Aura Green Line--Just What GM Needs

[windvale]

Originally Posted by 1487

Saturn said there will be no dedicated ad campaign for the Aura hybrid. I read this a few weeks ago. They basically said there isnt enough ad money available to give this vehicle its own campaign.

That's short sighted on GM's part. The Aura Hybrid just might be the best car GM has to sell right now - in a sense it might even be a "halo" car ( a "green" halo if you will...).

Beg, borrow or steal, I think GM has really gotta push the Aura hybrid ! This is more than just another flavor of another car...it's a pointer to GM's resurgence.

[rueben44]

I will say it again the Aura I feel is not competition for the Camry or the Accord. It looks to small to most consumers. It is more of a Jetta competitor. There for it will not do those large numbers and that is fine. The new larger and sleeker Malibu is the real competition for the Accord and Camry.

Now GM has fallen short in two areas:

1) No Navigation
2) No Redline With lower suspension

We all know the Redline is just an appearance package so what is the wait. Give it the concepts lower trim and let’s call it a day. I for one could not buy one for one reason. The rear sits up in the air and it does not have lower trim to bring it down.

* The Aura ad with the Award is nice nothing is wrong with the marketing.

[K-1]

Originally Posted by rueben44

I will say it again the Aura I feel is not competition for the Camry or the Accord. It looks to small to most consumers. It is more of a Jetta competitor. There for it will not do those large numbers and that is fine. The new larger and sleeker Malibu is the real competition for the Accord and Camry.

The new Malibu is the same size as the AURA, so how will it not also look "too small" to most consumers?

[windvale]

Have you folks seen the ads for Mazda ? All they do is crow about the awards that each of their vehicles have garnered...and I must say I for one find this *very* persuasive.

The ads for the Toyota Tundra also go along way towards dramatically demonstrating the abilities of their pickup (whether real or B.S.).

Seems like GM adds promote more of a "feeling" of nostalgia or whatever (i.e. "this is our country" - whoever "our" is...), as opposed to objective facts. I sometimes wonder how effective this approach really is...

[CobaltSScrazy]

Originally Posted by K-1

The new Malibu is the same size as the AURA, so how will it not also look "too small" to most consumers?

psssssssssssssssst, (he doesn't know what he's talking about. its the same size as a G6 which is almost the EXACT same size as Accord. Camry might be a few in. longer)

CobaltSScrazy

[NationsKappatol]

I see a lot of Auras inthe DC area...if on the beltway, I will see 2 or 3, one with a temp-tag. I see them all the time. They are picking up steam here like crazy. This will only help.

I also like the Saturn Ads...I think they work for the demographic they are trying to reach

[MBHockey13]

Originally Posted by 1487

Saturn said there will be no dedicated ad campaign for the Aura hybrid. I read this a few weeks ago. They basically said there isnt enough ad money available to give this vehicle its own campaign.

GM gets so beat up in the media for making gas guzzlers and Toyota gets sainted because of their hybrids. GM should be pushing out the fact they make hybrids as well as much as they can.

GM is seen by many as old iron and low-tech. Even if people don't buy a GM hybrid, the fact that GM can offer advanced technology will have a halo effect on their entire line.

[starlightmica]

Originally Posted by CobaltSScrazy

psssssssssssssssst, (he doesn't know what he's talking about. its the same size as a G6 which is almost the EXACT same size as Accord. Camry might be a few in. longer)

Both Camry & Accord are 1.5 in wider, which translates to gains in the passenger compartment.

Yes, good number of Auras on the road here in NoVa, too.

[superstreet]

looks good but i dont like that rims

[Pontiac05]

"According to Toyota.com a base Camry four-cylinder costs $20,140 with EPA ratings of 24 city, 33 highway" Not anymore!!!!!

New rating 21 city and 30 highway. Since the Aura GL is new I assume that it is under the new MPG rating.
Oh and Camry hybrid is now 33 city 34 highway from 40 city and 38 highway. That hurts.

28 and 35 doesn't sound that bad for a "cheap" hybrid now does it.

[asim]

Originally Posted by nsap

A huge chunk of Camry, Accord, and Fusion sales are four-cylinder models (I thought at one time only 25% of Camry sales were V6 models). That’s where I think the new Green Line will come in nicely.

We can only HOPE that is where the Aura Green Line will come in nicely. I think that most people will just look at the 4 cylinder models for those particular cars, and ignore the Aura Green Line as an option. This is because the Aura GL is labeled a hybrid, and is in a "different class" as the other vehicle. People won't make a connection to consider the Aura Hybrid when they are just trying to purchase a 4 cylinder car.

What GM needs to do is to market this as a GREEN CAR, but also market this as a NORMAL 4-CYLINDER ALTERNATIVE. That is where and when GM can win this battle.

[ChevroletRevived]

Originally Posted by asim

We can only HOPE that is where the Aura Green Line will come in nicely. I think that most people will just look at the 4 cylinder models for those particular cars, and ignore the Aura Green Line as an option. This is because the Aura GL is labeled a hybrid, and is in a "different class" as the other vehicle. People won't make a connection to consider the Aura Hybrid when they are just trying to purchase a 4 cylinder car.

What GM needs to do is to market this as a GREEN CAR, but also market this as a NORMAL 4-CYLINDER ALTERNATIVE. That is where and when GM can win this battle.

Yup. GM needs to make sure they market this thing. If they can do that, they'll have a hit on their hands. And that's the main point of NSAP's article.

[BerettaZ]

As I see it, pricing continues to be an issue with Saturn, now that their platforms are shared with other divisions. If I will be able to get a deal off of MSRP on a new Malibu Hybrid, it will likely be less than an Aura - then I can add another 1000 off from my GM card. Same with the Acadia vs. Outlook - although the Outlook stickers for less, GMC dealers are knocking a couple grand off of MSRP, plus the GM Card again...at the very least, Saturn should be included on the GM Card program.

[ChevroletRevived]

A Malibu Hybrid like the Aura will do really, really good, because of the recognition and sheer amount of dealers.

[E. Haskell]

Originally Posted by ChevroletRevived

A Malibu Hybrid like the Aura will do really, really good, because of the recognition and sheer amount of dealers.

If the hybrid model was only ~$700 more than a similarly equipped n/a 4cyl model (after tax credit)....they would fly off the lot.