Airfoil Public Relations

What happens to the auto industry when Cash for Clunkers ends?

Cash for clunkers. What a great opportunity for consumers to affordably get their hands on new, more fuel-efficient vehicles, for dealers to sell their inventory and for automakers to ramp up vehicle production and demonstrate the cars that they’re advertising. All of the major news outlets are reporting that the cash for clunkers program is supposedly soon coming to a close – in fact, Monday is the end date planned by the U.S. Department of Transportation (DOT). Funding might even run out sooner. What’s going to happen once it’s over?

Don’t get me wrong – I am all for supporting fuel-efficient/cost-saving initiatives, as well as programs that will support all of the automotive original equipment manufacturers (OEMs) that sell quality vehicles. But the problem with the cash-for-clunkers opportunity is that it is a temporary fix. Where’s the long-term solution? What happens when there is no huge incentive to buy vehicles, and we have the same cars hanging out at lots that we did before? Everyone then has the same original problems on their hands – a few that we’re too familiar with are pressure to sell too many cars along with the need to cut production and lay off jobs.

Let’s not forget that cash for clunkers is a tactic to help quickly boost/stimulate auto sales and promote more fuel-friendly vehicles. But just as we counsel our PR clients, some tactics, if not all, are not sufficient to stand on their own when trying to create a major, lasting impact. The industry needs a long-term, viable strategy – but can all of the stakeholders align with a strategy? I’d like to be optimistic – we’ll have to wait and see.

-- Jenn Korail

 

Stop using ‘family’ as a reason for leaving a job

Steven Rattner, Obama’s head of the auto task force and manager of General Motors’ and Chrysler’s restructuring and emergence from bankruptcy, left his post yesterday. The reason given for his departure, “to return to private life and his family in New York City.”

This is a plea to all those in the field of public relations. Please stop using “family” as the pat excuse for quitting, poor job performance, conflicts with company leadership, unethical practices, scandal, retirement or instead of simply stating that you’d like to do something else.

And reporters, editors, bloggers and others – stop reporting it. It’s not news. It’s a signal that something deeper needs to be uncovered.

Using family as cover is insulting and disingenuous. Family is the reason we all do what we do. Let’s show family the respect it deserves.

-- Leah Haran

 

Reducing vehicle weight becomes buzz in OEM, supplier circles

Vehicle weight savings talk is all the rage for automakers and their suppliers, especially thanks to President Obama's call for vehicles to achieve a 35.5 mpg fuel economy by 2016.

In fact, weight savings was a major topic of discussion at this year’s Ward’s Auto Interiors Conference, where two well-attended panel sessions were dedicated to the topic. Byron Pope of Ward’s AutoWorld noted a few highlights from the conference here.

Some companies are proposing to “celebrate the substrate material” within a vehicle interior to remove the buildup of layers that add to weight, and others continue to promote reducing seat mass (remember those cool looking seats that you see in cars at auto shows that never quite seem to make it into production vehicles?).

Vehicle weight is becoming even more of a hot topic as I noticed that now even luxury brands are engaging more in conversations about light-weighting. In an Auto Spies June 8 article, Audi says that significant weight reduction will not only be important to its future electric and hybrid cars, but also their traditionally powered vehicles in order to improve handling and performance.

It will be interesting to learn more about the technologies and innovations that automakers like Audi and even the domestics implement to slim down the weight of vehicles, particularly their luxury segments.

-- Jenn Korail

 

Auto industry celebrates milestones despite bleak economy

It’s pretty evident these days that there is so much daunting and negative news happening out there in the auto industry. The industry is experiencing tough times, and no doubt, everyone is feeling it.

However, I’m glad to see that companies are still taking the time to celebrate some truly notable milestones. For example, I have been fortunate to participate in spreading the good word on Tier one auto supplier Faurecia celebrating 10 years in North America

Earlier this year, Honda celebrated producing its 20 millionth vehicle in North America, and back in March, Ford Motor Company similarly celebrated its 100,000^th hybrid vehicle. And this month, Johnson Controls is helping promote and celebrate sustainability and the environment by sponsoring the 2009 Igniting Creative Energy Challenge (ICE).

These are all good things – all worth hearing about despite the challenges that the entire auto industry is having to overcome. I look forward to seeing more of these positive news nuggets coming in the near future, and hope others will be open to giving them some much-deserved attention.

-- Jenn Korail