Stepping up patriotic appeals

With America's car industry down and nearly out, a few local dealerships have stepped up their patriotic appeals, even citing a "Buy American" quote from President Barack Obama.

In recent weeks, at least two dealerships with domestic cars, James-Rivard Buick Pontiac GMC near Brandon and Heritage Ford in Wesley Chapel, have adopted "Buy American" themes in their billboards and marquee signs. A third dealership, Bill Currie Ford Lincoln Mercury in Tampa, began a heavy 'Buy American' campaign on billboards and radio spots two years ago. It has since moved on to a different ad message.

James-Rivard may be going to the greatest lengths, at least temporarily. In mid-May, the dealership took out four or five billboards primarily in eastern Hillsborough County citing a comment that Obama made in an April 30 press conference on Chrysler's bankruptcy. The billboard campaign runs for a month.

"If you are considering buying a car, I hope it will be an American car," the billboards read, quoting the president.

On a subtler note, Heritage Ford has a small message on its marquee along S.R. 54 in Wesley Chapel, encouraging people to buy a Ford and "Invest in America."

Heritage Ford general manager Rich Dearborn said the company put up the message in advance of Memorial Day, along with red, white and blue balloons. It hasn't gotten around to taking it down yet, he said.

Heritage Ford is part of a dealership group that also owns an import dealership, Stadium Toyota, according to state corporation records. Dearborn said believes in supporting American brands, although he was only speaking personally and not on behalf of the ownership group.

"There's so much to it," Dearborn said, speaking of patriotic appeal. "Anyone who sees what's going on in the world, it's a crazy time."

Two years ago, when Bill Currie Ford Lincoln Mercury began its "Buy American"-themed billboard and radio campaign, it took some heat from competing dealers. Among the criticisms were that many cars produced by General Motors, Ford and Chrysler are made in foreign countries, such as Mexico, or are made using foreign parts.

At the time, a former general manager at Heritage Ford, Jason Brunner, said such an appeal to patriotism amounted to "guilt-trip advertising."

Roger Rivard, president of James-Rivard, said his billboards are subtler than that. "I'm just saying consider it," he said.

Wherever it gets its cars and parts, GM does employ far more U.S. citizens than foreign carmakers do. And the domestic companies' profits stay at home, helping to pay American wages.

Rivard isn't expecting people to rush in and buy a Buick, Pontiac or GMC after seeing his billboards. But he is hoping to plant a seed in their minds. He said one of his customers is considering buying a Pontiac and trading in his Toyota Corolla, in part because he is embarrassed driving it with all of Detroit's problems.

"Having been from Detroit previously, I can tell you how important the auto industry and related technology is to the country," Rivard said.

Danny Lewis, director of community relations for Bill Currie, said his dealership has been touting Ford Motor Credit's ability to make loans in recent ads rather than making patriotic appeals.

Noting the new Buy American pitches by other dealers, he said, "I don't want to criticize them, but where have you guys been?"