The BRANDInsider crew traveled to Fashion Island in Newport Beach,  California to see the latest model updates from Tesla Motors Inc. Fashion Island is home to Tesla’s OC retail showroom. We had the rare opportunity to interview George Blankenship, VP of Sales and Ownership Experience. George gave BI the inside scoop on a wide variety of topics about their products, the Model S and coming soon to production the exciting new Model X featuring the Falcon Wing door design.

Innovating the Car Buying Experience

Tesla is at the forefront of changing the traditional way customers buy vehicles. According to Blankenship, Tesla’s goal is to not “sell you” a vehicle but to help the customer make the right purchase they want to make. George says that Tesla’s  goal is to create a positive, helpful process that becomes an enjoyable experience like going into an Apple store and buying something you want rather than something that was sold to you. Innovating the buying process is in line with their objectives to innovate the auto industry purchase process that is a hundred years old. Customers should leave happy and feel good every time they have an experience with Tesla, whether it’s the product, the people or the process.

Doing the impossible

When Tesla announced they would build the first electric-powered vehicle that could travel over 200 miles, people said, “its impossible”, and then Tesla did it, according to Blankenship, and we are doing it again with the Model S and Model X. Tesla Motors gained widespread attention by introducing the Tesla Roadster, the first fully electric sports car in 2010. The Roadster, which is currently sold out in North America, was the first to offer a supercar performance without supercar emissions. The zero-emissions Roadster can drive 245 miles per charge. The Roadster’s AC induction motor and single speed gear box create instant torque from 0 rpm. With 300 horsepower the car smoothly accelerates from 0 to 60 mph in 3.7 seconds.

Model S

Tesla’s newest Model S will be released in June, a month before its scheduled release. At the Tesla event in Newport Beach, they previewed four Model S Betas – One in each Signature color: Signature Red, Pearl White, Silver and Black. During the event guests were able to experience the Model S interior and view a demonstration of the in-dash 17″ touch screen. When equipped with the 85-kWh lithium-ion battery pack, the 2012 Tesla Model S provides “greater than 300 miles per charge using the 2-cycle EPA test procedure guidelines,” according to Tesla chief executive officer Elon Musk.

Recently, Tesla Motors posted data of its independent testing of the Model S. According to Tesla, the 85-kWh version of the Model S is “expected to achieve 250-350 miles of range during constant-speed highway driving at 50-70 mph,” provided that these conditions are met: constant speed, flat ground, no wind, climate control OFF, 300 pounds of vehicle load, windows up, sunroof closed, tires inflated to recommended pressures, battery pack less than one year old.

Model X

The Newport retail store event also featured the Model X which according to Blankenship will run under the same platform as the Model S. The Model X will feature a first of its kind passenger door called Falcon Wings which have hinges on the top and open upward, rather than sliding sideways like the doors of typical minivans. Tesla expects to begin production of Model X in late 2013, and have them ready to be delivered in early 2014.

Exceeding Expectations

As Blankenship tells BI, Tesla is all about creating vehicles that people will be excited about. Customers will find Tesla primarily through their website, social media exposure, special events and word of mouth. and become product enthusiasts. Tesla’s marketing approach does not target a specific demographic and believe the vehicles will appeal to buyers for different reasons like design and style, performance, and eco- friendly transportation approach to the planet.

We want to hear from you! What feature about the Model S do you like best? What are your thoughts on the in-dash 17 inch touchscreen? Too big or just right? Share your comments below and don’t forget to share/like/ and subscribe!

