As a dealer understanding the power of brand perception when buying exotic cars is one of the strongest influences.
Exotic cars are a symbol of luxury and status, the perception of the brand plays a significant role in influencing consumer behavior when purchasing one. Brands such as Lamborghini, Ferrari and Bugatti are well known for their high end cars made only for the elite of society.
These brands and others are synonymous with luxury, performance and status. By creating the illusion that their cars are only available to a select few, they’re able to generate interest and demand amongst buyers who want to be associated with the brand’s image. Supercar & exotic car brands use that reputation to create a sense of exclusivity around their inventory.
One way exotic car brands use exclusivity to sell cars is by limiting the number of units they produce. For example, Bugatti only produces a limited number of vehicles each year, which creates a sense of limited stock and urgency around their cars. This limited production & high quality also increases the desirability of their vehicles, as buyers perceive them as rare and valuable.
Brands like Ferrari, Bugatti, and Lamborghini create the idea that their vehicles are rare, valuable and only available to a select few. This sense of exclusivity is reinforced through limited production, high-end marketing, and exclusive events for customers. By doing so, these brands are able to maintain their position as top-tier luxury car brands and continue to generate demand for their products among consumers who value exclusivity at any price.
Brand perception can be influenced by various factors such as advertising, word-of-mouth recommendations, and personal experiences with the brand. Consumers often associate certain qualities and characteristics with a brand based on these factors.
Advertising is an essential component of the marketing mix for these brands, as it helps them reach a wider audience and convey the unique features and benefits of their vehicles.
Here are three ways exotic car brands use advertising to sell their cars that can help you the dealer sell more cars:
1. They use advertisements to showcase the unique design, engineering, and performance features of their vehicles. These ads often feature high-quality visuals, such as slow-motion shots of the car’s acceleration, close-ups of the car’s design features, or aerial shots of the car in motion. The visuals are often accompanied by a powerful soundtrack or voiceover that emphasizes the car’s performance capabilities.
2. Exotic car brands use advertisements to create an emotional connection with potential buyers. They use storytelling techniques to create a narrative around their vehicles and emphasize the brand’s values and personality. For example, a Lamborghini ad might focus on the brand’s Italian heritage and passion for design, while a Bugatti ad might highlight the brand’s history of innovation and pursuit of excellence.
3. They often use aspirational messaging that suggests owning one of their vehicles is a sign of success, wealth, and status. They also use limited-time offers or special promotions to create a sense of urgency among buyers and encourage them to make a fast purchase.
The exclusivity of certain exotic car brands adds to their appeal, as consumers often feel that owning such a vehicle puts them in a special and elite group. This exclusivity can further reinforce the positive perception of the brand.
The power of brand in buying an exotic car cannot be overstated. Consumers are often willing to pay a premium price for a specific brand based on factors such as reputation, design, performance, and exclusivity. A positive brand perception can create a strong emotional connection with consumers, leading to higher demand and resale values, and an overall better ownership experience.
In order for you the dealership to sell more Supercars or exotic cars, dealers need to position themselves in a way that resonates with potential buyers & reinforces the already existing marketing plan from the vehicle manufacturer.. The best ways to do this is:
1. Focus on innovation: Exotic car brands always demonstrate their commitment to innovation by developing new technologies that improve the performance and functionality of their vehicles. This can include new materials, powertrain technologies, or safety features that set them apart from competitors. In our previous post The Psychology of Car Buying Exotic Cars Identify which client you have and use this information as leverage during the sale
2. Leverage Heritage: Exotic car brands have such a rich history and heritage that can be used to create a sense of exclusivity and prestige around their products. Brands like Ferrari and Lamborghini have a long-standing reputation for producing high-performance vehicles that can be traced back 60+ years. These brands can leverage their heritage to create a unique selling proposition that sets them apart from competitors. Read stories online about your cars brand, I’m sure you’ll find a few amazing stories for prospective buyers
3. Emphasize sustainability: In recent years, there has been a growing focus on sustainability and eco-friendly in the automotive industry. Exotic car brands have positioned themselves as leaders in this space by developing vehicles that are powered by alternative fuels or are more energy efficient than traditional supercars. This can appeal to buyers who are looking for a vehicle that is both luxurious and environmentally responsible.
4. Target new markets: Exotic car dealers need to expand their reach by targeting new markets and demographics. This can include younger buyers who are interested in performance vehicles, or buyers in emerging markets who are looking for luxury vehicles that offer a unique driving experience. By targeting new markets, these brands can grow their customer base and increase sales. We use Google ads for market research and targeting new markets & trends.
5. Offer customization options: Exotic car brands differentiate themselves by offering customization options that allow buyers to personalize their vehicles. This can include options for custom paint jobs, interior finishes, or performance upgrades. By offering customization options, these brands create a unique selling proposition that appeals to buyers who are looking for a personalized supercar that reflects their individual style and preferences.
Exotic car brands need to position themselves in a way that resonates with potential buyers in order to sell more supercars. They can do this by focusing on innovation, leveraging their heritage, emphasizing sustainability, targeting new markets, and offering customization options. By doing so, these brands can differentiate themselves from competitors and create a unique selling proposition that appeals to buyers who are looking for a high-end vehicle that is both luxurious and high-performing.
