Hot Hatch Driver Insights

HOT HATCH DRIVER INSIGHTS
BY DAN PANKRAZ

Dan Pankraz
Youth Planning Specialist,
DDB Sydney
Danpankraz.wordpress.com

I RECENTLY SPENT SOME TIME LOOKING INTO THE
‘HOT HATCH’ TRIBES.
THESE LITTLE POCKET ROCKETS ARE TYPICALLY DRIVEN BY GEN Y’ERS SO I WANTED TO TAKE A LOOK INTO THE DRIVER MINDSET, WHAT THESE CARS REPRESENT AND HOW THEY’RE MARKETED.
HERE’S WHAT I FOUND.

WHEN IT COMES TO SMALL POCKET ROCKETSIT’S ALL ABOUT BELONGING TO A TRIBE

HOWEVER SOME CARS ARE MORE ‘TRIBAL’ THAN OTHERS

A SPECTRUM OF ‘FOLLOWING’ FOR CERTAIN BRANDS
Exotics
Alfa
ACTIVE
TRIBES
NO TRIBE
-
CULT BRANDS LIKE SUBARY WRX, STI AND COOPER S HAVE ACTIVE TRIBAL FOLLOWING WITH MASSIVE ONLINE COMMUNITIES

HOT HATCH TRIBES IN AUSTRALIA
C30 T5
EVERYDAY
PERFORMANCE
CULTURED CHIC
FAST TRACK
VXR
XR5
Exotics
FUN
FASHIONISTA
POCKET
ROCKET
RETRO
RACERS
Alfa
TRIBAL
(Active
Belonging)
INDIVIDUAL
(Passive Owners)
PASSIONISTA
PERFORMANCE
AFFICIANADO
-TECH
IMPORT
-BOY RACER
RAW
PERFORMANCE

SO WHO BELONGS TO THESE TRIBES?

SUBARU WRX ‘BOY RACER’ TRIBE
OWNER TYPE
Competitive, Poser, Car Nut, Showy, Techies
CAR SAYS
“I want the real deal..it’s powerful, respected and intimidates.. I’ve got street cred and I like that people check out my wheels and know what it can do”
CAR MAKES ME FEEL
Powerful, Aggressive, Masculine, Knowledgeable
Fabio, 33

MINI COOPER ‘FUN FASHIONISTA’ TRIBE
OWNER TYPE
Fashionista, Playful, Colourful, Queen Bee, Creative Class
CAR SAYS
“I’m all about having fun and looking good 24/7....I’m in a rush, get out of my way”
CAR MAKES ME FEEL
Stylish, Classy, Vibrant, Personalised, Cute
Anita, 30

JOHN COOPER WORKS ‘RETRO RACING’ TRIBE
OWNER TYPE
Fashionista, Design with a sense of history, Quality, Appreciates Uniqueness, Loves motor racing heritage
CAR SAYS
“I’m stylish with an appreciation of old school motoring, I don’t mind embarrassing bigger more powerful cars”
CAR MAKES ME FEEL
Stylish, Trendy, Retro cool, One step ahead
Adam, 34

GOLF GTI ‘FAST TRACK’ TRIBE
OWNER TYPE
Sporty, Forever Young, Fast Life, Connected, Competitive
CAR SAYS
“I’m on my way up and love driving hard, but I’m no poser or rev head..it’s not how fast I go, but how I go fast ..”
CAR MAKES ME FEEL
Understatedly Cool, Dynamic, Alive
Flo, 26

GOLF R32‘PERFORMANCE AFFICIANADO’ TRIBE
OWNER TYPE
Professional, Super ambitious, One pay rise away from an M3, Enemy of ordinary
CAR SAYS
“I’m a wolf in sheep’s clothing, catch me if you can”
CAR MAKES ME FEEL
Successful, Dynamic, Agile, Adventurous
Chris, 30

CIVIC TYPE R ‘TECH IMPORT’ TRIBE
OWNER TYPE
Asian with a love of fast cars, street racing, tech/gadget enthusiast, little guy syndrome
CAR SAYS
“I’m a little dangerous and want something with racing tech and unique design..a feisty import, just like me”
CAR MAKES ME FEEL
Naughty, Futuristic, Unique, Techy
Jet, 25

THE FOLLOWING CARS DON’T HAVE ‘TRIBAL FOLLOWING’ PER SE, BUT ATTRACT A CERTAIN DRIVER TYPE

VOLVO C30 T5‘CULTURED CHIC’
OWNER TYPE
Cultured, Understated, Educated, Minimalist, Passive
CAR SAYS
“I hate the status quo, want a small car that’s unique , just like me...I appreciate minimalist design, less is more”
CAR MAKES ME FEEL
Cultured, sophisticated, environmental, ethical
Bel, 31

MAZDA MPS ‘A LITTLE BIT SPORTY’
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OWNER TYPE
Conservative, Covert, Mainstream, Follower, Want the best of Zoom Zoom
CAR SAYS
“I want a weapon, but I don’t want everyone to know about it...it’s undercover like me”.
CAR MAKES ME FEEL
Sporty, Satisfied, Smart, Confident
Simon, 32

ALFA ROMEO MIO‘PASSIONISTA’
OWNER TYPE
Passionate Italian, Image is everything, Obsessed by visual appeal, Loud
CAR SAYS
“It’s sexy, I’m the one you should be looking at, but don’t look under my bonnet”
CAR MAKES ME FEEL
Sexy, Extroverted, Distinctive
Marco, 27

SEMIOTIC CODES OF HOT HATCH ADVERTISING

IN TERMS OF MARKETING COMMUNICATION, ALL HOT HATCHES ARE MARKETED AS
‘CREATURES OF THE NIGHT’
THEY’RE PORTRAYED AS SERIOUS, AGGRESSIVE, MASCULINE, PRIMAL, MENACING AND BROODING.
ALL THE LANGUAGE AND IMAGERY DEPICTS ‘TRANSFORMATION’ - THE VEHICLE HELPING BRING OUT YOUR DEVILISH SIDE TO PLAY..

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Hot Hatch Driver Insights

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