BALANCE

FEEL
CARE SAFE

DESIRE SEEK

CAR CONNECT PLAY

BUYING
BEHAVIOUR
CONTROL TRANSFORM

GROW DESTROY
TM
CREATE

The wheel of motives

Using, for the first time, a multidisciplinary
approach, including brand communication
decoding, motivational research, psychology,
affective neuroscience, cognitive linguistics,
cultural anthropology, sociology, philosophy and
their proprietary tools, BRAND AVIATORS has
studied the motives underpinning our buying
behaviour towards cars
These are our deep
motives for buying
cars. They are
presented in order of
increasing relative
importance in line with
their power to
influence our buying
decisions.
FORESIGHT: On an initial layer of motivation, what actually
makes cars successful is their prodigious intelligence which
makes us feel more mature and experienced, it makes us
look and feel smarter. As we trust our life to the car, buying
and using it calls for our good judgment. Driving, itself, is an
experience that calls for our prudence and wisdom. Cars
help us assume nothing, and be prepared for anything.
ALIVENESS: More significantly, cars sell
because they make us feel alive. Their very
mobility stands for life itself. Speed exalts the
moment. We experience life as a series of
cars.
EXPRESSION: On a deeper level, cars
constitute an excellent means of displaying
our personal taste. Choosing a car,
personalising it (adding new gadgets,
individualizing it), living with it, we feel like
we have participated in its creation. In turn,
the type of car we have, influences the way
we behave.
COMPANIONSHIP: Cars bring us closer
to other people. For our cars, there is a
deep feeling of attachment.
PROTECTION: Embedding the enveloping
and secure nature of cars, some of the
most successful brands help us feel that
the car protects us. Cars are moving
shelters. Through them we protect
ourselves and others. In turn, the car
needs our care. Like our pet, or our baby
it requires our attention.
TRANSFORMATION: Going into a deeper motivation, cars promise motion
without effort, manipulation of space and time. They give us unusual powers.
A car is a fetish object to fascinate oneself over natural reality with the
powers of transcendence of existence.
DEFIANCE: On a yet deeper layer of motivation, going very fast involves
excitement connected to the underlying danger of an accident, the
dangerous play between fear and exhilaration. Speed is almost like taking
some drug: Speeding up, reckless driving, and making a noise that disrupts
tranquility can be an unconscious form of protest against a perfectly
operated complex society which is perceived as a threat to the
independence of the individual.
PLEASURE: Moving closer to the heart of the matter, what
actually makes cars sell is the inherently pleasurable experience
of driving. Driving extends the senses. Speed itself is intrinsically
erotic. A car that runs is a sensual object. We glide in space with
the superb serenity of total pleasure. An energy of penetration
of space creates in front of the car a void that absorbs it. The
body, by definition virile and dynamic is spread out in space.
Cars are sexy machines and mastering them is inherently erotic.
CONTROL: Cars offer us the ability
to direct potential powerful forces.
The ability to control this mass of
enormous energy gives the
illusion of dominance, superiority,
personal mastery and command
of basic human impulses. It gives
us the sense of self-control.
SECURITY: Moving into a deeper motivation,
inside the car we exist in a secure world, well
protected against the external dangers. Travel
in our unconscious symbolises the eternal
search for paradise beyond the surrounding
chaos. As, in our mind, speed is associated
with youth, we feel that driving makes us
younger. By crossing space we deny time.
INDEPENDENCE: The car is the symbol of freedom par excellence.
Cars extend our boundaries, create virtually unrestricted
horizons. Through them we achieve freedom of action, at least
subjectively, we become independent at least in our mind.
WILLPOWER: On the innermost
layer of human motivation,
what makes cars sell is their
capacity to turn the driver into a
super being. Intrinsically,
moving is power and the car
supplies more power to
individuals than they have ever
controlled before. When we
drive, the primordial instincts of
strength and aggression are at
play.
Deep category understanding is just the
first step in creating engaging narratives.
To build a proposition that is deeply
engaging, the brand must germinate the
bare motives that drive the category in a
unique and profoundly human way.
Brands with a solid
inner architecture
deeply rooted in the
fundamentals of
humanity, are most
competitively
positioned to achieve
market leadership
What does your brand stand for?
We are trusted by some of the worlds leading companies:
 Ask here for your FREE eBOOK The Intrinsically Engaging
Narratives Of Cars to boost the sales and profit of your brand:
http://www.brandaviators.com/ask-for-your-free-ebook