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Marty's Marketing Musings© - Too Many Small Crossovers Means DUELING DOPPELGANGERS!

PHOTO (select to view enlarged photo)


by Marty Bernstein
Senior Editor at Large
The Auto Channel

Detroit January 31, 2016; Of all the manufacturers at the recently concluded Detroit Show the one ubiquitous link was the small crossover. It was in almost every booth and it is hot, hot. Year-end sales from 2015 show a dynamic surge in the sales of the mini-models to the detriment of the traditional family sedan. With increased competition this year projected.

Ah, but there is a problem for the consumer: which brand or brands should be considered? They all sort of look alike, don’t they? Proof of point: A website for auto journalists produced the graphic below which certainly visualizes the dilemma facing the prospective buyer. They are indeed doppelgangers. Or twins, dead ringers, spitting images, chips off the ole block, if you prefer.

The answer will come the brand with the most creative marketing and advertising that establishes a product differentiation for their little car combined with a compelling and aggressive campaign. And there’s going to be significant price breaks in future.

Stay tuned. It’s going to be interesting. How many of the vehicles can you identify?