People spend a lot of time in their cars, so much so that they become a second home of sorts, one that runs of four wheels. Cars can also be seen as an extension of one’s personality, that of the driver behind the wheel. It’s true — everyone knows someone who’s car just fits their personality so well; whether it’s large and clunky, sleek and slim, or sporty and funky! Take a look at your own your own car and think for a while; what does it say about you? Is this the kind of image I really want to project?
People are superficial, and make judgements and association based off of surface information, such as visual cues. This is especially true when it comes to brand names and vehicle manufacturers, with most people associating higher costs with higher quality, status, wealth, power, and all that good, shallow stuff. This isn’t always the case, necessarily but unfortunately, it’s the superficial way people thin k. For example, people are more likely to respect someone driving a luxury vehicle than they are someone who’s driving a car from a Chevrolet dealership.
Even among cars for the working and middle class income bracket, Chevrolet dealership vehicles and even the Chevy dealers themselves have really earned a bad reputation for being tacky, unreliable, cheap, substandard, tacky, and poorly designed cars, especially compared to brands such as Toyota, which is a Japanese manufacturer. It seems that even with Chevrolet dealership cars’ American roots, their red, white, and blue origins aren’t enough to save their reputation for being all around bad cars. Even people drive a Chevy ae criticized and judged for their alleged poor taste in cars. So that must mean, only naturally and theoretically, that they have a bad taste for everything else as well, even itself.
For real? It this really the case? Maybe. Chevrolet dealerships as well as the manufacturer itself took note of their poor public image and reputation for disappointment and has put forth great effort in overcoming their poor stereotyping. And it’s working — well, sort of. Even thought Chevrolet dealerships and the manufacturer itself have made great strides in improving they way people think of them and their cars, it’s been a steep, uphill battle, with hurdles, red tape, and obstacles a plenty. In the constant struggle and race against foreign manufacturers, Chevrolet dealerships always seem to be at least one step behind — but that gap is quickly closing.
Here’s how:
Form
In the struggle to remain relevant in an industry that already has them set at the bottom of the quality totem pole, Chevrolet dealerships and the manufacturer have also struggled to overcome a reputation for poor aesthetics as well. Japanese manufacturer Toyota consistently rolls out sleek, minimalist designs that are available in range of trendsetting colors that are bold enough to be noticed but not so much that they’re tacky in anyway. Chevy, on the other hand, seems to do the exact opposite at time. With awkward, bulky, and clunky bodies, Chevy cars always seem a little D-list celebrity compared to their foreign made counterparts. The opportunity for more improvement is there, and Chevy is taking advantage of it.
Function
Chevy’s reputation for unreliability is perhaps their greatest hurdle to come. Known for breaking down frequently and calling it quitting time well before they’re expected lifespan, Chevy cars are rarely considered wise, long term investments. Hearing this disappointment in their product time after time after time, Chevy has done their darndest to overcome it, but as with the aesthetics of their product, they’re struggling to catch up to manufacturers like Toyota, whose reputation for reliability is impeccable. Chevy attempts to compensate for this by including a plethora of extras standard in their cars, such as Bluetooth audio, roadside assistance, Wi-Fi capabilities, etc.
Cool factor
Chevy puts a lot into their advertising and marketing campaigns to overcome their reputation for not-so-greatness, earning precious hot spots of airtime during some of America’s — and the world’s — favorite television programs and shows. They’re especially targeting the hip millennial market, hoping the younger demographic isn’t old enough to know better.
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