the verbal identity of luxury and ultra-luxury cars

The verbal identity of luxury & ultra-luxury

cars.

ultra-luxury brands are failing to use brand language which reinforces their superior

qualities

luxury car marques are using language which is rich with over-claim, leaving a hollow centre

to their brand.

The Challenge

brand’s language is the most malleable tool at the marketing team’s disposal

How can ultra-luxury and luxury car brands modify their language to clearly

define their position within the category and engage their consumer?

Choose your metaphor

At one extreme, brands emphasise the mechanical nature of this power

[technology, precision engineering, and refined design]

the central axis of car language is the raw power available to

you, the driver

At the other extreme, organic qualities are emphasised

[sport and athletic performance]

Luxury Vs. Ultra-luxury cars

Luxury car brands stretch the themes of their

communications across:

Innovation/Pedigree, Style/Comfort

they construct verbal identities centred on “the

driving experience”

In ultra-luxury sector, the language centres on the

feelings available to you as a passenger. The central

axis remains Power, but the notion is that Grace is

a rejection of any overt display of Power.

What does this mean for your brand?

Read more on our White paper:http://www.verbalidentity.com/luxury-vs-ultra-luxury/

• Full list of brands analysed

• 5 Key recommendations for brands to differentiate themselves in language

Contact us.

Chris: yowesty@verbalidentity.com

You can keep up when you tweet up: @verbid

www.verbalidentity.com