Posts by Tamara Warren
- twarren22 at Motoramic9 mths ago
When automakers organize events targeted to women they have a clear objective — selling more of their cars. These programs typically involve talking about one brand and generally one model. Not much ground is covered in getting women out on the road for the experiential aspect of driving multiple cars for the fun of it and making real-world assessments of cars paired side by side.
Hence the “chick car stigma” is born. The “chick car” is the vehicle in the carmaker’s lineup that dealers push on women shoppers, but that automakers work hard to make gender neutral in fear of an old industry saying: You can sell a man's car to a woman, but not a woman's car to men, i.e., the soccer-mom minivan.
When I’ve asked marketers about selling to women the response has been that they don’t define customers by gender demographics, but by “lifestyle.” However, most still track the gender of their customers, which suggests that “lifestyle” isn’t the only aspect they think about when they’re building a new car.
- twarren22 at Motoramic10 mths ago
Santa Fe, N.M., was officially founded thirteen years before the Mayflower Pilgrims arrived in New England. The Spanish conquistador Don Pedro de Peralta christened the town in the early seventeenth history as “ La Villa Real de la Santa Fé de San Francisco de Asís (Translation: “The Royal Town of the Holy Faith of St. Francis of Assisi.”)
Hyundai wasn’t the first to borrow the name for a mode of transportation that has nothing in common with the town: The Atchison, Topeka and Santa Fe Railway, founded in 1859, never actually reached Santa Fe. And the 2013 Hyundai Santa Fe isn’t the best choice for conquering the deep canyons around the Rio Grande that kept the railroads away.
But the nameplate has been a winner for Hyundai, so much so that the Santa Fe is now offered as both a short-wheel base and a long-wheel based package, which effectively replaces the Veracruz. The rationale for the rebranding campaign is not to confuse Hyundai conquests, but simply to attract more customers to the popular Santa Fe badge, according to the automaker’s marketers. You can now super size your Santa Fe to accommodate six and seven passengers.