Rolling on What?
In late 2000, prior to MB and before Fast and the Furious hit and car shows were on every cable channel, I worked on another major car account—one of the Big Three. But with all the parity, calling ‘em the “big three” is like Americans calling our sports teams “world champions”—it’s true provided you ignore the rest of the world, which, ironically, is precisely why the Big Three struggle. (It’s no wonder S&P dropped GM and Ford stock to junk bond status in May ’05 while foreign carmakers held strong-arm steady.) Anyway…
To prop up eroding market share, Mr. Big Three wants in on the then-emerging ‘street’ car culture. They wanted all those 16-29 year olds who were spending millions of dollars by industry estimates customizing their buckets, heaps, and factory-issued cherries with custom kits, nitrous tanks, monster engines, fancy rims, next-level sound systems, etc.
Their angle: An official Big Three Branded Accessories store. Our mission was to create a store—something hip, edgy yet inviting where said car enthusiast would find everything they needed under one roof. We were to name the place, give it a look and recommend inventory.
It was a nasty pile-up. For starters, against our advice the client picked the most middle of the road name possible. They followed that up by requesting store designs that were more Crate & Barrel than American Chopper. Then, there was the inventory. We made a list of items based on what the culture was doing and where we thought it was headed. For example, not only did the client not like the idea of doing branded dubs, they couldn’t understand why anyone would want rims larger than the factory-issue on any car.
Our client wasted tons of money plus some really great work from some of the best designers I’ve ever seen. And to this day, they’re still spinning their wheels trying to compete with foreign carmakers, urban car culture, etc. Why? Two reasons. One: Biting is a no-no. The client wasn’t part of the culture and they bit off more than they wanted to chew trying to co-opt it. Reason Two: Ain’t no half-steppin’. I’m against trend-hopping, but if you’re going do it, check your ego at the door and go all out. Fully embrace whatever it is you’re trying to link yourself to. And contribute something to the culture you’re jocking; otherwise you’re just a fifth wheel.
(By the way: This client was Ford Motors.)
To prop up eroding market share, Mr. Big Three wants in on the then-emerging ‘street’ car culture. They wanted all those 16-29 year olds who were spending millions of dollars by industry estimates customizing their buckets, heaps, and factory-issued cherries with custom kits, nitrous tanks, monster engines, fancy rims, next-level sound systems, etc.
It was a nasty pile-up. For starters, against our advice the client picked the most middle of the road name possible. They followed that up by requesting store designs that were more Crate & Barrel than American Chopper. Then, there was the inventory. We made a list of items based on what the culture was doing and where we thought it was headed. For example, not only did the client not like the idea of doing branded dubs, they couldn’t understand why anyone would want rims larger than the factory-issue on any car.
Our client wasted tons of money plus some really great work from some of the best designers I’ve ever seen. And to this day, they’re still spinning their wheels trying to compete with foreign carmakers, urban car culture, etc. Why? Two reasons. One: Biting is a no-no. The client wasn’t part of the culture and they bit off more than they wanted to chew trying to co-opt it. Reason Two: Ain’t no half-steppin’. I’m against trend-hopping, but if you’re going do it, check your ego at the door and go all out. Fully embrace whatever it is you’re trying to link yourself to. And contribute something to the culture you’re jocking; otherwise you’re just a fifth wheel.
(By the way: This client was Ford Motors.)
You’re a beat biter, dope style taker
tell you to face you ain't nuthin' but a faker!
—MC Lyte
tell you to face you ain't nuthin' but a faker!
—MC Lyte
