Bob Builds Buzz

Bob Lutz returns to the blogosphere with a report on auto journalist test drives of the Pontiac Solstice.

Let me just say this: this is a "designer" who understands marketing.

Listen to Lutz's description of the Solstice's latest incarnation:

Compared to earlier pre-production examples, these cars had the latest air induction system for vastly reduced induction noise, and a freer (but still legal) exhaust system, which produces a very pleasant sporting exhaust note and adds greatly to the character of the car.

Starting with technical characteristics ("latest air induction system") Lutz moves to their functional consequences ("vastly reduced induction noise," "freer exhaust"), and finally to the emotional implications ("very pleasant sporting exhaust note" that "adds character to the car.")  And, for a little bonus, the exhaust is "still legal," with "barely" merely implied.  This  is all code for afficianados who understand it implicitly.

Lutz goes on to tell us that even normally hard-boiled journalists found the Solstice,

...an overwhelmingly competent and desirable car...with special praise going to style, refinement, compliant ride, sharp steering, high grip, and neutral handling at outrageous cornering speeds, especially considering the almost-incredible price.

Is it just me, or is "overwhelmingly competent" a little tepid?  Maybe this is Bob's way of "keepin' it real."  Anyway, "praise to style" and "refinement" at an "almost-incredible" price gets his message across pretty well.

Then he delivers the money lines:

I do believe the car made the point we intended for it to make: the product development process at GM is back on track. We understand beauty, excellence, the best-in-class imperative, and value for money, and the organization has the will and the capability to deliver. I felt huge pride in the GM team that created this exceptional car, and optimism knowing it is but an early signal to the public, and a warning to our competitors, of more to come, as GM finally musters its enormous global talent pool and focuses it on winning products.

Here we see Lutz engaging in both internal and external marketing.  Externally, to the financial markets, competitors and car buyers he says: "stay tuned, this is just the beginning, we've got our act together"; internally, the message is, "you've done well, I'm proud of this team and this car, stay focused."  Nicely done.

As for the buzz:

And, speaking of delivering, I am told that the First 1,000 Solstices are being built now in our Wilmington, Delaware, assembly plant and will be shipped the first week of August.

Scarcity + buzz often equals a great product launch.  It's going to be very interesting to see how the Solstice sells during its first three months on the market.  My guess, even months ago: hot.

And in keeping with the blog's personal tone, Bob divulges the recipe for his "modestly" promoted bitter orange marmalade. 

I'll say it again: this guy is very good.

Comments

[James Payne]

I saw my first rooster in 1946 on West Grand Blvd. Now all my major responsibilities are behind me.
Thank Your Bob. A dream come true.
My California plate will read:
SHINCE 46

[James Payne]

I saw my first rooster in 1946 on West Grand Blvd. Now all my major responsibilities are behind me.
Thank Your Bob. A dream come true.
My California plate will read:
SINCE 46

[Randy Alt]

Why would GM not capitalize on the great feedback in regard to the Solstice and Sky. I'm refering to the low production numbers for both of these beautiful vehicles. Look at the redesigned Mustang - people still want them even though there next door neighbor might have one.

[Randy Alt]

Why would GM not capitalize on the great feedback in regard to the Solstice and Sky. I'm refering to the low production numbers for both of these beautiful vehicles. Look at the redesigned Mustang - people still want them even though there next door neighbor might have one.