rumor control--has SAAC lost its use of Shelby name?

[Historybuff]

I see this changeover as a logical step and the best way I can explain why is to compare the marketing of the SHELBY brand to two clothing stores I visited (but whose clothes are aimed at a demographic far below my age). One is called "Hollister." I am an ad copywriter and am interested in how brands are promoted. This sometimes leads me to stores just to see how they are presenting themselves. I spent half an hour in the Hollister store but couldn't figure out what the store had to do with that little hick town up North in California other than back around 1950 there was supposedly a "riot" there when some Hells Angeles tore up the town. So the name "Hollister" for me conjures up images of Marlon Brando tearing through town on a Harley (actualy I think he rode a Matchless in the movie The Wild Ones)

Nevertheless someone spent millions to develop that brand name

Then there's Von Dutch. As I said, he was a financial bust all his life, doing a pin stripe job on a car for a case of beer, but now that he's dead even his toolbox sells for half a million. He is a legend in the hot rod world and some clothing manufacturer picked up his name and is making money selling clothes.

Now to the Shelby image. The new marketers figured , hey, we got a name here that is already on a car, and we can build the brand on a new customer base (starting with the '05 Shelbys) . They no doubt contacted the present club and asked "When's the next magazine coming out?"
"I dunno" or somesuch must have been the answer. You can't build a brand name and spend money on something run so casually.
So the new marketers said: "we'll make our own magazine."
The new markets probably then looked at the SAAC website. More bad news. If you go to their site and click on each of SAAC regional sites, how many of them are inactive but still listed like "ghost divisions" in an army (these are called "dead links" which you click on a URL and there is no response) ? I looked at the SAAC site today and they still are listing Unique Performance, a shop which Shelby cut loose a few weeks ago when they failed to deliver cars. So the SAAC website is obviouly slow to adapt to day-to-day events, of which there is a lot of in the Shelby world. There is practically a new announcement per week.
So even though I liked the old SAAC magazine, I can see why the modern day marketers of the Shelby brand name needed an organization which can
move briskly, and adjust to changing circumstances quickly. The car world is like that--you don't move fast, you got a lot of cars rusting away on unpaved lots (ask Chrysler)
I don't even think the brand name Shelby has realized near its full marketing potential. I can see SHELBY clothing stores (makes more sense than Von Dutch or Hollister to me, and you can park a real Shelby in each one) and even SHELBY burger joints (which could start out as a corner of some of the stores owned by Shelby's daughter if she still owns part of Chilis). And of course there's movie of his life (is Tom Cruise too short to play ol' Shel?)
So nothing against the old club but they just weren't a good fit with the modern brand marketing where you do things like e-mail news flashes to club members' ipods and such....

[Igofastr]

Originally Posted by Historybuff

I see this changeover as a logical step and the best way I can explain why is to compare the marketing of the SHELBY brand to two clothing stores I visited (but whose clothes are aimed at a demographic far below my age). One is called "Hollister." I am an ad copywriter and am interested in how brands are promoted. This sometimes leads me to stores just to see how they are presenting themselves. I spent half an hour in the Hollister store but couldn't figure out what the store had to do with that little hick town up North in California other than back around 1950 there was supposedly a "riot" there when some Hells Angeles tore up the town. So the name "Hollister" for me conjures up images of Marlon Brando tearing through town on a Harley (actualy I think he rode a Matchless in the movie The Wild Ones)

Nevertheless someone spent millions to develop that brand name

Then there's Von Dutch. As I said, he was a financial bust all his life, doing a pin stripe job on a car for a case of beer, but now that he's dead even his toolbox sells for half a million. He is a legend in the hot rod world and some clothing manufacturer picked up his name and is making money selling clothes.

Now to the Shelby image. The new marketers figured , hey, we got a name here that is already on a car, and we can build the brand on a new customer base (starting with the '05 Shelbys) . They no doubt contacted the present club and asked "When's the next magazine coming out?"
"I dunno" or somesuch must have been the answer. You can't build a brand name and spend money on something run so casually.
So the new marketers said: "we'll make our own magazine."
The new markets probably then looked at the SAAC website. More bad news. If you go to their site and click on each of SAAC regional sites, how many of them are inactive but still listed like "ghost divisions" in an army (these are called "dead links" which you click on a URL and there is no response) ? I looked at the SAAC site today and they still are listing Unique Performance, a shop which Shelby cut loose a few weeks ago when they failed to deliver cars. So the SAAC website is obviouly slow to adapt to day-to-day events, of which there is a lot of in the Shelby world. There is practically a new announcement per week.
So even though I liked the old SAAC magazine, I can see why the modern day marketers of the Shelby brand name needed an organization which can
move briskly, and adjust to changing circumstances quickly. The car world is like that--you don't move fast, you got a lot of cars rusting away on unpaved lots (ask Chrysler)
I don't even think the brand name Shelby has realized near its full marketing potential. I can see SHELBY clothing stores (makes more sense than Von Dutch or Hollister to me, and you can park a real Shelby in each one) and even SHELBY burger joints (which could start out as a corner of some of the stores owned by Shelby's daughter if she still owns part of Chilis). And of course there's movie of his life (is Tom Cruise too short to play ol' Shel?)
So nothing against the old club but they just weren't a good fit with the modern brand marketing where you do things like e-mail news flashes to club members' ipods and such....

