November 20, 2007

More Marketing Morons

According to Ad Age, Pontiac is shifting its advertising efforts toward media that appeal to younger audiences such as video game tie-ins, Web ads and spots on sports channels and late-night shows.

The logic of this is perfectly idiotic and, as such, perfectly in line with the brainless reflexes of so many marketers. (See Aiming Low) A few facts:

1. The average Pontiac buyer is over 50.
2. Baby Boomers and older comprise as much as 80% of the market for new cars.
3. Of the 13 cars the average American will buy in a lifetime, 8 will be bought after they're 50 years old.
4. Even if they want a Pontiac (which they don't and never will) young people can't afford new cars, and no lender in their right mind will finance them.

By the way, Pontiac sales are down over 14% this year. Hard to figure, isn't it?


No comments: