Longer, lower, wider, more powerful... these are among history's most common selling ideas for automobiles. Bigger and bolder was once the road to success.
The world is changing rapidly, and what we want from cars is becoming vastly different. Above all, we want security in an increasingly challenging environment. Security is obviously about safety. It is also about reliability and convenience.
Now Volvo has added health.
Everyone who drives in polluted urban environments will appreciate this product advantage. And, on the open road, there are increasing concerns about airborne factors including even the bacteria we may breathe.
Notice the communication approach. It is all about the product feature. Indeed, the product feature has been given a brand-focused metaphorical name.
Going into the future, this is how to sell cars. No user imagery, no hype needed. As consumers, in challenging times, we know relevance when we see it.
Notice the communication approach. It is all about the product feature. Indeed, the product feature has been given a brand-focused metaphorical name.
Going into the future, this is how to sell cars. No user imagery, no hype needed. As consumers, in challenging times, we know relevance when we see it.
Copyright © 2015 by John Eighmey. All Rights Reserved.
