© Toyota
Asking people to switch brands when they’re satisfied with what they’re using is one of the most challenging (and I would add, futile) tasks in marketing. This, however, is precisely what Nissan is trying to do with its latest ad campaign, which pits the Nissan Altima directly against Toyota’s best seller, the Camry.
The ads, which include quotes from car magazine reviews, go something like this:
“AutoWeek raves, ‘Toyota Camry is a perfectly boring automobile.’ Car and Driver gushes, ‘It’s dull as dishwater.’ Good thing quality doesn’t have to be boring — Nissan Altima undergoes over 5,000 quality tests and beats Camry in horsepower without sacrificing fuel efficiency. Some also say it’s a whole lot of fun. Good thing for you, quality doesn’t have to be boring.”
Why do I think this campaign won’t work? Because Camry buyers appreciate the reliability, predictability, and plain, no-frills quality of the Camry, to the point that they have made it the best selling car in America for 11 of the past 12 years. Camry buyers don’t want excitement. For them, boring and reliable is just good enough.
What do you think?
I think reliability is what they are go for more than the boring aspect. Peace of mind is priceless.
I think the point is that the average consumer (key: the word ‘average’) wants a trouble-free ride with a superlative repair record – no hand-holding. They are willing to pay [sticker price] for this, even if it means less “fun.” The good enough issue is not so applicable here, I think.
Now if Altima had the reliability/repair record of the Camry and was also more fun, we’d have a discussion.
(BTW, I thnk it’s “boring and reliable ARE just good enough”
I think the point your make is an important one. You have to answer the question, “What does your market want?” If the Camry buyers truly want reliability over flash and sex appeal, the Nissan approach is advertising the visual arts to the blind.
I’m focused on helping job seekers and good messaging is so critical so you appeal to the employers that are searching specifically for you and those that can make use of your transferable skills. Take a look at a job seeker personal messaging article I’ve written at http://www.CareerJockey.org/pocket-resume-mentality/ which covers a similar topic to help job seekers.
The Camry is bigger, and Americans want bigger cars.