Crash Course in Auto Branding
The number one attribute when buying a car is still appearance or style. The data given in the article shows that consumers rank safety at number four or five. But that attitude may be changing. There is growing evidence that safety is becoming more important to consumers around the world. In the US a few years ago, the well-publicized one-car accidents involving Ford Explorers equipped with Firestone tires put safety on the radar screen of car buyers. The automakers, which have already managed to brand their cars as safe, are Volvo, BMW, Lincoln, Saab, Honda and Subaru. The European driver is interested in handling, maneuverability, visibility and agility. But the American driver does not care about those things. The American driver primarily wants big, heavy, tough cars.