Premium Cars Need Advertising on TV, Print, Radio - Vipul Mathur

Aston Martin, Bugatti, and Lamborghini. There is more which connects these brands other than the fact that one needs a multi-million dollar account to purchase them. All three spend the maximum of their marketing budget on direct marketing. An example of this is the demonstration of their cars to prospects by top race-car drivers, like Le Mans competitor Butch Leitzinger.

These companies certainly don’t need a heavy above the line media budget. When one is marketing a car like the Bugatti Veyron 16.4 (US $4 million), Koenigsegg CXXR Trevita (US $4.8 million), or the Lamborghini Veneno Roadster (US $5.6 million), the target is a successful, sophisticated individual and a high self-esteem. They value style, comfort, prestige and status. They do not need to be reminded of a car that fits their needs through such pedestrian media like television, print and radio.

The marketing organizations of these companies have the correct idea. They go directly to the prospects to market their cars. An invitation to elite customers for live screening, the use of PR instead of advertising (as done by Lamborghini), and event based marketing.

The factor underlying these marketing efforts is that the group targeted by these companies are those who appear on mass media rather than be influenced by it. This group cares more for affiliation among the chosen few than associate itself with the masses. Above the line marketing for this group is more of a brand diluting activity than a brand and awareness building one.