Electric Vehicle Marketing
Something that is crucial in the production and sales is to know in advance how well your product will sell. And for a product to sell, you must fulfill a need or a desire for public purchase. At one time, the products were manufactured and sold at random based on the ideas of someone in the manufacturing company. However, advances in technological progress together with marketing and marketing intelligence are highly prized today by companies worldwide.
One method popular that businesses use to determine the market for new products is the market research survey. Another popular method in the automotive industry is making a prototype and present it to the public at an auto show. And when it comes to determining if a proposed product is marketable, automakers are engage the services of a consultant.
A very famous consultant, known as the car shrink, Clotaire Rapaille is a market researcher, political scientist, anthropologist medical and cultural shrink. Dr. Rapaille methods are based on the theories of Freud and Jung.
According to Dr. Rapaille, the man has three brains. The cerebral cortex is responsible for logical reasoning. Our emotions are in the limbic brain. Finally there is the reptilian brain. This has nothing to do with the reptiles. The reptile section of our brain is wired by our primary biological needs like sex and survival. And it is this section that actually controls our decisions. The advertising that appeals only to the cortex and the limbic brain is bad publicity.
Decisions to buy or not buy are the result of subconscious the footprints dating back to his childhood. The first time you learn a word, mark and create a mental path that you take for the rest of his life.
Consumers therefore make these decisions on a gut level as a result of the first memories of home and happiness and programming them.
An example is the presence of cupholders in a car. The main element of security as a child was the fact that the mother fed a hot liquid. Although people are not aware of this, there is a subtle connection between the power holders and hot milk as babies. This has come to our reptile brain and printed. Thus, without realizing it, cupholders presence inspires us to buy a particular car.
Rapaille compared inside a car in the mother's uterus. So it should be round, soft, and they must have some flexibility. Rapaille also believes that a person must be very high. Power comes with height so to be in a position where you can look down is to be powerful.
He advises car manufacturers that the ideal car is a combination of an armored appearance abroad and a living environment inside.
But these impressions and inclinations are not recognized by our cortex. They are built in the area of reptiles in our brain. And according to Rapaille, "reptilian always wins".
While people may question and laugh at his theories, his clients includes several Fortune 500 companies. He has advised several automobile manufacturers such as Renault and Chrysler. His firm based in New York is profitable enough to enable it to live in a mansion located in a closed community and own two Rolls Royce, a PT Cruiser, a Chrysler Prowler and a Porsche 911.
CODA Automotive’s Kevin Czinger (Clip #1)