Car branding: Does the car choose you?
Discussion
In the Focus ST/Golf GTi buyer demographics thread, Tonsko brought up an interesting point, which could have the makings of a decent thread:
B5 Audi A4
But just over a decade later and quite a few people seem to think that Audi now represents a cut-throat business image that appeals to this guy, which I've stolen from Top Gear's Saab tribute:
What other companies have managed to tap into the sensibilities of their stereotypes, or completely shift their brand to be aligned to another type of buyer?
I'm sure there are plenty of examples out there.
Tonsko said:
Maybe turn the OP's question round: what brand decisions over the years have allowed the manufacturer's to aim their products at different market segments?
I.e. You don't choose the car, the brand chooses you by appealing to your sensibilities.
So, branding philosophies and stereotypes... Here's my example of a shift in target market:I.e. You don't choose the car, the brand chooses you by appealing to your sensibilities.
B5 Audi A4
But just over a decade later and quite a few people seem to think that Audi now represents a cut-throat business image that appeals to this guy, which I've stolen from Top Gear's Saab tribute:
What other companies have managed to tap into the sensibilities of their stereotypes, or completely shift their brand to be aligned to another type of buyer?
I'm sure there are plenty of examples out there.
I thought this was the kind of guy that buys an Audi now;
Slumped on the floor of a Travel Lodge after another meeting gone sour with a client, he's lost the contract and his boss will kill him, his wife is at the other end of the country, banging the milkman and his children hate him. Still, at least he has that 12 plate Audi A4 TDI to show off in the office car park. That will show those guys with the Mondeos. Who cares if it's base spec, it's got the 4 rings on the front, that's what counts, right?
Slumped on the floor of a Travel Lodge after another meeting gone sour with a client, he's lost the contract and his boss will kill him, his wife is at the other end of the country, banging the milkman and his children hate him. Still, at least he has that 12 plate Audi A4 TDI to show off in the office car park. That will show those guys with the Mondeos. Who cares if it's base spec, it's got the 4 rings on the front, that's what counts, right?
Mastodon2 said:
I thought this was the kind of guy that buys an Audi now;
Slumped on the floor of a Travel Lodge after another meeting gone sour with a client, he's lost the contract and his boss will kill him, his wife is at the other end of the country, banging the milkman and his children hate him. Still, at least he has that 12 plate Audi A4 TDI to show off in the office car park. That will show those guys with the Mondeos. Who cares if it's base spec, it's got the 4 rings on the front, that's what counts, right?
So sad, yet so true.Slumped on the floor of a Travel Lodge after another meeting gone sour with a client, he's lost the contract and his boss will kill him, his wife is at the other end of the country, banging the milkman and his children hate him. Still, at least he has that 12 plate Audi A4 TDI to show off in the office car park. That will show those guys with the Mondeos. Who cares if it's base spec, it's got the 4 rings on the front, that's what counts, right?
Maybe it's not sooo obvious, but I think Mazda is playing a lot on sporty handling these days. They do have the MX-5, RX7 and RX8 (and their epic Le Mans winner 787B), but I never associated the brand Mazda with sport until their recent ad campaigns with their Zoom zoom slogan and how they are shaving 100 kg. of all their new models.
I have not driven a modern Mazda, so I can't comment on how good they are - but I recall the Mazda 6 getting good reviews regarding handling.
(WTF Honda, wake up...)
I have not driven a modern Mazda, so I can't comment on how good they are - but I recall the Mazda 6 getting good reviews regarding handling.
(WTF Honda, wake up...)
I'm not sure of specific examples where the brand has been deliberately shifted, but I certainly think the mainstream public who are not interested in cars, see little beyond the badge.
With petrolheads, it's different. Using myself as example, I'm rather fond of the high-powered, petrol engined BMW E92 3-series coupes. I like the subtle looks, especially in stealthy dark colours. I like the idea of rwd, good weight distribution, and subsequent decent handling. I like the creamy, smooth, powerful straight six motors mounted longitudionally up front.
In fact, the greatest thing I DON'T like about them is their brand image. Audi has adopted a significant share of the cock-factor in recent years, but BMWs still seem to suffer. Some examples...
Upon leaving Sainsburys, walking out the front door to go to my car, a dark E93 drives past and I admire it's shape and general looks. Then the t
t driving it dumps it in a disabled bay right next to the shop door and the slightly portly driver in an ill-fitting shirt gets out and saunters into the shop, leaving no blue badge on display and with no obvious ailment.
Upon leaving work, exiting the business park onto the main round (a roundabout junction where the main road reduces from a dual carriageway on one side of the roundabout to a 30mph single carriageway on the other). Most people can cope with the speed reduction into the 30mph section (the Talivans are frequently around to assist with those that can't), except for the sharp-suited young guy (on the phone, too) in an E92 who approaches me at massive speed then sits inches off my rear bumper with headlights ablaze, hanging out over the white line. There's solid traffic going the other way because it's rush hour, so where are you going to go, mister? Is the traffic supposed to just dissolve into thin air in front of you?
