AUTO MANIA: by Dr. Iain Corness [email protected]

The art of marketing

VW gives you wings as well as Red Bull?

Car buyers in the U.S. are more likely to be persuaded by traditional marketing, rather than blogs, forums and social media, which are often seen as less reliable and ‘infiltrated’ by brands.
This is in stark contrast to China, the world’s largest auto market, where almost one third (31 percent) of buyers see consumer-driven content - such as automotive blogs or reviews on social media - as their most trusted source of information, compared to just seven percent (7 percent) in the U.S.
The Automotive Path to Purchase Study (TAPPS) by global research consultancy TNS, shows that brand-controlled sources, particularly TV and press ads, are most influential in the U.S. buying process. Almost six in ten (59 percent) of U.S. car buyers cite these as their most trusted source, compared to 43 percent in China.
Although social media still has a role to play in narrowing down choices, car manufacturers looking to build their name in the U.S. should focus their efforts first and foremost on traditional media. The study also shows TV advertising has the biggest effect in persuading buyers to consult other sources of information, whether that is a brand’s website, a car dealership or friends and family.
Andy Turton, Global Development Director at TNS, said, “Digital-savvy car buyers in the US are increasingly suspicious of brand involvement when it comes to supposedly ‘independent’ sources like blogs and forums. In China, where the car market is comparatively young and people are keen to explore new digital channels, it’s a different story.”
“That’s not to say that social and digital channels should be neglected entirely in the US. In fact the biggest success stories are where auto brands successfully integrate digital engagement with more of the old-style ‘Mad Men’ advertising strategies.”
The latest Super Bowl TV advertisement from Volkswagen has been praised for successfully translating to social media. The ad, which shows German engineers suddenly sprouting wings as cars they designed pass the 100,000-mile mark, was accompanied by a staggered social media campaign across Facebook and Twitter.
While most U.S. buyers show an affinity to American brands - including Chevrolet and Ford - the study shows it is actually foreign brands that are most effective in linking up all their different channels to convert interest to purchase. Honda is most effective at pulling buyers through from initial consideration to final purchase, with Toyota following close behind.
In both the Chinese and U.S. markets the role of the dealer is also critical in persuading buyers to part with their cash. Almost four in ten (38 percent) of U.S. buyers and one quarter (26 percent) of Chinese buyers cite dealers as their most reliable information source.
Turton concluded, “The idea of the dealer being the car buyer’s ‘best friend’ is abundantly clear in both markets. As the US auto market shows continued signs of recovery - with over 15.6 million vehicles sold last year - it is only brands that can keep customers engaged throughout the whole buying process that will see these rewards.”

Looking for a retro classic?

E-Type Jaguar

Silverstone Auctions returned to Stoneleigh Park, Warwickshire, for the third year running to host its biggest ever Race Retro auction.
More than 100 classic cars and motorcycles went under the hammer in the two day sale in February, joining a selection of fine automobilia as well as a luxury lifestyle collection, offered at the historic motorsport show for the first time.
As befitting the surroundings, visitors had the chance to bid on 42 stunning classics from the track and rally stage. Highlights include the instantly recognizable 1977 Ford Escort Mk2 RS1800 Gp4 Historic Rally Car, which was tested by the late Colin McRae and driven by his father Jimmy as well as brother Alister to victory in historic rally events.
Commenting on the first sale of the year, Nick Whale, managing director, Silverstone Auctions, said, “We’re incredibly excited to offer such a fantastic array of classics. It’s quite possibly one of our most intriguing catalogues ever and interest is set to be high.”
Another star lot has to be an incredibly rare 1987 Aston Martin V8 Vantage Volante X-Pack, estimated at between £135,000 to £155,000. With only 84 examples ever made, there are few cars in the market that both define their era and offer such exclusivity. Another rare British soft-top, in the form of a 1962 Jaguar E-Type Series One Flat-Floor Roadster, will be offered, estimated at between £115,000 to £130,000. The car was restored by respected classic car restoration craftsman, Spellbound Cars of Farnham, which are offering a 12 month or 6,000 mile parts and labor warranty on this special E-Type.
F1 fans had the chance to bid on a 1978 James Hunt race helmet, estimated at between £18,000 to £25,000, and a signed pair of Nigel Mansell racing gloves, that were worn by Mansell when he obtained pole position at Silverstone for the British Grand Prix in July 1990, estimated at between £1,500 to £2,500. A 1992 Honda NSX, used by the late Ayrton Senna, will also be going under the hammer, estimated at between £75,000 to £85,000.
Possibly the finest motorsport book ever made was the very last Opus Formula One Champions Edition. Estimated at between £15,000 to £20,000, this copy was personally signed by Bernie Ecclestone and by all the living world championship winning drivers, plus the late great Phil Hill.
It is such a pity that we cannot get the same level of automobiles in Thailand that they do in the UK, or America. However, the auctions such as this do tend to push car values up (in some cases unrealistically higher), so that the ordinary enthusiast (like me) cannot afford to bid.

