Autoline This Week

Tiger Woods or Tylenol

A dizzying number of consumer products have been introduced over the last thirty years. And though thousands have succeeded over that time few have achieved the Mount Olympus of brand recognition that translates into the multi-million dollar world of annual sales. And even fewer from that list have survived a potential public relations nightmare that backed the brand into a corner. For the last three months we've been watching the Tiger Woods brand undergo such scrutiny, while 28-years ago Johnson & Johnson faced an even greater disaster with its Tylenol over-the-counter medication. Tylenol, by all accounts, became the gold standard of resuscitating a brand with great corporate public relations. The same can't be said for the Tiger Woods brand though the entire story is yet to be written.

Meanwhile Toyota, long one of the most solid brands throughout the world, is currently at a similar crossroads. For the last six months the company has experienced one bad story about its products after another. Accelerators, brakes, cars and recalls have contributed to the public waterboarding of this once proud seemingly indestructible brand. And it doesn't help that the hits keep coming.

So going forward from today, what path will the company take? What are the challenges it faces in public relations, in marketing and with the automotive world itself? This week Autoline hosts three experts from these disparate fields to talk turkey to and about the Toyota brand, the Toyota company and the Toyota bottom line. Joining John McElroy to do just that are Maria Leonhauser from the world of public relations, Paul Haelterman an authority in auto analysis and Christie Nordhielm who gave us "The Big Picture," literally, with her book on marketing challenges and solutions for companies like Toyota.

The Eyes Have It

Whether it's in the U.S. Senate, the California State House or your own city council, any simple up or down tally where "the ayes have it" can have a significant impact on voters' lives. However, when it comes to having an impact in the world of advertising, there is no bigger forum than the Super Bowl. Especially when there are 106 million potential consumers watching. Truly a place where the "eyes" indeed have it. So for 44 consecutive years businesses have put their products in this spotlight of this special day hoping for a great ROI for the money they spend. And throughout the years automakers have been right there on Super Bowl Sunday trying their best to create the splash that translates to sales.

This year six OEMs braved the nearly $3-million dollar per 30-second advertising Olympics with one, Hyundai, seemingly saturating the entire game. So did Hyundai or the other five -- Audi, Dodge, Honda, Kia, or VW -- get their money's worth? Is it even possible?

Joining John McElroy to try to answer these questions is a panel of automotive advertising experts. Journalist Jean Halliday has written about the industry for years while advertising analyst David Kiley not only covered the business but also worked in it as well. They are joined by an award-winning creative director who is still in the trenches, Gary Topolewski, waiting to produce his next Super Bowl spot.

Nervous System

From the stub of a toe to the bite of a mosquito, our bodies rely on a complex network of neurons that tell our brain what's going on. And like our bodies, each car has a pseudo nervous system which controls everything from the steering to satellite radio. For all manufacturers the quality of their cars and the viability of their systems are extremely important. However, for the world's number one automaker Toyota, its been nothing short of the holy grail. Quality and reliability were once the keys to the design, production and selling of its products. But right now several of Toyota's top models are experiencing what could best be parenthetically described as a severe neurological disorder.

This week on Autoline John McElroy examines the latest reliability and quality woes facing Toyota and what some competitors like Ford have been doing to improve its numbers in those categories.

New clean diesel engines offer better fuel economy and lower emissions than their gas counterparts, so why aren't they more popular in the U.S.? That's the topic on this edition of Autoline EXTRA. John and his guests discuss why there are not more diesels in the U.S. and whether or not something should be done to promote them. Joining in the discussion is Dan Weiss from the Center for American Progress, Fred Smith of the Competitive Enterprise Institute and Ron Cogan from Green Car Journal.

Mr. Smith Goes to Washington

Many know this classic 1939 film pitted an everyman Jimmy Stewart against the rich and powerful under the U.S Capitol Dome. And though more than 70 years have passed, even the writers of this academy-award work of fiction couldn't have imagined that Washington would be even more corpulent and confusing in 2010. And one of the best examples of this weighty indecision can be found in what passes, or doesn't pass, for the nation's energy policy. Solar, Wind and Shale are just a few power options that we've added to the mix over the years while natural gas, electric and hydrogen hint at what may be driving our cars and trucks down the road: yet today no one knows for sure what's best and where we're going.

So the question remains: what is our policy and who is driving it? And where better to try to get a handle on what's going on than "inside the beltway" as they say, than by paying a visit to our nation's capitol itself. This week Autoline presents its own version of "Mr. McElroy Goes to Washington" from the floor of the Washington Convention Center. There John is joined by two members of what are known as NGOs or Non-governmental organizations along with the publisher of a cutting-edge automotive periodical to discuss everything from off-shore drilling to the EPA.

On this edition of Autoline EXTRA, John talks with Larry Dominique, the VP of Product Planning for Nissan North America, from the floor of the 2010 Detroit Auto Show. Mr. Dominique talks about Nissan's new EV, the Leaf and where it will first be introduced in the U.S. and whether or not the company plans to build it in North America. And staying on the topic of electrics he also explains why the company is so bullish on them.

On this edition of Autoline EXTRA, John sits down to talk with the President and CEO of Dodge, Ralph Gilles, from the floor of the 2010 Detroit Auto Show. Mr. Gilles talks about how he balances his dual role as the head of Dodge and also one of the leaders of design for the Chrysler Group. He also talks about how Dodge will hang on for the next year or so before new product hits showrooms.

The Sun Also Rises

After a decade of reporting everywhere from local streets to foreign wars, Ernest Hemingway wrote and published his first novel "The Sun Also Rises." And though you might think we chose this title to turn a clever phrase regarding this week's guest, it has more to do with what the book wasn't named...at least in the United States. With the novel focused partially on traveling in Europe in the 1920s, Hemingway originally titled the book "Fiesta." Of course it was changed here in America but used in several countries throughout the continent. And how appropriate for this week's guest who chose to make a splash here in the U.S. recently with a European car called, ironically enough, "Fiesta." Ford's Global Marketing guru Jim Farley has been turning the Blue Oval every which way trying to draw attention to the new crop of critically-acclaimed products it has been putting out and it's been working on. With a sweep of the 2010 North American Car and Truck of the Year awards earlier this month with Fusion & Transit Connect, and the Fiesta and Focus on the way, they might not be holding a party down in Dearborn quite yet, but clearly Ford is on the rise.

Watch John's full interview with John Casesa a Managing Partner at the Casesa Shapiro Group from the 2010 Detroit Auto Show.

Watch John's full interview with Susan Docherty, the VP of Sales, Service & Marketing at General Motors from the 2010 Detroit Auto Show.