Native advertising for the Cadillac ELR 2016, directly in the EXIF tag

illustration

The ELR electrified luxury coupe will offer improved performance, more dynamic driving and higher levels of personal technology for the 2016 model year. Major product upgrades include a more than 25% boost in power and torque, faster acceleration that improves 0-60 mph by 1.4 seconds, higher top speed, retuned chassis and steering for better handling, more responsive brakes and a new Performance equipment package.

$ type identify
identify is hashed (/usr/bin/identify)
$ rpm -q -f /usr/bin/identify
ImageMagick-6.7.8.9-5.fc19.x86_64
$ identify -format "%[EXIF:ImageDescription]" 2016-Cadillac-ELR-005
The ELR electrified luxury coupe will offer improved performance, more dynamic driving and higher levels of personal technology for the 2016 model year. Major product upgrades include a more than 25% boost in power and torque, faster acceleration that improves 0-60 mph by 1.4 seconds, higher top speed, retuned chassis and steering for better handling, more responsive brakes and a new Performance equipment package.

Original

2016-Cadillac-ELR-005
Via: Viewing Gallery of the 2016 Cadillac ELR at General Motors’ Cadillac Pressroom
2016 ELR Advacnes with More Power, Technology, press release, 2015-04-15.

Previously

2016 Cadillac ELR

2016 ELR Advances with More Power, Technology; press release; General Motors; 2015-04-15.

Related

Background

Promotions

Actualities

General Motors presents Cadillac ELR promotional images with Creative Commons 3.0

<quote>GM images from this Web site are protected by copyright but provided for use under a Creative Commons 3.0 License for the purpose of editorial comment only. The use of these images for advertising, marketing, or any other commercial purposes is prohibited. These images can be cropped, but may not be altered in any other way, and each should bear the credit line “© General Motors.” General Motors makes no representations with respect to the consent of those persons appearing in these photos, or with regard to the use of names, trademarks, trade dress, copyrighted designs or works of art or architecture that are not the intellectual property of General Motors.</quote>

Cadillac ELR image license

Source: gallery
See also studies, credits

California Single Occupant Carpool Lane Sticker Availabilities 2015

California Single Occupant Carpool Lane Sticker Availabilities 2015.

Green Clean Air Vehicle decals were originally available to the first 40,000 applicants that purchased or leased cars meeting California’s transitional zero emission vehicles (TZEV) requirement, also known as the enhanced advanced technology partial zero emission vehicle (AT PZEV)* requirement. Per SB 286, the expiration date for the green decals has been extended to January 1, 2019. Per budget trailer bill, SB 853 (Statutes 2014, chapter 27), the green decal limit was increased by 15,000 to 55,000 decals effective July 1, 2014. Now, per AB 2013, effective January 1, 2015, an additional 15,000 decals will be available for a new maximum of 70,000.

Stanza 1, including Chevrolet Volt and Cadillac ELR, highlightedCalifornia Air Resources Board, Eligible Vehicles List

Concurrence on the Difficulty of Marketing the Chevrolet Volt

<quote ref=”here“>

What about TV ads? I don’t see Volt TV ads these days.
Norwicki: Generally speaking, the category isn’t advertised on TV. You go where the target customer for your vehicle is. And oftentimes people that are drawn to specific categories of cars, alternative-fuel vehicles in particular — those people do not view TV. They are online. They’re in social media. But they are not typical TV watchers. So just because you don’t see us on TV doesn’t mean we’re not advertising online and in social media.
If you advertise on TV, you’ll increase awareness, but that doesn’t necessarily mean you’ll increase consideration. So, by targeting we can more efficiently use our marketing funds.

</quote>

GM’s statements totally align with my buying experience; I indicated such on the post-buy survey forms, and I’m sure many like me did as well.  TV didn’t help, wouldn’t have helped, couldn’t have helped.  The only appointment TV that I watch at this point is MLB and NFL, and typically that is 20 min or more out of phase to skip the commercials.  They [GM] advertise trucks on NFL.  I get that.  I already own a truck.  I’m not in market for a truck [yet]. My kids watch OTT-delivered video; e.g. Netflix or trawled shows in syndication on the TiVo.

What did help in the buy cycle?  Q&A from friends & colleagues in my trade.  These are tech-types who had already gone down the path, walked the walk & gone face-to-face with the “New GM” dealer network. I asked them about their experience: driving across the S.F. Bay, did they have to charge at work, did they charge at home, was it just “trading gas for electrons” or was there something more, etc.?  How did it run when out of juice?  As well, I learned that they had mitigated their ownership risk with a lease. Yet I wanted to buy for various reasons. The factory web outreach info was vastly helpful; the forums less so because of the UX, the unstructured conversations, attitude & chaos of the venues. Of course, the vehicle configurations one could construct in Build-A-Volt were not available at any dealer, but that bait-and-switch is true of any vehicle.  Build-a-Volt was great though because it familiarized me with the vehicle. Seeing the vehicle is important.

