Emotional impact

Every day I drive 1hr15mins round the M60 to work. It’s funny the patterns you start to see by doing the same journey on the motorway every day.

When it’s dark in winter, there’s a game I play. The aim is to try and spot the headlights in the mirror and guess the make of car, judged purely on the way it’s being driven before it comes past to reveal the answer. It’s surprising how often I’m right.

At least 20mph over the speed limit? Mercedes, maybe Audi.

Aggressive cutting between lanes? BMW.

The same but bigger? Range Rover.

I jest, of course. But it is interesting how certain people, all with a tendency to drive a certain way, opt for the same manufacturers more often than not.

Do people buy these cars because they’re angry or impatient? Of course not. Most people who drive them aren’t those things anyway*. But for those who are, the brand speaks to them in a way others don’t.

They tap into human emotions. People’s vision of themselves. The lives they’ve always imagined living. Because BMW or Mercedes or any other brand make them feel a certain way.

Cars, fashion, mobile phones, trainers, restaurants, handbags – they’re all symbols of who think we are and the things we value. They are a very human way of letting the world know something about ourselves. A signal to those whose opinions we value.

The brands that make the biggest impact are the ones that connect most intimately with our emotions. The ones that go on to dominate, back it up with action.

But hey, I drive a Citroën C1 so what does that say about me?

S

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*Just for the avoidance of any doubt! Please don’t hate me…

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