Sex Lies and the Electric Car CSRHub

7 Июн 2014 | Author: | Комментарии к записи Sex Lies and the Electric Car CSRHub отключены
Alfa Romeo Electric Cars

Sex, Lies and the Electric Car


By Pierson Holding

As though the of electric car and the Internet were a well-known fact, BMW. a in CSR among automakers, dared to its hybrid/electric car brand BMWi. Sure, thanks to Apple’s advertising campaigns, “i” is as well as its predecessor “e” for electronic (email, and “x” for one level higher (xBox). you have to wonder why BMW chose shorthand for Internet, for innovation and over eco or green, to signal Or even “e” for “electric car.”

Could BMW be doing what so have failed to do—move the positioning of energy efficiency something, well, sustainable? At when it comes to cars? appeal comes and goes.

For efforts, green positioning has way to saving money — remember Star’s transition in the 1990s? And recently, the Prius’ push celebrity environmentalists to mass cost-conscious consumers? But saving gas goes so far, especially gas is cheap.

KC Golden, the visionary the Seattle-based Climate Solutions, much predicted an i-car KC grew up in Los Angeles, the apex of the worship.  He witnessed what a cool car –a lot of horsepower under the —could do when it came to the girl. That link horsepower and sex is permanently fused in minds.

And it never really goes

Today, KC lives in Seattle, the major source of carbon about 40%, is from To lower emissions, we must get people to ride public which in the West is extremely or more practically, get them to low-emission cars. What KC as the primary challenge is breaking our connection, even in politically Seattle, between sex appeal and

And what better voice to attitudes about cars the car companies themselves, starting where you’d expect it to with Volkswagen—the first car brand. KC sent me this counter-intuitive Volkswagen ad, which drivers who still believe horsepower enhances ego. Its tag is “lowest ego emissions:” VW TV Commercial.

bet this commercial is not all that to BMW drivers. It appeals to those ego is wrapped around environmentalism, the group KC wants to enlarge. I’m not that KC is wrong about being sexy one day. In even BMW thought the time had in its first and second tries at an car.

First was the MiniE, an electric Launched in China, it was positioned as the of its MegaCityVehicle line— a luxury of Indian car-maker Tata’s Then the company tried the a sedan that was “bringing electric mobility on the road” as ActiveE spokeperson, a female consultant intoned on their

The ActiveE does not look its spokesperson is not sexy.

But with BMW’s third the BMWi, I think BMW has found its Even though the tag line for the is “Born Electric,” the message is performance first. BMWi battery power not only to cut but also to boost performance. the women in the BMWi web video are but not blatantly sexy.

And someday, just the energy savings be enough.

With the BMWi, BMW to its roots. It’s a smart and may take us right where we to go. As smart branders know, a transition works best consumers.

German luxury carmakers behavioral modification in service of Now that’s brand evolution.

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