{"id":59058,"date":"2023-12-09T08:00:00","date_gmt":"2023-12-09T08:00:00","guid":{"rendered":"https:\/\/www.autocar.co.uk\/opinion\/new-cars\/car-firm-slogans"},"modified":"2023-12-09T08:00:00","modified_gmt":"2023-12-09T08:00:00","slug":"why-dont-car-firms-have-good-slogans-anymore","status":"publish","type":"post","link":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/2023\/12\/09\/why-dont-car-firms-have-good-slogans-anymore\/","title":{"rendered":"Why don’t car firms have good slogans anymore?"},"content":{"rendered":"

\"Matt<\/a><\/p>\n

\n Slogans take years to sink into public consciousness, even if they\u2019re very clever<\/p><\/blockquote>\n

The best slogans are those that stay around for decades, but reinvented ones come with a big problem<\/p>\n

\n

Whatever happened to \u2018engineered like no other\u2019?<\/p>\n

My colleague Steve Cropley last week asked this about Mercedes-Benz<\/a>\u2019s erstwhile advertising strapline, which was first mentioned in promotional copy in 1956 (with \u2018\u2026in the world\u2019 on the end) and which routinely accompanied the company\u2019s publicity until 1995.<\/p>\n

It was followed, if you remember, by \u2018the best or nothing\u2019, a more nothing than best phrase that still gets airtime today. It\u2019s the title of a page on Mercedes\u2019 US website at least, although it doesn\u2019t highlight the end of any new adverts I\u2019ve seen.<\/p>\n

Today, online, where most adverts are viewed, Mercedes ads are mostly signed off only by the three-pointed star and a clickable link to a relevant web page. Sometimes there\u2019s a different, model-appropriate slogan like the also forgettable \u2018so AMG\u2019.<\/p>\n

There isn\u2019t, then, an overarching single Mercedes message \u2013 one thing that you must associate with the brand every time you see it.<\/p>\n

\"\"<\/p>\n

Maybe in a world where the model range and the selling of it have both changed so much and where old-school engineering sits behind, say, style or connectivity, Mercedes doesn\u2019t think lasting consistency matters like it once did. It still shouts about engineering today, but mostly through its Formula 1 team.\u00a0<\/p>\n

The world\u2019s two other best-known automotive practitioners of the slogan art aren\u2019t yet ready to give them up.\u00a0<\/p>\n

BMW<\/a> has toyed with a few different phrases but primarily retains the same \u2018Freude am Fahren\u2019 (\u2018sheer driving pleasure\u2019) line it first used in 1965, adjusting it to \u2018the ultimate driving machine\u2019 for its two biggest English-speaking markets, the US and the UK, in 1972.<\/p>\n

You will see a little less \u2018Vorsprung durch Technik\u2019 (\u2018progress through technology\u2019) from Audi<\/a> than you once did and a little more \u2018future is an attitude\u2019, alongside its electric cars.<\/p>\n

But while its use of \u2018Vorsprung\u2019, like the brewer Carlsberg\u2019s use of \u2018probably\u2026\u2019 is more varied and nuanced today, this is still a company that values its association with the phrase to the extent it has Vorsprung trim levels.<\/p>\n

\u2018Vorsprung\u2019 is more than 50 years old, but Audi\u2019s technical head, Oliver Hoffmann, claims it\u2019s \u201cmuch more than a slogan for us\u201d and that \u201cit encapsulates the Audi mindset\u201d.<\/p>\n

That was true, he says, when Audi made the 80 lightweight, when it made the A8<\/a> premium and when it won at Le Mans, and still it\u2019s true now. I wonder if that\u2019s accurate and whether bearing the slogan not just externally but internally drives employees just as much as it does customers.<\/p>\n

After all, Lexus<\/a>\u2019s fuzzy \u2018experience amazing\u2019 feels less focused today than the totally apt \u2018the relentless pursuit of perfection\u2019 did at the launch of the LS 400 in 1989.<\/p>\n

There\u2019s sometimes a \u2018new broom\u2019 syndrome at car companies, as in so many other businesses. It\u2019s easy to find oneself so close to a subject that one gets blinkered by it. But executives should try to remember that, bluntly, people mostly don\u2019t give a monkey\u2019s about their brands.<\/p>\n

We have work and play and family and friends to care about, and if a company announces a new look or a new slogan, it might mean a lot to a very few people at the business but basically nothing to the rest of us.<\/p>\n

Honestly, please believe that we just don\u2019t care. That\u2019s why it takes decades of subtle, repetitive, consistent embedding to get associations like \u2018Vorsprung\u2019, \u2018probably\u2026\u2019, \u2018just do it\u2019 or \u2018should\u2019ve gone to\u2026\u2019 to stick in our minds.<\/p>\n

Once they have, companies shouldn\u2019t give up these treasured associations lightly. It\u2019s a darn sight easier to lose them than to get them back.<\/p>\n<\/div>\n\n

Commercials Cooperation Advertisements:<\/b><\/h2>\r\n


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Slogans take years to sink into public consciousness, even if they\u2019re very clever<\/p>\n

