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WHAT MAKES CARS SELL

WHAT MAKES CARS SELL

We do not just buy cars. By

integrating intrinsic functionality

with predefined meaning we

create and express the master

narratives of our lives.

By integrating intrinsic functionality with predefined meaning we create and express the master narratives of our
We derive the maximum value from narratives that are automatically identifiable and viscerally classifiable as

We derive the maximum value from narratives that

are automatically identifiable

and viscerally classifiable as evolving parts of our human

experience

What deeply engages us always fulfils some fundamental motive, evolutionarily-preserved dispositions that have helped us

What deeply engages us always

fulfils some fundamental motive,

evolutionarily-preserved dispositions

that have helped us survive and grow

Concepts are neural structures that allow us to order and categorise all stimuli around us

Concepts are neural

structures that allow us

to order and categorise

all stimuli around us

Our psyche consists of

a code. We are an

ordered pattern of fundamental motives

capable of generating

life.

Our psyche consists of a code. We are an ordered pattern of fundamental motives capable of
Successful brands coherently express the very patterns of our psyche
Successful brands coherently express the very patterns of our psyche

Successful brands

coherently express

the very patterns of our psyche

Using, for the first time, a multidisciplinary approach, including brand communication decoding, motivational research,

Using, for the first time, a

multidisciplinary approach, including

brand communication decoding,

motivational research, psychology, affective neuroscience, cognitive linguistics, cultural anthropology, sociology, philosophy and their proprietary tools, BRAND AVIATORShas studied the motives underpinning

buying behaviour in more than 70 global categories of goods including cars

Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code

Beneath all the phantasmagoria of global

marketing communication, lies order and rhythm, the source code of our human behaviour

What follows is a brief analysis of the

deep motives for buying cars. The

motives are presented in order of

increasing relative importance in line

with their power to influence our

buying decisions. The further we read, the stronger the associations they build in our mind, the more powerful their influence on the sales and profit in the automobile category.

associations they build in our mind, the more powerful their influence on the sales and profit

FORESIGHT: On an initial layer of motivation, what actually

makes cars successful is their prodigious intelligence which

makes us feel more mature and experienced, it makes us look and feel smarter. As we trust our life to the car, buying and using it calls for our good judgment. Driving, itself, is an

experience that calls for our prudence and wisdom. Cars help us assume nothing, and be prepared for anything.

ALIVENESS: More significantly, cars sell because they make us feel alive. Their very

mobility stands for life itself. Speed exalts the

moment. We experience life as a series of cars.

feel alive. Their very mobility stands for life itself. Speed exalts the moment. We experience life

EXPRESSION: On a deeper level, cars constitute an excellent means of displaying our personal taste. Choosing a car,

personalising it (adding new gadgets, individualizing it), living with it, we feel like we have participated in its creation. In turn, the type of car we have, influences the way

we behave.

it, we feel like we have participated in its creation. In turn, the type of car

COMPANIONSHIP: Cars bring us closer

to other people. For our cars, there is a

deep feeling of attachment.

COMPANIONSHIP : Cars bring us closer to other people. For our cars, there is a deep
PROTECTION: Embedding the enveloping and secure nature of cars, some of the most successful brands

PROTECTION: Embedding the enveloping

and secure nature of cars, some of the

most successful brands help us feel that the car protects us. Cars are moving

shelters. Through them we protect

ourselves and others. In turn, the car needs our care. Like our pet, or our baby

it requires our attention.

TRANSFORMATION: Going into a deeper motivation, cars promise motion without effort, manipulation of space and

TRANSFORMATION: Going into a deeper motivation, cars promise motion

without effort, manipulation of space and time. They give us unusual powers.

A car is a fetish object to fascinate oneself over natural reality with the powers of transcendence of existence.

DEFIANCE: On a yet deeper layer of motivation, going very fast involves excitement connected to the underlying danger of an accident, the dangerous play between fear and exhilaration. Speed is almost like taking

some drug: Speeding up, reckless driving, and making a noise that disrupts tranquility can be an unconscious form of protest against a perfectly

operated complex society which is perceived as a threat to the

independence of the individual.

PLEASURE : Moving closer to the heart of the matter, what actually makes cars sell

PLEASURE: Moving closer to the heart of the matter, what actually makes cars sell is the inherently pleasurable experience of driving. Driving extends the senses. Speed itself is intrinsically erotic. A car that runs is a sensual object. We glide in space with the superb serenity of total pleasure. An energy of penetration of space creates in front of the car a void that absorbs it. The body, by definition virile and dynamic is spread out in space. Cars are sexy machines and mastering them is inherently erotic.

