Cars with weak brands are endlessly advertised on TV, all trying to push some invariably mendacious message

Brand is the big motor industry buzz word. Most car makers now have brand managers whose sole job is to work out what the brand should be, and then single-mindedly reinforce it through marketing, advertising and PR.

Yet the majority of car makers have little or no brand identity. The exceptions are Mercedes-Benz (solid, well engineered, expensive), Volvo (safe, but so badly driven you pity every other poor sod on the road), BMW (flash, German, driven by image-conscious thrusters in a hurry), Rolls- Royce (regal, if now a touch vulgar), Jaguar (gentlemanly, mature), Ferrari (sexy, fast) and Porsche (flash, fast). Of the mass makers, only Volkswagen has a consistently strong brand (well-made, won't let you down). These are strong brands because, by and large, they accurately reflect the product and have done so for many years, reinforced by suitable promotion.

Weak brands are those artificially fabricated by some highly paid marketing consultant or ad agency, and then foisted on an ill-informed brand manager, usually to promote a wholly unexceptional car.

Cars with weak brands are those endlessly being advertised on TV, all trying to push some meaningless and invariably mendacious message. Ninety- five per cent of car ads fall into this category.

Despite the intentions of the brand manager and the ad agency, they will usually fail to build a brand because their message bears no relationship with reality. Rover (ex-slogan: "Above all, it's a Rover") has no brand value partly because that slogan was nonsensical. Underneath, Rovers are Hondas. More important, the cars Rover makes today are nothing like the cars it made 20 years ago, when it did have a strong brand (comfortable, strong, genteel). It will take many years for BMW, Rover's new owner, to correct this. And BMW, expert at brand management, knows it.

Vauxhall is another maker with no image - partly because its slogans are silly. How can the Vectra be a car for the next millennium when it's so ordinary in this one? It is also because Vauxhall, as a car maker, stands for nothing. Its cars have been consistently unexceptional.

One reason for car makers becoming brand obsessed is that as cars become more mechanically similar, so their brand identities become more important as buying differentiators. Nowadays, there is virtually no difference in engineering quality between a Nissan and a Citroen and a Peugeot and a Fiat (or, for that matter, a Renault and a Ford and a Vauxhall). They are virtually mechanical clones. So their badges, and all they stand for, matter more and more.

Even some manufacturers who do genuinely offer distinctive products are moving to the middle ground of mediocrity. They, too, have to reduce costs and now borrow manufacturing methods and components used by their less distinctive but frequently more cost-efficient rivals. Mercedes cars, although still the world's best built, are not as exceptionally solid as they were a decade or so ago, because they are increasingly being manufactured like Fords and Renaults and Nissans. The latest and fine VW Polo, although still better made than any rival, is not as tough as an old Golf.

In terms of product, the biggest difference between cars is now in their style. A few distinctive shapes are starting to pepper the roads after years of same-again styling - notably from Fiat, Ford, Audi and Renault. Good car designers are now being lauded like the fashion couture kings. Like clothes designers, they are asked to put sex appeal and emotion into goods which, materially, are much the same as the rivals.

When people at parties find out what I do, they invariably ask me what sort of car they should buy. Years ago, when cars were more mechanically distinctive, I would answer their questions at length. Now, I simply ask which car they fancy (there is invariably a car that appeals - usually on the basis of style and brand). As long as there is a dealer close by, as long as it is not East European, Korean or Malaysian (although new Skodas and new Hyundais are fine) whose cars really are still technologically a decade behind, then I advise them to buy it. They are rarely disappointed.