Formula E - is it F1’s reject?

Formula Whizzzz

According to the FIA, the new Formula E features a pool of top international names that all officially endorse the new FIA Formula E Championship and have expressed a willingness to race in the future. There are now 24 (see full list below). In addition, the Formula E Drivers’ Club will allow each member to experience the new fully-electric Spark-Renault SRT_01E Formula E car.
The latest drivers to add their names to the list include Jaime Alguersuari, Nicolas Minassian, Alex Brundle, Robert Doornbos, Christian Klien, Conor Daly, Katherine Legge and Ben Collins all showing their support for the new global electric racing series.
Of the eight new names - seven male and one female - Austrian Christian Klien, Spaniard Jaime Alguersuari and Dutchman Robert Doornbos have all raced in Formula One whilst American Conor Daly has tested for Force India. Frenchman Nicolas Minassian is a former Peugeot factory driver and Le Mans 24 Hours podium finisher whilst Brit Alex Brundle - son of former F1 racer Martin - has raced in F3, F2 and sportscars, with fellow Brit Katherine Legge previously racing in IndyCar and DTM. Meanwhile, British racer Ben Collins is a current stunt driver but is best known as the former ‘Stig’ from the BBC’s Top Gear program keeping 500 million viewers worldwide guessing over his identity for eight years.
Jaime Alguersuari said, “I’m very pleased to be joining the Formula E Drivers’ Club. I think Formula E provides a new concept in motorsport and will be a great challenge to the drivers, especially having to learn new tracks in just one day and to race in city-centers like London and Beijing.”
Robert Doornbos said, “I am really proud and happy to become part of the Formula E Drivers’ Club. I believe that Formula E cars are the future of motor racing and I look forward to racing again after a successful career in F1 and Champ/IndyCar. I’m positive that it will attract a lot of attention worldwide and sponsors will get to experience autosport on a new level.”
Alex Brundle said, “I am delighted to be included in the Formula E Drivers’ Club and to be part of a new age of motorsport competition. The development of the car represents a new challenge in a forum which is innovative, sustainable and exciting.”
Ben Collins added, “I’m thrilled to have been selected to join the Drivers’ Club and to be a part of the development team that will shape the future of racing.”
FIA Formula E Championship - Drivers’ Club line-up (total = 24):
Daniel Abt (GER)
Christijan Albers (NLD)
Jaime Alguersuari (ESP)
Marco Andretti (USA)
Sébastien Bourdais (FRA)
Alex Brundle (GBR)
Sebastien Buemi (CHE)
Karun Chandhok (IND)
Ben Collins (GBR)
Conor Daly (USA)
Robert Doornbos (NLD)
Lucas di Grassi (BRA)
John R. Hildebrand Jr. (USA)
Ma Qing Hua (CHN)
Narain Karthikeyan (IND)
Christian Klien (AUT)
Katherine Legge (GBR)
Vitantonio Liuzzi (ITA)
Nicolas Minassian (FRA)
Franck Montagny (FRA)
Takuma Sato (JPN)
Bruno Senna (BRA)
Oriol Servia (ESP)
Adrien Tambay (FRA)
Unfortunately, half of those drivers on the list are drivers who never made it in F1 which will make the series look like a runner-up group before the season even begins. I also cannot imagine the appeal of race cars going past with a ‘whizzz’ rather than a ‘vroom’!

Combating fatigue at the wheel

Road safety charity the IAM is offering weekly motoring tips from Britain’s top advanced driver, Peter Rodger. This week, he is advising on combating fatigue. This is particularly apt in Thailand where in the last week we have had two bus crashes, with fatigue fingered as a possible cause.
The IAM’s suggestions are:
- Plan your journey to include a stop at least once every two hours.
- Where possible, share the driving with another driver.
- Make sure you drink enough fluids.
- Don’t plan to travel late at night if you can avoid it. The overnight hours are particularly hard if you are tired.
- Don’t ignore warning signs of fatigue. If you feel drowsy, stop at the next pull-in area, get out of the car and walk around.
- In extreme cases, have a caffeine drink and sleep for 20 minutes while it takes effect. You can only do this once in a journey; it won’t have the same effect if you do it again.
IAM chief examiner Peter Rodger said, “Motorways are the safest roads - but they are monotonous. If you’re embarking on a long journey, get a good rest and use this advice to help make sure you’re alert throughout.”
Very wise advice!

Autotrivia Quiz

Quiz car

So to last week’s quiz. I asked what car is this? Only clue was that it is American. It was a 1957 Chrysler Diablo (so Lamborghini was not the first to use the “Diablo” name).
So to this week. What car is this? Six cylinders and 80 horsepower, twin SU carbs, and used by the police.
For the Automania free beer this week, be the first correct answer to email [email protected].