01:19 pm
This is Not your Father’s Chevrolet Ad
When it comes to the convulsions in the U.S. auto industry, the media has tended to focus on the three B’s — bailouts, bankruptcy, and (manufacturing) base. In the process, they’ve almost completely ignored the struggle of a few thousand car dealers who are just trying to make a living selling some automobiles.
We’re all quite familiar with ads from local car dealers, so much so that they’ve become self-parodies. Typically they turn up in local newscasts and later on at night when the ad-buy costs come way down. Crazy pitchmen, talking animals, cute women — bad actors all — try to convince you to buy a car.
Most Americans probably could recite the tagline of at least one of these turkeys. It’s such a common stereotype that Saturn used to make fun of it in its own commercials.
But with changing times come changed messages.
Take a look at these ads from Les Stanford Chevrolet-Cadillac in Dearborn, Michigan (h/t):
Ouch! Needless to say, Senator Shelby is unlikely to win any popularity contests in Michigan. On YouTube, one commenter referred to him as the Senator from Japan.
Now, while these ads are politically provocative, there is little, if any, political or commercial risk in attacking southern Senators here in Michigan. As noted above, generating free publicity by having such a unique message makes good business sense as well. So put two points for the men from Dearborn.
Senator Shelby is not the only Senator critical of the domestic auto-industry. Sen. Bob Corker of Tennessee derided Detroit, but then came to the North American International Auto Show in Detroit to learn more about the industry. He too has evidently gained a new-found appreciation for the importance of keeping the doors of a local GM plant open.
Perhaps Senator Shelby will come around as well, but I wouldn’t bet on it.
The reality is that Shelby’s (and others’) attacks on the Big Three have more to do with his (their) opposition to union labor than they do with his (their) support for free-market economic principles.
Apparently, the distinguished gentleman from Alabama believes that most American auto-workers make too much money.
Given the long-standing history of a strong, unionized workforce here in Michigan (and throughout much of the industrial Midwest) I’d bet that the Stanford brothers will not be the last car dealers to beat this particular drum.