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Obama compared to a BMW while McCain gets the Ford title

Interesting | October 23rd, 2008 by 38

We knew it was a matter of time until politics will make their way into our wonderful bimmer world, but I wasn’t really expecting an …

We knew it was a matter of time until politics will make their way into our wonderful bimmer world, but I wasn’t really expecting an online media to go as far as comparing the two candidates to car brands. Senator Barrack Obama is associated with BMW, while its counterpart, Senator McCain, to the ol’ good Ford. 

Now, I already decided I won’t get our blog involved into politics, so I am impartial to this, but feel free to tell me why do you think the above associations were made. What is the connection?

From Adweek.com

NEW YORK Politics are a complicated subject. To simplify the way consumers really feel about the presidential candidates, Landor Associates and research firm Penn, Schoen & Berland asked survey respondents to compare them to brands.

The results were telling. While Democratic nominee Barack Obama was compared to Google, his Republican competitor John McCain was likened to AOL. Obama was also associated with BMW and Target, while McCain was linked with Ford and Wal-Mart.

The 2008 Presidential ImagePower survey, released today, polled a cross-section of 1,002 registered voters between Oct. 1-6.

When asked what fictional spy they would compare the candidates to, Obama was likened to James Bond, while McCain was compared to Jack Bauer.

The most telling findings show that despite their policy differences, the two candidates have a lot of similarities from a branding perspective, Scott Siff, evp at Penn, Schoen & Berland, said in a statement.

“Three of the key brands that McCain and Obama are both associated with — Starbucks, iPod and MySpace — won their reputation as game-changers in their respective categories by allowing people to achieve individuality in a comfortable format,” Siff said. “This similarity in the candidates’ brand strategies also indicates that whichever candidate best achieves the positioning they are both trying to claim may well be the winner on November 4.”

Obama and Republican vice presidential candidate Sarah Palin were perceived similarly in seven out of 15 survey categories. Obama and Palin were both compared to Google and People magazine, as they are personable and considered youthful.

McCain and Democratic vice presidential candidate Joe Biden were even more similar. Respondents linked them in 12 out of 15 categories, including AOL and BusinessWeek, two respected brands with a long heritage.

 

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  • http://www,bmwblog.com Jake C

    I think the article says it all. Obama is considered Polished, Elegant, and Youthful. Certainly to me sounds a lot more like BMW than Ford. No offense to any Blue Oval fans out there.

    - J

  • Brookside

    Didn’t the press count 12 cars and SUV’s owned by the McCain’s at their Sedona, Arizona Ranch? Something like that, although he’d like the electorate to think of him as a Ford van with plumbers equipment plunked in the back.

  • Lee

    So, what we’re saying is that the people who like each candidate simply listed the brands they preferred…

    It’s not the brands people associate with the candidate; it’s the brands and the candidate people associate with themselves.

    “I like Ford, and I like McCain, therefore McCain must like Ford.”

  • Gragop

    Geez, I can’t wait for this election to be over.

  • Lee

    @Gragop:
    +1

  • Gragop

    @Lee:

    Well put. Regardless of who people vote for, the media’s hype combined with the various band wagons on both sides of the aisle has gotten border line ridiculous and makes me think the democratic process is failing America right now.

  • Lee

    @Gragop:
    “Failing” might be a strong word…

    Then again, it might be dead-on.

  • Artmic

    Mr. Obama does not represent the best interests of Americans, neither does McCain, both present Americans with a false choice….

  • miles

    i think of Obama as a Hyundai… Big talk but cant back it up

  • Gragop

    I forsee trouble in this post.

    I’m gonna go duck and cover.

  • Lee

    There’s one universal truth amongst career politicians, regardless of party affiliation:

    They all have someone else’s best interests at mind, and it sure as hell isn’t yours.

  • Gragop

    @Lee:

    hahaha that’s pretty funny – and true.

  • http://www.bmwblog.com Jake C

    @ Lee

    Very true.

    - J

  • http://www.emmiestore.com uggs

    Hyundai is too nice of a car!!!

  • http://www.emmiestore.com Matt Jacoby

    Well, BMWs are known to save lives, therefore I believe them to be PRO-LIFE and THEREFORE believe BMWs to be REPUBLICAN and THEREFORE believe BMWs do support McCain.

  • Lee

    @Matt Jacoby:
    Sweet, so does that mean anyone who has survived an auto accident in a BMW gets shipped off to war?

  • http://www.emmiestore.com Blake Miller

    I’m with mj on this. Obama’s not even worth the Ford. He’s more like a beautiful hot air balloon. Colorful on the outside, nice to look at…but nothing but hot air on the inside. No content. My vote is No-bama ’08.

  • miles

    hahaha maybe a daewoo would suit obama. i would say mccain is a Range Rover…knows what hes doing, has been in war, and is the more formal of the two candidates.

  • http://www.mckennacars.com Joshua

    Please people it’s tough enough trying to sell BMW’s in this economy can you use maybe a different car line for BO…

  • http://www.emmiestore.com Matt Jacoby

    BMWs also smell good. B.O. doesn’t…does it?

  • http://www.emmiestore.com Brett Green

    BMW. Not just a car. The Ultimate Driving McCain.

    What’s up Aaron?!?

  • Gragop

    I think we should compare the canidates to Yugo and Oldsmobile – both of those brands were bad and thankfully no longer part of America!

  • http://www.emmiestore.com Matt Jacoby

    No matter how good a car might be, they will all need maintenance some time. Some more than others based on the people that drive them and the weather conditions around them.

