Here’s Why Modern Car Brochures Suffer From A Lack Of Style
Many print-focused publications have found themselves in a death spiral of declining readership and, in turn, ad dollars, website views…it’s bad news, pun intended. While headlines are earned by huge media companies, this spiral touches everything—even the humble car brochure.
When’s the last time you weren’t asked to download a .pdf to read a car brochure? Or directed to a dark corner of a dealership, any dealership, only to find a stack of out-of-date accessories booklets from 2006?
I hear you can hook up your iPod, now.
Print can be special, when it is special. Quite a few remarkable independent publications hit our offices, jaw-droppingly good ones, and it’s like, “Why don’t automakers produce compelling material on their products?”
We’re “post-brochure”, if you will. Maybe collaborating with talented artists and illustrators (like the ones stuck deep within design departments) on high-quality, limited-run books would inspire a different sort of crowd to visit dealerships.
As more customers decide to do all shopping online—often stupidly skipping the test drive to reduce the amount of time spent in a dealer—the information they’re exposed to is increasingly sanitized into quip-heavy reviews and 5-star rating systems. Where’s the glamor?
With each passing day, brochures, photographs, signage, and magazines on the early eras of motoring look more like a fairytale, replete with sugary illustrations, gee-whiz ad copy, and carefully-drawn technical highlights. But when the Internet will give us anything—these days, it’s most often photo-realistic renderings—maybe what I’m craving is something missing from the World Wide Web: old-fashioned, hand-drawn whimsy*.
Images via illcar.tumblr.com