Saturday, December 18, 2010

The Reason for the Season

Let my Christmas present to you be the ability to answer one of the world's foremost million dollar questions: "Who buys cars for other people as a Christmas gift?"

We all see the car commercials set to some cheesy music and they all end the same: with a shiny new car pulled in a driveway with a humongous red bow on top. Everyone in the ad industry, and elsewhere for that matter, wonders the same thing..."who the hell buys a car for someone as a Christmas gift?"

The answer: no one.

Car companies know they're selling a specialty good, and the brands that tout premium quality (Volvo, Lexus, BMW, Mercedes, etc.) have a brand reputation to uphold. That being said, the point of these car commercials isn't to entice you to purchase a dazzling new car. These ads are ran to maintain brand prestige because the people that CAN afford these cars buy them just as much for status as they do for the functionality.

You don't see holiday commercials for a Ford Fiesta, that would be laughable. Only the big dogs come to play on the Mother of all Material Holidays.

The car companies know what they're doing. They're selling two things with holiday commercials like these: 1) Brand prestige to prospective buyers, 2) The American dream that one day someone in the middle class (such as myself or perhaps you) will be able to afford a car as a Christmas gift to loved one(s).

So my friends, that is why you see these ads. It isn't because people are buying these cars, it's because people are paying attention to brands.

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