The Marketing of Our Environment: Hybrid Automobiles

1
The Marketing of Our Environment Hybrid
Automobiles
Presented by Erika Reddell, Thuy Tran and Tim
Zittle
2
Introduction

• For years Americans have driven gasoline powered
  vehicles, dealing with rising gas prices.
  Finally, the future has come and Automobiles not
  only need less gas but are also kinder to the
  environment. Yes, Hybrids are the way of the
  future and Americans have shown that they are
  willing to help the environment as well as their
  pocket books. In the following presentation you
  will see how hybrids work, the influences that
  Americans have made on the appearance of Hybrids,
  the benefits of buying a Hybrid, an overview of
  Hybrids statistics and the advertising that
  influence and target us to buy Hybrids. The
  advertising will be deconstructed and show the
  opinions and effects that the media has on
  American consumers.

3
How Hybrids Work

• ACCELERATION - Uses battery to power electric
  motor to start car.
• BRAKING - Generator converts speed into
  electricity to charge battery. This is called
  Regenerative Braking.
• COASTING - After hitting about 20mph, gas engine
  takes over and charges battery while keeping up
  with traffic.
• PASSING - Both electric and gas power plants
  unite to pick up the speed without a glitch.
• AUTOMATIC START/SHUT OFF - Engine automatically
  shuts off when car stops and restarts when
  accelerator is pressed.

.
4
What Americans Want
1999 Honda Insight
2007 Ford Escape

• Since the first Hybrid, Americans have voiced
  that they want
• Power, speed and acceleration
• Affordability
• Attractiveness
• Fuel Efficiency
• Americans love BIG cars and POWER. This has
  changed Hybrids from small futuristic cars to big
  attractive cars that Americans love with the
  added Hybrid benefits.

5
Many Americans are Buying Hybrids

• Benefits to Owning a Hybrid
• Tax Incentives and Legislative Packages
• Extended Power train warranties
• Fuel Efficiency
• Reducing Environment Issues and Oil Dependency
• Added Discounts on Insurance
• Carpool Lane Exemptions

6
2007 Hybrids at a Glance
Cost of Hybrids
Energy Tax Credits With tax credits, the high
cost of buying a Hybrid is comparable to buying a
traditional gas powered vehicle
Comparing Miles per Gallon
Star Crash Test Ratings Those that were not
rated are not shown on graph
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Hybrid Companies

• By using billboards, magazines, internet,
  television, radio and product advertising Hybrid
  Companies have successfully
• Achieved profit
• Maintained a steady pattern of increased sales
• Acquired capital for growth
• Expanded faster than any other business

By using Billboards such as this one, reminds
people while driving that they could be saving
the environment. This is a powerful message to
anyone, no matter how old they are.
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Introduction to Ads
The marketing companies use several forms of
advertisements to get their message to the
intended target, in our case people interested in
higher fuel economy and environmental
preservation. TV ads, Billboards, and magazine
ads are the main sources for these ads. We have
chosen to focus on the magazine ads because we
are able to provide a visual reference for each.
We will also be focusing on the less obvious
points of the deconstructions because the ads are
included. Our goal is to show a variety of
approaches that these marketing companies will
take, from fuel economy, conservation, humor, and
even power.
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Toyota Prius
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Toyota Prius Deconstruction

• What tools of persuasion are used? 
• The need to feel safe Drive a Toyota Prius and
  we can still have car to drive in the future.
  Driving a non-hybrid car will consume too much
  oil which will leave nothing for future
  generations.
• The use of humor Drive a Toyota Prius and the
  Sheikh will cry because he can no longer sell as
  much oil.
• What healthy messages are communicated?
• Toyota Prius consumes very little gasoline. By
  driving it, we save gasoline and keep the air
  clean for future generations.
• What unhealthy messages are communicated?  
• Its obviously not true that we can drive the
  people who control the oil broke simply by
  driving the Toyota Prius.
• What part of the story is not being told?  
• Toyota Prius still depends on gasoline. Its just
  consuming less. The Sheikh still makes plenty of
  money from the oil he sells.

11
Ford Escape Hybrid
12
Ford Escape Hybrid Deconstruction

• What tools of persuasion are used? 
• The need to feel good about yourself Ford has
  built a more fuel-efficient SUV. SUV drivers like
  the size and space of their vehicles, but take a
  lot of criticism for wasting energy. By driving a
  Ford Escape Hybrid and you can drive the type of
  car you want, but still take care of the
  environment.
• The need to escape When life becomes
  overwhelming, the Ford Escape Hybrid can take you
  to a secluded hill top where you can escape your
  normal day-to-day activities, and still get
  closer to nature without harming it.
• The use of humor The use of a Kermit the Frog
  instead of a human being suggests that even an
  animal knows that it is easy to spare the air, so
  any human being should know better than that. The
  Ford Escape Hybrid is the SUV to choose.
• What healthy messages are communicated?
• It is very easy to reduce the amount of CO2
  emitted into the atmosphere just drive a car
  that is more fuel-efficient and that is the Ford
  SUV Escape Hybrid.

