Every Christmas I get reminded how irrational human behavior sometimes is. Every year, just to make friends and family happy, we go through the holiday shopping madness; just to buy presents we don’t even know if they will want/need. I am sure most of you did it this year too. But irrational behavior influences consumers even outside the holiday season; even when buying electric vehicles (EVs).
But before we talk about customer needs in disruptive markets, lets start by congratulating Atieva and Faraday for bringing out their first brand videos this week. Both videos offer a glimpse into what they are working towards – the automotive future. While the videos follow different colors schemes and story line, the main message stays pretty consistent. Customers want a different car buying, car owning and car using experience in future. Both firms are trying to satisfy the user of modern mobility solutions.
Every time I write about Tesla I have to make sure that everybody understands how much I love Tesla’s products and what they have been doing so far for electrifying the car industry. By pushing big manufacturers to finally start producing electric vehicles (EV) we will ultimately drive better and cleaner vehicles. As a marketer though, I often worry that Tesla’s policy of over-promising and under-delivering will ultimately have negative aspects on the electric car industry.
In this blog entry I want to talk about the most fascinating luxury (and electric) SUV on the market right now: the Tesla ModelX. With that example I want to show how using the term SUV in marketing messages can negatively influence customer satisfaction. So, lets start by defining the term SUV. How is a luxury SUV like the Model X defined?
Luxury SUV is principally a marketing term to sell fancier vehicles that may have higher performance, comfort, technology, or brand image. The term lacks both measurability and verifiability, and it is applied to a broad range of SUV sizes and types.
Sini Ninkovic analyzes the EV market and its customers since 2012. He helped bringing BMW's i3 and i8 to market and currently works as Product Planner for Lucid Motors.