The brain-teaser campaign, from Goodby Silverstein & Partners, San Francisco, presents “very apple-pie artefact shots to let bodies ask the catechism `What is this?”‘ said Gary Tucker, VP-marketing and artefact planning at Isuzu.
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The Axiom barrage marks Isuzu’s aboriginal abundant civic TV buy in a year. In agenda 2000, the marketer’s primary civic attendance was in print-because, Mr. Tucker said, Isuzu had no new artefact introductions aftermost year. Instead, the brand’s TV acknowledgment in 2000 came from Isuzu’s bounded banker ad groups, backed via address dollars from the automaker.
Axiom will appear with a standard, six-cylinder engine. It will be priced in the mid-to-high $20,000 range-lower than the Isuzu Trooper and college than the brand’s Rodeo. The ambition client is in his or her backward 30s, affiliated with adolescent children, with an anniversary domiciliary assets of at atomic $75,000. Buyers are accepted to be breach analogously amid males and females; Isuzu projects anniversary sales of 32,000 units.
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SMALLER GETS BIGGER
Axiom will attempt adjoin Ford Motor Co.’s Explorer XLT, Subaru of America’s Outback Action Wagon and Chrysler Group’s Jeep Grand Cherokee Laredo. The Axiom is 8 inches beneath than Explorer, 10 inches best than the Subaru and about the aforementioned admeasurement as the Laredo.
The baby SUV class is growing faster than the bunched class in which the Ford Explorer competes. Many bunched SUV owners are abrogation to baby SUVs like Toyota Motor Sales USA’s RAV4, American Honda Motors’ CR-V and Ford’s new Escape, said Art Spinella, VP at consultancy CNW Marketing/Research. That Axiom is abate than the Explorer is fortunate, he said, back added bodies with baby SUVs on their lists will cross-shop the Isuzu.
Despite the cardinal of new SUVs now hitting the market, Mr. Spinella said he believes there’s allowance for Axiom-at atomic initially. Axiom’s architecture is a plus, he added, back buyers of baby SUVs are agog on beautiful vehicles.
Isuzu’s anniversary ad account has fluctuated in contempo years. The banker spent $17 actor in abstinent media during the aboriginal eight months of 2000, according to Competitive Media Reporting. In 1999, it spent $79 actor vs. $137 actor in 1998.
Mr. Tucker said Isuzu’s 2001 ad account will acceleration “substantially” vs. 2000, commenting that it would acceleration “absolutely by at atomic 10%.”
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The banker awash 88,083 cartage from January through November 2000, a 6.2% percent bead from the above-mentioned period, according to Automotive News.
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