Thank god for social media. Not only does it subject me to the various armchair CEOs and their plans for the future of Lotus, but it also alerts me to when an unknown Lotus PR wag goes completely off the reservation, and publishes a hate-filled invective on Facebook that looks like an angst-filled letter penned by a 19 year old boy to his ex-girlfriend. And you know what? I like it.
Yes, the letter (and the above photo) is filled with angry sniping, snarky remarks and thinly veiled insults. Did you expect anything less? A big portion of the letter seems to be devoted to debunking baseless rumors and factually incorrect conjecture – in other words, the foundations of modern "automotive journalism". Most blogs are, frankly, not concerned with any form of truth. The main goal is, of course, to get you to click on their article by luring you in with an incorrect or sensational headline. Editors hand down decrees that one must be "first" with the story (as if anyone really gives a shit which outlet publishes something 5 seconds before another outlet) and in a rush to meet the deadline, or make money on some draconian pay-per-post or pay-per-pageview payscale, unsubstantiated rumors, poorly researched topics and articles without fact checking get published, and incorrect, even potentially damaging information slips into the public consciousness. Couple this fact with another element; the entire motoring press seems to be against Lotus with a fervor usually reserved for warring parties in Middle Eastern sectarian conflicts. Some of these reasons are built on sound principles, related to business practices, strength of the product and whatnot. Others, just want to criticize you and attack your CEO as "an over-coiffed little shit" for no other reason than to get more web traffic. Unfortunately for Lotus, some of these mongoloid dimwits happen to play a role in shaping public opinion. They took the new lineup as an insult to their self-image as the vanguards of automotive purity, and thus lashed out in child-like petulance at Bahar's attempt to do what all business (yes, car companies are businesses to public trusts) are supposed to do; turn a profit. Luckily, my self-image is not wrapped up in an automobile brand and their products, so I can see both sides of the issue – and Bertel, Ed and the TTAC crew do not mandate any sort of click bait sensationalism that would put us on this profane path. How does Lotus fight back? Sending out an email with the real facts will probably be willfully ignored, and nobody will pick up a press release stating the real information either. Why not scorch the earth? There is really nothing to lose at this point. Everyone in the automotive press is against you and not open to hearing your message, no matter how many free cars or lavish trips you're willing to give away. Publishing something equally sensation, that people will talk about, and bloggers will pile on to, will get you noticed, and conveniently provide a vehicle to get your message out. Dany Bahar played a good part in turning Ferrari into the profit-turning juggernaut it is today. He's not stupid, despite what the $30k a year enthusiast club on Twitter would have you believe. I admire the candor that Lotus shows in the release, and this may not turn out to be the begging of the end for Lotus (what people seem to want), but perhaps a new way for car companies to start combating the poor "journalism" practices – really, nothing more than just the continuous spreading of rumors, poorly-informed opinions or outright falsehoods – and a way to make sure their message gets heard. I'm not saying we're going to see General Motors go apeshit and do this every time the Volt gets bad press, but why fight an unstoppable monster on its own terms when you can do something subversive, that gets people talking, and take back control of the discourse? Press release is below.
from The Truth About Cars http://www.thetruthaboutcars.com | |||
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Wednesday, April 11, 2012
In A World Gone Mad, Lotus Publishes Angry Facebook Screed
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