Motor City West Presentation - Maggie Taylor, AddedValue
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Transcript of Motor City West Presentation - Maggie Taylor, AddedValue
![Page 1: Motor City West Presentation - Maggie Taylor, AddedValue](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ceb58b4c905a5138b4723/html5/thumbnails/1.jpg)
Become a member today!
#thinkMotor
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Creating Cultural Traction: How to Stay in Gear with Shifts in Culture
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Video – what is culture
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WHITE, MALE, HIERARCHICAL INDUSTRIAL, RECTILINEAR DESIGN
WHITE, MALE CENTRIC ADVERTISING SOCIO-ECONOMIC TARGETING
EMPHASIS ON SIZE & POWER ANGULAR LINES AND HARD EDGES
CARS CARRY SPECIFIC IDENTITIES
CLEAR LIFESTYLE IDEALS
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SUSTAINABILITY & SOCIAL CONSCIOUSNESS INDUSTRIAL, ORGANIC DESIGN
ESTABLISHED FEMALE MARKET STYLE CONSCIOUS MALE MARKET
BLURRED GENDER NORMS
EMPHASIS ON POWER & ELEGANCE SLEEK LINES AND CURVED EDGES
ECO-EFFICIENT ALTERNATIVES RESPONSIBLE DRIVING
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INTERCULTURAL AMERICA
ELECTRICAL SUPERCARS SMART URBAN ALTERNATIVES
INTERCULTURAL TARGETING & COMMUNICATION
DIGITALLY NETWORKED SOCIETY
DIGITAL CUSTOMIZATION SOCIALLY NETWORKED VEHICLES
SMART MOBILITY
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VIBE is our quantitative measure of the signals a brand emits when capturing or losing the cultural zeitgeist
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It represents four distinct dimensions: being Visionary, Inspiring, Bold and Exciting
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Brands that are leading the way & getting our attention
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Brands that have a point of view & stand for something I want to be a part of
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Brands that have swagger with substance
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Brands that are disruptive & have momentum
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VIBE in the automotive arena
Avg brand
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VISIONARY INSPIRING EXCITING BOLD
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Tesla From a quixotic start-up doggedly trying to reinvent the electric car, to a respected visionary that has successfully reinvented automotive.
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Other car makers with high VIBE Visionary Bold & Exciting Inspiring & Exciting
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Cultural Traction – the change in VIBE over time 2010 vs. 2013
7% 1% -14% -6% -2%
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Applying cultural insight throughout the journey
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Thank you