Cars — Marketing the Passion
Car companies love to market around feelings. For many of them, the marketing is not about the mechanical details or the price, but about triggering the feelings you want to have when you’re driving a car.
Mazda and Fiat both use the word “passion” in their slogans. Hankook Tires’s is “driving emotion.” Subaru has used “Think. Feel. Drive.” Honda used “the power of dreams.” BMW: “Sheer driving pleasure.” Etc.
There’s good reason for this: Emotion makes the car more than a commodity, and gets buyers to plunk down more than the minimum price for four wheels and an engine.
But the idea alone doesn’t make these emotional pleas effective marketing.
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