The 78th story of a full-length business novel.
By all accounts, the Promotion Show was not better than meshes or gaffs to capture the people’s mind. If so, he, unlike his lion-like mascot, is not a simple man. Rather, he must be a high-leveled intelligent man. Yes, he must have been possessed of a sense of ‘Motion & Emotion’ and a remarkable instinct, that is, how to make a promotion for himself. At this, some critics may throw cynical and negative comments as below:
“In my thinking, it must have been originated from meticulously systematic strategy and high-skilled tactics. But, it is no other than a devious, cunning commercial mind.”
In this way, they may discount his efforts. However, these days such indirect strategies and diverse tactics are a stern reality in the earthly world. And it has become a universal trend. So, it has prevailed all over the world.
Almost ten years before Peugeot’s Promotion Show with Band Bond, Toyota had already used the popularity of the most famous American actor Leonardo Wilhelm DiCaprio and/or actress Meryl Streep for the propaganda of his new creation Lexus in Detroit Motor Show. Thus, innumerous people gathered there to see the vaudevillians. Then and there, the world people came to recognize the Japanese made a luxurious chariot and that its name was Lexus. In this way, Toyota made a big hit. (Below is Meryl Streep (left), playacted as Thatcher in a biographical film, The Iron Lady. It is portrayed on the unique character of the former Prime Minister of the British, Margaret Thatcher (right). Source: www.standard.co.uk)

Similarly, the British Jaguar used the popularity of Pierce Brosnan, a protagonist of 007 Bond Series, in the film, Die Another Day. Right here, James Bond was no other than Pierce Brosnan. He was famous for a handsome mask with gentlemanly manners. So the movie came to get a box-office success. Not to mention Jaguar attracted the people and made a big hit. (Source: www.gsa.ac.uk)

In this relation there are more reliable accounts by using the people’s idols in order to get their popularity. And it was long ago from Peugeot’s Promotion Show or Toyota’s Detroit Auto Show with the American vaudevillians or Jaguar’s commercial marketing with 007 Bond Series. In the early 1980s, an American Big Three Chrysler strongly wanted to be a greatest man like GM and/or Ford. So he created a most luxurious chariot. Then he named it Imperial. Literally, ‘Imperial’ means sovereign, supreme, or superior. Then he created another image like an eagle.Eagle is king of birds in the sky. So the image matched the name of ‘Imperial.’ Then, he said to the people cheerfully that:
“Here, I’d like to show you all what is America's Most Carefully Built Car. As you see it right now, it is the Incomparable Imperial. There is no equal with this chariot. Thus, it is the Finest Car America Has Yet Produced. And it is the Finest Product made by Chrysler Corporation. So far, as you know it very well, GMCadillac () and Ford Lincoln (
) have been overestimated beyond its real value. I know it, too. Yes, they are not the latest fashion anymore.Now is the time for Imperial.”
In this way, he justifiably advertised ‘Imperial’ as the first largest luxury in the world. Then he made a third commercial method besides the advertisement. It was to exploit the then-most famous American actor, Frank Sinatra. (Below was the scene of Sinatra with an Imperial in 1981. Source: Wikipedia, John LLOYD)

Further, he presented several American presidents, Nixon, Ford, Carter, and Reagan with his Imperial limousines on their swearing-in day. Then he wanted to overcome the popularity of Cadillac of GM or Lincoln of Ford.
In this relation, there was another unidentified but deplorable account. But it was neither in Europe nor in the United States. It happened in Japan. Some people said that:
“In origin, Honda created a new luxurious chariot as a Japanese man for the first time. So it appeared in the world stage before Lexus of Toyota. With it, he wanted to compete with the European and American luxury cars. So he named it.”
(Below is a 1987 Acura Legend. Source: Wikipedia)

Then they, like a professional analyst, said that:
“As you know it very well, the spelling, A, is the first place in Alphabet. With the meaning he advertised it to the people that ‘it is an Image Chariot or Everyday Supercar.’ Here, there was nothing to overstate it. The reason was that the design and the function of the car looked good in harmony with the name of Acura. However, there was something missing in it. I mean, he did not know how to unfold a business skill in advertisement.”
Then they continued saying seriously that:
“Of course, he advertised it earnestly in Motor Shows here and there, diverse newspapers such as Asahi Shimbun, Yomiuri Shimbun, Nikkan Sports, USA Today, The Guardian and several auto magazines. But, there was something more. Yes, that was the very thing. But, it was something missing in it. Indeed, he did not know it at the time. So, he couldn’t attract the people’s attention and failed stirring their emotion. In other words, he did not exploit the popularity of the far-famed people’s icons. As a result, he did not succeed in the advertisement. No one knew his Acura even if it drew a stylized ‘A’ inside the circle.”
Then they began to say about Lexus of Toyota suddenly that:
“Unlike him, his neighborhood, Toyota, knew it better than he. Some years later, he created another luxurious car. Then he named it Lexus (). It indirectly stands for luxury. Then he, unlike Honda, made a big deal with the famous world stars such as Leonardo Wilhelm DiCaprio and/or Meryl Streep behind the curtain. Thus, they came to attend his Motor Show place in Detroit. Thus, lots of the common people gathered to see the stars. At the right time and at the right place, the stars posted his creation to the people.”
Then they, like a pedantic scholar, spoke about a book as below:
“Hearing of this event, an American economic journalist, Thomas L. Friedman, like the common people, came to be interested in Lexus. After that, he wrote a book, The Lexus and the Olive Treeas if it had been a reflection. But, the book was basically focused on the subject of ‘Globalization’. In it, he quoted Lexus, the very name of Toyota’s creation in order to explain the hot topic, Globalization.”
Then they added that:
“Of course, he was an exceptionally good writer as the international affairs editor for the New York Times. So, the book was well-written. Thus, it resulted in a big hit after the publication. For the very reason, the name of Lexus came to be famous in the world. Then and then, Lexus of Toyota could have easily outdone Acura of Honda. Right, Acura came be left behind Lexus.”
Then they, as if they had been Honda himself, sympathetically said that:
“Later Honda realized it bitterly that:
‘My creation was good. But it couldn’t stir emotion from the people’s mind.’
Then he regretted that:
‘At the time, something more should have been followed on for the successful promotion. But, I had no idea of it. Alas, now is too late. Already the time has gone.’”
In this way, they explained in detail why Lexus came to be famous to the worldwide people and why Acura did not win Lexus. Yes, all the stories were true. And Lexus’ success was due to nothing else than the exploit of the huge popularity of the American super stars and the big hit of the very book, The Lexus and the Olive Tree. Those were the clear evidences to support the stories. And, all of it was and is the stern reality in the earthly world.
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