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THE BIG 4 LUXURY CAR BRANDS
A look into Brand Positioning& Driver Imagery
By Dan Pankraz
Dan Pankraz
Senior Planner, DDB
Youth Planning SpecialistBut also LOVE cars
danpankraz.wordpress.com
WHAT I DID TO ANALYSE AUDI, BMW, MB AND LEXUS
• Test drove a BMW 325i, Lexus IS250, Audi A4 S Line and Mercedes Benz C200, all cars were in the $80-100k price range
• Wrote letters to dealers and asked them to send me back information on the cars.
• Spent time on social media sites analysing content/ads
• Browsed car forums and blogs to get a better picture of the driver
• Spoke to drivers of all four marques
• …And most importantly, I spent lots of time ‘watching’ drivers in Sydney and Melbourne
Technology and Performance
Sophisticated driving
experience
Car is hero Badge is hero You are hero
ULTIMATE PERFORMANCE
CLASSICPRESTIGE
LUXURY AND LIFESTYLE
Sporty and stylish driving
experience
Design is hero
INNOVATIVEDESIGN
BRAND POSITIONING SUMMARY
BMW and Audi are closely aligned,MB and Lexus are similarly aligned
Ownership Experience
OWNER TYPE- Progressive, Stylish, Urban Cool, Creative- Aspirational, design oriented, sporty, motivated
CAR SAYS“I move with the times, I appreciate design but equally want a drivers car”
CAR MAKES ME FEELInnovative, stylish, sporty
AUDI DRIVER IMAGERY
Audi is more likely to be successful through passion, cool and socially aspirational
AUDI BRAND BOARD1. Design
2. Innovative Technology
3. Sports appeal
4. Stylish
5. Modern
Innovative design, contemporary, desired.
RETAIL AUDIT: AUDI IS MODERN
Audi experience focuses on the design, styling of the car and feels very accessible, yet not pushy.
BRANDCommunicates style and driver focus.
Modern, grey, accessible but not overly sophisticated.
CARShowcase latest models, A8 and RS6
Ability to get up close and personal to car
PEOPLERelaxed, friendly, approachable, early 30s, open shirts, casual feel
SALESSell styling, design and driving technology (Quattro, FSI)
OWNER TYPE- Powerful, Masculine, Teutonic- Wears badge on their sleeve- Aggressive, dominant, driven,
determined
CAR SAYS“I’m on my way to the top and I achieve
in all aspects of my life…no compromises”
CAR MAKES ME FEELPowerful, strong and in control
BMW DRIVER IMAGERY
BMW drivers have ‘more to prove’, are less open to change, and more competitive.
BMW BRAND BOARD
1. A real drivers car
2. Exceptional Performance
3. Powerful cars
4. Makes the right statement about me
5. Great reputation
Ultimate Performance but lacks emotion
RETAIL AUDIT: BMW IS COLD AND CLINICAL
BMW experience puts the car first. However, does not create the perception of contemporary progress
BRANDNo ability to engage with the brand. Cold, clinical, and big open space.
Nothing progressive / interesting.
CARSelling technical features of the car Benefits of driver feeling ignored
PEOPLESuper serious and professional. Suits and ties, business meeting feel.
SALESHighly knowledgeable about car, limited lifestyle appeal
OWNER TYPE- Heritage, Stylish, Sophisticated- Traditional, badge on their blazer- Showy, conservative values,
maintaining status quo
CAR SAYS ABOUT ME“Look at me! I’ve made it: money and
assets, its mine, mine, mine!”
HOW IT MAKES ME FEELSuccessful in the eyes of others
MERCEDES BENZ DRIVER IMAGERY
1.Prestigious
2.Great reputation
3.Luxurious
4.Good resale value
5.More than just a car
MERCEDES BENZ BRAND BOARD
RETAIL AUDIT: MERCEDES BENZ IS POMPOUS
Mercedes Benz showcase car quality and try to appeal to vanity and importance of customers
BRANDFocus on prestige, elegance of the cars. Quiet environment, symbols of
luxury
CARFocus on luxury E class saloons, C-class. Cars are all locked.
PEOPLEAggressive sales staff, hard sell Suits an ties, big deal being done
SALESSell quality, safety and luxury. Can you afford this mentality? No solo test
drives.
OWNER TYPE- Understated, Engaging,
Intelligent- Independent confidence- Progressive, open-minded,
intelligent, energetic
CAR SAYS ABOUT ME“I’m confident in my own skin, I
don’t need to shout”
HOW IT MAKES ME FEELQuietly confident and
comfortable
LEXUS DRIVER IMAGERY
Not a ‘driver’. However, successful and wants the lifestyle attached to that.
LEXUS BRAND BOARD
1.Quiet and precise
2.Great after sales service
3.Gadgets and extras
4.Lifestyle living
5.Luxurious
Luxury and lifestyle..ME, ME, ME
RETAIL AUDIT: LEXUS = REAL ESTATE SELL
Lexus try to make you feel like a guest, but it becomes too much of a hard sell - it’s very hard to get to experience car without being
hounded.
BRANDLuxury ‘guest in your own home’.
Pristine, quiet, immaculate, black and white
CAR‘No touching allowed’, all cars in black
Car put on pedestal, all cars in showroom
PEOPLE40 something sales staff, friendly
Suits an ties,
SALESHard sell, very slow, focus on Encore program. Sit down to talk about your
needs.
SEMIOTICS OF LETTERS TO DEALERS
Put in letters
AdvancedSophistication
Personal
Privileges
Innovative Engineeringand technology
Joy of motoring
Dynamic and refined,
Young and dynamic
Thoughtful Engineering
Innovative design
Letters from dealers reinforce similar codes of communications those uncovered in the dealership visits
23
Not Progressive
Progressive
HOW THE BIG 4 LUXURY BRAND EXPERIENCES MAP OUT
Active Driving(Car & Drive are
central)
Passive DrivingOther priorities like
lifestyle or badge value
- Luxury- Quality
- Refinement- Prestige
- Designer- Innovation- Sports performance- Sexy, not serious
- Luxury- Value- Experience- Refinement
- Machinery, Performance- ‘Us’ not you
- Aggressive
LEARNINGS• It’s clear Audi have taken on BMW and are now the more
‘progressive’ luxury choice
• Mercedes Benz have rested on their laurels and provide no motivation for anyone under 40.. under serious threat from Lexus.
• Lexus focuses heavily on their unique ‘ownership experience’ and is very understated
• BMW have amazing machinery and is still the ‘Drivers Car’, but they’re ‘cold’ and a little self obsessed - they need to create a more consumer centric brand experience