Lost in Translation

More automotive imports are coming to the US market in the next several years, but do they have what it takes to make it in the sometimes fickle US market place? Having been on a brand team which switched from domestic products to shared European products was a eye opening experience on what is needed to succeed in today's automotive market place.

First is BRAND IMAGE -

The brands whom have been consistent and successful are those whom don't vary too far from their heritage/european feel. BMW, Mini Cooper, Audi, Ferrari, Saab and Lamborghini are a few whom instantly pop into mind. Not only do they make minor tweaks to their brand image in the US they even use shared content from events. People are buying what the brand stands for and what image it portrays.

BMW - German engineering, edgy, fashion forward and refined luxury

Mini Cooper - English, fun, personalized and witty with a sense of adventure performance

Audi - German, artfully executed, stylized performance and technologically advanced

Ferrari - Italian, sculpted, raw power and sexy

Saab - Swedish, made from jets and fun to drive with unique consistent design cues (center console ignition, flip out cup holder, body design...etc)

Lamborghini - Italian, edgy, high end fashion, performance and sensuous

Second (but not least important) is the PRODUCT CONTENT -

Most companies with multiple brands or who want to use shared platform between Europe and US forget about the little things which make US buyers different. Here are items you must have to thrive in the US market: (order of ranking)

- US Digital Clock Display (not military time)

- Armrest (preferably installed at port if not part of the standard vehicle design)

- Cup holders (more than one and fits American sized beverages)

- Navigation Option

- iPod connection

- Performance Options that are available in Europe (Tuning market is big in US, especially in small hatch back vehicles)

- Bluetooth

- Vehicle Accessories for personalization (wheel flares, wheels, air intake, exhaust kits, spoiler, hood scoop, booster, extensions...you get the idea)

Most consumers do not know the government specifications for the US are different from Europe and impact the chassis, rear and front fascia design. They also don't care. If you are truly making the leap to bringing your brand and vehicles across the pond, they need to emulate what we would see and experience while in Europe.