Selling the lifestyle

Marketing is all about lifestyle. So why is it that those auto makers who offer four wheel drive vehicles don’t seem to get it. Take a look at the advertising on television for guys. Hair restoration is a huge market, and they claim that if you have a full head of hair you get confidence. Never mind if you never had a whole lot of confidence, once you follow their program you will be over flowing with the stuff. They also point out that you will be able to hook-up with drop dead gorgeous ladies. Sure you will.
So now you have the hair, but it is gray, oops another problem, never fear a solution is available. These guys must get together on this, because if your hair is gray, confidence is out the window. You can get the youthful, full of confidence look back just by adding color. The biggest thing now seems to be just enough color so your head says experience, never mind you look like a horse, full head of slightly color hair gets the ladies. Compete and win in the bar with the young bucks. Who wants Tony-the-pony when a Mustang is available?
So you have your chosen lady, but you can’t get it up, for whatever reason. No Worries there is a pill for that. Side effects can be nasty, loss of vision, loss of hearing, hard on for maybe four hours, notify your doctor if any of this happens… So it’s all about lifestyle, being youthful, virile, tough experienced and confidant.

At one time Chrysler had the Jeep Jamborees, a contractor put on all the events, and they had someone else do all the work. Those who attended always had a good time and told all their friends and associates. Maybe these people wanted to drive off-road or not, but large numbers bought Jeeps; so they could live vicariously and be a member of the clan.

At one time Land Rover had the Camel Trophy, people still talk about that series of events. Swag from the event still sells for crazy money. People will sell their souls for a Camel Trophy vehicle. Regulations killed the Camel Trophy; cigarette advertising became politically incorrect. This heralded the end of the series, and Land Rover for some reason decided an off road image was no longer something to have. Blame that on California, at one time the sixth largest market in the world, and the home of the Tree Huggers. Better to try the luxury approach, however for some reason this has not worked out as planned.

So in a miss guided attempt they tried to get back to lifestyle with the G4, interesting idea. It missed in connecting a Land Rover with lifestyle, nothing to live vicariously through. Nothing in the G4 was something only a Land Rover could do; probably do everything with a Lada Neva, oops.

Life style sells no matter what you are selling. Sell the concept of going to far reaching places that no one else can get to. Sell the rugged and ready for anything image.

For those of us who love and live the life, don’t hold your breath, unless you like the blue tinge skin look.