Contradictory aspiration
Contradictory aspirations But not question of making feel guilty the driver unduly. The great challenge, will be to manage to articulate two fundamental axes harmoniously: the environmental responsibility and pleasure of leading. During very a long time, Peugeot was satisfied to communicate on the pleasure of control, while acting, without mediatization, on the cleanliness of its models. Today, we speak about both and it is probable that the large German manufacturers, whose base of communication rested on the power of their engines, will have to carry out major repositioning. Even if the latter go there on the point of the feet, not very anxious to discourage their consumers, impassioned of car and not very ready to give up it. Ten years ago, intervenes François Michel, person in charge for the BMW budget at TBWA, BMW launched a program – “Dynamics Efficiency” – whose objective is to produce less polluting cars, in particular thanks to models running on hydrogen. Their performances are exactly equivalent to those of the traditional models. However, taking into account the target to which we address ourselves, we will continue to centre the communication on the pleasure of leading. Pollution will take emphasis in the advertisements of the mark, but the stress laid on the characteristics of the products will continue to be essential. From there, which martingale to play? On a market where specificities of the models tend to blunt and where the design takes a pre-eminent place, the key objective common to the majority of the marks remains the same one : create difference. Each manufacturer is in the search of sufficiently broad ranges, like Renault CLIO or Peugeot 206, to garner volume, but it is also in search of small more, of the added value which will offer to the driver the feeling to drive the car that everyone does not have. It is the martingale to which each one dreams because it will allow to have the setting.
