Classic cars forum & vehicle restoration.

[petelang]

I've been increasingly mystified by todays modern TV car commercials which, in my opinion, seem to have absolutely no connection with promoting the attributes of the vehicle , and seldom mention anything about it. Couple that with todays "Woke" nonsense, it's no small wonder the sales market is depressed.
However, although I'm no great fan of Volkswagen products myself, I really think they've nailed it with their recent offering, which digs deep into their heritage, portraying "There's A VW for everyone".
It's a very clear story that everyone loves one or another of their range offerings over several decades, and hence, explains why they have immense brand loyalty. Surely that's a good thing? And a treasure for OCC enthusiasts too.
Compare this with the silly nonsense on Cupra's or Polestar (which tells you absolutely nothing about its product, not even model name!), Kia's which apparently can fly, and much of the same from the likes of Ford, PSG and the Japanese.
Worst of all is the utter nonsense seen recently from Jaguar which is the complete inverse of VW, discarding ALL of its heritage and rubbishing everything that's gone before.
Surely, anyone spending the sort of money a new car costs, wants to know a tantalising few basics and not just abstract imagery? At least Volvo still have a connection to their safety principles.
Or is it just me, missing the point? Do you miss the old fashioned Ford Capri ads, which to me captured the essence and the excitement of car promotions?
What do we all think?
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Daimler Fifteen 1934 (now sold)
Armstrong Siddeley 15 Long 1933
Daimler V8 250 1969

[MikeEdwards]

It's all about portraying them as an aspirational thing - not so much the vehicle, but how much better your life will be if you buy one. You probably get into the nitty-gritty of it at the dealers, or with some brands, with the online configurator.

The one that annoys me is the "model shown not to UK specification" - advert speak for "we couldn't be bothered making an advert for your country", which immediately puts my back up.

Having said that, virtually all the stuff I watch on commercial TV is from a recording, just so I can skip over the adverts - I only really see ads if there's a TV on in the pub. I have noticed the VW ad that you mention, showing older model Golfs, and I think VW have been shoving older cars into their ads for quite a while now, whether as an active part or just in the background somewhere.
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1976 Vauxhall HP Firenza, 1976 Vauxhall Sportshatch (x2), 1986 Audi coupe quattro, 2000 Audi TT