How far would you take your loyalty for one particular brand?
We all do it: from clothing brands to household appliances, we get stuck on a brand. Be it for the look, the feel, the notoriety or (hopefully) the build quality, we as a society tend to stick to certain brands, often for life.
Why do you drive a Toyota Corolla? Because your grandafther owned one for 20+ years, then your father bought a new one, then your mother got a second one; it only makes sense that you'd get the same reliable vehicle that's been in your family for generations. Right?
I use the Corolla as an example because it's one of the most common brand loyalty “issues” I see in the automotive industry -- that and the Honda Civic. They both continue to “work” for families across the nation, so why change it up?
Then there's the kind of brand loyalty that my colleague, Matt St-Pierre, harbours for Volkswagen. He's loyal to the philosophy, the story behind the vehicles and the overall soul of the company; just as I am for MINI and Subaru.
All this loyalty got me thinking: Do carmakers take into consideration this brand loyalty and how much it truly influences car sales? As I watched yet another Corolla and Civic roll off the line (looking and feeling much like the past generations), I wonder if this is a strategy: If it ain't broke, don't fix it... right?
Then you've got companies like Subaru who continue to reinvent themselves with fascia updates, radical design changes and technological advances. And, like Jeep, Subaru loyalists are rabid fans dedicated to the brand through and through. Their constant changing doesn't affect the brand loyalty their owners and enthusiasts feel -- what a wonderful thing.
So, how do you get someone who's been wearing Levis their entire lives to switch it up and buy a pair of 7 For All Mankind jeans instead? You force them to try them on; you let them see how good their rear looks in a pair of jeans they've never tried on before. Sometimes, experiencing something new can be intimidating, but once it's done you'll wonder why you didn't do it ages before.
Carmakers are constantly trying to get consumers to “try something new” -- at least they should be. While some manufacturers sit back, resting on their laurels and relying on their brand loyalty to see them through, others are paving the way for new clients (read: Kia, Hyundai, Subaru, even VW with the redesigned and more “manly” Beetle).
I'm as loyal to my brands as the next (Subaru, Esprit, Second Cup, Coach... I'm a creature of habit), but I'm conscious of it and make an effort to change things up as often as I can. Luckily, I get to change my car every week without the financial burden. It's opened my eyes, as well as reminding me why I have such an affinity for the brands I do.
For those without the luxury of a new car every week, I implore you to explore all your options the next time you're in the market for a new car. Test drive outside your comfort zone (but not your price range) and explore brands you never thought you would. Your rear might look great, but you won't know till you give it a try.
We all do it: from clothing brands to household appliances, we get stuck on a brand. Be it for the look, the feel, the notoriety or (hopefully) the build quality, we as a society tend to stick to certain brands, often for life.
Why do you drive a Toyota Corolla? Because your grandafther owned one for 20+ years, then your father bought a new one, then your mother got a second one; it only makes sense that you'd get the same reliable vehicle that's been in your family for generations. Right?
I use the Corolla as an example because it's one of the most common brand loyalty “issues” I see in the automotive industry -- that and the Honda Civic. They both continue to “work” for families across the nation, so why change it up?
Then there's the kind of brand loyalty that my colleague, Matt St-Pierre, harbours for Volkswagen. He's loyal to the philosophy, the story behind the vehicles and the overall soul of the company; just as I am for MINI and Subaru.
All this loyalty got me thinking: Do carmakers take into consideration this brand loyalty and how much it truly influences car sales? As I watched yet another Corolla and Civic roll off the line (looking and feeling much like the past generations), I wonder if this is a strategy: If it ain't broke, don't fix it... right?
 |
Then you've got companies like Subaru who continue to reinvent themselves with fascia updates, radical design changes and technological advances. And, like Jeep, Subaru loyalists are rabid fans dedicated to the brand through and through. Their constant changing doesn't affect the brand loyalty their owners and enthusiasts feel -- what a wonderful thing.
So, how do you get someone who's been wearing Levis their entire lives to switch it up and buy a pair of 7 For All Mankind jeans instead? You force them to try them on; you let them see how good their rear looks in a pair of jeans they've never tried on before. Sometimes, experiencing something new can be intimidating, but once it's done you'll wonder why you didn't do it ages before.
Carmakers are constantly trying to get consumers to “try something new” -- at least they should be. While some manufacturers sit back, resting on their laurels and relying on their brand loyalty to see them through, others are paving the way for new clients (read: Kia, Hyundai, Subaru, even VW with the redesigned and more “manly” Beetle).
I'm as loyal to my brands as the next (Subaru, Esprit, Second Cup, Coach... I'm a creature of habit), but I'm conscious of it and make an effort to change things up as often as I can. Luckily, I get to change my car every week without the financial burden. It's opened my eyes, as well as reminding me why I have such an affinity for the brands I do.
For those without the luxury of a new car every week, I implore you to explore all your options the next time you're in the market for a new car. Test drive outside your comfort zone (but not your price range) and explore brands you never thought you would. Your rear might look great, but you won't know till you give it a try.