All American Auto Mall in Old Bridge Updates

Episode 23: Weekly Updates, ’21 Raptor, Super Bowl Ad Preview & More

February 04, 2021 Jason Savino, Marketing Director, All American Auto Group Season 1 Episode 23
All American Auto Mall in Old Bridge Updates
Episode 23: Weekly Updates, ’21 Raptor, Super Bowl Ad Preview & More
Chapters
0:00
Introduction
1:08
Nor'easter
3:52
Proud Partner of Rutgers Athletics
5:29
The All-New 2021 F-150 Raptor
9:49
Ford #FinishStrong Initiative
11:57
Ford #FinishStrong Super Bowl Ad
14:27
"Raised by Goats" Bronco Sport Commercial
15:14
Previewing 2021 Super Bowl Ads
All American Auto Mall in Old Bridge Updates
Episode 23: Weekly Updates, ’21 Raptor, Super Bowl Ad Preview & More
Feb 04, 2021 Season 1 Episode 23
Jason Savino, Marketing Director, All American Auto Group

Jason provides some dealership updates related to the recent Nor'easter as well as the All American Auto Group becoming a proud partner of Rutgers Athletics. He discusses the Ford Motor Company reveal of the all-new 2021 F-150 Raptor. Jason talks about Ford's #FinishStrong initiative including Ford donating more masks, receiving patent-pending approval for a new clear respirator and more! Jason provides some insight and his opinion on recent Ford Motor Company commercials including the popular "Raised by Goats" Bronco Sport spot. Finally, he goes into Super Bowl commercials and want he expects to see on Sunday.

Show Notes Transcript Chapter Markers

Jason provides some dealership updates related to the recent Nor'easter as well as the All American Auto Group becoming a proud partner of Rutgers Athletics. He discusses the Ford Motor Company reveal of the all-new 2021 F-150 Raptor. Jason talks about Ford's #FinishStrong initiative including Ford donating more masks, receiving patent-pending approval for a new clear respirator and more! Jason provides some insight and his opinion on recent Ford Motor Company commercials including the popular "Raised by Goats" Bronco Sport spot. Finally, he goes into Super Bowl commercials and want he expects to see on Sunday.

Unknown:

