Spend any time hovering around the auto industry these days and you’re likely to hear the term, DNA, more often than you would at a convention of bio-geneticists.
In today’s crowded and fragmented car market, customers have become increasingly fickle and new products can easily get lost and sink below the surface. To stand out from the crowd, smart manufacturers look to emphasize and build on those qualities –think of them as chrome and steel genes – that best define their brand, helping make the most positive connection with potential buyers. Two of the best examples are BMW’s performance heritage and Volvo’s emphasis on safety.
The search for defining characteristics isn’t always easy. And sometimes consumers identify DNA a manufacturer might prefer to forget about. Remember Rodney King’s Hyundai? That’s one automaker that spent the last decade practicing gene splicing, hoping to overcome its primal roots as a purveyor of cheap transportation.
2004 Mazda3Enlarge Photo