There is an aura of exclusivity, desirability, and opulence around premium cars. Earlier what used to be a lavish indulgence of a numbered few, comprising cosmopolitan elite, corporate czars and wealthy businessmen. Now even more people are jumping on to the luxury bandwagon with NRI dominated Punjab and other rural customers, coming to the forefront in premium cars market. Hence, marketing high end premium cars does requires a different marketing approach than any other car. More than anything, the emphasis of advertising is on quality and person buying it. Selecting the right communication channels becomes highly critical.
TV, Print and radio have been traditionally used to communicate the message due to its wide reach. Mass media advertising serves twin purpose of promoting the cars to the target group and building admiration and desirability to those who cannot afford it. This distinction makes the cars more exclusive and enhances its equity. Selection of the right TV channels supplemented by selecting right spots, non mainstream print medium and select radio channels can increase effectiveness. Radio looks challenging because luxury is more visual. But importantly coherence in the message among all three channels is a key factor.
Purchasing a premium car is a multistep process. While TV has a role to create awareness, knowledge, Radio is to remind and reinforce, supplemented by print to help the buyer in imagining themselves in particular vehicles and what those vehicles and brands say about them as a person.
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