Hey everyone, I'm Jason Savino, the Marketing Director for the All American Auto Group. And this is the All American Auto Mall in Old Bridge Updates podcast. This is episode number 23. I have some weekly updates. We're going to talk a little bit about the 2021 Ford Raptor that was revealed by Ford Motor Company yesterday, Wednesday, the third on YouTube. I'll talk a little bit about Ford's finished strong initiative related to some of their stuff they're doing with COVID. And then I'll talk a little bit about some Superbowl ad preview information. Because of course, the Superbowl is the Sunday. So let's get into it. All right, so last week, on episode 22 of this podcast, I did an episode all about me my background, how I got to the position I'm in so if you're interested in that, you could go back and check that out. That was Episode 22. Then on really Sunday, Monday and Tuesday, we had a nor'easter here in New Jersey, a lot of the Northeast was affected. crazy amount of snow, I guess Old Bridge, the final counts were somewhere between like 20 and 30 inches, you know, spanning across almost 48 hours. I've talked about it before on this podcast how snow days aren't that fun for car dealerships been dealing with it my whole life, obviously, my father having dealership on Long Island, but when I was younger, you know, I don't think I realized but you know, I would stay home having fun snow day with my friends. And my father and my brothers, once they got old enough would have to go into the dealership at you know, 4am start plowing, start shoveling do anything they could to get the business open. So these past few years now that I've been here, I've had to experience it, especially with having young kids. I've been a little bitter towards it because I'd rather be at home playing in the snow with them. But you know, it is what it is. We have a great team here great management staff and everybody really pulls together. You know, we had a lot of people doing their best to get here on Monday, if it was safe for them that helped start to plow and really, you know, we have four or five plow trucks just go and constantly. We had them start I believe Sunday afternoon, potentially. I think they were moving cars all day Saturday, when we were open. And then the plows started overnight. Sunday Monday was all day, Monday night All night. You know, Tuesday morning, I came in both days I think both days Monday and Tuesday got up at 4am shoveled out of my house and then came in got in by like five ish started snow blowing the front entrances and stuff like that making it as safe as possible for you know, employees coming in to help with snow removal and then eventually customers. So the beginning of this week obviously was crazy with that there's still a lot of snow mounds everywhere. And just a crazy amount of snow and for car dealerships again, with the amount of cars we have, we try and move them from the frontline. It's just hundreds and hundreds of cars being moved, being snowed on then having to clear them then having to move the cars back. It's It's crazy. So this week started a little slow in terms of business wise, just because obviously people weren't coming out in the nor'easter. And everybody has just spent, you know, the last few days really trying to clear so we're finally in a good spot. I hear we might get more snow on Sunday, which is not going to be welcomed. I'm hoping the only exciting thing that happens on Sunday is the Super Bowl and not snow but we'll see what happens. So another exciting thing that happened since last week that kind of got overshadowed with the snow that I'm very happy to announce is that we're now a proud partner of Rutgers athletics. So Rutgers University is one of the bigger universities in New Jersey State University. Great school. We have so many different alumni from they're working for us here at in throughout the whole all American auto group. So many New Jerseyans go to Rutgers University, so very well known. We do a lot of Fleet business with them. So we provide a lot of vehicles to them over the years and so we finally we're able to work out pretty cool partnership sponsorship advertising, whatever you want to call it with their athletics department and includes a little bit of fleet and helping them out with their vehicles. So that was very exciting. We got to be on there led courtside for their men's basketball, our logo and a little ad that popped up during the game when they beat Michigan State the other week. So I posted a picture of on social media, so that was cool to see. So I'm excited to see where that partnership goes and grows to I'll continue to talk about that. But we'll be definitely involved a lot with their men's basketball, their football team, and then a lot of their other sports as well. So very excited about that. It's one of the bigger advertising partnership deals that we've done in sponsorship deals. So I'll be talking more about that. And you'll see a lot more on our social media pages about that. So the next thing I want to mention quick is the reveal of the 2021 Ford Raptor that happened yesterday. It's on the Ford Motor Company, YouTube pages. I also posted about it on our social media pages. So you can check that out. Very exciting from a Ford perspective and our dealerships, obviously. It's, you know, being built as the all new 2021 F 150. Raptor advertises having next level performance, toughness and offroad capability. Old bridges always done and our Auto Group really in general has always done really well with Raptors. You know, I've talked about it a lot on this podcast that we're obviously tops in the country in terms of performance and custom and specialty vehicles and trucks. You know, when it comes to the Shelby's, the rashes and everything, and Raptors were right up there as well. So, you know, last year too, with COVID, it was funny because we had a ton of Raptors and stop, we really stopped