BLOG: Mark Rechtin

Is the purchase funnel dead?

Posted 11:19 am U.S. ET, May 14
blogs Mark Rechtin is West Coast editor of Automotive News.
 
LOS ANGELES -- Awareness. Consideration. Preference. Purchase. The automotive purchase funnel has been written in stone for decades. While more data than ever are available on consumer habits, those habits are becoming less predictable. Is it time to reconsider this longtime marketing methodology of generating sales? At the Automotive News Marketing Seminar on Tuesday h ...
     Continue reading "Is the purchase funnel dead?" » May 14, 2014 11:19 am U.S. ET
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To TDI or not TDI?

Posted 10:26 am U.S. ET, May 14
LOS ANGELES -- For the better part of a decade, automotive journalists have been chastising the American public for not making the smart decision and embracing diesel power. Diesel seemingly has what every American wants: great low-end torque, refined tailpipe emissions and fantastic highway fuel economy on par with the best gasoline-electric hybrids. But shoppers can&rs ...
     Continue reading "To TDI or not TDI?" » May 14, 2014 10:26 am U.S. ET
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Why Toyota must play Jenga with Camry

Posted 3:43 pm U.S. ET, Nov. 14
LOS ANGELES -- When Subaru decided that its North American growth objectives required lots more production at its Indiana assembly plant, it meant Subaru no longer could afford to have Toyota as a factory roommate.It's not like Toyota left the seat up, or drank the last of the milk. In fact, Toyota bailed out the Subaru Indiana Automotive (SIA) factory for years when Subar ...
     Continue reading "Why Toyota must play Jenga with Camry" » Nov 14, 2013 3:43 pm U.S. ET
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Hydrogen fuel cell cars show promise; infrastructure the stumbling block

Posted 12:01 am U.S. ET, Oct. 15
TOKYO -- The old joke about electric vehicles is, "How long is your extension cord?"But nearly every home or business has a 110-volt outlet that can charge your EV if it runs out of juice.That's not the case with the 2015 arrival of hydrogen fuel cell cars on dealership lots, with entries from Toyota and Honda.I recently drove a mule of Toyota's fuel cell vehicle, which wi ...
     Continue reading "Hydrogen fuel cell cars show promise; infrastructure the stumbling block" » Oct 15, 2013 12:01 am U.S. ET
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When Big Data can cause big trouble for marketers

Posted 3:43 pm U.S. ET, Oct. 8
LOS ANGELES -- Everyone loves Big Data.Drilling into meta-data to gain insights into consumer behavior for more effective marketing is all the rage. The eponymous book is an Amazon top-seller -- giving fantastic examples of using data to determine which Manhattan manholes will explode, and mining Google searches to find influenza hot spots weeks before it falls on the rada ...
     Continue reading "When Big Data can cause big trouble for marketers" » Oct 8, 2013 3:43 pm U.S. ET
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Why this BMW's stop-start is a non-starter

Posted 12:01 am U.S. ET, Sept. 28
Stop-start systems have been praised as a quick way to boost fuel economy.But if the stop-start activation is balky or uncomfortable, the customer isn't going to care how much fuel it saves.Case in point: The BMW 328i.I own a 2012 model, and I love its dynamic response, snappy acceleration and taut handling. But the stop-start system is just awful.With stop-start -- also k ...
     Continue reading "Why this BMW's stop-start is a non-starter" » Sep 28, 2013 12:01 am U.S. ET
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Ron Howard's race flick a reel 'Rush'

Posted 2:53 pm U.S. ET, Sept. 13
There have been many dramatic movies made about auto racing: the wooden but accurate Le Mans, fictional but sprawling Grand Prix, overzealous and unrealistic Days of Thunder and the simply awful Driven.This fall brings the first big-budget epic to be true to the sport without straying too far from the truth.In director Ron Howard's Rush, reality is better than fiction, a p ...
     Continue reading "Ron Howard's race flick a reel 'Rush'" » Sep 13, 2013 2:53 pm U.S. ET
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Could the Toyota Auris be the next Scion?

Posted 3:42 pm U.S. ET, Sept. 5
DETROIT -- Last week, Toyota invited the world's automotive journalists to the Aisin proving grounds near here to show off a global array of hybrid powertrains.Japanese journalists got to drive the American Camry Hybrid, Europeans got to try the Japanese Axio and Americans got to test the European Auris.The American scribes quickly forgot about the hybrid powertrains on di ...
     Continue reading "Could the Toyota Auris be the next Scion?" » Sep 5, 2013 3:42 pm U.S. ET
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