Dave Leggett | 17 March 2009
I'm sorry, but I sometimes despair. The European automotive industry is facing monumental challenges on all fronts. Most obviously, there is one hell of a recession going on. So what does the European vehicle makers' association, ACEA, do? It seizes on some facts and figures prepared by a firm of consultants for the European Parliament. Fine. Nothing wrong with that. But if you are going to do anything with it for political ends, please try and overlay it with something punchy and interesting.
Maybe work out what the most important message to communicate is and think about how to get that across in a way that will grab attention. Have a hook. Maybe it's the one-in-ten jobs. So, what's the absolute number? Is it a big one? I would think so. Make something of it, why don't you?
The platitudes on the ACEA website are numerous and had me recalling a remark by John Cleese's Basil Fawlty. To paraphrase: the ACEA appears to want to specialise in stating the bleeding obvious.
The release that went with this report - headed 'ACEA news flash' - was a bit short and lacking any punch: 'ACEA's latest economic report covering 2008 reveals a heavy impact of the financial and economic current crisis on Europe's passenger car and commercial vehicle manufacturers. On the ACEA website, you will also find new research from Global Insight about the impact of the current financial and economic crisis on the European automotive industry.'
Maybe it's the fault of being ruled by committees. But could ACEA just be a little bit harder hitting on the PR front?
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