Lakeside49 |
11-24-2019 10:12am |
If this had happened at Ford - and, without exaggeration it never would have with a modern pickup/SUV - the 1-3 marketing managers and their chosen display show supplier would be looking for new career opportunities by Monday morning. They did not “protect” the brand or their busy senior management from themselves. Engineers and designers know very little about these sorts of presentations and shouldn’t have to be concerned - that’s Marketing’s main responsibility. In watching it, the reveal was a fail on so many levels (sound, lighting, validation of claimed technology, Musk’s extremely unprofessional profanity, scripting without flow or answering obvious questions, and the sense of school-boyish fraternal vibe that didn’t genuinely respect the Tradesmen/Tradeswomen who lead/build our economy and awesome country every day. They acted like kids. that got away with something instead of respecting the target customer (Sportsmen/Sportswomen ...who have reliable access to 220V where they hunt/fish/play - and, perhaps illegal drug runners and preppers needing bullet proof stuff); and, all without explaining or properly demonstrating exactly how their expensive new technology (and, shape that was obviously not greatly market-researched ?) can clearly benefit their customer’s lifestyle. Who the heck in our American automotive industry does that to premier such a proud brand as Tesla.
This reveal will be bottled and shown in future Marketing 101 courses (the long used Edsel fail was getting a little out of date) and extremely difficult for them to recover from, and probably spilling over a little to their remarkable cars’ image and trustworthiness.
Wall Street analysts are not the brightest bunch - they are starry-eyed about technology, chasing the latest shiny object - yet, even they’ve already written off this poorly executed experiment.
You get one chance to make a good impression. In our industry that means a LOT of up-front work. They slacked and it cost them, big. Wish it wasn’t an American fail case.
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