Using the future to sell the present

GM’s mythical fuel cell vehicleDuring a recent conversation about software upgrades (to which I am a confessed addict), a friend made the profound statement that “everyone loves the future.”

Perhaps you’ve seen the recent television advertisements in which GM promotes their oddly-spelled “hy-wire” concept car. As Wired News reported in September of 2002, the concept car promises a future based on hydrogen fuel cells.

It is nothing new for auto companies to use concept cars to generate press and attention. However, I find this most recent advertising campaign a bit offensive. GM is using the promise of an eventual product to sell completely unrelated products today. Does the Hy-Wire work yet? Is the one we see in the TV commercial actually powered by fuel cells?

The premise seems to me to be something like “someday we’ll make a great car that’s environmentally friendly — in the mean-time, be sure to pick up a new Cavalier or Escalade”.

 

6 thoughts on “Using the future to sell the present

  1. I can’t seem to find it online, but awhile back there was an interesting New Yorker article that essentially showed what a token effort the Hy-Wire is, and how GM is only going through the motions to get regulators off its back.

  2. Steven, I sell GM’s, AND I see your point.
    I think Hy-wire, stands for hybrid, and drive-by-wire (electric controls, as opposed to mechanical or hydraulic).
    I assume the only reasoning behind advertising the future, would be attempts at creating an overall warm & fuzzy feeling for the company. As opposed to, say, “Come on down, get your new Chevy Cavalier, only $199 a month, at Future Steve’s Auto Emporium. Bring the kids……”
    This is really just a futile attempt at a defense, I think.

  3. When I first heard about this I thought that it was so cool. But it really didn’t make me want to buy a GM anytime soon, or even in the future. They just aren’t my favorite type of car. All it really did was make me think about what things will be like in the future, and what kind of other things will come out that are cool. As a matter of fact, it made me think that if GM is coming out with that, then other car companies will come out with better stuff. But I totally see your point, why advertise for something that isn’t here yet?

    cheers

    Zoe

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