The campaign is more on emotion than product, place, price or promotion.
By targeting directly Asian Automakers who are making claims about their contribution to U.S economy, a retired domestic auto worker group, The Level Field Institute is asking consumers to buy from the big 3 only (to save U.S jobs). The group is backed by big 3 Detroit car manufacturers, that is General Motors, Ford and Daimler Chrysler.
The ad ‘what you drive, drives America’ shows the big 3 directly employ 3 times more workers than all foreign automakers combined. The campaign scheduled for TV, print and internet will try to emphasize the fact that the big 3 plays a far more important role in the U.S economy than the Asian automakers that are spending millions of dollars and hyping their impact on America’s economy.