• Nordstrom Is Tops In Luxury Brands – via Marketing Daily

• Who Are the Top Retailers on Social Media? [INFOGRAPHIC] - via Mashable

• It’s Mama Logo Time [Lifetime Channel's New Logo] - via Brand New

• Bing and Facebook Team Up to Take on Google in Social Search – via Advertising Age

• Quiznos launches new menu and branding - via Nation’s Restaurant News

Ad of the Week:

Jeffrey Hayzlett, former Kodak CMO and bestselling author, joins BRANDInsider to talk about his latest book, Running the Gauntlet. In part II of our series, Hayzlett discusses the importance of driving through fear to make an impact in business and marketing. Leaders should recognize and take calculated risks. In part III he describes how a company is only as strong as its weakest link. This can be a customer, vendor, person or process that needs to be evaluated. Marketing and business leaders can learn about how to manage better and those just starting out can see how to be the strong link that companies want to keep.

Hayzlett emphasizes in part IV the importance of listening in management and leadership. He also shares an example of how it is critical to guide your team towards the place you want to go (and how to keep them from going back to the place you don’t want to go). In our last segment of our series Hayzlett discusses the four E’s:

• Engage,
• Excite
• Educate and
• Evangelize

Also, he touches on how ROI is different in social media. Lastly, he goes over the difficulty of driving change.

We want to hear from you! Share your thoughts and comments!

BI spotlights Mazda and their new engine technology that will drive them to the future. John Abel , Marketing Director for Mazda North American Operations shares insight about the new 2013 CX-5 model and the integration of their SKYACTIV® Technology.

2013 Mazda CX-5

The CX-5 is the first to feature the new KODO - Soul of Motion Design that was first shown in the Shinari concept vehicle. The KODO designed is inspired by the stance of a cheetah and the moment before it pounces. The crossover is also the first model to include Mazda’s SKYACTIV® Technology which helps with fuel economy, fuel emissions, and driving performance.

According to the Mazda site, the CX-5 achieves 35 mpg- the best highway mpg of any SUV, including hybrids. Since the vehicle’s release, it has received several awards including being named the 2012 crossover of the year by Autobytel and a 2012 Top Safety Pick by IIHS.

SKYACTIV® Technology

Mazda’s SKYACTIV® technology’s goal is to create a balance with fuel economy and driving experience. According to Abel, SKYACTIV® is rather a philosophy than new technology to help re-imagine the concept of the car. The SKYACTIV®-G 2.0-liter engine produces 10% to 15% more low/mid-range torque, along with 15% lower fuel consumption and emissions than Mazda’s previous 2.0-liter engine. The SKYACTIV®- Drive six-speed automatic transmission helps the vehicle shift smoothly for steady acceleration and quickly for the connected feel of a manual transmission. The power train is protected by the SKYACTIV®- Body and Chassis, which through their engineering and materials, the vehicle is able to improve body rigidity by 30% (for better handling) and shed 220 pounds, all while improving crash safety performance.

Marketing for Mazda

As Abel mentions in our interview, Mazda is looking to targeting young, active, and social buyers. Instead of just targeting demographics, they are utilizing psycho-graphics to determine their marketing strategy.

To promote the CX-5, Mazda teamed up with Universal Pictures for the release of the movie, Dr. Seuss’ The Lorax, and launched a commercial spot promoting the movie and Mazda’s SKYACTIV Technology. The marketing partnership was also used in the National Education Association’s “Read Across America tour.

According to Automotive News, marketing spending for Mazda will increase by 25 percent this year. The CX-5 is being used as a way to retain Mazda3 owners who previously would have left the franchise because the Mazda6 was not a right fit. The spending increase can be attributed to Mazda’s three main region markets, the US, Japan, and Europe, that has a realistic chance of volume growth.

The Mazda CX-5 was released in April.

We want to hear from you! What feature of the CX-5 has impressed you the most? If you own one what do you like from it?

BRANDInsider takes a look at Jeep’s marketing strategy as well as two new vehicles in their model lineup. Jim Morrison, Director of Jeep Product Marketing gave BI a personal tour of these two new exciting and capable vehicles. Both the 2012 Jeep Wrangler ARCTIC and the Call of Duty: Modern Warfare 3 Special Edition models certainly live up to their billing as two of the most unique and versatile rides on the planet. These models along with the rest of the Jeep Wrangler lineup has been awarded the 2012 Residual Value Award by Automotive Lease Guide recognizing that the Jeep SUV holds its value as a used vehicle better than its competition, according ALG.

