
Hey…Detroit!
Now that you’ve declared that bankruptcy is the only path to survival…The Blimp Crew is here to offer you two simple…yet challenging ways by which you might become profitable once again.
Step One: Sell the rental car companies one, high quality product representative of your overall production values.
How many times have you rented a car…any car…and you can’t believe how awful it is?
Way more often than not, we believe. The cars Detroit sells to Hertz, Avis, National…any of the chains…are the scrub, bottom of the line vehicle models in trim, fit, finish, performance…and unfortunately…quality.
All the chains care about, of course, is that they’re able to provide a vehicle that’ll get renters from point A to B and back…for X dollars. They don’t care about the quality of the vehicle. Why should they? They know the cars’ll get trashed over time…either winding up in scrap heaps at 30,000 miles…or dumped onto one of their resale lots.
It’s the auto manufacturers with lots to lose in the rental car business…and they don’t even realize it!
Instead of the bottom of the model line cars winding up at the rental agencies…what if the GM’s, Chrysler’s and Ford’s sold the Hertz’s of the world…a truly representative product of their new production efforts? What if they attempted to limit their fleet sales to one really good, high quality mid-sized model?
Provide no choices at the rental counter. Provide no varied selection of brands or models. Why bother? Under the old manufacturing structure…a Chevy-was-a-Buick-was-a-Pontiac…as a Chrysler-was-a-Dodge, anyway.
The manufacturers should each brand one really great mid-range priced car for high volume rental fleets…one which is terrific in every way. In trim, fit, finish, performance…and quality. Build a car for rental distribution that says…“here’s an example of the best we can do.” And do it. Rather than provide an example of the “cheapest way we can build and sell a bunch of cars” to the Avis’.
And remember…a high quality car does not mean it has to be an expensive car. For example, there’ve been plenty of lower cost, high quality Honda Civics and Toyota Corollas running around our highways for years now.
We believe people will pay attention…will notice the difference…and they will go to dealers to check them out.
Step Two: Follow the European marketing and sales models used to promote and encourage the purchase of Diesel vehicles.
We’ve got news for you…high fuel prices are right around the corner once more. If you’ve been seduced back into SUV’s and pickups the past few months because gas has been relatively cheap for a short period of time…be ready for a rude awakening.
Gasoline will be back to $4.00 and $5.00 a gallon within the next year. Bank on it.
For years…Detroit has said…“Americans won’t buy Diesels. Why build them?” And for years it’s been true. Americans haven’t wanted to buy them…because when they’ve thought “Diesel”…consumers pictured smelly, dirty, noisy, air polluting vehicles. And up until about 8 years ago…they’ve been right.
But those lousy Diesel days are long gone.
Fact: Where the cost of fuel is more than three times more expensive than in the States…almost 60 per cent of autos sold in Europe run on Diesel.
Modern, high tech Diesels sold in Europe now get as many as 87 highway miles per gallon…and between 44 and 65 mpg in city driving. Take into account the Europeans gauge true mile per gallon consumption on a much more strict basis than American testing standards…and there are real consumption and cost value differences between gasoline and Diesel engines.
European buyers have a wide range of clean, quiet, powerful, fuel efficient, high quality Diesel autos to select from…by well known European and Asian manufacturers like Audi, VW, Peugeot, BMW, Mercedes-Benz, Kia and Volvo. In fact Volvo’s S40 DRIVe European Diesel, owned by Ford…was recently named “Greenest Car of the Year” in Europe.
Guess who else is selling Diesel big time overseas?
GM.
And Ford.
In fact, Ford’s ECOnetic Fiesta Diesel gets over 63 miles per gallon!
Hey! Give us the opportunity to buy the kinds of cars you sell in Europe!
Detroit needs to develop an effective Diesel marketing campaign which will convince American motorists that Diesel is a high quality, efficient means of fuel consumption (which will greatly reduce by millions the number of barrels of oil we import) and build the type of cars in America which are so successful overseas.
It’ll take GM, Chrysler and Ford a long time to convince consumers once more that they build desirable vehicles…ones with inherent quality and efficiency built into every car that rolls off the assembly lines.
And we believe they need to think outside the box to do it.