Why Ron Burgundy is as Good of a Car Salesman as an Anchorman
“I’d like an ad that works and a tasty BLT.” So might say Ron Burgundy if he was a CMO of a major corporation, including an automaker. In fact, Ron Burgundy (actor Will Ferrell) is staring in several shorts for the Dodge Durango designed to boost interest in “Anchorman 2,” the sequel to the 2004 cinema hit – both starring Ferrell, and generate awareness of and interest in Durango.
Big 3 Reverse Cross-Shop: Headway!
Image from: ArchMan/Shutterstock For years, the so-called import nameplates gained market share by attracting domestic brand shoppers. Many in the industry feel that with stable Big 3 finances and better products the reverse is now happening: import shoppers are increasing the extent to which they cross-shop Big 3 products. To investigate, Compete analyzed reverse cross-shop rank for Ford, Chevrolet, and Dodge over time. Reverse cross-shop measures the prominence of a
Ridgeline at Risk?
Recently several automotive publications have hinted that Honda may soon discontinue its innovative Ridgeline mid-size pickup. Dodge just discontinued its like-sized Dakota. Honda says it has no official plans to do so and just added some minor tweaks to the 2012 model. Compete prepared a quick look at Ridgeline to inform Honda’s thought processes. The analysis leverages Compete’s proprietary in-market automotive shopper metrics, which are based on unique consumers (i.e.,
Chrysler Pre and Post-Bankruptcy Analysis
Last week, former Chrysler CEO Bob Nardeli made a statement that the Obama administration didn’t need to give control of Chrysler to Fiat SpA in order to save it in 2009, only to back off it days later. While we will never know what the condition of Chrysler would be today if Cerberus Capital Management LP was still in charge, we can examine how consumer demand for Chrysler, Dodge, and