SwelledHead.com

Maclaren revisited

A little over a year ago, SwelledHead gave British baby stroller/buggy maker Maclaren a hard time over its dismal US marketing. Innovation and heritage had been stripped from the brand’s identity, condemning it to the market as an overpriced also-ran. The situation, exacerbated by manufacturing having moved to China (quite reasonably for reasons of cost), called for emergency ‘lifestyle’ repositioning to reintroduce the values that had originally brought success. We put this to Maclaren, both directly and in this blog. Well, either they were listening, or figured it out for themselves.

A visit to Maclaren’s website today is an experience that really has changed for the better. Yes, obvious things like improved design and navigation are there, but what stands out is the presentation of the products based around rediscovered brand values: Design, Safety, Innovation, Durability and (we’re so glad they realised this) Britishness.

And this is all on the home page. Just one click more and you’re into the story of the brand, with details of its history and world-beating design all communicated with style and class. A smattering of celebrity endorsement does favours now that it’s no longer hidden away. Oh yes, that is Prince William you see ensconced in a Maclaren original!

So, SwelledHead gives Maclaren a deserved well done and presents it as an example of how undervalued, mismanaged or forgotten British brands can be introduced or reintroduced to find success in the US market.

But wait! Something is missing. It’s all very well to develop a great identity, but pointless if people don’t get to know about it. The fact is that media coverage of Maclaren is thin on the ground (PEG Perego, the main competitor, has more than double the clippings according to our latest review).

This is a brand all dressed up with nowhere to go; action needs to be taken to bring it to the attention of its target audience. As a relatively small firm, an extensive advertising campaign is probably not an option, so SwelledHead’s advice is to instigate a vibrant yet cost-effective PR programme.

Here are some ideas:

• Exploit the traction already gained with celebrities to become über-desirable. How about a Maclaren-sponsored “Stroller Watch” in conjunction with one of the celebrity-watching titles.
• Make more of the brand’s design history and engineering skills. How about a folding stroller for six babies? Expectant parents of sextuplets would no doubt appreciate the assistance and it would make a great news story.
• How about enabling customers to design their own stroller - the fabric of the seat could be custom made and woven on demand using new technology designed for this purpose. Follow the Nike-ID model for a truly engaging way to sell online.
• Reflect the aspirational lifestyle of target customers by organising keep-fit clubs for mothers with kids still of stroller age. Attached to this could be a charity stroller run event.
• And keep right on top of those journalists that matter most, to ensure Maclaren is featured in all relevant articles and reviews about babies’ products.

Though we’d love to help, we’re more than happy to give these ideas for free. Come on Maclaren – finish what you’ve started and watch your sales expand!

Brand heritage: why the Chinese must build MGs and Rovers in Britain

The collapse of MG Rover, Britain’s last volume car manufacturer, was depressing news. Yes, I was concerned about the effect on the value of my own MG ZT, but it was heartbreaking to witness the final chapter of a once proud and world-beating industry. Ironically, the UK’s automotive sector is positively booming. Last year the country made 1.6 million cars, a figure which approaches the production heights of the 1970s. Many famous British brands have never been in ruder health. Though it is inescapable that none remain under British ownership, vitally, all retain at least some manufacturing in the UK. Herein lies a lesson for the new custodians of the MG and Rover brands.

Desperate to bring its automotive industry to the world stage, China has been working very hard in recent years to improve the design and quality of its home-grown products. Arguably, some of its latest models are good enough to compete internationally, but what all of them lack is a strong brand. Names like Geely, Chery, Soyat and Zhonghua are utterly meaningless outside of China, so when the opportunity arrived to gain the designs, technology, but most importantly of all the brands of MG Rover, China leapt at the chance.

Prior to the collapse, MG Rover had been working on a deal with Shanghai Automotive Industry Corporation (SAIC) and the company was the favourite to emerge as the approved buyer after the firm fell into administration. In the event, it was the smaller Nanjing Automotive Corporation (NAC) that won. Confusion and disagreement over who owned the rights to the cars and the brands ensued, but it now appears that NAC will produce cars under the MG brand while SIAC looks close to purchasing the rights to produce under the Rover nameplate.

What isn’t clear is if manufacturing will return to the UK. NAC has stated that it will build updated versions of the MG ZT and TF at the historic Longbridge plant, MG Rover’s former home, but is seeking financial support from the British Government. The Independent recently reported that Wang Yaoping, the legal and commercial director for NAC in the UK, said that car production would still restart next year, as promised, even without government assistance. But he admitted that in this scenario NAC would have to scale back production levels and the number of workers to be employed. “Whether the Government gives support will have influence on our plans,” he said. But he confirmed he would suggest to the Government that without its support the company would not be able to employ as many people. “It will influence the amount of our activities,” he said.

Deciding whether or not to base significant MG production in the UK based on Governmental financial assistance is short-sighted and could potentially damage the brand that NAC was so keen to acquire. Think about it. MG cars have been built in Britain since the marque was established in 1924. This heritage is intrinsic to the value of the brand and to not build MG’s in their country of origin would, over time, denude the brand of its worth.

Of course, there are many examples of cars that are built far from their country of origin and yet are very successful. However, it is significant that no carmaker wholly manufacturers this way. To be fair to NAC, it maintains that at least some MG production would take place in the UK, though whether it’s enough to keep the integrity of the brand intact remains to be seen. SAIC, on the other hand, intends to sell Rover badged cars built only in China. Having produced cars in the UK for over 100 years, Rover really is as British as they come, so to expect to be able to cash in on this legacy without making any investment is as reckless as it is foolish.

Other carmakers clearly understand this. BMW builds its MINI at Oxford and its Rolls-Royce at Goodwood because Britishness is fundamental to the appeal of the brands. The same is true for Volkswagen with Bentley, and Ford with Jaguar. Malaysian owned Lotus continues from its base in Norfolk for the same reason. And though its cars are essentially badge-engineering Opels, even General Motors appreciates the importance of maintaining at least some UK production if its Vauxhall nameplate is to continue to have resonance with British buyers.