subject: Examples Of How Different Automobiles Are Marketed To Different Groups Of People [print this page] Because of the automotive industry's problems with recalls while they are also trying to battle the poor economy, the people in car dealer marketing have had to become more prepared in terms or who to target for what vehicles and more creative to get people interested in the product. Car dealer websites have had to make some big changes more efficient when it comes to being easy to navigate and understand in order to drive customers to various dealerships. Over the past few years, it has been quite entertaining to see how different auto companies have come to target very specific customers with their advertising campaigns. This article gives three different examples of automakers that have the knowledge and ability to narrow their consumer market to a pretty small fraction of total auto consumers, simply through their advertising campaigns.
The Toyota Sienna is very noticeably marketed towards those customers who have families. Their latest television spots show parents, who before they had children said they never wanted a mini-van, now love their mini-van because of all the space and the ability to play movies or television shows for their kids. The commercial even gives a glimpse of the mother having a relaxing moment in her mini-van. So not only is the commercial targeting moms and dads with kids, it has narrowed its market even further by focusing the main attention on moms and dads who never intended or intends to have a mini-van. Toyota is attempting to make it seem to be only the wise moms and dads who drive mini-vans and enjoy it at the same time.
The Mini-Cooper is targeted towards the young, very fashionable market. The mini-cooper targets the young ones who want to have fun with their vehicle and those who want a more personalized experience with their automobile. In large cities, mini-cooper has been able to put up screens that send a personalized message to the individual driving the car as soon as the sign registers that specific car is in the area.
The Nissan Cube is marketed towards the young, ages 16-25, market with its pricing and simply customized features. This automobile can be created pretty much anyway the driver wants. There is an online site that people can go to try different seat, dashboard, and outside paint colors. There are also different options in terms of features of the car, like a CD player or built-in satellite radio that is unlike very many other automobiles. The pricing on these types of vehicles is set lower than the average automobile to entice the younger people to purchase this kind of vehicle.
It is pretty fascinating to see how each automobile industry is doing market segmentation. With every different kind of automobile, you will be able to see a very clear difference between each when it comes to how the vehicle is branded and sold to customers. Another pretty new example of automakers targeting specific markets is Toyota with the Prius. The Prius is marketed towards individuals who are conscious about the environment and those who like to be the first to have the latest technology. It will be interesting in the coming years to see how the auto-industry is able to ride out the economic downturn and if any of the auto-makers will increase their target market to include more consumers.
by: Connor Sullivan
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