watch American Idol actually have enough money to buy a Suburban?

I don't think they have enough money to buy a scion.

[Ming]

Its the automotive equivalent of Vaporware. And the only reason to do it is because you want to retain market share but haven't the capability of producing the product yet.

[Steel4ring]

This story is BS. The Suburban Ad even says "Now available for order". Plus the ad makes no bones about the fact that this is a 2007 Model, not to mention most car buyers hit the web to do research before they head to a dealers lot.

Second point, who are these dealers who don't have Tahoes? Every dealer in my area has had some Tahoes come through their dealership. I have not heard about dealers not getting ANY. I find that hard to beleive.

The thing I am hearing is that dealers are selling most of their 2007 Tahoes in 7-10 days, so they might only have 1-2 on a lot at a time. To me that is exactly they type of problem GM dealers should be jumping for joy about.

[Steel4ring]

Originally Posted by Mrbowtie

I don't think they have enough money to buy a scion.

Forget having enough money....How about even having a driver license?

[Hurricane]

My local dealer has tons of new 2007 Tahoes...

[DropShadow]

Originally Posted by Steel4ring

Forget having enough money....How about even having a driver license?

Trust me. Advertisers know the parents are watching, even if it's against their will. Notice how many "adult" jokes are make itinto Pixar/Dreamworks movies?

[Tiger]

If they didn't advertise it prior dealerships would gripe saying they didn't drum up enough awareness. Considering that the dealership who doesn't have a new Tahoe yet only sold 7 last year (!) I'd say things are fine.

[Saturn69]

Originally Posted by Hurricane

My local dealer has tons of new 2007 Tahoes...

So that's like what, 2 or 3 of them, right? Get it? TONS of them.....oh, never mind.

[mgescuro]

Originally Posted by Buick61

Didn't American Idol have nearly DOUBLE the viewership of the Olympics? Unless Ford has sole rights to advertise automobiles on that show, GM would be smart to roll out Suburban advertising during the show's May finale.

It had almost double on like 2 nights.
It led the Olympics by about 3-5M on average. And depending on the timeslot.

Ladies figure skating annihilated the competition. Always does.

[tom3]

Olympics watchers might prefer a Prius or Civic hybrid anyway, those few that were actaully watching the Olympics anyway. And you'd be surprised at who is watching American Idol. Show's a joke to me, my wife thinks it's awesome.

[kenman923]

That's not very good business. Why settle for a previous model when I could have a fresh model?