Filed under: Etc., Marketing/Advertising, Chevrolet
Malibutique: Chevy midsize sedan inspires fashion accessories
We had a chance to drive the 2008 Chevy Malibu recently and said it's one of the best products (possibly the best midsize sedan) ever made by General Motors. Apparently, though, we didn't realize just how fashionably-styled the new Malibu really is.
Chevrolet has teamed up with (i.e. paid) Lucky Magazine and fashion designer Rafe Totengco to sell a line of fashion accessories inspired by the new Malibu in the Malibutique. Totengco says in the ad that appears in the November issue of Lucky, "The Chevy Malibu is an American icon; who wouldn't be inspired by that?" For some reason we're struck by the urge to raise our hands right now.
[Source: Lucky Magazine]
Fans of fashion (and apparently midsize sedans) can buy a Malibu-inspired key and card case in gunmetal snakeskin for $75. The ad says its red satin insides are "inspired by the luxe interior of the all-new Chevy Malibu..." We were all over that car for almost a full day, and don't remember any satin or metallic snakeskin.
There is also a similarly-styled wallet for $85, which, as the ad says, can be used to hold all that extra money you'll have after buying the $19,995 Malibu. And the third piece in the inspired-by-Malibu collection is a flap clutch with hardware "inspired by the jeweled chrome accents" on the Malibu. It's $150 and also covered the same sun-reflecting snakeskin not found on the Malibu.
Does Campbell-Ewald, GM's ad agency, really think snooty-sounding ads selling gaudy bags are going to persuade import drivers to visit a Chevy showroom? This element of the $150 million Malibu ad budget reeks of desperation, and, in our opinion, isn't necessary. The Malibu is worthy on its own to take every other competitor in its price range. It's a good thing the Malibutique is only available for a limited time. The sooner it ends, the better.
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Reader Comments (Page 1 of 1)
Tom Fjord 4:13PM (11/12/2007)
Hahahahaha "Oh my god! I just LOVE your new Malibu bag!"
Great writing Chris...
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Blake 5:38PM (11/12/2007)
"Oh my God! I know! It's sooo fabulous!"
NYCbloke 4:22PM (11/12/2007)
This is f'ing horrible. Tacky looking crap to sell your cars? Maybe Chevrolet will add vinyl roofs and gold trim packages too!
I LOVE the new Malibu, but if this is the demographic their after, I may have second thoughts...
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AMcA 12:05AM (11/13/2007)
No, no, no. This is awesome. This gets people connected to the Malibu. Imagine this conversation between a Malibu purse and car owner and her friend:
Friend: Nice bag!
MPO: It goes with my car, do you love it?
Friend: This is so . . . so cool! (giggle)
Now Friend associates Malibus with something she likes.
No print, TV or direct mail ad EVER made that strong a connection.
Jason 4:32PM (11/12/2007)
nice, silver snakeskin. those bags come with the new Malibu Trailerpark Trash edition?
Looks like something Joy from My Name is Earl would like.
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somedipshit 4:35PM (11/12/2007)
Maybe they should hook up with B-Rad. They could sell each car with a copy of Malibootay in the CD player.
http://malibootay.warnerbros.com/html/index.html
http://malibusmostwanted.warnerbros.com/
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Johnny082 4:40PM (11/12/2007)
all i have to say is eww, and tacky
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k.w.a 5:02PM (11/12/2007)
i actually think those bags look nice ( but then again, I'm a guy so what do I know, right?)
This would be a good idea for a high-end car geared for women.. like a small mercedes or something. the new malibu looks nice, but somehow it doesnt strike me as an "it girl" kinda car
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Xcountryflyer 5:19PM (11/12/2007)
Chevrolet and Chanel. Who knew?
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blogged to death 7:18PM (11/12/2007)
I can understand custom made and designed luggage for...a Porsche, Ferrari, Masterati, Aston Martin, Jaguar, even down to maybe a CTS V or Z06 (and quite possibly a Solstice). But an economy family sedan?
Now I wonder if they advertise these all over but when you go into the retail shop to buy them - will they be available or will a couple sold units be hidden in the back an you can only look at it? If I'd see it - most of the Malibu merchandise should be for daiper bags as that is their clientele. And if someone who'd look at a Chanel or Prada bag - won't consider a Malibu bag let alone a Malibu or a GM car. They'd go to Audi/BMW/MB. Also if they can't sell enough will there be large rebates and will they sell them to commercial fleets in order to reduce inventory? How long before you can buys these at the local Wal-Mart...and will they be also made in China?
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MotoBCT 8:36PM (11/12/2007)
Who should be fired 1st
The only thing this marketing train wreck conjures up is images of:
http://img.dailymail.co.uk/i/pix/2007/09_02/pamelalee2G1010_468x417.jpg
http://imgsrv.buzz103.com/image/wpbz/UserFiles/Image/Buzz-Tramp-Stamps.jpg
Great going GM!!!
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ne1butu 11:14PM (11/12/2007)
Yikes! Well now that Chevy is designing great cars, maybe they should just stick with doing that for now. This stuff just looks trashy and Chevy doesn't have the brand equity to attempt anything, um, fashion-forward like this. Who the heck is hack "Rafe" anyway? This is some seriously lo-rent Canal street stuff.
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BrokenCaddillac...Again 11:58AM (11/13/2007)
What a waste of time, money and effort. For a car that doesn't even sell 100 thousand a year (actual customers, not the rental companies) who's to say there are enough women to warrant such an investment? Maybe they should offer the car in colors like "hot pink" and "Lavender" while they're at it. What a waste.
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