• Sep 20th 2010 at 2:57PM
  • 62
As Americans, there's no denying we have a healthy obsession with the lives of celebrities. From movie stars like Will Smith down to reality television "stars" like The Situation, people are curious as to what's going on in their world. What clothes do they wear, where do they get their groceries and what kind of car(s) do they buy? Sometimes a celebrity won't have much say in the vehicle they drive because they sign a sizable endorsement deal to tell us which vehicle we should be driving. As sales numbers for thousands of celeb-endorsed products will tell you, their stamp of approval can make a difference in a bust or boom period for a product. Well, as long as that product isn't a car.

According to WhatCar, celebrity endorsements only affect one percent of car buyers. They polled over 1,000 folks and just 11 said they could be encouraged by someone famous telling them what to buy. Obviously, a car buyer should purchase the vehicle that makes the most sense to them, not the one that Kate Walsh (above) likens to trying on a good dress. Exceptions can be made, however, for anyone who purchased a Chrysler Cordoba because of its soft Corinthian leather, of which the virtues were extolled beautifully by Ricardo "KHAN" Montalban.

What say you? Can Justin Timberlake convince you to buy an Audi or does Mike Rowe explaining how great the Ford F-150 is make you picture a Chevrolet Silverado in your driveway?

The following statement best describes my feelings about celebrity car endorsements:
I find them extremely compelling 225 (1.8%)
I find them compelling 162 (1.3%)
I find them somewhat compelling 579 (4.6%)
I'm indifferent 4661 (36.9%)
I find them less than compelling 2926 (23.2%)
I find them utterly repellent 4071 (32.2%)


[Source: WhatCar]


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  • 62 Comments
      • 5 Years Ago
      I'll tell you what, I'd drive whatever Robert Loggia tells me to drive...
      • 5 Years Ago
      I had no idea that the lady in the Cadillac ads was even a celebrity... I thought she was just some hot redhead MILF.

      • 5 Years Ago
      How many celebrities drive the cars they endorse?
      • 5 Years Ago
      Any data on advertising derived solely from asking consumers about their conscious decisions is bunk.

      When Tom Brady crashes an Audi, there is an effect. Maybe something that can't be measured directly, but it is undeniable.
      • 5 Years Ago
      Celebrity or not. I could care less who is trying to sell me a product. It has not and will not ever be the reason i buy something.
      • 5 Years Ago
      Celebrities offer zero credibility in my opinion.

      But in our shallow, pop culture obsessed, society they do make sales so I can't blame companies for using them.
        • 5 Years Ago
        This is the result of the evil trifecta of marketing, free traders and pop culture. When people define themselves by the brands they buy and all products come out of the same Chinese factories, celebrities become a critical ingredient in creating that artificial "brand image" that is the only differentiator in a sea in inauthentic, bland similarity.

        "They polled over 1,000 folks and just 11 said they could be encouraged by someone famous telling them what to buy."

        They may not admit it but if it didn't work advertisers wouldn't pay all that money to make it happen.
        • 5 Years Ago
        Exactly.

        A few months ago, Mazda here in Canada offered $25, $50, or $100 prepaid credit cards to anyone who test drives their cars. (Minimum is $25, so you ALWAYS get the money.) I think the best way to advertise is word of mouth like this, and actually getting people to experience your vehicles to prove yourself awesome rather than some multi-million dollar TV advertising. Once people get behind the wheel at the dealership, chances are that they are more likely to buy than to be bombarded by the same commercial every 15 minutes.

        (TBH I didn't really like the Mazda3, and I test drive for fun occasionally anyway, but at least they got the $$$ rolling in the right direction.)
      • 5 Years Ago
      Well, duh...

      I'm just impressed that they got 11 people to ADMIT that they were influenced by celebrities. A real survey would have measured people's approval ratings before and after an ad which sometimes contained a celeb providing information and sometimes just had a voiceover (or whatever) to see if there was more or less gain the other way. Most people are influenced with advertising - proven fact. Most people won't admit that they are, or don't realize that they are - also proven fact.
      • 5 Years Ago
      anyone moron stupid enough to even be remotely intrigued by a celeb driving a car deserves to be thrown off a bridge.

      just sayin'
      • 5 Years Ago
      No. This isn't the 60s anymore; celebrity car endorsements don't really do anything. I mean, are celebrities driving these? No, of course not. They're driving cars far more luxurious and expensive than what they're hawking, and everyone knows that. What do they know about "regular people" cars?

      Unless it's someone like Jay Leno, I find those sort of ads silly.
      • 5 Years Ago
      Am I impressed with celeb endorsements? No.

      But I do love anything featuring hot, husky-voiced women.
      • 5 Years Ago
      Celebrities have judgment credibility???
      • 5 Years Ago
      Justin Timberlake can't convince me to buy an Audi A1, the A1 itself can.
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