My real  persistent Single Nagging Question was: will the power plant “work” across time & distance at the same level of reliability that the Avalanche’s does: for 98% driving around town and freeway <= 40 miles to & from work. But-And-Also, I didn’t want to have to rent a “real” car to go to LA or on vacation, or to take my son to football league games in the north bay [Vallejo, Sacramento]; or worse have to rent a “real” car to go out to dinner with customers after work because my e-car didn’t have enough range.  Reliability over time is, of course, unknowable, but reputation precedes. Yet, the Volt chief engineer Andrew Farah’s testimonial that he drove Pike’s Peak in the car went a very long way towards my imagining that the car wasn’t another toy.  Oddly, so was Bob Lutz’s one-liner, something about Chicago and picking up a family member at O’Hare [cite].  But can I drive it to SF-LA — how will it handle Grapevine uphill after a 6 hr straight shot from Silicon Valley is my version of that.  I haven’t attempted that yet, but it does seem within the realm of convenient feasibility. Marketing is difficult, especially of “new” or “experimental” products; even with headwinds that drive prospective customers away

One way to address the marketing issue is to approach it on a cost basis, with incentives. The state & federal subsidy money was fun, but not a top-tier motivator. Deliberate minds know that recovering abstract incentives like those post-transaction are 1+ year out with substantial execution risk to capture it at tax time or filling out after market subsidy application forms, which might or might not fail on arcane bureaucratic grounds. I bought an L2, and had it installed by a contractor.  You need an L2 at home that you own and you control.  It’s a cost. Also, I’ve bought enough cars to know that what what you pay to drive off the lot is 150% the sticker price on the lot.  That’s how the system works.  As a consumer, you modulate this dealer markup by purchasing fewer vehicles and keeping them for longer.

I have to say that the surrounding culture of electric cars is not actually an attraction or strength in selling the concept.  Not for me.  I wouldn’t buy a car to get into hissy fits at my work with other employees about who is parked where or whether my car needs to be moved because there are too few electrical outlets.  All that does is broadcast to me that the owner has poor planning & buying skills to allow themselves to become dependent upon the kindness of strangers like that.  I bought a Volt so I could have freedom; the same freedom I have had with every other car & truck I’ve owned.  I can come and go when I please.  I get to park in the back of the lot and nobody tells me to move my car.  I would not buy a car to broadcast sanctimony or to whine at others about their lifestyles or choices.  So the “ICED OUT” entitlement, on-high national policy commentariat or intellectual pseudoviolence at abusers of parking norms & signage by electric car owners speaks to me as juvenile & extreme, continuing to define the electric car genre as fully-fanatical and still pre-early adopter; filled with wild-eyed crunchy types. The red-state/blue-state color of the discourse as well.  Why would I want to be a part of that?  Bizzarrely, from a marketing perspective, there is a still a continued self-loathing hypothetical line of grousing about the componentry on the Volt itself (fascias, mirrors, dashboards, etc.), which is often framed “in contrast with other $50K cars.”  Fair, but not fun.  It’s still an experimental vehicle choice; definitely not yet mainstream.  Marketing it sees it as on the cusp of cool in some areas, but definitely not yet “Crossing the Chasm” except here in the Valley of Heart’s Delight, even if Volts, Teslas and Leafs are de rigeur here.

I am mid-funnel in market in late-2014 through 2016 for:

  • a Suburban or Avalanche scale vehicle with a Voltec-type power train.
  • a Cadillac ELR, or ELR-V (whatever that is … I’m imagining it’s the “midlife crisis” variant for folks just like me).

Original Sources

in archaeological order, cut & paste derivatives on top, original works lower down.

Cadillac Marketing Chief Uwe Ellinghaus ‘Not Afraid’ Of Tesla | GM Authority

Cadillac Marketing Chief Uwe Ellinghaus ‘Not Afraid’ Of Tesla; Sam McEachern; In GM Authority; 2014-04-16.

I’m sure what he said was important, the barely-polite not-quite trash talking at an intra-industry marketing panel.  But we came for the images of the vehicle in the promotion.  You can never have too many images of the product.

Mentions

  • Event: What is Affordable Luxury? Competing and Winning an Expanding Field of Buyers, a panel; 2014 Automotive Forum presented by J.D. Power and the National Automobile Dealers Association.

Actualities


Also

Cadillac exec: ‘I am not afraid of Tesla’; Michael Wayland; In MLive; 2014-04-15.



















GM Backstabs Tesla Motors in Ohio as NJ Legislators Try To Kill Anti-Tesla Rules | Transport Evolved

GM Backstabs Tesla Motors in Ohio as NJ Legislators Try To Kill Anti-Tesla Rules; ; In Transport Evolved; 2014-03-13.

tl;dr

  • GM doesn’t want Tesla to sell directly to its customers, and it wrote to Ohio’s Senate asking it to help.
  • GM sent official written testimony to the Ohio State Senate Committee currently considering  Senate Bill 260, opposing outright the granting of any new dealer licenses to Tesla.

Mentions

  • New Jersey Motor Vehicle Commission
  • Tesla
  • Auto Dealer Association
  • Ohio
    • Senate Bill 260
      • Section 4517.12(A) The registrar of motor vehicles shall deny the application of any person for a license as a motor vehicle dealer, motor vehicle leasing dealer, or motor vehicle auction owner and refuse to issue the license if the registrar finds that the applicant:
        • <snip/>
        • Section 4517.12(A)(11) Is a manufacturer, or a parent company, subsidiary, or affiliated entity of a manufacturer, applying for a license to sell or lease new or used motor vehicles at retail. Nothing in division (A)(11) of this section shall prohibit a manufacturer from disposing of motor vehicles at wholesale at the termination of a consumer lease through a motor vehicle auction. Division (A)(11) of this section shall not serve as a basis for the termination, revocation, or nonrenewal of a license granted prior to the effective date of this amendment.
        • <snip/>