Holiday Year-End Sales Push Is On

It’s the most wonderful time of the year, if that classic holiday ditty is to be believed.
But get ready to be bombarded with advertising as automakers roll out their annual year-end sales advertising. It’s a long tradition of clearing out inventory in a sprint to end the year on a high note.
In normal, more robust years for the industry, the ads would start after Thanksgiving.
But this is not a normal year by any means and it seems more car brands are starting their year-end campaigns early.
Who’s out and running already this year? And how does the advertising look?
BMW has tied its annual sales’ event to the upcoming “Mission Impossible” movie, “Ghost Protocol,” in which several BMWs get decent screen time. It’s part of a global co-marketing deal with Paramount Pictures that will include broadcast, online, print ads and a contest for a trip to the USA premier next month.
Take a look

BMW’s sale, dubbed “Mission To Drive,” offers, among other deals, a credit of up to $2,500 on every 2012 model and 0.9% financing rates up to 24 months on all 2012 models. These offers have a “self-destructing” offer running now through January 2.
Are folks dying to see this latest installment with Tom Cruise? I, for one, am not. While Mission Impossible flicks have been a financial success, the critics haven’t been impressed. Not very holiday-ish, are they?
I prefer Audi of America’s light-hearted “Season of Audi” spot, called “Parents, from Venables Bell & Partners in San Francisco

Audi has enjoyed a good year, with USA sales up 16.5% through October to 95,206 compared to a year ago. The sales’ offers include first lease payments on select 2012 models, with the security deposit waived.
Toyota’s Lexus brand is back with its “December to Remember,” a theme that it has used consistently since 1995 for its year-end holiday advertising. The memorable giant red bows, pushing the cars-as-gifts idea, was added to the blitz in 1998. Team One, Santa Monica, handles
Lexus was slammed by the earthquake and tsunami in Japan this year. Its new-vehicle sales in this country have skidded by more than 16% and its its clear-out sale, starting November 18, is about a month early.
But sibling Toyota plans to wait until its traditional Thanksgiving time to start its year-end advertising.
Nissan’s Infiniti brand has also just started its “Limited Engagement Winter Event.”
Nissan’s Infiniti brand is picking up where it left last year- with an update of an adult snow ball fight from TBWA/Chiat/Day

Not sure why Infiniti is also still running this same spot from last year

Not to be left in the dust, Mercedes-Benz is advertising its sale with Santa Claus in a new commercial from Merkley + Partners in New York.
While the upscale brands are all in the mix, mass marketer Chevrolet just started ads for its Calender Year-End Event

Not bad. I like the use of the white-bearded salesman and a holiday feel.
One of my all-time favorites is still Kia’s 2007 “Kiafest” commercial from DavidandGoliath in Los Angeles

Now THAT’s a memorable ad that still makes me laugh. Ian Beavis, Kia’s VP-marketing at the time told me then he was taking a different approach to stand out and because “you can’t bore people into buying a car.”

For those who can afford something REALLY special, there’s always the annual Neiman Marcus limited edition car in the retailer’s Christmas Book.
Sorry but if you wanted one of the 10 Ferrari FFs,  costing $395,000 a pop, they are all gone—swopped up in 50 minutes.
Happy Holidays, indeed!

Comments are closed.