Buyers base their perceptions of automotive brands primarily on quality and cost, a new study concludes.
As a result, marketing that does not convey vehicles' attributes and value effectively is likely to fail, says the study, conducted by Booz Allen Hamilton of McLean, Va.
Evan Hirsh, a vice president in the consultancy's auto practice, says advertising that emphasizes consumers' lifestyles or tries to make them feel good doesn't pay off. Such messages don't address consumers' reasons for buying vehicles, he says.
"If the pictures people are seeing don't show the functional attributes of the vehicle, you're wasting your money," Hirsh says.