HistoryBuff,

Thankyou for making my point.

[Chaplin]

If Buff keeps going, Amy is going to put him on the payroll!

[amy B]

Hi Buff, I think your right on some points, but miss a few for us, although from a marketing strategy your probably right.

When I was at Mattel I realized they were thousands of clubs that supported the brand. Now I am not saying that hot wheel collectors are the same as guys who own shelby's, but the passion is the same.

Well, I knew that we could support those guys and get them close and help them get what they want and build what they want, and in return I would make better product, I could make them happy and support the years they supported us. We had conventions for them, we made them special product only they can buy, yes, we made money, but many thought we spent way to much time and effort for what we got. I still hear from those guys, I think we made a difference then, I think we can do the same now. This is not for just the new owners, I would love for all the cobra and vintage Mustang owners to join us. I think that is is what should have been done 40 years ago.

This brand is my responsibily to keep the legacy going, Saac did that for last 30 years, we want to keep it going and take it another step. I am hoping that all of those who have written to me, offerred help and want more will join us. noboday has too. On some level this probably sounds corny, but we all love these cars, we love to drive them and we have so little time to enjoy them, I am just trying to make that time better, and make the brand better


Amy

[wcampbell]

While I do believe that SAAC has been dominated by too much of the same faces and needs "new blood" at the helm in some areas, the closeness of SAAC was in the individual cars built as shall we say "first generation" (62-70). Thing is there is/was exclusivity there...let's admit it alot of us "original" owners really don't consider a new thing 100% "shelby" as we see it historically. Now with the new club EVERYONE and I mean EVERYONE - include the little Shelby Dodge OMNIs will be in the fold. Yep - they're built by SHelby with his name and they'll be parked next to an original R model. Kinda cool that it could be that opened...then again for us "original" 60's fans - might make you want to vomit the hotdog you pick up from the concession stand at the next AAC meet.

[mrmustang]

Originally Posted by amy B

This brand is my responsibily to keep the legacy going, Saac did that for last 30 years, we want to keep it going and take it another step.
Amy

Amy,

I'll start off by saying that I admire you, and do respect Carroll Shelby and this is not an attack on either of you, just my personal opinion based on far more years involved with Shelbys and SAAC (among others) than you and most likely 90% of the people currently involved with SAI.

If you want to unite the products as you say is "Carrol's goal", then why bother to charge a $49.95 fee? THis only smells like just another way to exploit what is out there and attempt to make a buck by someone elses enthusiasm.


As for Carroll Shelby reading and responding on any forum on a regular basis so "he" can have instant responses to his questions and/or concerns, let's just say that in itself seems a bit too hard to believe as he dislikes the online communities (his words overheard several times over the course of the last 10 years) as a whole.

As for Carroll Shelby reading the press releases before they are submitted, yes, I do believe that he does, but that does not makie them based in 100% reality.


A Snakes post at 12:10 AM quoting Carroll Shelby directly from the 97 SAAC Registry (also seen in several prominant magazines articles in the 80-90's time period in one way shape or form) hits the nail on the head. Without SAAC and the MCA (Mustang Club of America), the Shelby Marque would most likely not have the same type of following it has today. For you to make a "corporate decision" to abolish the ties with SAAC at this time in hopes of "making a profit" is a slap in the face to any and all Shelby enthusiasts around the world. No matter what else you could post, no matter what Carroll can say through you and his corporate PR dept (let's face it, you and I know that Carroll has never been "politically correct", so everything being attributed to him has been "washed" before being allowed out of SAI), this is now a way to try to turn a profit and you and the corporate officers at SAI will grasp at whatever straws that you can to make that almighty buck, no matter who or what you have to run rampart over.

Again, I admire you and Carroll for what you have done with the company since taking the helm, but in my heart (and as a shareholder) I truly believe that your current course will be the undoing of the business in the long run.


Bill S.
Proud SAAC member since late 1981

[lineslinger]

Originally Posted by mrmustang

Amy,

I'll start off by saying that I admire you, and do respect Carroll Shelby and this is not an attack on either of you, just my personal opinion based on far more years involved with Shelbys and SAAC (among others) than you and most likely 90% of the people currently involved with SAI.