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Ford Escape Hybrid Deconstruction (Continued)

• What unhealthy messages are communicated?  
• That you can drive off road anywhere you want.
  When driving off of designated roads, a great
  deal of damage is done to plants and the
  landscape. This should never be done.
• What part of the story is not being told?  
• 36 mpg is fuel-efficient for standard SUVs, but
  it is nothing compared to other hybrid cars like
  the Toyota Prius or the Honda Civic Hybrid. At
  this rate, driving a Ford Escape Hybrid may not
  help tremendously to keep the air clean and the
  earth green.

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Lexus GS450h
15
Lexus GS450h Deconstruction

• What tools of persuasion are used? 
• The need to achieve The Lexus can help you show
  that you are successful, but still sensitive.
  Driving a cleaner car for the environment while
  not giving up performance. Drive this car and you
  are powerful and intelligent.
• The need to dominate Lexus GS450h is as powerful
  as many other V8 cars. It will give you the
  speed, performance, and luxury you need.
• The need for prominence In as short as 5.2
  seconds, everyone will realize that Lexus GS450h
  is different from other hybrid cars. It has an
  elegant design to satisfy demanding customers.
  Driving this car will give you the excellent
  performance Lexus has to offer while taking less
  oil from the earths limited supply.
• What healthy messages are communicated?
• Its possible to save the oil and the air without
  giving up on speed and luxury. Lexus has just
  proved it.

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Lexus GS450h Deconstruction (Continued)

• What unhealthy messages are communicated?  
• Power and superiority arent usually common
  traits of people that are concerned about saving
  the earth.
• What part of the story is not being told?  
• Lexus GS450h cant achieve 60 mph in 5.2 seconds
  using the electric engine but the V6 gas engine
  with premium gasoline like any other non-hybrid
  cars. It may cost more to purchase a Lexus
  hybrid.

17
Honda Accord Hybrid
18
Honda Accord Hybrid Deconstruction

• What tools of persuasion are used? 
• The need for aesthetic sensations Honda Accord
  Hybrid is as beautiful and elegant as the
  surroundings themselves, and whoever buys it has
  a good aesthetic sense.
• The need to satisfy curiosity Drive a Honda
  Accord Hybrid to find out why it is a living
  species how it can treat boredom, dullness and
  road rage.
• What healthy messages are communicated?
• Honda Accord Hybrid uses less gas and lives in
  harmony with nature.
• What unhealthy messages are communicated?  
• That saving a couple of miles per gallon is all
  that needs to be done to become one with nature.
  The mileage is still below that of many gas only
  cars.
• What part of the story is not being told?  
• It still depends on gas so its not completely
  nature-friendly.

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Saturn Vue Greenline Hybrid
20
Saturn Vue Greenline Hybrid Deconstruction

• What tools of persuasion are used? 
• The need to achieve Saturn is smarter than other
  companies in designing their hybrid SUV at an
  affordable price. Driving a Saturn Vue can help
  you demonstrate how intelligent you are.
• The need to escape Saturn is powerful enough to
  take you to remote areas like the creek in a
  quiet valley for a relaxing atmosphere.
• What healthy messages are communicated?
• You dont have to break your bank account to help
  spare the air. Buy a Saturn Vue Green Line Hybrid
  and you can have a powerful SUV that is cleaner
  for the air, better for the earth, and is very
  affordable.
• What unhealthy messages are communicated?  
• Again, this is an example of telling people that
  it is okay to drive off of designated pathways
  for your own amusement.
• What part of the story is not being told?  
• The EPA rating of 32 mpg of the Saturn Vue Green
  Line Hybrid is no longer the best highway gas
  mileage of any SUV. Ford Escape SUV Hybrid can
  achieve 36 mpg. Saturn Vue may be innovative but
  its not much different from other hybrid cars in
  that it still depends on gasoline.

21
Conclusion to Ads
The consistent theme across all of these ads was
fuel economy. Some touted fuel savings while
still delivering the power and prestige some
people really want. Others are focused on fuel
economy only. Some use humor, while still others
combine the great outdoors with environmental
concerns such as a cleaner environment, helping
to fight global warming, and preservation of
natural resources. Although these cars wont make
a big impact by themselves, its a start. We have
to start somewhere. Ribbit!
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Conclusion
In the Final analysis, we can see that Hybrids
will keep changing to adapt to new generations.
They will no doubt change shape, amenities, and
engine types to appease the American consumer as
they changed from the Honda Insight to the Ford
Escape. As long as there is a demand for a better
efficiency vehicle which we have seen to be the
case, the automobile companies will work to make
this possible. As well as changing physical
aspects Hybrid companies will also change the way
they advertise to gain the trust and attention of
Americans to benefit the environment, Americans,
and car companies. Many Americans have adopted
this new found technology and who wouldn't with
the attractiveness, amenities, tax incentives,
reducing oil dependency and the benefit to the
environment, America, and future generations. All
in all it is safe to say that this is a step
forward to a new and rewarding future.
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Resources
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lthttp//www.iags.org/n011504t1.htmgt GM, Honda
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