Have you ever wondered what drives people to buy a Toyota?
Well if you drive one, you probably fall into the category of the rational buyers who place their trust in a brand which promises Quality Durability and Reliability. But does it every strike you how important branding plays a part in your purchase decision? In today's crowded market place, most of the brands deliver the same promise but what exactly is the compelling reason why you make your purchase a Toyota? Why is it so that Toyota fails to capture the youth? The simple answer is that Toyota no longer has a product line that is affordable to youth in Asia. It no longer has an entry level car which has the price to attract the youth of Asia. The product line up today has positioned Toyota as a premium car brand. This premium image have left many unable to purchase the Toyota brand they aspire to have.
Instead, you have youth switching to cheaper 2box Korean hatches, even worst you have entrants of the Chinese brands like the Cherry QQ or the Chevy Spark (GM Daewoo) falling into the range of affordabilty. Unfortunately, you rarely see automotive makers taking the lead in captivating the youth and speaking to them in the language they want to be spoken.
If you look at Scion (Brand extension of Toyota - only in the US), they have done a great deal understanding the youth and cultivating a loyal following. Look at how Scion concentrated on customization, pure pricing and using non-traditional media to speak out to them. Secondlife is a perfect example of creating another touch point for the youth to self discover the whole brand experience that Scion has to offer.
If only automakers recognize the long term ROI that this market has to offer. It's not as easy as just sponsoring X-Games as what Kia has done. I don't believe that by just sponsorship, the youth would be drawn to associating Kia as a youth brand. It is how the brand speaks to them.
So go ahead brand managers, speak to your future consumers. Talk to them and show them you understand them. Appear in where they fill at home. Use media that reaches out to them. How many times do you have to be convinced and take them more seriously?
Go down to their grassroots, fan their burning energy and passion for a cause. Shouldn't it be time to invest in the future? Educate them on the power of hybrid technology, let them understand that their future lies in their actions. Talk to them about Global Warming, make it fun, inclusive and take the youth seriously.
When will you listen?
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