Vehicle Personality
March 2nd, 2009 by lindsaytullyPowerful, technologically advanced, sleek, sharp, fast, durable, reliable, safe, comfortable, versatile, luxurious, spacious, sophistocated – How would you define the personality of your vehicle?
Did you ever notice that the word inexpensive is not usually the first word used to describe someone’s new vehicle. Although consumers may be a little more frugal these days when it comes to their bigger expenses, they still want their vehicle to represent their lifestyle and personality. Don’t get me wrong…displaying vehicle prices and vehicles sales is very important, but don’t put the brand personality on the backburner. Advertise and brand the manufacturer and model personality of your vehicles on your site, in the showroom and mention it throughout discussion with your potential buyers.
When searching for a new vehicle, consumers always ask the questions:
- “Can I visualize myself driving around in this vehicle?”
- “Does this vehicle show who I am?”
- “Does this vehicle represent my personality?”
If a consumer answers “No” to any of these questions, you may not be able to close the deal on this vehicle. Make sure your salespeople build the rapport to get to know the consumer and read their personality to match the consumer with the right vehicle. You want the consumer to feel connected, to feel like the vehicle speaks their personality to others on the road. Once you help the consumer build that relationship with the brand, they are going to be more likely to purchase that new vehicle from you.
Tags: brand personality, consumers, new vehicle, potential buyers
