First Ever?

For the life of me I don’t understand the trend over the past few years to advertise something – usually a car – as The First Ever. Ad agencies continue to repeat the technique, so it must have shown some value early on. Personally, I’m hoping it dies soon, as I do with every trite, over-used, dead-horse phrase. 

Auto companies should be especially concerned with hackneyed headlines. Hackneyed is an old term that refers use of a horse used for ordinary rides. Not to show off, race or impress others. None of things one might want out of their Lexus or BMW.

The First Ever also strikes me as a dubious feature. It’s good because it’s first? That’s how you want me to spend my $50 large? Yeah, it’s nice to own the newest and all, but how many of us like to have some of the bugs worked out?

Usually just under 30-percent of any population will consider themselves early adopters. Maybe that trends higher in the luxury car world, where you are paying not to see your car passing you every couple of miles. Still, is that the salient feature? Speed, mileage, safety, comfort – none of these things matter more than being first? Regardless, the headlines alienate two-thirds of your market.

In the case of Lexus and BMW, I get it. The cars are, in fact, bum-spanking new; you’re not going to get patient adopters anyway. At least in theory. I think trust in the brand goes a long way. Lexus and BMW customers are less hesitant to buy in the first model year because the makers make good cars, so maybe being first has appeal that's not countered by being unseasoned. Still, we're talking cars. Not this year's spring line. Not even a new iPhone. A car is the second biggest purchase most people ever make in one shot. Being the new kid on the block is a weak raison d'acheter. 

And the phrase is tired. Another word that should never be associated with your very new, very expensive automobile. Or your horse.