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Chrysler Pacifica "Poor Thing"

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Pacifica Blog.jpg

Riding with the spousette the other day, we were cruising in the blindspot of a Chrysler Pacifica. Even though the Pacifica has been on the road for a few years now, and AutoPacific has had a Pacifica in several research projects, it had never really registered with her.
She asked, “What’s that?” I said, “Well, that’s a Chrysler Pacifica.” “Poor thing,” she responded, “It doesn’t know what it wants to be. It looks like a station wagon, a minivan and maybe a little like an SUV.” “Well, Chrysler used to call it a Sports Tourer, but now they are trying to call it an SUV,” I observed. Showing her ability to cut to the chase, “Nice try, but it doesn’t appear to be anything special.”
These observations are not too much different from reactions to the Pacifica in research clinics, focus groups and individual interviews with consumers. Even Pacifica owners seem confused about what it is. That Chrysler has been able to sell a respectable number of them (many at a deep discount from its initial pricing) is a testament to Chrysler’s marketing and incentive programs.
Over the years, we have found that American consumers really want a product that they can quickly put into a category. Either it is a minivan or not. Either it is an SUV or not. Begs the question of what folks will think the Mercedes-Benz R-Class Grand Sports Tourer is?


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Hybrids – Do People Understand Them?

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VehicleVoice (http://www.vehiclevoice.com) panelists responded to a survey concerning what people really understand about Hybrid-powered vehicles. The conjecture has been that folks are really pumped about Hybrids because of the Toyota Prius and the outstanding public relations and advertising job being done by Toyota but that they don’t understand what a Hybrid is.
In research projects conducted by VehicleVoice partner AutoPacific, people say that they want a hybrid, but clearly they have not known why. Hybrids are the newest, coolest auto technology and they want it. When forced to do the arithmetic, it finally dawns on them that it will take years for a Hybrid to pay for itself in terms of fuel cost savings (since the Hybrid cost is appreciably more, you have to save a lot on gasoline to make the arithmetic work). Of course, in some places you can now drive a Hybrid in a HOV/carpool lane with only one person in the car.
VehicleVoice Panelists Weigh In With their Opinions on Hybrids
The VehicleVoice survey asked the panelists to compare gasoline engines, diesel engines and Hybrids in eleven categories. Hybrids were perceived to be “best for the environment”, “most technologically advanced”, “gets best fuel economy”, “most expensive to buy” and “has the most positive image”.


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