CONTROL : Cars offer us the ability to direct potential powerful forces. The ability to

CONTROL: Cars offer us the ability to direct potential powerful forces. The ability to control this mass of enormous energy gives the illusion of dominance, superiority, personal mastery and command of basic human impulses. It gives us the sense of self-control.

SECURITY: Moving into a deeper motivation,

inside the car we exist in a secure world, well protected against the external dangers. Travel

in our unconscious symbolises the eternal

search for paradise beyond the surrounding

chaos. As, in our mind, speed is associated

with youth, we feel that driving makes us

younger. By crossing space we deny time.

As, in our mind, speed is associated with youth, we feel that driving makes us younger.
INDEPENDENCE : The car is the symbol of freedom par excellence. Cars extend our boundaries,

INDEPENDENCE: The car is the symbol of freedom par excellence. Cars extend our boundaries, create virtually unrestricted horizons. Through them we achieve freedom of action, at least subjectively, we become independent at least in our mind.

WILLPOWER : On the innermost layer of human motivation, what makes cars sell is their
WILLPOWER : On the innermost layer of human motivation, what makes cars sell is their

WILLPOWER: On the innermost

layer of human motivation, what makes cars sell is their capacity to turn the driver into a super being. Intrinsically, moving is power and the car supplies more power to

individuals than they have ever

controlled before. When we drive, the primordial instincts of

strength and aggression are at

play.

This map illustrates the way some major

brands in the global

automobile industry are positioned in the

consumers’ mind

This map illustrates the way some major brands in the global automobile industry are positioned in
Deep category understanding is just the first step in creating engaging narratives. To build a

Deep category understanding is just

the first step in creating engaging narratives. To build a proposition

that is deeply engaging, the brand

must germinate the bare motives that drive the category in a unique

and profoundly human way.

Having captured, for the first time, our fundamental human motives at the deepest

levels of their deployment, all the way from

their biological value to the neurosystems they engage in our brain, to the cognitive operations and psychological states they

activate, to the major social reinforcers they cause and to the rich hierarchy of inherent concepts they infuse into our everyday life,

BRAND AVIATORS™ helps marketers

develop Intrinsically Engaging Narratives

they infuse into our everyday life, BRAND AVIATORS™ helps marketers develop Intrinsically Engaging Narratives ™
Based on in-depth research and practical implementation, BRAND AVIATORS ™ helps marketers develop brands with

Based on in-depth research and practical

implementation, BRAND AVIATORShelps marketers develop brands with a solid inner

architecture deeply rooted in the fundamental

human motives, using a three-phase methodology

Phase 1 : Map the territory The first phase of the methodology deconstructs the fundamental

Phase 1: Map the territory

The first phase of the methodology deconstructs the fundamental human motives driving the sales and profit of the category, establishes the relevant psychographic territories and reveals the way that the brands are mapped in people’s mind

Phase 2 : Give soul to your brand To be authentic and engaging, narratives must

Phase 2: Give soul to your brand

To be authentic and engaging, narratives must always be sourced from the core of the brand. The second phase

captures the core of the brand,

and mobilises its genuine codes in order to satisfy our

common motivations relative

to the category.

Phase 3 : Enrich people’s lives Powerful strategies require effective articulation. In this third phase,

Phase 3: Enrich people’s lives

Powerful strategies require effective

articulation. In this third phase, the

consumer proposition is translated into

ownable experiences written in the

language that uses our primary emotions as structural elements.

There is a direct correlation between our fundamental human motives and the level of sales

There is a direct correlation between our fundamental human motives and the level

of sales and profit

Nothing fuels creativity more than understanding and mobilising our fundamental motives and the rich hierarchy

Nothing fuels creativity more than

understanding and mobilising our fundamental motives and the rich

hierarchy of inherent concepts they

infuse into our everyday life

The efficiency of communication budgets is maximised when the authentic codes of the brand match

The efficiency of communication budgets is maximised when the authentic

codes of the brand match the deepest motives which drive

sales and profit in the

category. Nowadays, we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.

Above all, by founding brand strategy on our fundamental human motives, and by embedding Intrinsically Engaging

Narrativesthe brand becomes deeply humanistic in that it offers holistic, universal experiences that no longer simply

satisfy some individual needs but the needs of the species

To discover more about the deepest motives for buying cars and how to boost your brand feel free to contact us:

how to boost your brand feel free to contact us: http://www.brandaviators.com/contact - us research@brandaviators.com