08-21-2008 08:22 PM

Back in 1979, you may have seen this flash across the TV while kicking back in your rec room. But don’t think of it as a commercial, think of it as a public service announcement ensuring that you don’t miss out on a guaranteed money-making investment!

Mazda’s RX-7 had just come out, and you were probably still kicking yourself for passing up on the MG TC, ‘53 Corvette and 240Z. We’re not sure what’s bolder, proclaiming that the RX-7 would be an instant classic, or acknowledging the classicosity of Nissan’s direct competition. Can you imagine Mazda calling any Nissan product “extraordinary” and classic in an ad today? Keep in mind the 240Z was only 9 years old at the time.

Which leads to the inevitable question, if you were making this commercial in 2008, what future classic would you have, say, an RX-8 pull up next to?

More...

That was most likely a very good Ad. In the world of advertising - it's all about establishing a Brand Name or Mental Image in the prospective customers mind -

One way of thinking about it is referred to as establishing a "Product Ladder" in the potential customers mind. Most people arrange products subconsciously in a hierarchical order of some sort, it's just human nature - so instead of fighting it - the advertising industry has become proficient at using it to their advantage.. this is all very basic and very old stuff... but still in common use because it works.

If I say "General Motors" - 8 out of 10 people will immediatly think of GM's products in the order they fall on the Product Ladder in their mind. At the top rung will be Caddy, followed by Buick, Olds, Pontiac and Chevy. Yes, old mental images die hard - and most people will still include Olds.. even though the Brand has been eliminated...

Likewise if I say "Big Three" - most people will think GM, Ford, Chrysler... It doesn't matter that they are no longer the biggest three auto makers in the world..

Avis used the "Product Ladder" in peoples minds to establish their Brand, not where it really belonged on an objective ranking by sales... but where Avis wanted it to be. "We're #2 and we don't plan to stay there - because We Try Harder." At the time Avis was AIR about the fifth of sixth largest rent a car company in terms of cars/rentals and Air Ports Covered.. Their Ad agency realized that Hurtz was the giant in the industry - but the general public hadn't yet established a Product Ladder in their minds for that industry - So they decided to take advantage of that.. and establish Avis on the second rung, with the slogan "We Try Harder"... thus rationalizing why customers should do business with them instead of the industry leader..

The Madza Ad is attempting to do the same thing... The Product Ladder is NOT Sports Cars You Can Buy New Today - - - because they wouldn't have been #1 there... Instead they used a yet undefined Product Ladder - - perhaps one that most people hadn't thought of or established firmly in their minds - that is Classic Sports Cars that you can Buy New Today...

Interesting Ad - and most likely pretty effective for them at the time.. It associates their new and yet unproven product - the RX-7 with a rotary engine - with proven successes, and it puts their RX-7 at the top rung...

FWIW,

Carl B.

...Well it's a bit of a slight on the new ZX, Corvette, and MG of the era (not known as the greatest of their breed, any)

Never saw that! Interesting...

08-21-2008 08:22 PM

Which leads to the inevitable question, if you were making this commercial in 2008, what future classic would you have, say, an RX-8 pull up next to?

That was a pretty decent age difference between the example cars even in '79. I don't think they could run that ad today. (Using the RX8) People forget cars easier in the modern age. With the advent of throwaway cars there aren't many examples left to remember. Also now that the average Joe can't work on/comprehend his car there is no bonding. Cars are like bling today. If it's newer faster or more expensive it MUST be better... Sad.

The RX-8 is a four seater and has half doors. (puke) I'd be hesitant to show it next to the smaller RX-7. The "8" has a very nice 0-60 time which makes up for it being a stretched RX-7. Seems to me to be a car for the husband who needs permission to have a sports car for his family.

All of the cars I can think of for such an ad outperform the RX-8. Certainly don't want to advertise it next to the 350/370Z. How do you get the average 40+ year old family guy thinking about buying the RX-8 when it gets similar mileage to our old Z's?

You could advertise it as the comfortable family sportscar.

2c

Jim

Edited August 23, 200816 yr by JimmyZ

The RX-8 is a four seater and has half doors. (puke) I'd be hesitant to show it next to the smaller RX-7. The "8" has a very nice 0-60 time which makes up for it being a stretched RX-7. Seems to me to be a car for the husband who needs permission to have a sports car for his family.

......................

You could advertise it as the comfortable family sportscar.

2c

Jim

As another Z car owner that also owns an RX8 I suggest you go drive one Jim. Yeah, the rear doors are "odd" but they are functional. My 6'1" son can comfortably ride in back for a couple of hundred miles but beyond that ???? The performance is incredible considering it is a 1.8 liter Wankel.

No head snapping torque, but add some decent dampers and the 8 handles like it is on rails. No wonder the last 3 years it wins the Solo 2 championships over the venerable 350Z. I really think the RX8 is a sleeper in this regard. Looks a little odd to some but it really is a nice car.

Now, back to the question Mike poses, if you use an RX8 (which I agree doesn't fit the norm of the cars in the orginal ad) what would you put along side of it? A Mitsubishi Lancer? Subie? Miata (nope same brand), Acura Integra? maybe.

It seems to me that you will need to pick a '94-97 car, '88-'89, 80-83, or essentially a 7-10 yeara split among models.

Here is my suggestion:

SHelby Mustang

RX8

Mitsu Eclipse

Subaru Impreza or Acura Integra

300ZX (seats 4)

???

These are off the top of my head and just some random thoughts......

What do you suggest?

Edited August 23, 200816 yr by rxsleeper
forgot to add the "future" car

i totally agree apary for the rx-8 looking a bit funny your bang for your buck is incredible. I usta vallet in the big city i would drive lambos Maserati you name it(ive driven it (new cars, not many classic cars vallet) and just as big of a smile would be on my face when a 350z OR a rx-8 would pull up and beg me to let out all its frustrations because its owners couldent drive peroid... any way i like the rx-8 in a drivable sense. now that i won a old datsun maybe it would sway me into a new z if i can ever afford it... any way if you dont tile the rx-8 and havent driven it go drive the sport version manual.... then come back and tell us or rather me you dont like it

on and the shelby mutang the 500 (suposid one) is out of production they are still making the other one that i cant remember now but the shelby 500 is out caus it sucked arse as top gear expained to me before i even saw one in reaL life.

Edited September 7, 200816 yr by TheGrimaceTab