A little experiential automotive marketing for you today: watch a recent online movie titled "Lexus Dark Ride" promoting the Lexus CT200h. It's for their forthcoming hybrid hatchback due February 2011.
While I'm not a movie critic, as someone that falls within their target audience (according to Automotive News, they want 16-44 year olds, a.k.a. "Gen XY"), I'd say the motivation to stay engaged with the film needs more work. Get meaner villians. Hire Jerry Bruckheimer for richer action scenes. And show a little more of the car's interior. While it is a "dark ride", I would love to experience more of the instrument panel and seating. What I could glean was enticing. Show me more insides while escaping from the bad guys of Los Angeles.
Maybe Lexus is onto something here: Hybrids. Action. Green. Starting in 2011, "green" hopefully means the dollars you and I may spend on a nifty hatchback.
Posted by Lonnie Miller, Vice President, Marketing & Industry Analysis, Polk (06.07.2010)
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