Of course, car companies have used good mileage numbers in their ads for a long time. The difference now is that there is a focus to rebrand each company as the fuel sipper's choice, even if that goes against decades of earlier advertising. Take this quote from Toby Barlow, co-president and executive creative director at JWT Team Detroit, Ford's advertising agency: "We need to go up against people's perception of our vehicle line. With Ford, the first thing people bring up is the F-150 and Mustang." I wonder why that is?
I recommend reading the whole article if you've got your AN subscription. If not, here's the short version of how various automakers are headling their fuel-economy advertising.
- Chevrolet: "8 models that offer 30 mpg hwy or better. Check out the Chevy lineup now."
- Honda: "The most fuel-efficient auto company in America."
- Ford: "Yeah, we're a bunch of thirty-somethings."
- Toyota: "Outsmart gas prices. The 30 mpg-rated RAV4."
- Jeep: "Go nearly 450 miles between fill-ups."
[Source: Mary Connelly / Automotive News]