Marketspeak: The art of turning nuts and bolts into frothy cappuccinos
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When an auto industry bean counter sees a gleaming new car on an auto show stand, he's likely to tell you about the "upside in dealer throughput going forward" or maybe even the depreciation schedule for the 2,500-ton lead press that stamped out the front sidemembers. But the marketing guys -- especially the ones with a European flair -- speak another language.
For example, here's Olivier Francois, Chrysler's chief marketing officer and head of the Fiat brand, on the difference between the Fiat 500 and the more elegant 500L:
"The 500 is to an espresso what the 500L is to a cappuccino.
"An espresso is something small. Something I use to drink alone, quickly, standing at the counter of my favorite bar in Turin.
"In other words, it's exactly like our little 500: Easy to handle, perfect for the city.
"But a cappuccino is something you sip in a larger cup, sitting at a table with your friends, indulging in the flavor of the foam and powdered chocolate."