PROMOTED VIDEO
Life and Style
fashionHealth concerns and 'pornified' perceptions have made women more conscious at the beach
Arts and Entertainment
tv
Sport
Ojo Onaolapo celebrates winning the bronze medal
commonwealth games
Arts and Entertainment
Rock band Led Zeppelin in the early 1970s
musicLed Zeppelin to release alternative Stairway To Heaven after 43 years
Arts and Entertainment
High-flyer: Chris Pratt in 'Guardians of the Galaxy'
filmHe was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star
Sport
Van Gaal said that his challenge in taking over Bobby Robson's Barcelona team in 1993 has been easier than the task of resurrecting the current United side
footballA colourful discussion on tactics, the merits of the English footballer and rebuilding Manchester United
Life and Style
Sainsbury's could roll the lorries out across its whole fleet if they are successful
tech
Travel
The shipping news: a typical Snoozebox construction
travelSpending the night in a shipping container doesn't sound appealing, but mobile crash pads are popping up at the summer's biggest events
Arts and Entertainment
'Old Fashioned' will be a different kind of love story to '50 Shades'
film
Arts and Entertainment
Tracey Emin's 'My Bed' is returning to the Tate more than 15 years after it first caused shockwaves at the gallery
artTracey Emin's bed returns to the Tate after record sale
Arts and Entertainment
Smart mover: Peter Bazalgette
filmHow live cinema screenings can boost arts audiences
Environment
Neil Young performing at Hyde Park, London, earlier this month
environment
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Project Coordinator

    Competitive: The Green Recruitment Company: The Organisation: The Green Recrui...

    Project Manager (HR)- Bristol - Upto £400 p/day

    £350 - £400 per annum + competitive: Orgtel: Project Manager (specializing in ...

    Embedded Linux Engineer

    £40000 - £50000 per annum + competitive: Progressive Recruitment: Embedded Sof...

    Senior Hardware Design Engineer - Broadcast

    £50000 - £65000 per annum + Benefits: Progressive Recruitment: Working for a m...

    Day In a Page

    Save the tiger: The animals bred for bones on China’s tiger farms

    The animals bred for bones on China’s tiger farms

    The big cats kept in captivity to perform for paying audiences and then, when dead, their bodies used to fortify wine
    A former custard factory, a Midlands bog and a Leeds cemetery all included in top 50 hidden spots in the UK

    A former custard factory, a Midlands bog and a Leeds cemetery

    Introducing the top 50 hidden spots in Britain
    Ebola epidemic: Plagued by fear

    Ebola epidemic: Plagued by fear

    How a disease that has claimed fewer than 2,000 victims in its history has earned a place in the darkest corner of the public's imagination
    Chris Pratt: From 'Parks and Recreation' to 'Guardians of the Galaxy'

    From 'Parks and Recreation' to 'Guardians of the Galaxy'

    He was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star
    How live cinema screenings can boost arts audiences

    How live cinema screenings can boost arts audiences

    Broadcasting plays and exhibitions to cinemas is a sure-fire box office smash
    Shipping container hotels: Pop-up hotels filling a niche

    Pop-up hotels filling a niche

    Spending the night in a shipping container doesn't sound appealing, but these mobile crash pads are popping up at the summer's biggest events
    Native American headdresses are not fashion accessories

    Feather dust-up

    A Canadian festival has banned Native American headwear. Haven't we been here before?
    Boris Johnson's war on diesel

    Boris Johnson's war on diesel

    11m cars here run on diesel. It's seen as a greener alternative to unleaded petrol. So why is London's mayor on a crusade against the black pump?
    5 best waterproof cameras

    Splash and flash: 5 best waterproof cameras

    Don't let water stop you taking snaps with one of these machines that will take you from the sand to meters deep
    Louis van Gaal interview: Manchester United manager discusses tactics and rebuilding after the David Moyes era

    Louis van Gaal interview

    Manchester United manager discusses tactics and rebuilding after the David Moyes era
    Will Gore: The goodwill shown by fans towards Alastair Cook will evaporate rapidly if India win the series

    Will Gore: Outside Edge

    The goodwill shown by fans towards Alastair Cook will evaporate rapidly if India win the series
    The children were playing in the street with toy guns. The air strikes were tragically real

    The air strikes were tragically real

    The children were playing in the street with toy guns
    Boozy, ignorant, intolerant, but very polite – The British, as others see us

    Britain as others see us

    Boozy, ignorant, intolerant, but very polite
    How did our legends really begin?

    How did our legends really begin?

    Applying the theory of evolution to the world's many mythologies
    Watch out: Lambrusco is back on the menu

    Lambrusco is back on the menu

    Naff Seventies corner-shop staple is this year's Aperol Spritz