And just yesterday, it was dusk when I went "oooh, an M3 coupe, nice" as one approached travelling in the opposite direction on a 30mph stretch of urban four-lane road (no central crash barrier, just kerbstones, but also with footpaths, houses all around, junctions, traffic lights, pedestrian crossings etc.). Swiftly followed by "oooh, look, he's flooring it and pushing past 70 in a 30 zone and apparently racing another 3-series coupe as far as the next set of lights 100 yards behind me. Dick."
And this all just in the space of a couple of weeks, observed by someone who only has a 10 minute commute and thus spends a minimal amount of time on the roads at the moment.
I love the car - it's engineering, characteristics, drivetrain, and what those combine to represent, but am not really interested in the badge on it. Unfortunately it's the badge on it that seems to still attract too many cocks.
With petrolheads, it's different. Using myself as example, I'm rather fond of the high-powered, petrol engined BMW E92 3-series coupes. I like the subtle looks, especially in stealthy dark colours. I like the idea of rwd, good weight distribution, and subsequent decent handling. I like the creamy, smooth, powerful straight six motors mounted longitudionally up front.
In fact, the greatest thing I DON'T like about them is their brand image. Audi has adopted a significant share of the cock-factor in recent years, but BMWs still seem to suffer. Some examples...
Upon leaving Sainsburys, walking out the front door to go to my car, a dark E93 drives past and I admire it's shape and general looks. Then the t
t driving it dumps it in a disabled bay right next to the shop door and the slightly portly driver in an ill-fitting shirt gets out and saunters into the shop, leaving no blue badge on display and with no obvious ailment.Upon leaving work, exiting the business park onto the main round (a roundabout junction where the main road reduces from a dual carriageway on one side of the roundabout to a 30mph single carriageway on the other). Most people can cope with the speed reduction into the 30mph section (the Talivans are frequently around to assist with those that can't), except for the sharp-suited young guy (on the phone, too) in an E92 who approaches me at massive speed then sits inches off my rear bumper with headlights ablaze, hanging out over the white line. There's solid traffic going the other way because it's rush hour, so where are you going to go, mister? Is the traffic supposed to just dissolve into thin air in front of you?
And just yesterday, it was dusk when I went "oooh, an M3 coupe, nice" as one approached travelling in the opposite direction on a 30mph stretch of urban four-lane road (no central crash barrier, just kerbstones, but also with footpaths, houses all around, junctions, traffic lights, pedestrian crossings etc.). Swiftly followed by "oooh, look, he's flooring it and pushing past 70 in a 30 zone and apparently racing another 3-series coupe as far as the next set of lights 100 yards behind me. Dick."
And this all just in the space of a couple of weeks, observed by someone who only has a 10 minute commute and thus spends a minimal amount of time on the roads at the moment.
I love the car - it's engineering, characteristics, drivetrain, and what those combine to represent, but am not really interested in the badge on it. Unfortunately it's the badge on it that seems to still attract too many cocks.
Observer bias.
Thing is, you're only noticing cocks in E9xs because you're tuned in to picking them out of traffic.
Eg: I'd almost guarantee that in the dozen disabled spaces, there were other cars parked with no right to be there, but you only noticed that one.
It's why people rarely notice Model X in traffic until the minute they think about buying one or indeed do so, then they can't stop seeing cars like theirs everywhere. They didn't all magically appear, but the observer's awareness altered.
If instead you pay mental attention to poor driving, you will see thats actually drive everything, but your mind is conditioned to only register German execs, particularly late ones.
Thing is, you're only noticing cocks in E9xs because you're tuned in to picking them out of traffic.
Eg: I'd almost guarantee that in the dozen disabled spaces, there were other cars parked with no right to be there, but you only noticed that one.
It's why people rarely notice Model X in traffic until the minute they think about buying one or indeed do so, then they can't stop seeing cars like theirs everywhere. They didn't all magically appear, but the observer's awareness altered.
If instead you pay mental attention to poor driving, you will see that
s actually drive everything, but your mind is conditioned to only register German execs, particularly late ones.Zwolf said:
Observer bias.
Thing is, you're only noticing cocks in E9xs because you're tuned in to picking them out of traffic.
Oh, sure, I'm not disputing that. There have also been plenty E9Xs which I've noticed that were being driven perfectly normally, and in a few cases, being driven well. My point was that out of the bad driving I witness, a saddening amount of it is by cocks in BMWs. Which is annoying, because I want one, but not the stereotypical "brand image" that goes with them! :-/Thing is, you're only noticing cocks in E9xs because you're tuned in to picking them out of traffic.
stroberaver said:
Oh, sure, I'm not disputing that. There have also been plenty E9Xs which I've noticed that were being driven perfectly normally, and in a few cases, being driven well. My point was that out of the bad driving I witness, a saddening amount of it is by cocks in BMWs. Which is annoying, because I want one, but not the stereotypical "brand image" that goes with them! :-/
So buy one and don't drive it like a cock. Easy 
Zwolf said:
stroberaver said:
Oh, sure, I'm not disputing that. There have also been plenty E9Xs which I've noticed that were being driven perfectly normally, and in a few cases, being driven well. My point was that out of the bad driving I witness, a saddening amount of it is by cocks in BMWs. Which is annoying, because I want one, but not the stereotypical "brand image" that goes with them! :-/
So buy one and don't drive it like a cock. Easy Gassing Station | General Gassing | Top of Page | What's New | My Stuff