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.

Am I talking about the much vaunted online configuration tool.  Perhaps.  But what happens after you’ve configured your dream car?

Either, an online form tells me to ‘request’ a test drive – which means delay and even then I don’t get to drive the car I just painstakingly configured. Or I get sent a brochure that details all the choices I’ve already made. Unfortunately for the automotive manufacturers, given the array of choices available to the average consumer, getting a configured car to the right place just for a test drive is a logistical nightmare and an expensive gamble.  However, this is being attempted in Germany, with large regional centres replacing local dealers. These centres look more like museums than dealerships where the full brand experience is on sale, as well as the cars. The access points to these centres are almost exclusively online but you get to test drive the exact car you configured, or simply pick up the car you’ve already ordered.

A genuine personal service does exist in the UK automotive industry, but only at the top end of the market. Aston Martin and Bentley have been inviting selective audiences to their factory for almost 100 years as it gives people a sense of the creation of their personal space. For a spend of £180,000 you can understand the lavish attention on offer.

Social media techniques are perfect for recreating a sense of personal attention on a large scale and the eCommerce industry was founded on removing elements of the supply chain and passing the savings on to consumers. I’d be much more likely to buy a new car if I could buy the exact car I specified at the same price as the dealer. And, if all the automotive manufacturers are to recreate the great brand loyalty of the past it will be with a personal touch, rather than an idealised view of the product.