HOT HATCH DRIVER INSIGHTS<br />BY DAN PANKRAZ<br />
Dan Pankraz<br />Youth Planning Specialist, <br />DDB Sydney<br />Danpankraz.wordpress.com<br />
I  RECENTLY SPENT SOME TIME LOOKING INTO THE <br />‘HOT HATCH’ TRIBES.<br />THESE LITTLE POCKET ROCKETS ARE TYPICALLY DRIV...
WHEN IT COMES TO SMALL POCKET ROCKETSIT’S ALL ABOUT BELONGING TO A TRIBE<br />
HOWEVER SOME CARS ARE MORE ‘TRIBAL’ THAN OTHERS<br />
A SPECTRUM OF ‘FOLLOWING’ FOR CERTAIN BRANDS<br />Exotics<br />Alfa<br />ACTIVE <br />TRIBES<br />NO TRIBE<br />-<br />CUL...
HOT HATCH TRIBES IN AUSTRALIA<br />C30 T5<br />EVERYDAY<br />PERFORMANCE<br />CULTURED CHIC<br />FAST TRACK<br />VXR<br />...
SO WHO BELONGS TO THESE TRIBES? <br />
 SUBARU WRX ‘BOY RACER’ TRIBE<br />OWNER TYPE<br />	Competitive, Poser, Car Nut, Showy, Techies<br />CAR SAYS<br />	“I wan...
MINI COOPER ‘FUN FASHIONISTA’ TRIBE<br />OWNER TYPE<br />Fashionista,  Playful, Colourful, Queen Bee, Creative Class<br />...
JOHN COOPER WORKS ‘RETRO RACING’ TRIBE<br />OWNER TYPE<br />Fashionista, Design with a sense of history,  Quality, Appreci...
GOLF GTI ‘FAST TRACK’ TRIBE<br />OWNER TYPE<br />	Sporty, Forever Young, Fast Life, Connected, Competitive<br />CAR SAYS<b...
GOLF R32‘PERFORMANCE AFFICIANADO’ TRIBE<br />OWNER TYPE<br />	Professional, Super ambitious, One pay rise away from an M3,...
CIVIC TYPE R ‘TECH IMPORT’ TRIBE<br />OWNER TYPE<br />	Asian with a love of fast cars, street racing,  tech/gadget enthusi...
THE FOLLOWING CARS DON’T HAVE ‘TRIBAL FOLLOWING’ PER SE, BUT ATTRACT A CERTAIN DRIVER TYPE<br />
VOLVO C30 T5‘CULTURED CHIC’<br />OWNER TYPE<br />	Cultured, Understated, Educated, Minimalist, Passive<br />CAR SAYS<br />...
MAZDA MPS ‘A LITTLE BIT SPORTY’<br />=&quot;null&quot;&gt; <br />OWNER TYPE<br />	Conservative, Covert, Mainstream, Follow...
ALFA ROMEO MIO‘PASSIONISTA’<br />OWNER TYPE<br />	Passionate Italian, Image is everything, Obsessed by visual appeal, Loud...
SEMIOTIC CODES OF HOT HATCH ADVERTISING<br />
IN TERMS OF MARKETING COMMUNICATION, ALL HOT HATCHES ARE MARKETED AS<br /> ‘CREATURES OF THE NIGHT’<br />THEY’RE PORTRAYED...
danpankraz.wordpress.com<br />
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Hot Hatch Driver Insights

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This is a presentation into the tribes who drive HOT HATCHES - you know, little pocket rockets like Mini Cooper S, VW GTI, Civic Type R etc. This presentation looks into the driver imagery associated with this brands as well as the semiotics (cultural codes of communication) associated with the marketing of these HOT HATCHES.

