1. Become a member today!
#thinkMotor

2. Creating Cultural Traction:
How to Stay in Gear with Shifts in Culture

4. Video – what is culture

6. WHITE, MALE, HIERARCHICAL INDUSTRIAL, RECTILINEAR DESIGN
WHITE, MALE CENTRIC ADVERTISING
SOCIO-ECONOMIC TARGETING
EMPHASIS ON SIZE & POWER
ANGULAR LINES AND HARD EDGES
CARS CARRY
SPECIFIC IDENTITIES
CLEAR LIFESTYLE IDEALS

7. SUSTAINABILITY & SOCIAL CONSCIOUSNESS INDUSTRIAL, ORGANIC DESIGN
ESTABLISHED FEMALE MARKET
STYLE CONSCIOUS MALE MARKET
BLURRED GENDER NORMS
EMPHASIS ON POWER & ELEGANCE
SLEEK LINES AND CURVED EDGES
ECO-EFFICIENTALTERNATIVES
RESPONSIBLE DRIVING

8. INTERCULTURALAMERICA
ELECTRICAL SUPERCARS
SMART URBAN ALTERNATIVES
INTERCULTURAL TARGETING &
COMMUNICATION
DIGITALLY NETWORKED SOCIETY
DIGITAL CUSTOMIZATION
SOCIALLY NETWORKED VEHICLES
SMART MOBILITY

9. VIBE is our quantitative measure of the signals a brand emits
when capturing or losing the cultural zeitgeist

10. It represents four distinct dimensions:
being Visionary, Inspiring, Bold and Exciting

11. Brands that are leading the way & getting our attention

12. Brands that have a point of view
& stand for something I want to be a part of

13. Brands that have swagger with substance

14. Brands that are disruptive & have momentum

15. VIBE in the automotive arena
Avg
brand

16. VISIONARY INSPIRING EXCITINGBOLD

17. Tesla
From a quixotic start-up doggedly trying to reinvent the electric car, to
a respected visionary that has successfully reinvented automotive.

18. Other car makers with high VIBE
Visionary Bold & Exciting Inspiring & Exciting

19. Cultural Traction – the change in VIBE over time
2010 vs. 2013
7% 1% -14%-6%-2%

20. Applying cultural
insight throughout
the journey

21. Thank you