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菲亞特在紐約SoHo區(qū)華麗轉身

菲亞特在紐約SoHo區(qū)華麗轉身

Alex Taylor III 2011-05-27

????上周在紐約SoHo區(qū)被雨水浸潤的彈石路上,20輛嶄新的菲亞特(Fiat) 500 Cabrio轎車一字兒排開,是在干什么呢?

????答案自然離不開汽車業(yè)的復雜性以及在美國重塑一個陷入困境的老品牌所面臨的挑戰(zhàn)。既需要吸引注意力,需要打造形象,還需要一些富有親和力的勸導。

????2012年,又稱車型年,美國市場預計將推出37款新車或重新設計車型,汽車生產商們要想讓其新車不泯然于眾,就必須竭盡全力吸引眼球。如果一款新車在上市頭幾周內無法成為市場關注熱點,就會流于平平,無法帶動熱銷。

????要抓住上市之初的寶貴時機,汽車生產商和營銷公司認為媒體關注度至關重要。這不僅僅是曝光——廣告也能做到這一點——但只有媒體能夠提供的第三方曝光極具價值,特別是對于像菲亞特這樣正試圖走出多舛過去的品牌。

????傳統(tǒng)的新車媒體發(fā)布活動往往選在遙遠的休閑度假區(qū):空間寬敞,道路不擠,沒有其他什么東西會分散注意力。新車成為當之無愧的明星。

????那么,菲亞特怎么能將新車停在接近紐約Holland隧道入口的繁忙街道上?拉斯維加斯都訂滿了嗎?

????自從27年前菲亞特終結了其在美國市場上的廉價進口車形象后,該公司已脫胎換骨成為一個具有意大利血統(tǒng)的高端品牌——雖然這多少忽略了一個事實,即菲亞特是克萊斯勒(Chrysler LLC)的企業(yè)合作伙伴,菲亞特汽車其實產自墨西哥。

????敞篷版500 Cabrio具有柔性線條,豐富的車身顏色選擇,頗具設計感的內飾以及低實用性,絕對是一輛不折不扣的時尚汽車。因此,菲亞特在紐約SoHo區(qū)租下幾個月的店面,在店里擺滿時髦的意大利手工藝品后,將新車停放在了店門外。然后,菲亞特安排了140位記者來訪——大多數(shù)都是企業(yè)支付一切費用。

????記者們在一周內分4撥抵達,前夜在附近一家酒店進餐和住宿后,第二天全日參加菲亞特活動。在企業(yè)演示結束后,記者們兩兩一組,從路邊停放的20輛車中挑選一輛,開始穿越哈德遜河谷的一日游。最后在吃好喝好(無烈酒)后,菲亞特將記者們各自送到機場,坐上回家的航班。

????在紐約舉行任何這樣規(guī)模的活動,都要求縝密的規(guī)劃、超一流的后勤管理,再加上一點點運氣。要在曼哈頓下城為20輛汽車洗車、加油和停車,絕非易事 ,但菲亞特在附近找到了一個車庫解決了所有這些問題。當20輛車都由不熟悉紐約市交通的記者們駕駛時,要讓所有車都沒有劃痕和凹陷,也不容易,但所有車輛均毫發(fā)無損。而且此類活動之后,組辦方很可能還要與不同地區(qū)的執(zhí)法部門打交道,但這次沒有收到一張違章停車單或傳票。

????只有一個美中不足。敞篷版500 Cabrio比硬頂版貴4,000美元,個中緣由是它有一個可折疊的帆布車頂,可以亮出所有炫目車內元素。但在5月份的第二周,紐約每天都在下雨,這次沒有什么機會折起帆布車頂。

????菲亞特此次的曼哈頓活動是否能收到預期效果,在更多報道出來前尚不可知。初期報道是積極的。與此同時,組織此次活動的部分克萊斯勒人員已開始在準備下一款新車上市活動——這次將在遙遠的俄勒岡邊遠林區(qū),主角是粗獷版Jeep Wrangler。邀請函將陸續(xù)發(fā)出。

????So what were 20 brand-new Fiat 500 Cabrios doing lined up on the rain-soaked Belgian paving stones of New York's SoHo last week?

????The answer has to do with the complexity of the car business and the challenge of reintroducing an historic but troubled brand in the U.S. The pieces of the puzzle include attention-getting, image-building, and some friendly persuasion.

????With 37 new or redesigned models due to be introduced in the U.S. for the 2012 model year, car manufacturers must scramble to break out of the pack in order to get attention for their products. If a new model can't develop a public profile during its first weeks on the market, it can become stuck in neutral and never develop momentum in the showroom.

????To catch that early wave, manufacturers and marketers have determined media attention is vital. It isn't just exposure -- advertising can generate that -- but the third-party exposure that only the media can provide that is so valuable, especially for a brand like Fiat trying to redeem its troubled past.

????The traditional launching pad for new model media events are remote, vacation-oriented resorts with ample space, uncrowded roads and few distractions. The car becomes the star.

????So how did Fiat wind up parking its cars on a busy New York street close to the entrance of the Holland Tunnel? Was Las Vegas booked up?

????After its last appearance in the U.S. as a bargain-priced import car ended 27 years ago, Fiat has given itself a makeover and remerged as a high-style brand with Italian roots -- more or less ignoring the fact that it is a corporate partner of Chrysler LLC and the car itself is made in Mexico.

????The 500 Cabrio with its feminine lines, broad-spectrum color palate, designer interior, and minimal functionality is the ultimate fashion car. So Fiat rented a storefront in SoHo for a couple of months, filled it with trendy Italian artifacts, and parked its cars out front. Then it arranged for 140 journalists to visit -- all-expenses paid in most cases.

????The journalists, who arrived in four waves throughout the week, were fed, housed overnight in a nearby hotel, and then immersed in Fiat lore the next day. After a presentation, they paired up, picked one of the 20 cars parked curbside, and drove away for an all-day jaunt through the Hudson River Valley. After being appropriately (sans alcohol) wined and dined, Fiat transported them individually to one of the area airports for the plane ride home.

????Holding any event of this scale in New York requires careful planning, superior logistics, and a bit of luck. Washing, fueling, and storing 20 cars in lower Manhattan is no easy trick, but Fiat found a nearby garage to handle the duties. Keeping 20 cars free of scratches and dents when steered by drivers unfamiliar with New York City traffic isn't easy either, but no sheet metal was harmed. And despite ample opportunities to engage law enforcement officials in numerous jurisdictions, no parking tickets or summonses were distributed.

????There was a single setback. The 500 Cabrio carries a $4,000 price premium over the hardtop version for a single reason: It has a canvas roof that can be rolled back to expose the elements. But there were few opportunities to do so in New York during the second week in May because it rained every day.

????Whether or not Fiat's big splash in Manhattan paid off won't be known until news stories start appearing. Initial reports are favorable. Meanwhile, some of the same Chrysler people who dodged the rain and traffic were preparing for their next new model launch -- this one in remote backwoods Oregon for the rugged Jeep Wrangler. Invitations will be in the mail.

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