Luxury Car Brands Comm Analysis (2007)

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Design

INNOVATION

SPORT

LEADERSHIP

EMOTIONSDESIGNLUXURYSPORT

distinctive dealer template differs markedly from brand's campaigns (red line in the bottom, print structure)

special package ads featuring appropriate visual support (e.g., DTM Edition) accentuate both brand values and package's essence

Communication Pros77 S- ( ) ( ): ( ) Audi Magazin (" 2007")

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, , - ""Communication Consmost of the stories are simply dullexcessive amount of idle pompous phrases in body copy looks fossil and annoys

88 S- ( ) ( ): ( ) Audi Magazin (" 2007")

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, , - ""SalesC+D+E+F+RoadsterCoupeHaloFullsize SUVAudiA3 (32%)A4 (25%)A6 (25%)A8 (15%)TT (63%)A5 (18%)R8 94%Q7 (40%)153131683402537191048444283813341Innovation

ValuesEMOTIONSINNOVATIONSPORTDESIGN1515 Quattro (" , ") DTM- A4 R8 R8Brand lines

accented aesthetic value of executions emphasizes the premium qualities of the branddifferent 'driving pleasure' concept interpretation depending on carline contributes to communication consistency

Communication Pros1616 executions ( X5 M3) , luxury perception "" (+ ) , ( ) International Engine of the Year 2007 RTB 5-Series Formula 1 " " : (" "), (" "), (" "), (" , "), (" ")

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"-" BMW X5utilization of the Formula 1 halo vehicle emphasizes sporty character of the brandoriginal spare parts and service promotion makes the brand experience more attractiveinternational awards emphasize status of the cars and their owners and serve as additional RTB

Communication Pros1717 executions ( X5 M3) , luxury perception "" (+ ) , ( ) International Engine of the Year 2007 RTB 5-Series Formula 1 " " : (" "), (" "), (" "), (" , "), (" ")

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"-" BMW X5communication based mostly on product attributes, not the consumer valuesunwitty attempt to turn product weakness (lack of localized GPS) into advantage as a result even those who didnt know about it do nowtonality of a number of executions is vague and inconsistent

Communication Cons1818 executions ( X5 M3) , luxury perception "" (+ ) , ( ) International Engine of the Year 2007 RTB 5-Series Formula 1 " " : (" "), (" "), (" "), (" , "), (" ")

" ", " ", , , : " , " , BMW

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"-" BMW X5SalesC+D+E+F+RoadsterCompact coupeCoupeCompact SUVFullsize SUVBMW1 (21%)3 (17%)5 (20%)7 (11%)Z4 (20%)3 Coupe (75%)6 (41%)X3 (100%)X5 (32%)14008108926532963772143115940221182709

ValuesPERFECTION

INNOVATION

2626 Quattro (" , ") DTM- A4 R8 R8Brand lines

aggressive promotion of hybrid engines accentuates innovative qualities of the brandtemplate update (innovations belt in the top of the print) softens the overall 'sterility' of the messages

Communication Pros2727 , "": "" , " " ( )

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Lexus Neo Couture , " "monochrome color scheme of executions prevents them from standing out of the clutter

Communication Consexcessive amount of text in body copy looks fossil2828 , "": "" , " " ( )

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Lexus Neo Couture , " "SalesD+E+F+CoupeMidsize SUVFullsize SUVLexusIS 15%GS 13%LS 20%SC 6%RX 37%LX 8%13148245019811407636575672

ValuesCHEERFULNESS

SAFETY

3434 Quattro (" , ") DTM- A4 R8 R8Brand lines

dedicated attention to safety (while almost all the new cars get at least 4 EUROCAP stars) emphasizes brand heritageC30 campaign not only made the model one of the most successful in its class but also updated brand perception by the young people due to its provoking executions

Communication Pros3535 heritage , C30: " ?", , , "" "", .. , , Mamma Mia, " ", " Volvo" , , ""

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spokesperson " C30"C30 " " " " C30 "-2007", Millionaire Fair