Jeep Wrangler is the successor to the iconic World War II Jeep by way of the Willy’s civilian Jeep and known to be the first true Sports Utility Vehicle [SUV] before their was an official name for it. Now in its fourth generation, Jeep has created several special edition models in order to engage with their customer base in a fresh new way.

 2012 Jeep ARCTIC Edition

The 2012 Jeep ARCTIC edition alludes to the extreme weather conditions north of the Arctic Circle and to the rugged individuals who live there. According to Mike Manley, Jeep’s president and CEO, “There are few environments more grueling and demanding than the arctic, which is just the type of terrain legendary Jeep vehicles are engineered to conquer.”

Jeep branded their ARCTIC edition with the mythical creature the Yeti. Shoppers will find Arctic badges on the front fenders, a Yeti Footprint decal on the driver’s side fender and hood, as well as other Arctic-themed goodies. As Morrison stated in our interview, the most noticeable change in the vehicle is the exterior’s ‘Winter Chill’ color and the blacked out 32” inch wheels.

2012 Jeep Wrangler Call of Duty: Modern Warfare 3 Special Edition

For the second year in a row, Jeep has partnered up with Activision in order to release a special edition model inspired by the most successful entertainment franchise of all time, the Call of Duty video game series. “The Jeep brand’s partnership with Activision allows us to combine our new, more powerful, more exciting and more fuel-efficient Jeep Wrangler with the latest version of one of the most popular gaming experiences in the world,” said Mike Manley. “This opportunity enables us to demonstrate Jeep Wrangler’s unique combination of fun, capability and performance to a broad and growing group of consumers.”

The 2012 Jeep MW3 Special Edition is offered in two-door or Unlimited four-door variants based on the Wrangler Rubicon that features semi-gloss black Rubicon wheels, a “power dome” hood and special Call of Duty graphics on the front fenders and spare tire cover.

Available in either black or bright silver, the 2012 Wrangler Call of Duty: MW3 also features off-road ready 32-inch tires, a two-speed transfer case and front and rear axle lockers. Inside, the special edition Wrangler gets black seats with accented stitching, unique gauge cluster graphics, a numbered dash plate and Call of Duty logos throughout. Accessories available from Chrysler’s Mopar parts division include rock rails, a winch-ready front bumper and tail lamp guards.

Social Media Presence & Partnerships

With over 2.5 million Facebook fans, Jeep stays connected with their customers by sharing the latest news and updates. Jeep owners can share their passion and lifestyle adventures for Jeep in their latest Facebook app ‘Adventures 101’.

Jeep also just announced their partnership with USA Basketball as the Jeep Wrangler was named the Official Vehicle of USA Basketball. The Jeep brand formed a global partnership with USA Basketball to support the men’s and women’s national teams. Accordingly, the Jeep brand will launch a full advertising and marketing campaign that introduces a uniquely designed special edition model, the 2012 Jeep Wrangler Unlimited Altitude Edition, which will be featured in the campaign.

We want to hear from you! What are your thoughts on the Jeep Wrangler and their marketing tactics?

• Honda, Acura Are Best at Holding Value – via Insideline

• LONDON WATCH: Adidas Pairs Up and Comers With Celebs in London Olympic Campaign – via Brandchannel Hub

• Commentary: The Best Marketing Tool is Also One of the Least Used – via Beneath the Brand

• Kraft Personally Thanks 4,632 Facebook Fans in ‘Likeapella’ Music Video Another fun stunt by CP+B for Mac & Cheese – via AdWeek

• LONDON WATCH: What does Ralph Lauren hope to get out of its Olympics partnership? – via Luxury Daily

Ad of the Week: Motel 6 50th Anniversary

Jeffrey Hayzlett, former Kodak CMO and bestselling author, joins BRANDInsider to talk about his latest book, Running the Gauntlet. In part I of our interview Hayzlett tells us about his “Adapt, Change or Die” motto and the ongoing need to grow, change and adapt in business and marketing — no matter what level you are at in your career or position in a company or business. Every marketing and business professional can benefit from Jeffrey’s advice.

