Daihatsu Hijet 1996 Print Ad: A Summary
- Campaign: “Picks up five times more women than a Lamborghini”
- Product: Hijet MPV (Multi-Purpose Vehicle)
- Target Audience: Budget-conscious consumers, young families, and perhaps a touch of irony towards the “Lamborghini” crowd.
- Goal: Position the Hijet MPV as an affordable, practical, and surprisingly attractive vehicle.
- Key Element: Humorous and provocative tagline that directly challenges the appeal of expensive sports cars.
A Bold Claim for a Budget-Friendly Vehicle
The 1996 Daihatsu Hijet MPV print ad is remembered for its audacious tagline: “Picks up five times more women than a Lamborghini.” This bold statement immediately grabbed attention and challenged the conventional wisdom that expensive sports cars were the ultimate status symbols for attracting attention.
The ad copy further emphasized the Hijet’s practicality and affordability. It highlighted features like six comfortable seats, two sunroofs, a five-speed gearbox, and a three-year/60,000-mile warranty, all while emphasizing its surprisingly affordable price tag of £8,497 compared to the exorbitant cost of a Lamborghini.
The ad’s humor stemmed from its unexpected and somewhat irreverent tone. It poked fun at the perceived notion that expensive cars were the key to attracting attention and suggested that the Hijet MPV, with its practicality and affordability, could be a more successful and attractive option.
