Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. Sometimes we define the world
Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Sometimes we define the world in shorthand ways.
Anyone who disagrees with us is likely an idiot.
Anyone who wears Gucci is likely insecure.
And anyone who drives a Lamborghini likely has far too much money and an insufficient level of understated taste.
We carry our little prejudices with us wherever we go. Or, in my case, whenever I see anyone wearing Birkenstocks.
Yet just the other day I found myself at the Web Summit in Lisbon, listening to some luminaries of marketing making revelations about their brands.
One was Katia Bassi, Chief Marketing Officer of Lamborghini.
Naturally, I had certain ideas about the brand.
Whenever I see someone driving a Lamborghini, it seems they’re desperate to make loud noises and specifically chose to own a bright yellow sports car.
Who, though, drives these things? And how does Lamborghini approach those who enjoy making loud noises?
Bassi explained that the carmaker does no advertising.
Instead, it has to take a more specific, targeted approach.
She described the brand using words like “informal,” “inclusive” and “people-centric.”
Who would have imagined that Lamborghini’s brand image was seemingly identical to that of Bernie Sanders or Elizabeth Warren?
What, though, is behind Lamborghini’s informal, people-centric inclusivity? (As opposed to exclusivity.)
Bassi explained how she wanted Lamborghini buyers to feel:
They need to believe they are ‘someone.’
So they may not actually be someone? They may have merely inherited a lot of money, or gained it via a giant scam?
Lamborghini’s job, however, is to make them believe they’re someone.
Well, if you’re able to spend at least $200,000 on a noisy car, I suppose you should feel as if you’re someone. Or, rather, “someone.”
What sort of people actually buy these things?
Bassi presented one statistic that she clearly felt mattered:
32 percent of Lamborghini customers are under 40.
I’m not sure if she hoped the audience would be surprised.
I’m not sure if she hoped this would give the impression that Lamborghini isn’t an old person’s plaything, as is seemingly the case with quite a few sports car brands.
The more mindful will surely have noticed that her revelation does mean that 68 percent of Lamborghini buyers are over 40.
Yet some may fear the fact that such a substantial percentage are on the younger side may, like Bernie Sanders, call attention to the world’s social inequalities.
Weren’t fancy cars once the reward for a life’s hard graft, rather than a moment’s hard grift?
Should we think it sad that there are so many under-40’s who need to buy a Lamborghini so that they can believe they are “someone”?
Or should we content ourselves that there are many ways of being “someone”?
Because being “someone” is slightly more fun than merely believing it.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.
This article is from Inc.com