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Erschienen in:
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2021 | OriginalPaper | Buchkapitel

4. On Brand

verfasst von : Inma Martínez

Erschienen in: The Future of the Automotive Industry

Verlag: Apress

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Abstract

There is no other consumer good as emotionally potent as a vehicle. Perhaps an astronomically priced designer handbag, but nothing as powerful as an identity, as joyful and empowering to use. How the brand promise of vehicles has evolved over centuries is testament to human desire to connect with innovation, to enjoy today what seemed futuristic in an advertisement. To call a car “your own” is to leap into the realm of sentimental value. How can a machine generate this much love and affection?

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Vorheriges Kapitel The 5G Car
Nächstes Kapitel I.Am.Car
Fußnoten
1
If you care for the trivia, the first-time buyer of this model was an English-born Mr. Robert Allison, a pioneer citizen of Port Carbon, Pennsylvania, whose many inventions for the mining industry became universally used.
 
2
Autovista Group IAA “Frankfurt loses visitors but are EVs to blame?” September 26, 2019
 
3
Likewise in Sweden Saab AB was founded in 1945 to produce a small car model that could embody the unassuming and practical spirit of Swedes. Two years later their Saab 92 went into production: the entire body was molded out of one piece of sheet metal which gave it a sleek, aerodynamic shape, and its British racing green color was a serendipitous yet cost-effective decision to use Saab’s surplus of green paint from wartime production of airplanes, a thrifty cost-saving mentality that paired with the times across the whole of Europe.
 
4
Just the Golf GTI has received the “Car and Driver 10Best” award for the 12th consecutive year in 2018.
 
5
The findings revealed that management in certain car divisions had been aware of an intentionally programmed turbocharged direct injection (TDI) in diesel engines that activated their emissions controls only during laboratory emissions testing. The result affected the vehicles’ nitrogen oxide (NOx) output and the default device allowed the models to meet US standards during regulatory testing, though in the real world they emitted up to 40 times more NOx, affecting about 11 million cars worldwide in model years from 2009 through to 2015.
 
6
On February 23, 2018, BMW admits having erroneously equipped vehicles with a non-conforming emissions detector and calls back 11,700 vehicles; On January 10, 2019, Fiat Chrysler accepts to pay up to $515 million to different industry authorities which have accused them of manipulating more than 100,000 vehicles; On February 25, 2020, BMW pays an 8.5 million Euros fine and a penal investigation case for “fraud” is closed.
 
7
Industry data from Black Book, which tracks used-car pricing, assumes a loss of between 20% and 30% of purchase value in the first year of ownership, and between 15% and 18% from year two to six. Overall, in five years, cars lose 60% or more of their initial value.
 
8
Tesla is terrible at appealing to women, who represented less than a third of Tesla car sales in 2019, perhaps because Musk’s bravado sometimes is a deterrent to certain audiences.
 
9
In the 2020 Consumer Reports Vehicle Reliability Study, Tesla reported second to last among 20 brands reviewed.
 
10
In 2016 in the United States, 0.9% of cars sold were electric. In Norway, it was 29%. By January 2017, it hiked up to 37% of all cars purchased in the country. Source: Vox.com
 
11
There is a superb review of Cybertruck by car designer Frank Stephenson that hits the nail on its head: Cybertruck is only an early version of its potential as a futuristic car. Its first version is sadly a heavily pixelated model in a PacMan videogame of the 1980s. www.youtube.com/watch?v=CjPi6Cn4D5M&feature=youtu.be
 
12
According to Kia Motors, the name “Kia” derives from the Sino-Korean words ki (“to come out”) and a (which stands for East Asia). KIA thus is roughly translated as “arise or come up out of Asia” or “rising out of East Asia.”
 
13
German Fahrvergnügen, from fahren (“to drive”) + Vergnügen (“pleasure”) popularized in the United States by Volkswagen advertisements in the 1990s.
 
14
A wordy tagline with an attempt to be playful to convey that Ford is consumer-centric.
 
15
No, it is not a translation from Martian to English. It is an original copy of total nonsense. To think that brands pay agencies thousands of dollars to come up with startling copies such as these is baffling.
 
16
Fast-Moving Consumer Goods companies (packaged goods of everyday use such as detergents, toiletries, food, cosmetics, beverages, and other consumables).
 
Metadaten
Titel
On Brand
verfasst von
Inma Martínez
Copyright-Jahr
2021
Verlag
Apress
Buch
The Future of the Automotive Industry

Print ISBN: 978-1-4842-7025-7

Electronic ISBN: 978-1-4842-7026-4

Copyright-Jahr: 2021

DOI
https://doi.org/10.1007/978-1-4842-7026-4_4

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