Jumpstart Automotive Group

When hybrids were first introduced to consumers earlier this decade confusion was abundant. Why should I pay more for a car that might not perform as well as a standard fuel-powered vehicle? Does it make weird sounds? Will I have to charge a battery? Will any normal service station be able to repair my vehicle? These questions posed real concerns from car consumers and curbed enthusiasm for hybrids early on.

But now hybrid cars are officially out of futuristic mode and more mainstream than ever. They no longer only come in two sizes – small or boxy. Hybrid technology is present in anything from a Civic to an Escalade, as automakers slowly begin to recognize that people want efficiency and cargo space. Jumpstart Automotive Group’s traffic trends also tell a more vivid story about the influx of hybrid interest.

Demand for hybrids has grown rampantly this year, in some cases upwards of 150% when comparing the first half of the year to the second half on Jumpstart’s properties. Ford Escape Hybrid watched interest boom in the second half of the year by a 156% clip, along with Honda Civic Hybrid (+131%), Toyota Prius (91%), Mercury Mariner Hybrid (+45%), Ford Fusion Hybrid (+40%), and even the now defunct Saturn Vue Hybrid (+92%).

The most recent growth period took place in October, once all of the Cash-for-Clunkers hype fizzled. The average growth of the aforementioned vehicles in Oct. was 38% when compared to the second quarter, with Prius and Civic Hybrid enjoying 46% and 36% boosts, respectively.

Brands like Toyota, Honda and Ford are paving the way with hybrid marketing that’s meant to educate and focus on the product, and not on an incentive or financing promotion. And they’re investing a lot more in this education process in 2009. Media spending on hybrid-specific messaging has nearly doubled through August when compared to the same time period last year, according to TNS’s AdSpender report, with Toyota, Honda, Ford and Chevrolet contributing the largest share.

The messaging for hybrid vehicles is distinctly more feature-oriented than most incentive and price-driven car ads seen today, helping differentiate these products and draw attention to the car and its benefits. Toyota has identified so well with fuel efficiency by successfully weaving the green message into nearly every campaign it puts out. Honda’s approach to hybrid, as has typically been the case for its campaigns, is a very upbeat message with plenty of animation, color and feel-good music. On the flip side, Ford’s hybrid spots have ranged from very business-like, focusing on MPG and being “the most fuel efficient,” while also promoting the human element through its recently launched The Ford Story.

Some of the more memorable hybrid creative executions from this year include:

• Toyota Prius: The Third-generation Prius TV spot waxes poetically on the “Harmony between man, nature and machine.” What’s effective about this campaign is its consistent messaging through television, print and digital, along with its aesthetically pleasing color scheme and product-focused message. The digital ads maintain a similar look and feel while touting the 50 mpg rating as its payoff.
• The Ford Story: Ford’s “The Ford Story” campaign brings numerous consumer testimonials to life in the form of video spots. There’s also a suite of these spots that are geared specifically toward green stories that consumers are telling. These spots are engaging, touching and very effective at delivering a testimonial in a tasteful and authentic manner.
• Honda Insight: Honda’s approach was to create a comfort level around hybrids and bring them to the mainstream in terms of design and price. One of the ads declares: “The hybrid for everyone is here. The Insight, designed and priced for us all.” It’s right in line with Honda’s successful high spirits messaging style, with the song “We are all in this together” as the backdrop.
• Ford Fusion Hybrid: The Fusion Hybrid campaign across all media is effective because it is simple, direct and poignant. The tag states: “Save 700 miles on a single tank … the most fuel efficient midsize sedan in America.” The payoff is the miles (translation: dollars) saved with a hybrid, not the cash back or financing dollars touted.

The numbers don’t lie — hybrid is no longer hype. “Green” is no longer just a buzz word but a way of life. It has consumers thinking harder about their decisions, and it has more of them researching to understand as much as they can about fuel efficiency, carbon footprint, and the environment they’re ultimately leaving behind for their children.

Despite the current difficult automotive environment, OEMs are doing an admirable job educating consumers about hybrids by bridging the gaps between people and technology.