In ads by Bozell that break on May 1, and will get heavy rotation during the Triple Crown of racing, ads for the new New Yorker and LHS sedans carry headlines like, 'As far as we're concerned, boat, barge and yacht are once again nautical terms.'
According to vp/marketing John Damoose, the marketing plan tries to address 'the new value system of the 90s.' Said Damoose, 'We are finding that a large percentage of upper income consumers want the form and function of large sedans, but don't want the soft mushy ride that has traditionally gone with them, nor do they want the high price that has gone with them.'
The New Yorker is priced around $24,000, and the LHS, which is equipped to be sportier, and is aimed more directly at luxury import buyers than the New Yorker, is priced around $28,000. Though Damoose would not disclose how much of a launch budget was behind the two cars, of which they expect to sell 80,000 combined, sources peg the support at around $40 million during the rest of this year.
Separately, Damoose said the company is still a few months away from finalizing its media review. Two weeks ago, the company eliminated Jeep-Eagle agency CME - KHBB from contention in the contest that will decide which agency handles the carmaker's $420 million in ad spending. BBDO and Bozell are still in the running.
Copyright Adweek L.P. (1993)