If you want to unite the products as you say is "Carrol's goal", then why bother to charge a $49.95 fee? THis only smells like just another way to exploit what is out there and attempt to make a buck by someone elses enthusiasm.


As for Carroll Shelby reading and responding on any forum on a regular basis so "he" can have instant responses to his questions and/or concerns, let's just say that in itself seems a bit too hard to believe as he dislikes the online communities (his words overheard several times over the course of the last 10 years) as a whole.

As for Carroll Shelby reading the press releases before they are submitted, yes, I do believe that he does, but that does not makie them based in 100% reality.


A Snakes post at 12:10 AM quoting Carroll Shelby directly from the 97 SAAC Registry (also seen in several prominant magazines articles in the 80-90's time period in one way shape or form) hits the nail on the head. Without SAAC and the MCA (Mustang Club of America), the Shelby Marque would most likely not have the same type of following it has today. For you to make a "corporate decision" to abolish the ties with SAAC at this time in hopes of "making a profit" is a slap in the face to any and all Shelby enthusiasts around the world. No matter what else you could post, no matter what Carroll can say through you and his corporate PR dept (let's face it, you and I know that Carroll has never been "politically correct", so everything being attributed to him has been "washed" before being allowed out of SAI), this is now a way to try to turn a profit and you and the corporate officers at SAI will grasp at whatever straws that you can to make that almighty buck, no matter who or what you have to run rampart over.

Again, I admire you and Carroll for what you have done with the company since taking the helm, but in my heart (and as a shareholder) I truly believe that your current course will be the undoing of the business in the long run.


Bill S.
Proud SAAC member since late 1981

Bill,
Great job of penetrating the corporate verbal fog and allowing some clarity in.

[John McMahon]

How do you ruin a car club? Let it become a corporate entity.

While Mr. Kopec and company have been able to quit their day jobs and treat the SAAC organization as a business enterprise, over the years I was not a fan of how the SAAC events were run. While all were invited, there was always some favoritism.

That being said, they still owned it and built the club up over the decades and documented all the cars (not an easy feat in my eyes). You have to respect them as an organization for that. The tenacity of each of the SAAC Registrars to get the information into the Registry was amazing.. Yes, I spent $125 for the Shelby American World Registry. The SAAC events are horrible for track time, but wonderful to see, hear and talk to the folks that own the orignals built 'back in the day', as they carry and share the history of these cars. Only place in the world to see the marque, undiluted, in all its glory.

Then, there are those folks, who wanted nothing more than to get their name / car in the Registry. Where does this leave them? Will the SAAC Registry be worthless now? The horror!

As Mr Mustang said, without this club, Shelby would just be a footnote in car history, not the icon he is today.

So, to now 'bite the hand that has fed him' all these years and to put the cart before the horse by celebrating ALL THAT IS SHELBY and not allowing SAAC to celebrate THE VINTAGE SHELBY, to me, smacks of just another money making scheme.

It seems that once something Shelby related starts making money and establishes a foothold in the industry, here come the lawyers.

If SAAC will now be called AAC and they can no longer use the Cobra emblem, may I recommend this'un...



ugh.

[Historybuff]

There was a reference to Modena and how Ferrari cracked down on
those clubs (fan clubs) that were using the Ferrari flag, etc. There was much anguish at the time on how could they stomp on those who were their fans? But you have to look at it from Ferrari's viewpoint. Ferrari executives would go to events and see thousands of cheap and sleazy Ferrari flags, far below Ferrari quality, as well as T-shirts and god knows what else. Meanwhile here they are trying to make deals to license chromometric Ferrari watches, and high quality model cars as well as quality clothing. The potential licensee buyers were understandably wary--saying "How can we make a $5000 watch when you allow these ten cent flags?" So Ferrari had to clean up its act, make sure only quality products carry the Ferrari image. This even extended to who they choose as dealers. I know one car dealership with lots of money in one of the premier rich folks' towns that couldn't get a Ferrari dealership because there were rumors (unproven) of where their original grubstake money came from.Ferrari wanted to protect their reputation above all, more than they wanted a dealership in a town where every house is worth $1 million plus. So in protecting the brand, what Shelby's marketing effort is aimed at now is trying to become more professional so that there are no tacky affiliations to bring down the brand image. Ferrari even went to the extent of creating a special car, I think it's called the FXX, basically a modified Enzo, and started a program involving wealthy Ferrari owners being part of the development team, inviting them over to Modena to test the cars they sell them for over a million bucks. You can't do stuff like that if what consumers see is too tacky. If you present a quality image, you can have programs like that. I think Shelby is a long way from having as sterling an image as Ferrari but basically that's why the changeover, to try to professionalize the image so they can have higher quality licensees. It all benefits Shelby owners in the long run if the image is upgraded and professional.

