Last weekend during Startup Weekend in Lund I talked with a guy from Imperiet about cars. I have a thing for cars and it’s not just because I love driving.
This time it was about SAAB. There was something he said that struck me. If I recall it correctly, back in time, the company had the idea to expand production in Malmö because of the great consumers’ interest for 900 turbo and 9000 turbo.
Why would you intentionally diminish your brand’s strength? Cars are a status symbol and we all know it (now I sound a bit like John Locke). Let’s say your present and potential clients can be divided into two groups. Those from the first group are there for you because your cars are not a typical mass-produced four wheeled thing. Their purchase decision is assisted by high involvement and boosted by the somewhat exclusive nuance of your brand. The others are looking for a reliable nice car.
Would you risk the first group of clients leaving you?
18 April 2010 at 8:03 pm:
No, but there are brands that are losing the second one. Unless we’re talking about Alfa most of the ppl i think would like their non-typical car to work as well, having spent in most cases a lot on it.