Denny's Daily Zinger: Marketing a 200 M.P.G. AutomobileJanuary 13, 2014 By Denny Hatch
It should be a cake-walk.
The market: Consumers who are having our pockets picked by the greedy oil companies charging $4.00 for a gallon of gas. In Europe, it's more like $11.00 a gallon.
The product: A two-seat Volkswagen 2014 XL 1 with its 22nd century design. It features gull-wing doors, a top speed of 99 m.p.h. and can go 200 miles on a gallon of gas.
This is not a dream. It's in production in Europe right now.
Marketing this thing should be (to coin a phrase) like taking candy from a baby. An agency, P.R. person, copywriter and TV spot producer would go into orbit if offered the opportunity to work on this baby.
Just three problems:
1. The Department of Transportation has deemed it unsafe and would require too many modifications. As a result, it can only be sold in Europe.
Given problem No. 1 above, the other two problems are moot.