Dima Bilan as a C30 spokesperson made the campaign more expressivelifestyle communication focusing on certain human values makes the campaigns more relevant for the TAcultural activities help to make the new positioning (Life is beautiful) more consistent and contribute to core TAs loyalty

Communication Pros3636 heritage , C30: " ?", , , "" "", .. , , Mamma Mia, " ", " Volvo" , , ""

, , , , "" (" " )

,

spokesperson " C30"C30 " " " " C30 "-2007", Millionaire Fairbrand values communication inconsistency (both fragments belong to one ad)incomprehensible stories and headlines of the messages

Communication Cons3737 heritage , C30: " ?", , , "" "", .. , , Mamma Mia, " ", " Volvo" , , ""

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spokesperson " C30"C30 " " " " C30 "-2007", Millionaire FairSalesC+D+E+CoupeMidsize SUVVolvoC30 (34%)S60 (22%)S80 (18%)C70 (100%)XC90 (34%)21077179635372669526159

ValuesEMOTIONSDESIGNLUXURYSPORT4343 Quattro (" , ") DTM- A4 R8 R8Brand lines

unique color themes and titles intended to differentiate car models from each otherlarge part of the communication dedicated to cars interior emphasizes luxurious qualities of the brand

Communication Pros4444 : () ,

, , - : " " (G35), " " (M), " " (FX), " " (QX) , execution, "",

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XXL "INFINITI " "", " QX56" communication is overweighed with different values (even within one model) making brand image vague for the consumermost of the communication is executed in the tonality of a brochure

Communication Cons4545 : () ,

, , - : " " (G35), " " (M), " " (FX), " " (QX) , execution, "",

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XXL "INFINITI " "", " QX56" SalesD+E+Midsize SUVFullsize SUVInfinitiG35 (5%)M (8%)FX (19%)QX (2%)554083411723355179

ValuesSUCCESS

COMFORT

DESIGN53Communication Prosconsistent visuals: print structure, color scheme, etchigh recognition rate of the type helps to identify the brand instantlyhigh production value of illustrations contributes to building a premium perception of the brandstarting from the E230 campaign lifestyle storytelling principle has been used in virtually all print ads

AMG models advertisements serve as an additional tool for accentuating premium qualities of the brand

54insufficient convincing power of the cross-carline campaigns: the brand tries to hold conversation with multiple fundamentally different audiences at oncedealerships' print formats often do not correspond with the status of the carsome of the executions' metaphors lack precision

Communication Cons55excessive volume of text in the body copies

too many values discussed within one messageCommunication Cons

56RecommendationsIn 2008 we should proceed with communicating our brand values, namely 'respect' and 'fascination', in a consistent and focused way:in addition to product advertisements, to consider applying more efforts through-the-line to cover various dimensions of Mercedes-Benz brand experience special events, service, etc. (e.g., through some special projects in glossy magazines)to conduct a research into trends evolving in luxury categories (i.e., 'minimalistic luxury' as opposed to 'dynamic luxury' currently dominating in the segment) and to find a way to reflect them in the communication (in visual concepts and storytelling)to encourage dealerships to announce events like seasonal test drives as important luxury lifestyle happenings for their regionsto consider putting more focus on our halo carlines (such as CL, SL, AMG, McLaren Mercedes F1)We should also try our best to correct current communication flaws:to stick to the 'one ad one car' principle and avoid bulk advertisements speaking of several models at onceto remain focused on values attributed to a certain model (in accordance with the principles stated in 2008 Communication Strategy), and do not make the consumer think out messages like puzzlesto pay more attention to dealerships' communication and to exert influence on print format choice by giving recommendations on size, structure, etc. and indicating those to be avoidedto avoid increasing the body copy volume in executionsRecommendationsCLS under attack

Two major launches from key competitors scheduled for 2009: BMW CS (reported to be the new 8-Series) and Audi A7 newcomers in the niche created and so far occupied solely by CLS-ClassPresumably, these expressive and innovative cars will be used to the full in competitors' communicat