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Cars Insight | Emotion

Andreas Sigl

Managing Director

Burson-Marsteller

Andreas.Sigl@bm.com

 

Brands must

inspire passion

for car driving

 

In today’s world of climate change discussions, diesel emission scandals, and proliferation of mobility options it is a challenging task for automotive brands to build demand for their products. Rational arguments used to be the norm for volume brands, thinking they are selling transportation devices. Premium manufacturers have always understood the need to build emotional brands, and they have inspired brand desire through passion points. Now, younger audiences don’t feel the same need for automotive mobility and rational proof will not convince them to invest in a car, so moving forward, all manufacturers—volume, premium and luxury brands—will have to make active driving a real passion, or lose relevance.