I recall an advertisement on Jamaican radio from a long, long time ago, “when me was a boy,” that went like this, “There’s a Ford in your future, a Prefect, an Anglia, a Consul, a Zephyr, a Fairlane… there’s a Ford in your future and you can afford it…” Then came the Motorola radio. Built for (you guessed it) the motor car! Aaahhh that was then. Now the song has changed to, “There’s a Mac in your future and you can’t avoid it… ”
Quoting BrandChannel of March 4, “The day when cars become iPhones with bigger buttons may be upon us. Apple revealed its automotive infotainment platform, CarPlay, at the Geneva International Motor Show this week, and soon it’ll roll out in cars from Ferrari, Mercedes-Benz and Volvo and work with the iPhone 5, 5S or 5C.”
So what about these brands, why them, and what is their brand footprint? Well, here’s what we do know: Ferrari, the ultimate sports car, has won more Formula 1 world racing championships than any other and is arguably the world’s most powerful car brand. Mercedes-Benz, a symbol of motor car luxury, traces its roots back to Karl Benz’s 1886 Benz Patent Motorwagen, which is widely regarded as the first automobile. Then there is understated Volvo, pioneers in automobile safety. Their latest ad campaign “explicitly appeals to the non-materialistic, minimalist ethos which differentiates Volvo aficionados from buyers of other luxury and near-luxury brands.”
Talk about Market Development, Innovators and Early Adopters! Fitted in these brands, who cares about the cost of Apple’s new infotainment system. Reminds me of Sergio Zyman who said, “The sole purpose of marketing is to sell more of your products, to more people, more often, for more money.” Hellloo Apple! Innovation and marketing.
So, is Apple the world’s best marketer? Check their market cap and cash balances and let me know.