We are all familiar with how automotive manufacturers market the dream – exhilarating images of open roads, or small cars darting about a cityscape, but is this now an automotive experience that rarely exists in the real world? The Department of Transport certainly think so, they recently reported that the average speed of Cars on UK A-roads is stable at a mere 25mph.
Nonetheless is that any reason to depart from a tried and trusted approach that has been with us since the 60’s? Well, add into the equation that a drive to create fuel efficient cars has led to a harmonisation of design across the manufacturers. Gone are the different shapes and sizes (do you remember there even used to be cars that only had 3 wheels) and in are the rigidly defined car classes where different manufacturers vary in size by mm.
And this harmonisation is leading to the erosion of brand loyalty.
Cap Gemini reports that in 2002 40% of consumers said they’d buy the same brand again. By 2010 75% of consumers said they were considering at least 4 brands for their next purchase. The individuality of the brands, a hallmark of the romantic era of motoring, is being replaced by the efficiency of Kaizen manufacturing.
So is it time for manufacturers to re-evaluate how they sell the (realistic) dream and differentiate themselves at the same time? Perhaps it’s time to make things personal.
