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Case History: DaimlerChrysler’s Gem
In the spring of 2001, Advertising Rising, Inc. won the Global Electric Motors (GEM) account, largely based on Kevin’s experience with CALSTART, The ZEV Alliance and Ford’s Th!nk City Electric Vehicle. GEM had just been acquired by DaimlerChrysler, but sal es and marketing for the Fargo-based company remained autonomous.
Kevin and his group put together a detailed strategy to rollout the scrappy little electric vehicle. The plan was to begin in California - where disruptive technology thrives, and national trends are born - then roll out nationally.
The idea was to take advantage of the state’s unique string of college towns, typically smaller communities with moderate speed limits and a liberal-minded and environmentally-friendly attitude.
We developed several creative approaches and alternate nameplates before focusing on “Drive Abnormally.
We also put together specialized campaigns for gated communities, municipalities and college campuses.
Unfortunately, before we could move forward, DaimlerChrysler management decided to take hands-on control of the company. Their first move was to move the advertising account to an ad agency Chrysler had been doing business with since 1925.
Subsequently, the market for pure battery electrics has been mostly superseded by hybrid technology. Still, Kevin believes that there remains a niche market for low profile, environmentally-friendly city-type vehicles. He can’t wait to bring another one to market.
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