Marketing a new vehicle is trying, even in a good economy. Marketing a new vehicle in the midst of a double-dip recession very trying. Money-conscious Americans are choosing not to buy new vehicles every few years and marketers are noticing. Its hard to market expensive luxuries to the masses when they have a hard time meeting basic necessities.
Granted, Dodge has had some pretty good marketing success with its most recent commercial depicting George Washington charging the Redcoats in a Dodge Challenger. Sure, these ads garner lots of attention, but how many of us can afford a new Challenger?
Instead of promoting all the wondrous things their vehicles can do, Subaru decided to go the opposite direction – they promoted all the things their car can’t do. Meet the 2011 Mediocrity Sedan. It looks just like every other sedan on the road, really doesn’t have much to offer, and only comes in two colors: Medium Crumb and Stale Biscuit, both of which are different shades of beige.
This car is perfect for the individual who seeks nothing more out of life than getting by. The ideal driver would be a balding middle-aged man with no prospects of advancing at his life-sucking job. The interior boasts nothing really – the base model forgoes “luxuries” such as cupholders and air-conditioning, but a buyer can opt for these in the Convenience or Power Package.
Unfortunately, the blandness of the Mediocrity continues into its moving parts. Braking lags at higher speeds; higher speeds being around 60 mph. The 4-cylinder engine provides limited get-up-and-go and is suitable for driving in the right lane all the way home.
The Mediocrity is your standard no-frills, cookie-cutter, average, not-much-better-than-a-Smart-Car sedan.
Thankfully, this entire bit about the Mediocrity was a marketing hoax by Subaru. A very good one, at that. While it hasn’t achieved “Old Spice” popularity, it has created enough buzz to make some people think that the Mediocrity is actually in production.
There are car reviews at autotrader.com and carsdirect.com about the Mediocrity and plenty of YouTube videos portraying the design process of the Mediocrity. There is just enough buzz for people to grasp at that many can’t determine if it is a hoax or reality.
Unfortunately, some of my friends had seen the commercial or Youtube video somewhere and were ranting about the lameness of the Mediocrity. After seeing the reviews and watching the video, I was also ranting. Only after an additional 5 minutes of research did I find out that it was a hoax.
I still haven’t told my friends, and probably won’t anytime soon. Everyone likes to have something on their friends don’t they? Still, I believed it too, and I would like to congratulate Subaru on a great marketing play. Hats off to you Subaru.