Its All Gravy and Bling Bling as Hip Hop Brings Bigger Profit To Car Makers

DETROIT, April 20, 2004; Michael Ellis writing for Reuters reported that- Hip-hop's move into mainstream America is music to the ears of auto executives hoping to add "bling bling" to their brands and street credibility to their cars.

Hip-hop's many references to flashy cars -- the "bling bling" that which has become an entry in the dictionary -- has made the chrome add-ons and the oversize wheels, or "dubs," on the vehicles in many rap videos the new must-have accessory.

In February, General Motors Corp. held its first "GM All-Car Showdown" charity event, where rapper Snoop Dogg, basketball star Shaquille O'Neal, and other athletes and Hollywood celebrities drove their customized Cadillacs or Hummers to compete for the crown of "King of Bling."

"They'll ultimately influence a thousand people by what they wear or what they drive," said Mike Jackson, GM's general manager of the western U.S. region. "This whole business is about style and about personality."

For consumers wanting a car like the stars, GM will offer 20-inch wheels on all of its SUVs within the next three months, hoping to grab a larger slice of the $3.3 billion market for custom wheels.

Ford Motor Co. promises to design its future vehicles with "urban" attitude influenced by hip-hop.

"Let's face it, the urban market likes chrome," Design Chief J Mays told Reuters. "Chrome is a traditionally American design element, and we're applying it pretty liberally to the front of our Fords."

In case anybody misses the connection, a Lincoln Navigator SUV decked with spinning wheel covers and video game consoles is dubbed "Mr. Hip Hop" in the movie "Johnson Family Vacation" which opened earlier this month.

MR. HIP-HOP

Ford hopes that the Fox Searchlight film, starring comedian Cedric the Entertainer as the father of an aspiring rapper, will boost the image of its Lincoln brand and the Navigator luxury SUV.

"Our intent is for people to watch it and say, 'You know what? That thing, it looks good,'" said Jon Fitzpatrick, general marketing manager of Lincoln Mercury.

Auto executives now quote hip-hop song lyrics, aware that any mention of their cars brings instant validation that can help boost sales.

Cadillac is the most ubiquitous of any brand in Top 20 songs this year, according to San Francisco marketing analyst Lucian James, compiler of the "American Brandstand" list.

"It's so unscientific, but you notice that they're all brands that have a certain buzz around them," James said of his weekly brand tally.

Since the turn of the century, when "In My Merry Oldsmobile" was a hit, through the 1960s, when the Beach Boys sang about a "Little Deuce Coupe," cars have been a familiar theme in music. But perhaps no music form has embraced cars as much as hip-hop, James said.

"People often underestimate how mainstream hip-hop is these days and what a powerful tool it is for reaching people," he said.

Cadillac's Escalade became a big hit after Jennifer Lopez mentioned the SUV in her song, "Love Don't Cost a Thing."

"You look at Cadillac's demographics, and it's completely changed," said John Jarasa, managing editor of Dub. The magazine, which features celebrities and their cars, has a circulation of about 150,000.

'FUNKMASTER FLEX'

Celebrities and their customized vehicles also show up in song lyrics, music videos, and now television shows like MTV's "Cribs" and "Ride with Funkmaster Flex" on the Spike network.

Hip-hop deejay Flex will spin records out of the back of a customized Nissan Altima during the second season of his show, beginning in May.

"It's a really great opportunity for us to get a radical version of our car exposed to a lot of 'carphiles,'" said John Cropper, Nissan's senior manager for youth and urban communications. "All the people (Flex) interviews have bought these amazing cars, and they put tens of thousands of dollars, and in some cases hundreds of thousands of dollars, into customization."

The new Chrysler 300 generated a buzz when it appeared in a music video by the band G-Unit, and sales have gotten off to a good start since the sports sedan's launch in February.

"It's a status thing," said Ralph Giles, who designed the 300's exterior. "One of the most immediate ways to show your wealth is your car."

Distinguished by its large chrome grill, the 300 is one of the few sedans able to fit 22-inch wheels. For that reason, Dub's Jarasa said, it has attracted a lot of attention.

"In this game, size does matter," Jarasa said. "That huge grill makes an impact. People won't forget it."