  • http://www.bmwblog.com Horatiu B.

    hahahah love this article, it turned into a good discussion and funny in the same time. If I were to go even further, I would compare Obama to a 1 Series coupe, new generation, different style and targeting a certain demographic, and McCain with an X3, not sure who I target, but I can still handle “offroad” and bumps, but I don’t inspire 100% confidence.

    In te end, what do I know?! I’m not a political analyst. :)

  • Auday

    [Watching from Canada...]
    Cars compared to politicians…

    a nice model/VP candidate gives the most entertaining TV interviews and the lowest degrade to politicians since Marie Antoinette….

    non-important issues and negative attacks taking over the real issues and objective thinking…

    Popcorn, beer, and comfy seat in front of the TV, let the show begin, … the whole world is waiting for the new episode…

    [Sorry that was sarcastic, on the serious side: really the whole world is waiting to see the results because they got fed up with 8 years of this, and unfortunately this election affects the world just as much as it affects the US, maybe more. All the best for both sides and looking forward for a better peaceful world]

  • dmlgc

    I consider Obama to be like a ferrari , flashy and lots of style but in the garage being fixed most of the time. I look at McCain like a BMW , not as flashy but stealthy with reliable power.

  • http://www.emmiestore.com Matt Jacoby

    Problem with this whole scenario is that BMW will buy back a car if it continues to have problems (or serviced for the same problem repeatedly, a “buy-back”.) Is it possible to take a man out of office with a “vote-back”?

  • http://www.emmiestore.com Matt Jacoby

    To answer my own question, we’ll probably end up taking the guy “out back” to straighten him up.

    My vote is for the Great Veteran.

  • Jay Herdez

    John McCain a Ford??? No way! I too agree that McCain is more like a Range Rover. Build tough and reliable. The Ford is that VP nominee that’s on his ticket – she’s more like an 80s Ford Ranger. You’re my boy John – but not with that pick-up truck on your ticket. I’ll go with Bimmer Obama.

  • Donny

    Why must we get political in the BMW Blog! But since we are, let me state a quick FACT: It’s a very good thing for Obama that Ford drivers are allowed to vote. If only BMW drivers voted, MaCain in a landslide.

  • http://www.bmwblog.com Horatiu B.

    @Donny: :) That wasn’t the idea, but it did turn out to be a good discussion, very polite, no insults.

    So, care to explain more what you meant above?

  • http://www.emmiestore.com Brett Green

    Yeah, B.O. is like the new 7-series when it came out with all the NAV problems and programming issues. McCain is an oldie, but goodie. I choose the Classic.

  • http://www.emmiestore.com Matt Jacoby

    Hey B, don’t you drive a Mini?

    Hey Donny, I’m with Horatiu. Can you expand on your statement? This could get very interesting, if you mean what I think you mean…

  • Tim

    Why are we comparing Obama to a BMW. He should be compared to a round rock. Because once his administration takes over, we will go back to the stone ages!

  • http://barackobamasucks.net/ Jennifer Blanton

    NEW YORK Politics are a complicated subject. To simplify the way consumers really feel about the presidential candidates, Landor Associates and research firm Penn, Schoen & Berland asked survey respondents to compare them to brands.

    The results were telling. While Democratic nominee Barack Obama was compared to Google, his Republican competitor John McCain was likened to AOL. Obama was also associated with BMW and Target, while McCain was linked with Ford and Wal-Mart.

    The 2008 Presidential ImagePower survey, released today, polled a cross-section of 1,002 registered voters between Oct. 1-6.

    When asked what fictional spy they would compare the candidates to, Obama was likened to James Bond, while McCain was compared to Jack Bauer.

    The most telling findings show that despite their policy differences, the two candidates have a lot of similarities from a branding perspective, Scott Siff, evp at Penn, Schoen & Berland, said in a statement.

    “Three of the key brands that McCain and Obama are both associated with — Starbucks, iPod and MySpace — won their reputation as game-changers in their respective categories by allowing people to achieve individuality in a comfortable format,” Siff said. “This similarity in the candidates’ brand strategies also indicates that whichever candidate best achieves the positioning they are both trying to claim may well be the winner on November 4.”

    Obama and Republican vice presidential candidate Sarah Palin were perceived similarly in seven out of 15 survey categories. Obama and Palin were both compared to Google and People magazine, as they are personable and considered youthful.

    McCain and Democratic vice presidential candidate Joe Biden were even more similar. Respondents linked them in 12 out of 15 categories, including AOL and BusinessWeek, two respected brands with a long heritage.

  • http://barackobamasucks.net/ Jennifer Blanton

    I also agree with Matt Jacoby in one of his posts. B.O. stinks and John McCain is our saving deoderant.

  • Donny

    Sure, I will explain.

    If you live in the USA, and you drive a BMW, you very likely have money, and therefore more likely to vote for McCain.

  • http://www.emmiestore.com uggs

    I can’t believe you just said that, I know people that have BMW’s that don’t have a lot of money, actually BMW’s cost you less in the long run free servicing and that last a long time. plus have you shopped around the average price even with everyone cutting prices is pretty high for new cars – (without free maintenance) by the way the car you drive makes no difference on who you vote for… One believes in traditional christian values the other does not any country that has gone against (the Bible) family values has big money problems look at europe they pay 60% in taxes just to pay for social programs… the country is strongest when it’s based on the family unit… just look at the US history. I don’t know about our future?

    tag

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