Adapt, Change or Die.

The core of Hayzlett’s message is that the most dangerous move in business is the failure to make a move at all. Today’s business environment is so competitive and volatile that you can’t afford to be satisfied with business as usual. Making changes now positions you to continue to compete in the future.

Here are two key messages Jeffrey shared with BRANDInsider:

You must be willing to adapt and change because if you don’t, it could kill your future business growth.

First, become “an agent of change” and if you are in a position of leadership, surround yourself with others who embrace the spirit of change.

Hayzlett attributes failure to Change to 5 principle reasons:

1. Fear. Plain and simple fear of change.

2. Tension. Change creates tension and we naturally seek to avoid more tension. You have to have healthy debate, its good for growth.

3. Lack of Transparency. Many leaders feel they need to only give their fellow team members limited info on the company status, financial position and other critical information. Jeffrey believes you should be willing to lay it all on the table.

4. Risk. Risk can lead to failure and no one wants to fail. Jeffrey says, “What’s the worst that can happen?” So maybe the new marketing direction doesn’t work the first time, so fix it and keep moving forward. As Hayzlett likes to say, “No one is going to die!” Accept and encourage mistakes! Mistakes help you assess your team and determine if you need to recruit people and skilled technicians.

5. Your Promise. Your brand is your promise delivered. So make sure you can deliver before you put it out there. Keeping your promise takes courage but you have to commit and make sure everyone stands for the same thing.

Jeffery’s explains that change is not an end in itself, it is a chance to expand on success and to understand the “boomerang effect” of change. There will likely be pain along the way to change, so although you have moved in the right direction, what comes back at you can be challenging and even scary. The key is to embrace the change as a “better place to be” than where you have been.

As each of us prepares to Run the Gauntlet, Hayzlett challenges us to look at our own perspectives and attitudes.

“If you think your best days are behind you, you will never have better days ahead of you!” – Jeffrey Hayzlett

We want to hear from you! Share your thoughts and don’t forget to come back to see the rest of the interview next week!

• Hulu Unveils Four Originals, Including Seth Meyers’ ‘The Awesomes’ – via Ad Age

• Ford‘s New Mustang Races into the Limelight to Chase Gen Y - via Brand Channel

• Spotify: The Soundtrack to Your Brand – via Beneath the Brand

• Ikea Squeezes 2,800 Products Inside Single Web Banner Ad Even its digital marketing saves you space – via Ad Week

• Millennials more likely to buy brands that use Facebook: BCG – via Luxury Daily

Ad of the Week:

• Acura Teamed With Marvel’s The Avengers as Official Sponsor of Red Carpet World Premiere – via Acura

• Spotify Launches Brand Apps – via Ad Age

• Google+ Redesign: The Apps Are Coming! - via BrandChannel Hub

• The people behind your iPad: The bosses – via APM Marketplace

• 7 Tips for Big Brands That Want to Reach Local Consumers – via The Chipotle Effect

• Fisker Previews New Atlantic in NYC - via BRANDInsider

• 2013 SRT Viper: The Snake Is Back! – via Jalopnik

• 2013 Toyota Avalon Gets Radical New Look – via MotorAuthority

• Acura adds hybrid option to new RL flagship – via Automotive News

• Jaguar Unveils F-Type Convertible at New York Auto Show via Brand Channel

EXTRA!

• Volkswagen up! Named 2012 World Car Of The Year In New York via  MotorAuthority