What’s in a car? The answer - customer perceptions and much more

This article is sponsored by Chevrolet Beat.

First-time buyers or not, nobody wakes up one morning, decides to buy a new car, walks into the dealership showroom, swipes a credit card, and drives away with a vehicle. For many, a car is the second-most expensive investment (after a house), so they weigh a number of factors before deciding to buy one. Research indicates that prospective buyers spend a few months before reaching a decision about buying a car. This includes browsing for information and user reviews on the internet, talking to friends and family, and even visiting automobile showrooms. This information is then factored in according to their needs, wants and perceptions.

Mostly, it is the perceptions which play a key role in this decision-making process. People often have different perceptions about the most important factor while buying a car. For some, it is mileage, for some it is availability of after-sales service, for others it is comfort. This list is an exhaustive one. Very often these factors are attributes which offer customers some sort of practical value. This is compounded with perceptions associated with brands. Customers think that certain brands offer greater resale value, others offer better fuel efficiency, etc. These perceptions are driven by an understanding that one brand cannot meet all their needs.

Chevrolet, with its ‘Shattering Perceptions’ campaign, is seeking to do exactly that. Watch the video to see how Chevrolet is getting people to re-evaluate the brand and the category itself.

Presented through the voices of customers in various age groups, each with a different rationale when it comes to buying a car, the campaign shows how Chevrolet Beat offers all the attributes first-time buyers seek in a car. The campaign also successfully puts forth how people often ignore one key attribute in the decision-making process – choosing a car that’s fun to drive.

Beat is a small car at the entry level, and most people buying a car in this segment tend to evaluate the purchase on ‘practicality- based’ factors. And the campaign interestingly positions how the Beat scores very well on all of these, in addition to being a fun car to drive with its outstanding modern design, quirky door handles, icy blue illumination inside, and Intelidrive technology.

Jack Uppal, Vice President, Marketing & Customer Experience, General Motors India, says, "The brand holds strong product attributes based on technology, power and dependability that would definitely create a positive impact. And the ‘Shattering Perceptions’ campaign provides a perfect setting to correct the difference between the brand and the people’s perceptions.”

While you should go and take a test drive in the Beat, startups can also take a lesson or two from this campaign on how shattering perceptions can play a big role in hacking growth.