Arrogance is an issue in automotive. Mostly, it’s the “I know best” kind. You suggest changes, fixes, new ideas and you’re dismissed outright. “That won’t work” or “we tried it once.” That can easily be chalked up to fear or ignorance. But that’s in any company.
What is oddly prevalent in automotive is the entitlement kind of arrogance. For an industry largely made up of bootstrapped companies, it’s common to see so many launch a product into a whole new market and think everyone should come breaking down their door. Or shops slap their name on copy of a top selling SKU and expect its sales to rival the national brand.
“We’ve been doing this for decades. We’re the best. People will see that and have to buy our product.”
Yeah, that’s not how this works.
I’ve been on the ignorant side of that thinking. “We make X for this market. We could just make X for that market too.” I knew it would take time and effort. I just underestimated how much. It was a big lesson to learn.
What these owners and sales led organizations miss is we all use brands to say something about who we are. Even if you’re launching the same brand into a new market, you’re basically starting from scratch. Brand equity does NOT carry over.
People claim they ride Harleys because of where they’re made, or how great they are, or their history… but it’s really because it tells OTHER motorcycle riders who THEY are. They’re independent, they love freedom, they respect authority…or don’t…. With that kind of dedication, should Harley start making trucks? Or boats?
Do you think the Prius sold because of it was a great looking car?
Are there multiple wheel brands under one roof just for fun?
Yes, branding is expensive and takes a long time to get right. I suppose that’s destined to be a non-starter in this private equity world we now live in. But if you own a brand and you’re considering getting into a new market, be prepared for the long road and to spend some money. Be prepared to dedicate resources to the market and get involved. Even then, there’s a big chance it’s never going to work.
At minimum, you need to respect the target consumer. Don’t just create something new and toss it out there like we’re all hungry dogs begging for scraps. You’ll get bit.
“Arrogance requires advertising; confidence speaks for itself.” – Coach K. (according to Google)
