Anatomy of a PR battle: BMW vs. GM

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Thread: Anatomy of a PR battle: BMW vs. GM

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    Anatomy of a PR battle: BMW vs. GM

    How does an automotive company steal the national headlines?

    Answer: By stealing them.

    Today we saw a good example of a media robbery, wherein BMW reached right in and stole from little ole GM. It was another example of the somewhat confusing, frustrating, and childish game of automotive news placement within the national media.

    First, some background: Both GM and BMW announced comparable news over the past two days, although a slight difference in BMW’s press announcement gave them an incredible edge. GM unveiled the running prototype of their Chevrolet Sequel fuel cell vehicle, while BMW announced they would put a fleet of hydrogen-powered 7-series sedans out in small quantities. What’s the difference between the two? For the news editor at a major news outlet, both nothing and everything. To the naked eye, both cars (can) use hydrogen, which was the main news hook that won BMW the home page at Yahoo!. GM chose to position their Sequel as a “reinvention” of the automobile and a “petroleum-free solution,” which was most likely too heady a concept for your average news editor. While GM actually had a more important piece of news (and more significant car), BMW won.

    (story and pictures at link)

    http://news.windingroad.com/auto-new...tle-bmw-vs-gm/
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    Re: Anatomy of a PR battle: BMW vs. GM

    I think that fuel cell vehicles will eventually be the future of transportation, right now there are still many hurdles to get past. BMW has done a good thing with their 2-tank solution. Since the hydrogen infrastructure isn't here yet in almost all areas, BMW can sell hydrogen cars that can still be fuelled up anywhere where GM's Equinox is more or less boxed in by its range and available fueling stations.
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    Re: Anatomy of a PR battle: BMW vs. GM

    BMW's hydrogen 7 is just like E-85..........a stop gap measure a step the right direction. Short term it's "better". Full cells/electric is the future and the future is now. If we don't work to get there we will be lost.



    PS the only reason BMW "scooped" this is that BMW is the "greatest car company" in the world and "can do no wrong" (in the eyes of the press.) GM is just a "dumb bunch of hicks that build personal transportation devises" (in the eyes of the automotive press)
    Last edited by PocoToro; 09-19-2006 at 09:54 AM.
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    Re: Anatomy of a PR battle: BMW vs. GM

    I'm not sure because I see the BMW solution as much more problematic due to hydrogen storage. Hyrdogen combustion has always been interesting but there's also always been a volatility problem. The hydrogen mixtur used in the fuel cell is much less volatile.

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    Re: Anatomy of a PR battle: BMW vs. GM

    Based upon history, I say we keep the Germans as far away from Hydrogen as possible.

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    Re: Anatomy of a PR battle: BMW vs. GM

    Quote Originally Posted by Zbad1
    Based upon history, I say we keep the Germans as far away from Hydrogen as possible.

    Well at least they understand the "volatility problem"
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    Re: Anatomy of a PR battle: BMW vs. GM

    Quote Originally Posted by Zbad1
    Based upon history, I say we keep the Germans as far away from Hydrogen as possible.

    bahahahahaha

    ROFL.... I liked that one...
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    Re: Anatomy of a PR battle: BMW vs. GM

    Quote Originally Posted by Zbad1
    Based upon history, I say we keep the Germans as far away from Hydrogen as possible.

    LOL thats a good one to read in the morning.

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    Re: Anatomy of a PR battle: BMW vs. GM

    Quote Originally Posted by Zbad1
    Based upon history, I say we keep the Germans as far away from Hydrogen as possible.


    "OH THE HUMANITY!"
    Last edited by megeebee; 09-11-2009 at 12:15 PM.
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    Re: Anatomy of a PR battle: BMW vs. GM

    Apart from the relative benefits of either type of engine, there is a sort of compliment implied here. The fact that BMW felt in NEEDED to "steal" a headline, and the fact that it was GM that was the target. Think about it. GM on the same page with the vaunted BMW on a subject of TECHNOLOGICAL PROGRESS. Wow.
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    Re: Anatomy of a PR battle: BMW vs. GM

    Quote Originally Posted by macphisto
    I'm not sure because I see the BMW solution as much more problematic due to hydrogen storage. Hyrdogen combustion has always been interesting but there's also always been a volatility problem. The hydrogen mixtur used in the fuel cell is much less volatile.
    I agree. LH2 (what the BMW 7 will require) requires extremely cold temperatures for storage, or else it begins to expand. This doesn't sound as viable or safe as the fuel cell GH2 solutions.

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    Re: Anatomy of a PR battle: BMW vs. GM

    Read the posts after the original article- specifically the post by Argodelmar. He explains pretty well the point we're trying to make about the difference between the way hydrogen is stored and used for the two systems in question.

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    Re: Anatomy of a PR battle: BMW vs. GM

    Yea but we will never change fuel sources. Oil will always be how we do things long into the future.
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    Re: Anatomy of a PR battle: BMW vs. GM

    When I read an arcticle in a local newspaper regarding BMW's annoucement I was surprised because the paper ran a picture of the last generation 7 series as the hydrogen powered car.
    Why would BMW use an old car for this type of announcement? Or did the paper just run an old photo?
    The same paper never even mentioned GM.

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    Re: Anatomy of a PR battle: BMW vs. GM

    BMW will always be a novelty mainly because a 7 series BMW is much too expensive to have real market penetration. GM has made a good decision by introducing it's hydrogen vehicles as Chevrolet's and not Cadillacs. If GM can keep the price down near similar Gasoline Vehicles they'll have a hit and the hydrogen infrastructure will quickly follow.

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