Using slick performances, it’s perhaps a sign of the times that Alexander Dennis now has a dedicated “Star Quality” micro-website complete with movie top help sell its Enviro200 Dart. This sort of activity is more associated with the fickle private car sector. It’s strange because hardened busmen and engineers, well, they usually need a little more persuasion and will often have quite fixed views.
On its video, ADL has carefully chosen a range of operators to speak positively about the E200. Alongside two London operators (Abellio and Go Ahead) is a range of much smaller organisations.
It seems to me that large operator fleet engineers will be tougher nuts to crack and one that might respond to more conventional pressures than a flick. The small independent market segment, as majored on the micro-site, might be open to persuasion, even if the customers are no less demanding. Smaller operators tend towards midi ranges, in any case.
“A bus that is admired by service engineers, coveted by drivers, and enjoyed by passengers”The midi market is currently an important manufacturers’ battle ground. The Solo/Versa already both compete with the E200, as does the VDL SB180. And then there’s possibly the motivator behind ADL’s new campaign, the newcomer Wrightbus Streetlite available, like Solo/Vecta, as forward control or in a standard layout.
Watch the film and see what you think. No doubt the absence of Arriva, First & especially Stagecoach is deliberate. The inclusion of small operators certainly is.i Enviro200.com
4 comments:
Stagecoach will be buying these anyway, this is not what the film is aimed at,
Anon @ 09:54
"Stagecoach will be buying these anyway, this is not what the film is aimed at"
Of course the film isn't aimed at Stagecoach. But why aren't Stagecoach in the film to add weight to the benefits of the E200?
Dill the Dog said...
"Of course the film isn't aimed at Stagecoach. But why aren't Stagecoach in the film to add weight to the benefits of the E200?"
Don't forget that there is some 'commonality' of ownership between Stagecoach and ADL, in that some of the ownership of Stagecoach also own part of ADL. To have included Stagecoach in the film might actually have been counter-productive.
Publicity that is cringeworthy at best.
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