Using National Characteristics for Branding Cars

A branding strategy often used by automobile manufacturers across the world is to drum up patriotism for their brands. Volkswagen most famously did it in the Second World War but for obvious reasons doesn't like to talk about that now. But, the idea prevails - that you can brand yourself or a particular model of your car with a national or patriotic characteristic. In this article we shall discuss some case studies - Cadillac in America, Maruti Suzuki in India - which have done so.

Cadillac ELR - Hardworking Americans - America

The man exudes extremely American qualities - a sense of exceptionality based on hard work  - the result of which is greatness ("reaching the moon") and pride ("crazy, hard-driven ...") and an additional benefit of material things - super-awesome befitting material things - like the Cadillac ELR. This is an extension of the popular image of Cadillac as being the car for the more right-wing "Murrican". There's even the subtle disdain for the French to top off the Americanism.

The message, however, that they are trying to get across is simple - "If you're a good, hard-working American, than this car is your reward. Let yourself have this reward."

Maruti Suzuki - Kitna Deti Hai? (What's the mileage?) - India

Stereotypically, Indians are considered 'cheap' although they'd prefer the term being seekers of 'value-of-money'. Maruti Suzuki, a joint venture between the Indian Maruti and Japanese Suzuki that makes cars in India uses this national characteristic to brand themselves as the car brand for Indians. "For a country obsessed with mileage," they say, "Maruti Suzuki makes India's most fuel efficient cars."  Again, the message that they are trying to get across is simple. Indians care more about being 'economical' than being 'fast' or 'safe' or 'luxurious' and that is exactly what Maruti Suzuki will offer you - unlike all the other brands out there.

Conclusion

There are many more examples of sometimes covert and sometimes blatant appropriation of national character for your brand that automobile manufacturers have done across the world, making it abundantly clear that it is a smart branding strategy to follow as it allows the brands to piggyback on one of the strongest emotions out there to connect with their customers - a sense of pride in their nationality and culture. -- Shikhar Nigam