Hot Hatch Driver Insights

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    11-Aug-2014
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    Automotive

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This is a presentation into the tribes who drive HOT HATCHES - you know, little pocket rockets like Mini Cooper S, VW GTI, Civic Type R etc. This presentation looks into the driver imagery associated with this brands as well as the semiotics (cultural codes of communication) associated with the marketing of these HOT HATCHES.

Transcript of Hot Hatch Driver Insights

  • HOT HATCH DRIVER INSIGHTS
    BY DAN PANKRAZ
  • Dan Pankraz
    Youth Planning Specialist,
    DDB Sydney
    Danpankraz.wordpress.com
  • I RECENTLY SPENT SOME TIME LOOKING INTO THE
    HOT HATCH TRIBES.
    THESE LITTLE POCKET ROCKETS ARE TYPICALLY DRIVEN BY GEN YERS SO I WANTED TO TAKE A LOOK INTO THE DRIVER MINDSET, WHAT THESE CARS REPRESENT AND HOW THEYRE MARKETED.
    HERES WHAT I FOUND.
  • WHEN IT COMES TO SMALL POCKET ROCKETSITS ALL ABOUT BELONGING TO A TRIBE
  • HOWEVER SOME CARS ARE MORE TRIBAL THAN OTHERS
  • A SPECTRUM OF FOLLOWING FOR CERTAIN BRANDS
    Exotics
    Alfa
    ACTIVE
    TRIBES
    NO TRIBE
    -
    CULT BRANDS LIKE SUBARY WRX, STI AND COOPER S HAVE ACTIVE TRIBAL FOLLOWING WITH MASSIVE ONLINE COMMUNITIES
  • HOT HATCH TRIBES IN AUSTRALIA
    C30 T5
    EVERYDAY
    PERFORMANCE
    CULTURED CHIC
    FAST TRACK
    VXR
    XR5
    Exotics
    FUN
    FASHIONISTA
    POCKET
    ROCKET
    RETRO
    RACERS
    Alfa
    TRIBAL
    (Active
    Belonging)
    INDIVIDUAL
    (Passive Owners)
    PASSIONISTA
    PERFORMANCE
    AFFICIANADO
    -TECH
    IMPORT
    -BOY RACER
    RAW
    PERFORMANCE
  • SO WHO BELONGS TO THESE TRIBES?
  • SUBARU WRX BOY RACER TRIBE
    OWNER TYPE
    Competitive, Poser, Car Nut, Showy, Techies
    CAR SAYS
    I want the real deal..its powerful, respected and intimidates.. Ive got street cred and I like that people check out my wheels and know what it can do
    CAR MAKES ME FEEL
    Powerful, Aggressive, Masculine, Knowledgeable
    Fabio, 33
  • MINI COOPER FUN FASHIONISTA TRIBE
    OWNER TYPE
    Fashionista, Playful, Colourful, Queen Bee, Creative Class
    CAR SAYS
    Im all about having fun and looking good 24/7....Im in a rush, get out of my way
    CAR MAKES ME FEEL
    Stylish, Classy, Vibrant, Personalised, Cute
    Anita, 30
  • JOHN COOPER WORKS RETRO RACING TRIBE
    OWNER TYPE
    Fashionista, Design with a sense of history, Quality, Appreciates Uniqueness, Loves motor racing heritage
    CAR SAYS
    Im stylish with an appreciation of old school motoring, I dont mind embarrassing bigger more powerful cars
    CAR MAKES ME FEEL
    Stylish, Trendy, Retro cool, One step ahead
    Adam, 34
  • GOLF GTI FAST TRACK TRIBE
    OWNER TYPE
    Sporty, Forever Young, Fast Life, Connected, Competitive
    CAR SAYS
    Im on my way up and love driving hard, but Im no poser or rev head..its not how fast I go, but how I go fast ..
    CAR MAKES ME FEEL
    Understatedly Cool, Dynamic, Alive
    Flo, 26
  • GOLF R32PERFORMANCE AFFICIANADO TRIBE
    OWNER TYPE
    Professional, Super ambitious, One pay rise away from an M3, Enemy of ordinary
    CAR SAYS
    Im a wolf in sheeps clothing, catch me if you can
    CAR MAKES ME FEEL
    Successful, Dynamic, Agile, Adventurous
    Chris, 30
  • CIVIC TYPE R TECH IMPORT TRIBE
    OWNER TYPE
    Asian with a love of fast cars, street racing, tech/gadget enthusiast, little guy syndrome
    CAR SAYS
    Im a little dangerous and want something with racing tech and unique design..a feisty import, just like me
    CAR MAKES ME FEEL
    Naughty, Futuristic, Unique, Techy
    Jet, 25
  • THE FOLLOWING CARS DONT HAVE TRIBAL FOLLOWING PER SE, BUT ATTRACT A CERTAIN DRIVER TYPE
  • VOLVO C30 T5CULTURED CHIC
    OWNER TYPE
    Cultured, Understated, Educated, Minimalist, Passive
    CAR SAYS
    I hate the status quo, want a small car thats unique , just like me...I appreciate minimalist design, less is more
    CAR MAKES ME FEEL
    Cultured, sophisticated, environmental, ethical
    Bel, 31
  • MAZDA MPS A LITTLE BIT SPORTY
    ="null">
    OWNER TYPE
    Conservative, Covert, Mainstream, Follower, Want the best of Zoom Zoom
    CAR SAYS
    I want a weapon, but I dont want everyone to know about it...its undercover like me.
    CAR MAKES ME FEEL
    Sporty, Satisfied, Smart, Confident
    Simon, 32
  • ALFA ROMEO MIOPASSIONISTA
    OWNER TYPE
    Passionate Italian, Image is everything, Obsessed by visual appeal, Loud
    CAR SAYS
    Its sexy, Im the one you should be looking at, but dont look under my bonnet
    CAR MAKES ME FEEL
    Sexy, Extroverted, Distinctive
    Marco, 27
  • SEMIOTIC CODES OF HOT HATCH ADVERTISING
  • IN TERMS OF MARKETING COMMUNICATION, ALL HOT HATCHES ARE MARKETED AS
    CREATURES OF THE NIGHT
    THEYRE PORTRAYED AS SERIOUS, AGGRESSIVE, MASCULINE, PRIMAL, MENACING AND BROODING.
    ALL THE LANGUAGE AND IMAGERY DEPICTS TRANSFORMATION - THE VEHICLE HELPING BRING OUT YOUR DEVILISH SIDE TO PLAY..
  • danpankraz.wordpress.com