Customized cars attract young drivers
Based on article from Korea Times Nov 1, 2013
Kia Motors launched the all-new “Soul” last week, mainly targeted at drivers in their 20s and 30s. One appealing aspect about it is that drivers can enjoy the unique custom options available for the model.
The new car not only looks different from those that preceded it but drivers can also choose from 11 exterior paint finishes, as well as three different roof colors — black, white and red.
They can also select one of eight different alloy wheel designs and three changeable color wheel caps. With all these different exterior options, drivers now have about 100 custom choices.
It is an interesting approach to attract young drivers who want to express their personalities through their vehicles. In fact, with the growing number of young drivers in the market, many companies are seeking new marketing strategies as well as products to satisfy them.
“Uniqueness” has emerged as a buzzword. Many automakers have already started to sell customized versions of popular vehicles. For example, Hyundai Motor launched a sub-brand, TUIX, in 2010 which is a near acronym for tuning, innovation and expression. Starting with the Tucson IX SUV, the automaker has produced several customized vehicles including the i30, Avante, Veloster and Sonata.
“There is a growing demand for customized vehicles because drivers want to express their personalities through their cars,” said an official from Hyundai Motor. “We will expand product lineups for customization.” But BMW’s sister brand the Mini became a pioneer in offering customized or iconic vehicles. It has introduced a range of different Minis through successful campaigns, dubbed “Not Normal.”
The campaigns convey an individual, high-energy attitude towards life, highlighting the strong emotional and personal connection between the driver and the car.
Minis come in various color options, but even after purchase, drivers of Minis want further exterior modifications carried out, he said. “If you invited 100 Mini owners to one place, you wouldn’t see two the same.” Given that so many of Mini’s customers are loyal, it’s little wonder why other automakers often see them as their main competitor.
When Kia introduced the all-new Soul and Nissan Korea launched the Juke, they cited the Mini as their main rival, even though the three models are aimed at different consumers. Market insiders believe that the two automakers don’t intend to directly compare their vehicles to a Mini. Rather they hope to draw attention from potential customers of the Mini.
“The design of the Juke is different from the Mini Series,” Nissan Korea CEO Takehiko Kikuchi said during a launch event of the Juke. “But I think the target customer groups overlap. Compared to Mini Countryman, the Juke is much better.”
The new car not only looks different from those that preceded it but drivers can also choose from 11 exterior paint finishes, as well as three different roof colors — black, white and red.
They can also select one of eight different alloy wheel designs and three changeable color wheel caps. With all these different exterior options, drivers now have about 100 custom choices.
It is an interesting approach to attract young drivers who want to express their personalities through their vehicles. In fact, with the growing number of young drivers in the market, many companies are seeking new marketing strategies as well as products to satisfy them.
“Uniqueness” has emerged as a buzzword. Many automakers have already started to sell customized versions of popular vehicles. For example, Hyundai Motor launched a sub-brand, TUIX, in 2010 which is a near acronym for tuning, innovation and expression. Starting with the Tucson IX SUV, the automaker has produced several customized vehicles including the i30, Avante, Veloster and Sonata.
“There is a growing demand for customized vehicles because drivers want to express their personalities through their cars,” said an official from Hyundai Motor. “We will expand product lineups for customization.” But BMW’s sister brand the Mini became a pioneer in offering customized or iconic vehicles. It has introduced a range of different Minis through successful campaigns, dubbed “Not Normal.”
The campaigns convey an individual, high-energy attitude towards life, highlighting the strong emotional and personal connection between the driver and the car.
Minis come in various color options, but even after purchase, drivers of Minis want further exterior modifications carried out, he said. “If you invited 100 Mini owners to one place, you wouldn’t see two the same.” Given that so many of Mini’s customers are loyal, it’s little wonder why other automakers often see them as their main competitor.
When Kia introduced the all-new Soul and Nissan Korea launched the Juke, they cited the Mini as their main rival, even though the three models are aimed at different consumers. Market insiders believe that the two automakers don’t intend to directly compare their vehicles to a Mini. Rather they hope to draw attention from potential customers of the Mini.
“The design of the Juke is different from the Mini Series,” Nissan Korea CEO Takehiko Kikuchi said during a launch event of the Juke. “But I think the target customer groups overlap. Compared to Mini Countryman, the Juke is much better.”
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