This paper from www.verbalidentity.com looks at how car brands are using (and mis-using) brand language to define their sectors. It also looks at how some brands are losing brand engagement by failing to understand what's required.

1. The verbal identity of
luxury & ultra-luxury cars.
ultra-luxury brands are failing to use
brand language which reinforces their
superior qualities
luxury car marques are using
language which is rich with over-
claim, leaving a hollow centre to their
brand.

2. The Challenge
 brand’s language is the most malleable tool at the marketing team’s disposal
 How can ultra-luxury and luxury car brands modify their language to clearly define their
position within the category and engage their consumer?

3. Choose your metaphor
At one extreme, brands emphasise the mechanical
nature of this power
[technology, precision engineering, and refined
design]
the central axis of car language is the
raw power available to you, the driver
At the other extreme, organic qualities are emphasised
[sport and athletic performance]

4. Luxury Vs. Ultra-luxury cars
Luxury car brands stretch the themes of their communications
across:
Innovation/Pedigree, Style/Comfort
they construct verbal identities centred on “the driving
experience”
In ultra-luxury sector, the language centres on the feelings
available to you as a passenger. The central axis remains
Power, but the notion is that Grace is a rejection of any
overt display of Power.

5. What does this mean for your brand?
Read more on our White paper:
http://www.verbalidentity.com/luxury-vs-ultra-
luxury/
• Full list of brands analysed
• 5 Key recommendations for brands to differentiate themselves in language

6. Contact us.
Chris: yowesty@verbalidentity.com
You can keep up when you tweet up: @verbid
www.verbalidentity.com