Insight & Opinion
Hidden Generational Imprinting Drives Brand Destiny
How VW Accidentally Helped The Boomers Revolutionize The Luxury Car Market
Expert presentation of how hidden generational imprinting drives brand destiny. In the automotive arena these dynamics involve unusually long timescales and complex socio-cultural dynamics.
The report reveals how Volkswagen imprinted attitudes in young Boomers and Gen Xers that not only unintentionally triggered its own US market decline but also toppled Cadillac from its premium category sales leadership and then scuttled its Dare Greatly attempt to re-position in 2015-2018.
Inevitably, as Millennials enter the new vehicle market, neither Volkswagen nor Cadillac can totally escape the fallout – facts or fiction – from their parents and older siblings. Fortunately, the upside is that generational imprinting also holds unique opportunities for both brands – provided they learn to access their embedded legacies and avoid the hidden pitfalls along the route to regeneration.
Crossing The Groupthink Chasm to The World’s 3rd Largest Economy
Vizionation Reports: Fast Facts & Photos
Using our unique Interior Archaeology study technique, Car Interior Scenes & Secrets: An Inside View provides expert analysis, data from 600 Millennial and Gen X drivers, 100 in-depth excavations, 1,200 spontaneous vehicle UX and lifestyle photos.
Click on the links below for fast facts and photos.
The Brand Manager’s Dilemma: Is What Consumers Say Really True?
When it comes to self-reported consumer data, truth lies in the eye of the beholder; it’s a monstrous problem for decision makers.
Krissy the Chrysler Town & Country owner, and Sydney, who drives a Cadillac CTS, illustrate the dilemma. Both checked the same survey box to rate their vehicles are “somewhat” neat and clean – but our interior archaeology excavations of the dig site found they couldn’t be more different. Not only that, their vehicle housekeeping styles spill over – literally, in Krissy’s case – into how they maintain their home lives as well.
Car Interior Scenes & Secrets: An Inside View provides provocative answers for UX innovators, mobility designers and marketers who rely on consumer research in their planning.
Click for PDF Brand Mgr survey dilemma
Pets on The Loose: Not Cute – Unsafe
“Oh boy, where are we going?!?!?!?!” Bailey is excited to ride with her “mom” to work, to trail hikes and on errands and road trips.
A key 21st century socio-cultural trend is the skyrocketing attachment Millennials are forming with their pets, especially dogs. According to JWT Intelligence/Zulily Research, 75% of Millennials are dog owners and 50% own a cat versus 50% and 35% respectively among the general US population. And 82% of Millennials regard their pets as “children.”
Bailey’s excitement masks a dark and dangerous truth: like over 90% of the ride-along pets in the Vizionation study Car Interior Scenes & Secrets, she travels unrestrained – in an accident she would become a projectile, injuring herself and human passengers as well. Creative solutions are overdue.
Click for PDF Pets on the loose
Most Cupholders Carry More “Stuff” Than Cups – Worry Dolls to a Clutter of Cables
Thanks to Chrysler’s minivan UX breakthough in 1983, Millennials grew up with cupholders.
Like vehicle connectivity today, cupholders solved a UX challenge created by trends in another industry: the number of US fast food outlets had soared from 30,000 in 1970 to 140,000 in 1980.
Since then, Millennials have constantly found creative new ways to crowd out cups with an amazing variety of “stuff.” From a clutter of cables to a funeral flower to vape mods to worry dolls, the possibilities are apparently endless.
Now, evolving adult lifestages are upending priorities as many have tots and toddlers of their own eager to “help” with the mayhem. Millennials are ripe for innovative solutions next time they buy. Click for PDF Cupholder clutter