Aside from the impact football players make on the field, the NFL's Super Bowl is known for its buzz-enducing commercials. Advertisers try to gauge success in many ways, but for automakers the proof is driving off the car lots. Between plays, Super Bowl XLVI showcased numerous car commercials, indubitably provoking discussion. Whether it was the commercial itself that led to the Honda CR-V's best-selling status or Super Bowl commercial failure that gave way to a Ford Mustang victory, well, that's for the Don Drapers and Roger Sterlings to decide. A Win for Lexus Without surveying the 2,396 customers who acquired a new 2013 Lexus GS in February or knowing precisely how many got one after its Super Bowl commercial, it's impossible to know how much impact the straightforward Lexus ad delivered. One thing we do know: Compared with the single best GS sales month from the last two years - December 2010 - GS sales in February were three times better. Year-over-year, GS sales were up 587%. Looking back to January, GS sales rose 2,476%. Of course, relaunching a nameplate with an all-new vehicle does tend to increase the impact of the Super Bowl ad. Yet based on one ad and one month of sales, the GS now seems ready to play in a game dominated by the Mercedes-Benz E-Class and BMW 5 Series, both of which found more than 4,000 buyers in February with no big-game presence. Beetle Goes to the Dogs From January to February, sales of the Volkswagen Beetle dropped 7%. Considering the overall market grew 26%, this may cause Volkswagen to wonder if it missed the mark during Super Bowl XLVI. Obviously, advertising is not the only factor in U.S. auto sales, but one would have thought Volkswagen would get a bounce from their Beetle Super Bowl ad. It may be that the ad's exercising dog was more memorable than the car. Chevrolet's Sonic Sales Boom "Chevrolet" and "quality subcompact" are terms that didn't work for the now-defunct Aveo. General Motors attempted to change that with Super Bowl commercials featuring skateboarder Rob Dyrdek's slow-motion flip of the Sonic and OK Go's 1,000-instrument "Needing/Getting" Sonic performance. Compared with the Aveo's February 2011 sales figures, Sonic sales were up 186%. The Sonic also far outpaced the market's January-to-February increase by posting a 38% month-to-month jump. Meanwhile, the Sonic finished the month second in its class, losing top honors to the Nissan Versa. Another Chevrolet was featured in the wildly over-the-top "Happy Grad" commercial. Curiously enough, though Camaro sales were up 21% from January and 11% year-over-year, February was the first month in which the Ford Mustang came out on top in the muscle-car segment since June 2011. Ford sold 7,351 Mustangs in February sans Super Bowl commercial; Chevrolet sold 6,923 Camaros with a Super Bowl commercial. Did Vampires Slay A7 Sales? Audi's Vampire Party Super Bowl commercial for the A7 was, shall we say, bizarre. Moreover, the A7 plays in a niche corner of the luxury market where sales volumes aren't expected to suddenly shoot through the roof. A7 sales dropped into the basement in February, falling 9% from January's 643 to February's 584. In 10 months of A7 sales, including its launch month, this was Audi's third worst for volume. Strangely, February sales of the A7's most direct rival, the Mercedes-Benz CLS-Class, slid 22% from January levels. Fiat 500 Sales Climbing Fiat's sexy 500 Abarth commercial has been attracting YouTube onlookers for month,s and it seems like sex does sell. The 500 climbed to its highest monthly sales total yet of 3,227. That's- 69% higher than January's figures and 4% better than the next-best month, August 