The best slogans are those that stay around for decades, but reinvented ones come with a big problem<\/p>\n

Whatever happened to \u2018engineered like no other\u2019?
\nMy colleague S…<\/p>\n","protected":false},"author":380,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-container-style":"default","site-container-layout":"default","site-sidebar-layout":"default","disable-article-header":"default","disable-site-header":"default","disable-site-footer":"default","disable-content-area-spacing":"default","footnotes":""},"categories":[3267],"tags":[61,122,127,129,124,128,125,132,131,133,126,130,123,66,94,88,97,56,64,65,60,3344,3351,3357,3360,3335,3340,3362,112,3353,40,75,95,3350,3352,3356,3343,3359,3339,3345,3334,3341,104,3354,33,120,3358,3349,3337,3348,105,101,98,115,30,29,41,86,3342,3361,70,69,68,72,71,26,118,108,87,3355,46,55,48,52,54,51,50,83,3338,62,58,57,3336,109,35,3346,59,63,85,79,82,96,80,27,81,114,44,42,43,45,38,39,110,117,100,111,116,3300,73,89,90,92,91,93,84,78,37,102,34,36,77,67,74,99,113,3347,119,28,121,32,47,49,53,103,31,76],"class_list":["post-59058","post","type-post","status-publish","format-standard","hentry","category-car-or-automobile","tag-airpods","tag-anime","tag-anime-characters","tag-anime-cosplay","tag-anime-edits","tag-anime-merchandise","tag-anime-movies","tag-anime-news","tag-anime-recommendations","tag-anime-reviews","tag-anime-series","tag-anime-streaming","tag-animes","tag-app-store","tag-app-store-samsung","tag-appgallery","tag-appgallery-oneplus","tag-apple","tag-apple-music","tag-apple-tv","tag-apple-watch","tag-auto-financing-guide","tag-automobile-industry-news","tag-automobile-laws-and-regulations","tag-automobile-shows-and-expos","tag-automobile-specifications","tag-automobile-technology","tag-autonomous-vehicles","tag-bbc-sport","tag-best-cars-for-long-drives","tag-best-mobile-games","tag-bixby","tag-bixby-xiaomi","tag-car-accessories","tag-car-comparison","tag-car-customization-ideas","tag-car-insurance-advice","tag-car-interior-design-ideas","tag-car-maintenance-tips","tag-car-resale-value","tag-car-reviews","tag-car-safety-features","tag-champions-league","tag-city-cars","tag-cyberpunk","tag-cyberpunk-2077","tag-driving-tips-and-tricks","tag-eco-friendly-cars","tag-electric-vehicles","tag-family-cars","tag-fantasy-football","tag-fifa","tag-football","tag-formula-1","tag-fortnite","tag-free-fire","tag-free-mobile-games","tag-freebuds-pro","tag-fuel-efficiency-tips","tag-future-of-automobiles","tag-galaxy-a52","tag-galaxy-note-20","tag-galaxy-s21","tag-galaxy-watch-4","tag-galaxy-z-fold-3","tag-game","tag-games","tag-golf","tag-harmonyos","tag-highway-cars","tag-how-to-backup-iphone","tag-how-to-factory-reset-iphone","tag-how-to-reset-iphone","tag-how-to-restore-iphone","tag-how-to-unlock-iphone","tag-how-to-unlock-iphone-5","tag-how-to-unlock-iphone-6","tag-huawei","tag-hybrid-cars","tag-ios","tag-ipad","tag-iphone","tag-latest-car-models","tag-live-soccer","tag-lol","tag-luxury-cars","tag-macbook","tag-macos","tag-mate-40-pro","tag-mi-11-lite","tag-mi-home-security-camera-basic-1080p","tag-mi-home-security-camera-basic-1080p-huawei","tag-mi-smart-band-6","tag-minecraft","tag-miui","tag-mlb-scores","tag-mobile-game-design","tag-mobile-game-development","tag-mobile-game-marketing","tag-mobile-game-monetization","tag-mobile-games","tag-mobile-gaming","tag-nba-scores","tag-nba-standings","tag-nfl","tag-nfl-scores","tag-nhl-scores","tag-off-road-vehicles","tag-one-ui","tag-oneplus","tag-oneplus-9-pro","tag-oneplus-buds-pro","tag-oneplus-nord-ce-5g","tag-oxygenos","tag-p40-pro-plus","tag-poco-x3-pro","tag-pokemon","tag-premier-league","tag-pubg","tag-pubg-mobile","tag-redmi-note-10-pro","tag-samsung","tag-samsung-pay","tag-soccer","tag-sports","tag-sports-cars","tag-steam","tag-steeam","tag-top-10-anime","tag-valorant","tag-when-do-the-iphone-7-come-out","tag-when-does-the-iphone-7-come-out","tag-when-is-the-iphone-7-coming-out","tag-world-cup","tag-xbox-series-x","tag-xiaomi"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts\/59058","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/users\/380"}],"replies":[{"embeddable":true,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/comments?post=59058"}],"version-history":[{"count":0,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts\/59058\/revisions"}],"wp:attachment":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/media?parent=59058"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https: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