Bad Ads: Suzuki SX4 vs. the Mini
Posted by Andrew | Filed under Bad Ads
Let’s be honest, 99% of advertising, whether it’s on the TV, on Radio, in Print, or online, sucks. I’ve decided that something needs to be done about it, which is why I’m going to start pointing out these bad ads and why they’re bad.
Suzuki isn’t by any means, a big car company. I don’t even think most people are aware that Suzuki makes cars. They’re more well known for their motorcycles and ATVs. Well, Suzuki is trying to get their car sales up in the down market, because all of their cars are cheap for the same reason Daewoos we’re cheap, right up until GM bought them. They must be crap.
But, no matter, Suzuki will get there car sales up with a clever advertising strategy. Good plan. Except, they completely missed the target with an ad they’ve been running comparing their SX4 Crossover to a Mini Cooper. They say the SX4 has more power than the Mini, a whole 25 more horsepower. Wow, that’s…more.
They also mention that the Suzuki has America’s best warranty. Wait, I thought that Hyundai had America’s best warranty…they said so in their ad! And what about Toyota’s extended 15 year warranty? Isn’t that also pretty good? Please, no one sold anything saying they had the second best anything. Oh! but it does come with a Navigation system as standard! Yeah, that’s exactly what I want, a car that tells me how to drive. Those built-in navigation systems are always horrible, you’re always much better off getting a TomTom or a Garmin Nuvi.
And since when did the kind of people who are looking at a Mini for their next car would be interested in a Suzuki? That’s like a Super Market going up to somebody looking at Bananas and telling them why Oranges are better. The Mini is about looks and style. It’s like the VW New Beetle or the Jeep Wrangler, it’s about taste. No one who is looking to buy a Mini would look at this ad and change their mind.
And for that matter, why does Subway go after McDonald’s in there ads? You can’t buy a cheeseburger at Subway!
Here’s the Suzuki SX4 Croosover TV spot if you haven’t already seen it:
3 Responses to “Bad Ads: Suzuki SX4 vs. the Mini”
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Subcmpact Says:
March 25th, 2009 at 19:44I’d agree that it’s not the best ad in the world. However, the Suzuki SX4 is a subcompact, as is the MINI. And it’s completely feasible for someone shopping for a MINI might look at the SX4, especially since it has AWD. Why not?
And actually, 25hp is a fair amount of ponies, especially since both cars weigh a good amount under 3,000 lbs.
The ad might be bad, but the SX4 is a nice little car.
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Andrew Says:
March 25th, 2009 at 19:58You’re right, it isn’t a bad car at all.
I should clarify that I have taken a look at one of these things, and it is a good little car. Probably much more reliable than the Mini too.
I’m just trying to make the point that the Mini is just one of those Icon cars that people buy simply because it is what it is. Like why people like me buy a Mac for a computer.
-Andrew
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Subcompact Says:
March 26th, 2009 at 20:32Gotcha, and I would agree with you on both points.