Marketing 101: How to Avoid Being GM

While this isn't exactly comparing apples to apples, Ben Hoffman's picture (while it doesn't tell the whole story) is an example of how automakers can advertise, and make nice with cyclists, triathletes, and outdoors people in general. Yes, this is in reference to avoiding the disaster that was the General Motors "Stop pedaling" campaign... which they rolled out (and canceled) all in just the last few days. Remember it isn't WHAT you say, it's HOW you say it.

Vokswagen (VW), a company with a pretty long connection to the cycling and triathlon community recently announced a partnership with Ben Hoffman (details here). While indirectly Ben Hoffman is endorsing driving, or at least the need to drive for most people's every day life, it is done in tactful and positive way. Take notes GM, you could learn a thing or two.

The old Jetta MK3 Trek Edition

Clearly, VW and Hoffman have chosen to highlight the fact that not unlike an elite athlete, a car is a performance machine, something some triathletes can most certainly understand.

“I am looking forward to the competition in Kona and am honored to be racing against the greatest athletes in the world,” said Hoffman. “I am also grateful to have a performance-driven supporter like Volkswagen, which not only has deep roots in the athletic world, but understands what it takes to be the best at its craft.”

Furthermore, VW makes a point to make a connection between them and Hoffman, endorsing and/or embracing his multisport endeavors.

Finally, and probably just as important, VW's approach is not pushy in any way... while GM's intent was clearly a poor attempt to drive sales amongst students, Volkswagen is purely supporting Hoffman, someone who they consider a good role model, or as they put it "...embodies the Volkswagen ethos."