I've cased two examples:
1. The Motorsports Way: Slalom and Autocross
Imagine one morning in Detroit, Michigan you lived as Lee Iacocca. You got a call from Benson Ford said: "Lee, the Ford came first, second, third, fourth, and fifth in Daytona. Make it into a sell."
Well, I think not exactly that quote; because I've been reading 'Go Like Hell' for few hours now. Yet, Henry 'The Deuce' Ford wanted you to make sales happen overnight. This is a traditional auto manufacturing code of marketing, which said "Wins on Sunday, sells on Monday." If you make a car, you make it good.
To know if it's good or not, you race it. I'm serious-this is why Honda Jazz outsold Toyota Yaris, though it was outsold by Suzuki Baleno. Our market is kind of weird for this part.
Motorsports are on the rise from shambles. In the community of common, motorsport is the 'weird boy.' Yesterday, runners and media got fired up by the upcoming trial autocross event held by Orange Racing Committee in Gelora Bung Karno. 100 cars quota, but thought there will be 100 cars paced at the same time. Okay, runners and media don't understand at all about autocross event, but their flame hurts. Anyway, the organizers probably take a rethink after a sit down. They knew they have to share the space, including with other users. Speaking of autocross, this way Esemka can partially proof of its sort.
Since we don't have a rule that regulates pick-up truck racing, Esemka can make a publicity stunt by making a snaking course of which showing the capabilities of their new product. It's not just a test drive; it's a timed test drive. Esemka calls the best pick-up truck driver from all of Indonesia to compete against time with their product. This event is not just for publicity, but also a way Esemka can learn where and which things they can improve Bima. So the first way is the total performance way.Â
2. The Airbus Way
At the golden era of Tri-jets, the Airbus A300B was born. The time was still telling you that if you have two engines, don't ever think to fly beyond the FAA 60 minutes rule. And, that's a huge problem since the Airbus has two engines.
The aircraft is truly shaped and done, but the Airbus initially managed to sell none to American carriers. So, the cooperation of European aircraft manufacturers decided to go on a drastic way of marketing: hitch up some suits, champagne bottles, and notebooks. We are going on a long publicity trip.
Airbus did what I called one of the biggest roadshow ever when they first brought the A300 on sale. They literally scaled the whole Americas just to get an American carrier buying one. United States was and still is the prime market for new aircraft. Losing it, that's it. No more money for the continuation of the project.
