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Posts Tagged ‘Mercury’

Maintaining ‘orphaned’ car owners

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The attached article scratches the surface of a problem I think few, if any, manufacturers are addressing well. As you may know, orphaned car owners are owners of vehicle brands that have been discontinued, such as Pontiac, Saturn, Hummer, Plymouth, and Mercury.

When these owners are shopping new cars, there is no brand loyalty they can follow.  Sure, they can show loyalty to the parent company of their now discontinued brand, but the article states that this only happens in 30% range.  Obviously this means that 70% are spending their money on a competitors brand!

I think the most common way manufacturers of former brands are trying to maintain loyalty is through the use of <gasp> incentives to purchase new vehicles.  If I were even remotely passionate about my brand and am mourning its passing, the last thing I want to get from the parent company is an incentive to buy one of their other vehicles.  ‘Sorry we’ve abandoned the brand you loved, but hey, buy another car from us and we promise not to do it again!’

I think they’re missing a huge opportunity with this approach.  These brands have large Facebook followings, blogs dedicated to them, and owner run communities.  Engage these owners through those sites, continue to show the love through posts that would appeal to those owners, even sponsor get-togethers for those owners so they don’t feel, well, so orphaned.

Yes, it costs money to do things like this.  Yes, you will have to continue to have a small dedicated staff monitoring social sites and organizing events. But the opportunity to rebuild the trust with these owners so that they will be loyal customers to a new brand will more than pay for itself in the long run.

http://www.forbes.com/sites/jimgorzelany/2012/05/07/the-battle-to-adopt-orphan-car-owners/?feed=rss_home

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