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How do mass-marketing car brands position themselves while differentiating?
03-28-2014, 03:58 AM
Post: #1
How do mass-marketing car brands position themselves while differentiating?
Manufacturers in question are the likes of Toyota, Peugeot, Renault, Fiat, Volvo, etc. I guess a different way of posing the question is to ask who is their typical customer is (or who they wish it to be)?

Having looked around on their websites, social media channels, etc (and being a complete noob when it comes to automotive vehicles), I can barely distinguish one from the other -- a sea of sameness. They all talk about the same fundamentals: reliability, environmentally friendly, innovation, fun, "we are the world" and every other generic marketing blaha you can think of. All of them also seem to offer a wide range of car models that fits the standard target groups (concept cars, hipster/youngster cars, family cars, suv, sw, etc).

I'm sure car enthusiasts are aware of these "smaller"(?) differences or characteristics between car brands and their consumers' behaviour. I'd appreciate any feedback.

kthxbai

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03-28-2014, 04:06 AM
Post: #2
 
Well there are different ways of looking the way Automakers carry out their marketing. One important fact to note is that manufacturers compete against each other for the same customers, with the same income or lifestyle. For example the 7 series by BMW is aimed for the market consisting of high income earners or industry professionals, the & series competes for the same target market as the Mercedes S- Class, LS600 Lexus and Audi A8. In effect the market is saturated with luxury vehicle manufacturers competing for the same customers, to draw these customers in the Auto makers market features such as safety, petrol economy, and extra features. Another new method of marketing that is catching on with auto manufacturers is the social method were owners are made to feel like they belong to some elite club, this is a great method because it ensures repeat sales and the marketing of the vehicles by word of mouth by drivers and not sales men. Two automakers that seem to thrive on this social aspect of marketing are Subaru and Honda. Subaru has a small but strong following around the world, Subaru usually highlights their vehicles safety features and performance during ads as well as highlighting the brands Rallying history. I have included a link below of a marketing question I answered using the Auto industry as an example. Ultimately the key to marketing is the understanding that not all consumers have the same needs. Please feel free to contact me to clarify any point I may have made here, I hope I have answered some if not all your questions.

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