Taking Brand PR on the Road

I didn’t realize it at the time but looking back on my childhood, my love affair with automobiles started with my first Matchbox Car.

My father was all too proud to see that I shared his passion for cars, especially the classics. When I was a kid, he used to take me to a classic car showroom in Gladstone N.J., which housed an impressive collection of rare, vintage sports and race cars. Every imaginable European marque was represented in the collection, and whenever my father asked me if I wanted to go back, I didn’t hesitate. When I was old enough to drive I would make trips on my own, taking care to learn as much as I could about each model from the specific history and ownership of the car, to the designer, all the way down to the original factory equipment. My fascination grew with each trip, and when I went off to college and found myself in need of a job, it was the first place I thought to look. I didn’t actually think I would get the job, but I soldiered on and went anyway. I met with the owner and let him know I would be willing to do just about anything, so long as I could work around these beautiful works of art. He took my number down and said he would call if there was an opening. I never expected a call back.

Lo and behold, a few months later the call came. The owner told me he needed someone to help run errands, detail cars, take care of DMV paperwork and, most importantly, to shuttle cars back and forth between showrooms, repair and restoration shops, dealerships throughout the Tri-state area and long distance road trips to deliver cars to their new homes. Life was complete.

During the time I worked at the showroom I developed a particular fascination with Italian and British sports cars, particularly Jaguar and Ferrari. I drove just about every model Jaguar and Ferrari from the ‘60s through the early ‘90s and became quite familiar with the history behind each example. The Ferrari Dino and Jaguar D-Type were my favorites - just for the record. I listened closely to the way in which my boss would communicate with prospective buyers, spending as much time as necessary to educate them about the subtle nuances of each example. This was no ordinary sell. Emotions play an important role in the purchase of such exquisite automobiles, especially when you’re paying $250K or more for a car. History is everything when buying a classic car and telling the story behind each car was an art in itself. Most would say, however, that these cars literally sell themselves. Although there is some truth in that sentiment, there is a much more powerful element at work here. Brand PR.

Automotive companies like Jaguar and Ferrari have a long history of nurturing emotional connections between the consumer and their brand by promoting a feeling of trust, loyalty and lasting value. Consumers know they are not only purchasing a special car with a long and illustrious history on the racetrack and on the roadways but a commitment to continue to produce the finest cars in the world. Take one drive in either of these particular brands and you will know.

One particular brand that I have been following with great enthusiasm is Tesla Motors. Here is a brand that is breaking away from the proverbial pack and really differentiating itself in the marketplace. No other car company in recent years has tapped into the imaginations of consumers in the same way as Tesla Motors has. The company’s 2010 Roadster has a range of 244 miles, goes from 0-60 mph in less than 4 seconds and has a sleek design that offers “performance with a conscience,” according to Tesla. I couldn’t agree more. Tesla’s Model S will debut in 2011 for those looking for a high-performance 4-door sedan with an ever longer 300 mile range. In fact, Tesla recently showed off its all-electric Roadster sports car at the 2010 North American International Auto Show. Lee Hawkins from the Wall Street Journal covered Tesla’s appearance at the show and the company’s "Roadster Road Trip" to get there. Definitely worth the read.

This is a great example of a forward-thinking car company that is tapping into ever-increasing consumer demand for the next generation of high performance automobiles. I can think of many ways that Brand PR would benefit Tesla Motors as they tap into this growing market and will have more thoughts on Tesla as they are certainly one to watch.