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Hot Hatch Driver Insights

  1. 1. HOT HATCH DRIVER INSIGHTS<br />BY DAN PANKRAZ<br />
  2. 2. Dan Pankraz<br />Youth Planning Specialist, <br />DDB Sydney<br />Danpankraz.wordpress.com<br />
  3. 3. I RECENTLY SPENT SOME TIME LOOKING INTO THE <br />‘HOT HATCH’ TRIBES.<br />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.<br />HERE’S WHAT I FOUND.<br />
  4. 4. WHEN IT COMES TO SMALL POCKET ROCKETSIT’S ALL ABOUT BELONGING TO A TRIBE<br />
  5. 5. HOWEVER SOME CARS ARE MORE ‘TRIBAL’ THAN OTHERS<br />
  6. 6. A SPECTRUM OF ‘FOLLOWING’ FOR CERTAIN BRANDS<br />Exotics<br />Alfa<br />ACTIVE <br />TRIBES<br />NO TRIBE<br />-<br />CULT BRANDS LIKE SUBARY WRX, STI AND COOPER S HAVE ACTIVE TRIBAL FOLLOWING WITH MASSIVE ONLINE COMMUNITIES<br />
  7. 7. HOT HATCH TRIBES IN AUSTRALIA<br />C30 T5<br />EVERYDAY<br />PERFORMANCE<br />CULTURED CHIC<br />FAST TRACK<br />VXR<br /> XR5 <br />Exotics<br />FUN<br />FASHIONISTA <br />POCKET<br />ROCKET<br />RETRO<br /> RACERS<br />Alfa<br />TRIBAL<br />(Active <br />Belonging)<br />INDIVIDUAL<br />(Passive Owners)<br />PASSIONISTA<br />PERFORMANCE<br />AFFICIANADO<br />-TECH<br /> IMPORT<br />-BOY RACER<br />RAW<br />PERFORMANCE <br />
  8. 8. SO WHO BELONGS TO THESE TRIBES? <br />
  9. 9. SUBARU WRX ‘BOY RACER’ TRIBE<br />OWNER TYPE<br /> Competitive, Poser, Car Nut, Showy, Techies<br />CAR SAYS<br /> “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”<br />CAR MAKES ME FEEL<br />Powerful, Aggressive, Masculine, Knowledgeable<br />Fabio, 33<br />
  10. 10. MINI COOPER ‘FUN FASHIONISTA’ TRIBE<br />OWNER TYPE<br />Fashionista, Playful, Colourful, Queen Bee, Creative Class<br />CAR SAYS<br /> “I’m all about having fun and looking good 24/7....I’m in a rush, get out of my way”<br />CAR MAKES ME FEEL<br /> Stylish, Classy, Vibrant, Personalised, Cute<br />Anita, 30<br />
  11. 11. JOHN COOPER WORKS ‘RETRO RACING’ TRIBE<br />OWNER TYPE<br />Fashionista, Design with a sense of history, Quality, Appreciates Uniqueness, Loves motor racing heritage<br />CAR SAYS<br /> “I’m stylish with an appreciation of old school motoring, I don’t mind embarrassing bigger more powerful cars”<br />CAR MAKES ME FEEL<br /> Stylish, Trendy, Retro cool, One step ahead<br />Adam, 34<br />
  12. 12. GOLF GTI ‘FAST TRACK’ TRIBE<br />OWNER TYPE<br /> Sporty, Forever Young, Fast Life, Connected, Competitive<br />CAR SAYS<br />“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 ..”<br />CAR MAKES ME FEEL<br /> Understatedly Cool, Dynamic, Alive<br />Flo, 26<br />
  13. 13. GOLF R32‘PERFORMANCE AFFICIANADO’ TRIBE<br />OWNER TYPE<br /> Professional, Super ambitious, One pay rise away from an M3, Enemy of ordinary<br />CAR SAYS<br />“I’m a wolf in sheep’s clothing, catch me if you can”<br />CAR MAKES ME FEEL<br /> Successful, Dynamic, Agile, Adventurous<br />Chris, 30<br />
  14. 14. CIVIC TYPE R ‘TECH IMPORT’ TRIBE<br />OWNER TYPE<br /> Asian with a love of fast cars, street racing, tech/gadget enthusiast, little guy syndrome<br />CAR SAYS<br />“I’m a little dangerous and want something with racing tech and unique design..a feisty import, just like me”<br />CAR MAKES ME FEEL<br /> Naughty, Futuristic, Unique, Techy<br />Jet, 25<br />
  15. 15. THE FOLLOWING CARS DON’T HAVE ‘TRIBAL FOLLOWING’ PER SE, BUT ATTRACT A CERTAIN DRIVER TYPE<br />
  16. 16. VOLVO C30 T5‘CULTURED CHIC’<br />OWNER TYPE<br /> Cultured, Understated, Educated, Minimalist, Passive<br />CAR SAYS<br />“I hate the status quo, want a small car that’s unique , just like me...I appreciate minimalist design, less is more”<br />CAR MAKES ME FEEL<br /> Cultured, sophisticated, environmental, ethical<br />Bel, 31<br />
  17. 17. MAZDA MPS ‘A LITTLE BIT SPORTY’<br />=&quot;null&quot;&gt; <br />OWNER TYPE<br /> Conservative, Covert, Mainstream, Follower, Want the best of Zoom Zoom<br />CAR SAYS<br />“I want a weapon, but I don’t want everyone to know about it...it’s undercover like me”.<br />CAR MAKES ME FEEL<br /> Sporty, Satisfied, Smart, Confident<br />Simon, 32<br />
  18. 18. ALFA ROMEO MIO‘PASSIONISTA’<br />OWNER TYPE<br /> Passionate Italian, Image is everything, Obsessed by visual appeal, Loud<br />CAR SAYS<br />“It’s sexy, I’m the one you should be looking at, but don’t look under my bonnet”<br />CAR MAKES ME FEEL<br /> Sexy, Extroverted, Distinctive<br />Marco, 27<br />
  19. 19. SEMIOTIC CODES OF HOT HATCH ADVERTISING<br />
  20. 20. IN TERMS OF MARKETING COMMUNICATION, ALL HOT HATCHES ARE MARKETED AS<br /> ‘CREATURES OF THE NIGHT’<br />THEY’RE PORTRAYED AS SERIOUS, AGGRESSIVE, MASCULINE, PRIMAL, MENACING AND BROODING.<br />ALL THE LANGUAGE AND IMAGERY DEPICTS ‘TRANSFORMATION’ - THE VEHICLE HELPING BRING OUT YOUR DEVILISH SIDE TO PLAY..<br />
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  22. 22. danpankraz.wordpress.com<br />

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