2011. Veloster Sales Get Turbo Boost A possible Fiat 500 Abarth competitor is the Hyundai Veloster Turbo. The turbocharged model is only just coming on stream, but the morbid, comical "Think Fast" commercial was bound to rub off on the whole Veloster range. Veloster sales shot up 91% from January levels; February was the sporty Hyundai hatch's second-best month in its six-month-long lifespan. A Hit for Honda While purists may have decried it, Honda and Matthew Broderick's remake of "Ferris Bueller's Day Off" was a major topic of discussion. The commercial wasn't laugh-out-loud funny, but the CR-V did end February as the best-selling SUV in America. It also was also the best-selling SUV in America in January -- before the Super Bowl. Nevertheless, CR-V sales were up 30% year-over-year while the market was up 16%. Compared with January, CR-V sales rose 31%. Again, the overall market was up only 26% during the same period, but it's a new CR-V and sales are expected to be strong. Motley Crue Plus Adriana Lima Equals Kia Optima Sales One of Cars.com's favorite commercials of Super Bowl XLVI was the Kia Optima spot featuring a fevered dream sequence including Motley Crue, a super model, rodeo star and cage-fighting champ. It also shows off the sleek-looking sedan, sending sales to their highest mark since the design debuted. Sales were up 138.6% from last February and 31% from January. The Champs It's clear that Chevy, Lexus, Honda and Kia won the night when you look at sales and Audi and VW missed the mark completely. The buzz has spoken. Check out the Super Bowl XLVI commercials and a bunch more with our post-game rankings here. from KickingTires http://blogs.cars.com/kickingtires/ | |||
| |||
| |||
|
Friday, March 2, 2012
Did Super Bowl XLVI Ads Impact Car Sales?
Subscribe to:
Post Comments (Atom)
Archive
-
▼
2012
(7297)
-
▼
March
(728)
- BMW i8 Concept Spyder Debuts: Same Plug-In Hybrid,...
- Sound and Fury
- New or Used: Replacement for Rusty Rocker’d Ride?
- Opel Labor Leader Threatens Mother Of All Plant Cl...
- This Week's Most-Read Stories
- Interest For EVs Fading
- Hammer Time Rewind: Hit Em Where They Ain’t!
- Speed, And The Cop Might Get A Free Pizza
- Pocket Rocket Lovers Of The World, Rejoice! Uhmm, ...
- Automotive Lawsuit History Unearthed, Junkyard Sty...
- Junkyard Find: 1987 Toyota Corolla FX16 GT-S
- 2012 New York Auto Show Preview
- FS: One-of-a-kind Mercedes “Benzamino”
- Most-Watched Video Reviews of the Week
- Car Collector’s Corner: This1939 Rolls Royce Wrait...
- Bye, bye, Miss Emm Kay Five.
- Volkswagen Reveals Alltrack Wagon Concept, Don’t G...
- How To: Mess With Your Buddies’ Cars
- 2012 GMC Yukon and Sierra Heritage Editions Announ...
- Volkswagen Alltrack Concept; A Diesel Wagon, But A...
- 2013 Lincoln MKZ Shows Off a Big Retractable Glass...
- 2012 Dodge Charger SRT8 Super Bee Tested: 470 HP o...
- GMC Celebrates 100 Years With Heritage Edition
- You Thought That Car Was Expensive? Wait Until You...
- 2013 Subaru Legacy Quietly Drops 2.5GT Model
- 2012 New York Auto Show: What to Expect
- Dodge’s Facebook Campaign For SRT Viper Backfires
- Boo, Hiss: Daimler And BYD Launch Denza Brand
- Cars.com Buzz Index: March 2012
- Sergio Marchionne Confirms Third Fiat Model By 201...
- Fiat Brazil: Uno Kicks Gol Off Top Spot. Films At ...
- 2014 Fisker Nina Spied Nearly Completely Uncovered
- Cars.com News Briefs: March 30, 2012
- What Is The Model T Of Our Time?
- SRT Reveals one More Viper Pic
- Recall Alert: 2002-04 Honda CR-V, 2003 Honda Pilot
- LeMons Good/Bad Idea of the Week: Two-Stroke Miata!
- Junkyard Find: 1975 Mercury Comet Sedan
- Modern Marvels: IG Metall Hires Bob King As Opel B...