up for a big 2020 sold them like crazy in the beginning of the year, then COVID hit. It was honestly probably the number one vehicle that people reached out to us about if it had a 0% APR financing. So if everybody remembers that I talked about it on the podcast few times, when COVID hit a lot of the manufacturers, you know sprung into action did really well in terms of the programs and incentives they put out there. Almost everybody was offering 0% financing, and deferred payments really and Shelby and Roush both offered 0% financing for seven years, which was insane. I can't remember a time where either of those companies offered 0% on their, you know, very expensive high performance vehicles. And they did it during COVID. And it was very popular with people wanting to purchase those trucks. So we actually sold a ton of Shelby and Roush is in 2020 because of that 0% deal that they had for a few months there. And Raptors, Ford did 0% on almost all those vehicles, but Raptor was not included. And honestly, it was probably one of the most quiet most asked question we got from customers during those heavy COVID months when the 0% was out for everything else. Everybody was calling up, or putting in leads asking if the Raptor is 0%. So and, you know, obviously Ford didn't, but we still did really well. We sold out of them pretty early in the year. And then with the production shutdowns and everything, we just never got a good inventory after that. So we're excited for the 2021 Raptor. You know, hopefully it gets here can't get here soon enough. But they revealed it. Obviously the regular f150 went through the redesign in 2021. You know brand new interior, subtle changes on the exterior a lot of new features options. So the Raptor kind of followed that and went through in terms of a redesigned for this model year. So just to highlight some of the new stuff with it. It's got a new five link rear suspension, the next generation Fox shocks which are very popular on the Raptor. It's got 35 in standard All Terrain tires, but this year, they're offering an optional 37 inch option, which is pretty cool. It's got new wheel choices, more tow rating and payload rating than the previous year. That high output 3.5 liter EcoBoost v six engine now has even more low end torque. So it is a very high performance truck. And it's going to continue that very high performance when it comes to off road capability as well. It's got a new distinctive power dome hood with a new heat extractor. So that's going to be a new look on the hood. And then of course this one's going to come with all the latest and greatest safety and technology features from for the sink for the for copilot 360, the over the air updates all that good stuff. So a lot to look forward to with the 2021 Raptor, of course will continue to be the Raptor headquarters throughout our Auto Group and here in Old Bridge. And once those start to roll into the showroom, of course I'll be posting like crazy about it on social media. So look out for that. But definitely exciting stuff go back on our social media pages or the Ford Motor Company, social media and YouTube pages and check out the reveal video because they actually did a really nice job with it. It's pretty exciting stuff. The next thing I want to talk about is some exciting news from Ford that they kind of released this past week as part of their finished strong initiative you know that's kind of related to their their country. COVID relief initiative and everything and Ford, I have to give them a lot of credit they did a lot during the first few months of COVID and the shutdowns and everything, you know, all manufacturers sprung into action with their deals and incentives. But I personally feel and of course, I'm biased. And I've admitted that a lot on this podcast before, but I feel like they, they sprung into action a little quicker and a little more aggressive than others. You know, they turned a lot of their manufacturer into producing mass and ventilators and stuff like that, you know, they did so much with donations. And I don't feel like they even got enough credit for when they were doing it initially. But they're continuing their finish strong initiative. So they've pledged to donate 120 million more mass to the communities in need across the country. And 25 million of those masks will be donated over the next five weeks, they gave dealerships a ton of mass for free for us to give out to our customers. So we still have boxes and boxes of masks that we give out to customers when they come in. So Ford really stepped it up with their mask production and you know, donations to the communities and to our geo ships, so that we can give them out to the communities. They've also started to design and received patent pending approval for an innovative nuclear respirator that it expects to certify to add 95 standards for virus virus elimination, that actually allows for better expression and communication. So that's pretty cool thing and and related to that they have this inexpensive open source design for a fan and an H fac filter combination that could help reduce virus particles. So they you know, continue to just use their technology, knowledge and, and production capabilities to help out with fighting this virus across the country and for the communities. And the next phase of their finish strong initiative, they have a commercial out that is going to air during the Superbowl, it's what I've read so far is that it might only be during regional Superbowl ad spots. So for anybody that doesn't know, there's obviously national commercials that air in all areas during the Superbowl, but then there's also these regional spots which will switch out per region, obviously. So what I've read so far from Ford, and they're finished strong initiative is that I think it might focus on regional ads for the Superbowl and focus more on the areas most affected by COVID. So that'll be