This series on brands that make me scoff is going to be easy.
Today I’m calling out Toyota and their bad Matrix model.
I’m using “bad” in its original context – I don’t mean it’s, you know, good.
So here’s their tagline: Get in Touch with Your Dark Side.
Just on the basis of this inane slogan I scoff. I shake my head. I roll my eyes.
Now I’m a Star Wars fan and I assume that’s the dark side they’re referring to. I’d say the Matrix has a dark side position only if R2D2 has defected.
Do you know the car? It’s a small, round under-powered economy car. I know, I rented one a couple of weeks ago and drive it into the mountains. Living in Colorado has its advantages. Now I grew up in Estes Park Colorado and I’ve driven that road in four cylinder cars since a had a Hillman Minx back in the early 1960’s. I never had any problems even on the steep inclines.
But this Matrix didn’t have enough power to pass a New Jersey tourist. In fact, one passed me. The shame of it.
The only dark side I experienced had to do with night falling before I got home.
The point is credibility. You could position this automobile in appealing ways that are true to the vehicle and the experience of driving it.
Dark side indeed.