- Young People Drive Less, Surf More
- Cars.com Family Reviews the 2012 Volkswagen Passat...
- Cadillac XTS' Seat Buzzes for Danger
- Car Collector’s Corner:1948 Plymouth Convertible w...
- SRT Previews 2013 Viper’s Interior on Facebook [Ne...
- Mini Baker Street, Bayswater, and Highgate Special...
- 2013 Volkswagen CC First Drive: New Nose, Same Goo...
- Shake, Rattle, and Squeak: Long-Term 2011 Mini Coo...
- Chrysler Dealers Who Regained Their Franchises Bac...
- Mitt Romney Slammed for Joke Referencing Plant Clo...
- What Car Would You Buy if You Won Mega Millions?
- Edmunds Sees SAARing March Sales
- New Ram Truck Teased Before Debut, We Expect Refre...
- You Won’t Need A License To Drive This Renaut
- 2013 Subaru Legacy at the 2012 New York Internatio...
- Mercedes Will Cut Platforms In Half
- Capsule Review: 2012 Subaru Impreza Sport 5-Door
- Cars.com News Briefs: March 29, 2012
- 2013 Subaru Outback at the 2012 New York Auto Show
- Introducing The 2014 Mercedes C Class
- Toyota Bumping Up RAV4 Production By 50,000 Units ...
- Americans Paying Off Car Loans Before Mortgage, Cr...
- New C/D YouTube Channel to Launch May 1; Here’s Ou...
- Honda Fit. Officially Hecho En Mexico
- OnStar's Family Link Helps Parents Keep Tabs on Te...
- Junkyard Find: 1975 Ford Maverick
- PSA And Toyota Open Tie-Up Season
- Opel Supervisory Board Meets, Decides Nothing. Eis...
- Would You Buy It? 2013 Ford B-Max
- 2012 Audi Q5: Car Seat Check
- Vellum Venom: 2012 BMW 328i Sedan
- 2013 Chevrolet Traverse: Hard Candy Shell, Soft Go...
- 2013 Acura RDX First Drive: A More-Mature Compact ...
- 25 Cars Worth Waiting For: The Choicest Rides Arri...
- Italy Seizes Gaddafi’s Stake In Fiat
- EXCLUSIVE: Jost Capito, Head of SVT and Performanc...
- Lotus Vehicle Development on Temporary Hold, Long-...
- European Patent Filing Reveals Possible Chevrolet-...
- 2013 Lexus ES Confirmed for NYC, Previewed in Phot...
- Cadillac Previews Driver-Assistance Systems for XT...
- Name That Exhaust Note, Episode 129
- 2013 Chevrolet Traverse at 2012 New York Auto Show
- Ford Explorer Sport Gets 3.5L Ecoboost
- 2013 Ford Explorer Sport: First Look
- 2013 Ford Explorer Sport: The Closest Thing to an ...
- Fiat’s Future In America And Elsewhere: A Counterp...
- Ontario Cutting Electric Vehicle Subsidies, $43 Mi...
- GM Issues Media Black-Out For Ellesmere Port
- Renault Opens Import Company In Allegedly Closed M...
- Hammer Time: Buy! Buy Buy!
- Generation Why: Jeep’s Old Man Truck, Pinterest An...
- 2012 Jaguar XFR Video
- 2013 Maserati Quattroporte Spied: Maserati’s Next ...
- Cars.com News Briefs: March 28, 2012
- New Lexus ES at New York Auto Show
- Buick Encore May Get Chevrolet Variant
- New Mitsubishi Outlander Sport at New York Auto Show
- UAW’s Bob King Will Fire 7,000, Close Two GM Plants
- Azure Dynamics Files For Bankruptcy, Suspends Ford...
- Junkyard Find: 1970 Toyota Corona Sedan
- Car Collector’s Corner:1966 Coronet 426 Hemi 2 Doo...
-
▼
March
(728)
No comments:
Post a Comment