PS I am not on Amy's payroll, just an observer of marketing tactics. My idol as far as a successful businessman is Ralph Lauren.

[Historybuff]

For example here is a piece of news that just crossed by desk.
How long would it take SAAC to get this out in the magazine? A year from now? Would they post it on their website?
The new SHELBY organization wants the news of their new products and affiliations to travel fast , for the benefit of those businessmen who are investing in product and for the benefit of their consumers. So in a nutshell, there you are--you either can run with the big dogs or sit on the sidelines and do things in your own time....

News Release (produced exactly as received)





SHELBY AUTOmobileS Signs AGREEMENT WITH Stephen becker TO OPEN cobra dealership



LAS VEGAS – November 2, 2007 – Shelby Automobiles, Inc., and Stephen Becker Automotive Group have signed an agreement that will allow Planet Cobra, a Georgia new car Shelby dealership based in Suwanee, Ga., to open in November 2007. The dealership will sell authentic new and collector Shelby Cobras, as well as support Shelby parts and restoration programs and merchandise sales for enthusiasts and collectors across the nation.



“Stephen is both an entrepreneur and recognized Shelby expert,” said Amy Boylan, President of Shelby Automobiles, Inc. “He understands our philosophy of building high performance vehicles and has worked closely with Carroll over the years. As a result, Stephen has developed a solid understanding of what it takes to run a successful dealership in this competitive world of collectible performance vehicles.”



Becker opened his first Shelby parts business in 1978 at just 11-years-old. Since that time, he has become well known for his expertise and knowledge of vintage and collector Shelby vehicles. His new store, Planet Cobra, will become the first authorized Shelby dealership in the Southeast to offer new Shelby Cobras and Shelby-licensed merchandise including apparel and parts. The Planet Cobra online store will also serve as a resource for Shelby collectors and enthusiasts to trade or find rare or collectible Shelby Cobras and Mustangs.



“I look forward to working with the group at Shelby Autos,” noted Becker. “I have a great deal of respect for what they have accomplished and am proud to be part of their team. Our goal at Planet Cobra is to offer the latest performance vehicles rolling out of Vegas and be a trusted resource for collectors who want a vintage Shelby car. I have several Cobras on order and am excited to open our doors. With the enormous demand for authentic Shelby vehicles, the opening of Plant Cobra couldn’t have come at a better time.”





The agreement for Planet Cobra was finalized in July 2007. Construction on the dealership will begin in the first quarter of 2008 with the facility expected to open in the third quarter of 2008.

[Don]

Amy:

*** Can you clarify and summarize , what are the current and future web links for any endeavor associated with Caroll Shelby that are within his organizations ?

*** Any tie in to the Motor Trend announcement on a publication " The Editors of Mustang Monthly present Shelby ", available on the newstand Nov 16th

........thanks

[Tout]

I hope the new club does better than the stock has.
http://finance.yahoo.com/q?s=CSBI.PK

When the run of new Shelby mustangs is done , so will be the new club, it has no history, or passion of people that will do the things SAAC has done for the last 30 years or so, good , bad and bending to the wishes of some at Shelby.
John T

[DougD]

It's a shame. Once the almighty dollar is the reason decisions are made, it's the beginning of their downfall. It's not about the cars anymore. I see blame to be shared on both sides.

In my opinion, Kopec and crew have done it to themselves. They have provided themselves with a lifestyle bought and paid for by the "members" of SAAC, most of which are totally clueless as to how the "club" is run. While you can't take away from them what they have accomplished in the distant past, I feel they have squandered their current positions with their elitist attitudes and general complacency toward their "members". To say that Shelby is the only one doing this "just for the money" is only half of the story.

Mr. Shelby came late to this party. Seems to be a recurring theme lately. While I personally feel that he's entitled to claim and protect his name and the products he produces/ed, it sure seems like he let it ride for way too long to show up now and elicit any compassion from us for his position.

I have been a SAAC member for over 25 years. I'm not sure whether I will re-up with SAAC for another year or not. I definitely won't be attending the next convention in NJ.

As an owner of a current Shelby product, my csx4000, I find it a little confusing why Team Shelby has not recruited me directly - I am the original owner since 1998, same email address, same mailing address. What method are they using to drum up members? I have to find out about this on a site for REPLICAS?

[kayakjack]

It is a bit confusing to me why I should care one way or another about SAAC or any other "club" Shelby wants to stand behind at this time.

I have been a Cobra fan since I wanted a "real" one in 1965. Dad wouldn't buy it for me. Go figure. The values went up faster than my bank account.

Companies appeared making "fake" ones better than originals. I bought one. I love it.

These clubs look down on my car and me. Why should I desire to be a member. Why should I give them a nickel? I go where I am wanted. Period.

I have what I wanted since 1965. I choose to associate with other folks like me.

Jack