interesting to see what they come up with for that and what also they aired during the Super Bowl. I mean, they have, you know, good Maki commercial, they have the good Bronco sport commercial. So they have some interesting things that they could go with. So we'll kind of see. And I've been critical of Ford advertising in the past, I think with a lot of their commercials, it's been pretty basic, nothing too exciting. I've never loved their regular commercials, I think they've made a mistake in the past by treating their f 150 completely different, where they have a completely different ad campaign for the F 150. You know, back going a few years they've had you know, Dennis Leary as the spokesperson for the F 150 commercials. And they've been great. I I've always felt that they've been strong, you know, very aggressive, very fast and sleek and you know, quick cuts and keeping the audience engaged and you know, hitting home the real good points about the F 150. But then their regular, you know, commercials for the rest of their line of SUVs and everything. It always took a different route and just always never like really connected with the F 150 type commercials. So I never loved those but then a couple years ago when they signed on a new ad agency and Bryan Cranston to do the billboard proud commercials I have loved those. So they've they've been playing I think for about two years now. I think they do a fantastic job across the entire model lineup. So I've been very excited about those. I hope we see one or two of them during the Superbowl. I mean the finish strong initiative is part of that as well. The bill Ford proud and Bryan Cranston, I believe voices that those commercials too, so it'll be interesting to say and I know I wanted to mention to the latest Bronco sport commercial called raised by goats. I actually love that commercial. I hope that plays during the Superbowl came out a couple weeks ago. I think I watched it during might have been during the first week of the NFL playoffs so it's a few weeks old now. But you could find it on YouTube. It's part of their built wild campaign for the bronco It was a great spot where kind of this baby Bronco is raised by goats and you know goes over all the the the different trends On the off road capabilities of the bronco in a really cute way with you know these baby goats and a baby Bronco. So I love that commercial. So I hope that plays. Alright, so continuing on, you know, talking about commercials and stuff Superbowl coming up this Sunday, like I said, You know, I always look forward to the commercials from marketing perspective. I know when I had worked in Manhattan, we always talked about a lot leading up to it, who is going to do it? You know, which big companies what, what were they going to show stuff like that always did a good recap of our favorite ones after the fact what they did, right what they did wrong, how we could use it to our advantage. That was when I was working at Ogilvy and Mather. So a lot of interesting stuff with the commercials, I mean, the prices of them. I did a little research. And I was actually surprised, I know, it gets a lot of attention. But I didn't realize how much it's you know, just astronomically gone up in price. In 1967, the cost was under 40 k per 32nd. Commercial, you know, by 1995, it reached over a million per commercial by 2011. So, just 10 years ago, it was at $3.1 million for a 32nd commercial. And now it's at 5.5 million per commercial. So in 10 years that jumped over $2 million per commercial, the last few years, it's been around 5.6 million per commercial this year, they opened the bid at 5.5 million. So a little bit of a decrease. And I know it's getting a lot of attention that last year Superbowl commercials and most of them sell out by you know, November Thanksgiving time. This year, they didn't sell out until January. So obviously you could see the effects of COVID there and with advertisers, I think a lot of advertisers don't want to spend that money at this point on it. And also, I think this is a tough year because of the environment of the entire country. I mean, everything going on politically, with COVID. I mean, there's so many different issues right now, where if I'm a company, I don't even know if I want to take a chance of spending 5.5 million on a commercial that, you know, you're supposed to try and stand out, you're supposed to try and make it funny, because that's how it stands out. You're supposed to take risks with it. But I don't know this year could be tough. So it'll be interesting to see what companies kind of attack in terms of their route towards getting your attention, you know, is it gonna be comical? Are they going to do more kind of passion and compassion with COVID and all that stuff. We've seen that you know, from a couple different companies last few years where they've made it more emotional. And what I've found is you know, sometimes that gets good marks, sometimes it gets bad marks. So that's what I'll be looking at when I watch the Superbowl commercials is how these companies approached the current environment with COVID. And if they kind of, you know, go at it head on and address it, or you're going to see companies just dismiss it not mention it just go with their own, you know, comical ways and try and get your attention and we'll see if there's any backlash from that. I mean, nowadays, there's backlash from for everything. Anything companies try, really so we'll say I'll, I'll see how it goes. I'll see which ones I like and dislike, and then maybe I'll talk about it next episode. But that's the updates for this week. I hope everybody enjoys the Superbowl who cares about it, and I'll be back next week.

Introduction
Nor'easter
Proud Partner of Rutgers Athletics
The All-New 2021 F-150 Raptor
Ford #FinishStrong Initiative
Ford #FinishStrong Super Bowl Ad
"Raised by Goats" Bronco Sport Commercial
Previewing 2021 Super Bowl Ads