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ASP editor says car ads drive him crazy -- and readers agree!

Matthew McConaughey as the king of cool? He can't compare with Steve McQueen, says Mavrigian.
<p>Matthew McConaughey as the king of cool? He can't compare with Steve McQueen, says Mavrigian.</p>

Do car ads on TV drive you crazy? They do Auto Service Professional (ASP) magazine's Editor Mike Mavrigian. And ASP readers agree with him!

In his editorial in the May/June 2015 issue, Mike did some ranting (what, Mike, rant?) about how the car commercials don't talk about stuff that should matter to a potential car buyer. He says, "Tell me about the engine, the transmission, the steering, suspension and brakes. I don’t need an electronic entertainment and communications system that rivals that found in the space shuttle."

He goes on to say, "Apparently the only thing that’s important to a generation of smartphone addicts is that their car has Wi-Fi connectivity. (Read his editorial by clicking here.)

Apparently a lot of ASP readers agree with Mike. Here is just a sample of some of the comments we received:

Dear Mike,

I am still cracking up as I just read your editorial on “Automaker commercials drive me crazy."

Yes, they do, and yes, you are correct, and yes, I am glad it is not just me!!

I could care less if a car or truck gets Wi-Fi or not!

But guess what -- it does kind of ring a bell we need to hear. If that is their marketing, then who is the customer? Certainly not someone who will actually work on the car. Certainly not someone who will actually know how to see if it needs oil. Certainly not someone you want your daughter to marry.

It is actually telling us we won't have jobs in 20 years... period. Well, I will be done or long gone by then, so I am not worried, but, but, but…. You and me baby against the WORLD. OK, I will go back to work. Thanks for being MIKE!

Dave Monyhan, Sales, Goodson Shop Supplies, Winona, Minn.

Dear Mike,

I could have written that column! Though not as good as you did. I had those exact thoughts on the car commercials, especially the Buick one! They haven't used that emblem very long, huh? You nailed it 100%.

Enjoy your writing!

Terry Youngers, Owner, West Side Auto, Kingman, Kan.

Dear Mike,

I agree with most of your editorial in the last issue on vehicle commercials. The "that was dumb" label fits most advertising today. Car ads have moved away from the specs of the vehicle in favor other appeals. The fact is "most" car buyers don't care about the mechanics of cars anymore. They don't need to with tire monitoring systems and transmissions with "lifetime fluid" and no dipsticks. At this rate there will be a special tool needed just to open the hood. Manufacturers have to draw the new generation in with gimmicks and inclusive warranties just to move the vehicle.

I think you missed the two worst ads of all. Both Acura and Lexus have ridiculous commercials with wannabe models dancing around as if it’s a perfume commercial. Neither even shows the car until the last few seconds.

Nice job presenting a view many of us share, but unfortunately that group is shrinking. The next gens are screwed. Even if they find a YouTube video that shows them the correct repair procedures, they quit as soon as they realize getting dirty is required.

Quentin Oeltjen, Owner/ Operator, Q Transmission Inc., Rochester, Minn.

Dear Mike,

You hit it on the head. I spent my whole life as a motor head and earned my living at it. I was good and now I hate it. I won't walk across the street to look at any of the crap (new cars) out there today. I can't even imagine trying to work on the computerized stuff – it’s like trying to get a new computer to even begin to mesh. How about just use a tire gauge instead of all that electronic TPMS waste of money and time (and it's still undependable). Here’s a thought: The fuel sucks so bad that nobody can get a car to run right! I drive to another state to buy fuel that is gasoline.

Tom Pomeroy, Retired Shop Owner and Chief Mechanic, Former Advanced Instructor for VW, Porsche, Audi Distributor, East Texas

Dear Mike,

I agree with most of your editorial in the last issue of ASP on vehicle commercials. The "that was dumb" label fits most advertising today. Car ads have moved away from the specs of the vehicle in favor other appeals. The fact is "most" car buyers don't care about the mechanics of cars anymore. They don't need to with tire monitoring systems and transmissions with "lifetime fluid" and no dipsticks. At this rate there will be a special tool needed just to open the hood. Manufacturers have to draw the new generation in with gimmicks and inclusive warranties just to move the vehicles.

I think you missed the two worst ads of all. Both Acura and Lexus have ridiculous commercials with wannabe models dancing around as if it’s a perfume commercial.  Neither even shows the car until the last few seconds.

Nice job presenting a view many of us share, but unfortunately that group is shrinking. The next gens are screwed. Even if they find a YouTube video that shows them the correct repair procedures, they quit as soon as they realize getting dirty is required.

Quentin, Q Transmission Inc.

Dear Mike,

Your Straight Talk on auto commercials was spot on!!! Your comments mirror my thoughts exactly. I might add the ones where the car is on the top of a tall mountain that had to have the help of a helicopter, or those that drive on the city streets at night as if they were on Texas Motor Speedway. One could go on and on about the nonsense of these commercials, but it is no different than those who buy an item because some sports star, etc., endorses it.

Anyway, thanks for an amusing read. We will never see the 1950s uniqueness again.

Kindest regards.

Tim Eyssen, Abilene, Texas

Want to sound off on this subject? Leave us a comment! We'd love to hear if you agree or disagree with Mike!

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