‘Revenge launching’

Coming out of the COVID pandemic, we all hear of the phenomenon called “Revenge Buying,” where people who were denied the privilege to shop till they dropped during lockdown went all out buying stuff they wanted, didn’t need, but just had to buy it. They called it “Revenge Buying.”

After swiping their credit cards raw, the Revenge Buyers eventually came to their senses or, like extreme addicts, found themselves looking for a different high or form of satisfaction. So, they and more than half the population went on “Revenge Travels.” Rich or poor, everybody just needed to get out, get as far as possible from their area of confinement or detention or as far as their budget or bicycles would take them.

Unlike Revenge Buying, the Revenge Travelers have not quit and are still at it. They simply try to get more bang for the buck by studying alternative modes of travel, accommodations and dining. The trend will likely continue, given how millions of people got their priorities rebooted during COVID and have opted to tilt the work-life balance towards more of life. That’s all good and explains people’s “silent quitting” or radical redirection.

On the business side, I have observed how the automotive industry, more than any other industry, has embarked on “Revenge Launching” of new vehicle models, hybrid technology, electric vehicles, bold new “Lego” colors, even re-styling traditional vehicles such as pick-ups. Not a week goes by that a major brand is not launching a new crossover SUV, a mini SUV, a pick-up or commercial vehicles for commuting or transport.

After a long absence from automotive launch events, I recently accepted several invites, but it did not take long for me to get “punch drunk” from the number of vehicles being presented in 2023 -2024.

I got to attend the first Southeast Asia launch of the new generation 2024 Chevrolet Trax Crossover SUV which was hailed as longer, wider, more refined than earlier models, offering a 1.2-liter turbocharged engine. The turbo is a must have that makes the model a serious option in the category, alongside the refined interiors complimented with “a large digital cluster and infotainment system and wireless charging” that meets the needs of the digital generation.

After flying in from Taiwan, I was invited by Rommel Sytin, chairman of United Asia Automotive Group Inc,  to the high-profile launch of the all-new Chery Tiggo 5X PRO Hybrid and the Tiggo 7 PRO Hybrid. The event also highlighted the entry of industry veteran Froilan Dytianquin as the new managing director of Chery Philippines as well as the presentation of the company’s slogan: “There’s more to our cars.”

There is more to Tiggo 5 and 7 PRO models because they are all backed by one of the most comprehensive vehicle and customer assistance warranties in the market today. Chery Phl has quietly been recruiting industry veterans for management, marketing, promotions and service, which indicates that they now have the team to implement their long-term plan of raising the bar in terms of customer satisfaction and market share.

On Aug. 4 (Friday) Audi is launching a new electric model at the Bonifacio Global City or BGC where they have “lined up driving activities” intended to show the capabilities of Audi electric vehicles or EVs and help educate the public regarding how safe and reliable EVs are.

I’m glad that Audi will be hosting a “hands on” event where guests can try the Audi EV and be able to have an actual experience the media can write or talk about credibly and not “creatively” by use of imagination.

I make this point because COVID and its many restrictions created a situation where the automotive industry pulled back on “live or hands-on events” such as test drives, track days, sponsored road trips and even plant visits, all of which are necessary and helpful for motoring journalists in writing in an informed and credible manner. Because of the COVID pandemic, so many companies and industries became reliant on digital press releases, press conferences and PRs to a point that writing an article or product review seemed like writing a researched term paper. So, excuse me if I don’t do deep dives of products on static display.

So how are buyers supposed to make purchasing decisions? Well, as I pointed out earlier, on the surface all the cars, SUVs, even commercial vehicles are beginning to look alike, with similar features. It’s all part of production efficiency and global safety standards, but beyond the similarities, every buyer should decide based on their operating needs, availability of fuel type/charging stations, average traveling distances, life-cycle or return on investment, as well as brand reputation for aftermarket maintenance costs as well as devaluation.

If you are a motoring journalist, car enthusiast or even someone in the market to purchase a car, SUV or commercial vehicle, chances are you will be doing more comparison beyond looks and price points. Initially one gets the impression that today’s cars or crossover SUVs all look the same in terms of size, height, shape, etc. Even the way they are presented to the public all sounds and looks the same.

Maybe it’s good that they are all beginning to look alike because it forces the buyers to study what features and benefits separate the vehicles and to pay attention to vehicle efficiency and long-term advantage.

Last but not the least, study the numbers or financials or cost-versus-benefit per model. Ultimately, if you really study who and how you will be using a vehicle, it will make the choice easier.

Yes, you now have to do your homework rather than read someone’s term paper!

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