The document discusses how automotive culture and consumer preferences have shifted over time, and provides recommendations for how automotive brands can stay aligned with cultural changes. It outlines three cultural eras - from a traditional industrial era focused on power and status symbols, to a current era emphasizing sustainability, social responsibility, and technology. The document introduces the concept of "VIBE" to measure a brand's cultural relevance based on how visionary, inspiring, bold and exciting it is perceived to be. Tesla is highlighted as a brand that has successfully reinvented itself and maintained a high VIBE through its visionary approach to electric vehicles. The document advises automotive brands to apply cultural insights throughout their marketing and product development processes to

1. Become a member today!
#thinkMotor

2. Creating Cultural Traction:
How to Stay in Gear with Shifts in Culture

4. Video – what is culture

6. WHITE, MALE, HIERARCHICAL INDUSTRIAL, RECTILINEAR DESIGN
WHITE, MALE CENTRIC ADVERTISING
SOCIO-ECONOMIC TARGETING
EMPHASIS ON SIZE & POWER
ANGULAR LINES AND HARD EDGES
CARS CARRY
SPECIFIC IDENTITIES
CLEAR LIFESTYLE IDEALS

7. SUSTAINABILITY & SOCIAL CONSCIOUSNESS INDUSTRIAL, ORGANIC DESIGN
ESTABLISHED FEMALE MARKET
STYLE CONSCIOUS MALE MARKET
BLURRED GENDER NORMS
EMPHASIS ON POWER & ELEGANCE
SLEEK LINES AND CURVED EDGES
ECO-EFFICIENTALTERNATIVES
RESPONSIBLE DRIVING

8. INTERCULTURALAMERICA
ELECTRICAL SUPERCARS
SMART URBAN ALTERNATIVES
INTERCULTURAL TARGETING &
COMMUNICATION
DIGITALLY NETWORKED SOCIETY
DIGITAL CUSTOMIZATION
SOCIALLY NETWORKED VEHICLES
SMART MOBILITY

9. VIBE is our quantitative measure of the signals a brand emits
when capturing or losing the cultural zeitgeist

10. It represents four distinct dimensions:
being Visionary, Inspiring, Bold and Exciting

11. Brands that are leading the way & getting our attention

12. Brands that have a point of view
& stand for something I want to be a part of

13. Brands that have swagger with substance

14. Brands that are disruptive & have momentum

15. VIBE in the automotive arena
Avg
brand

16. VISIONARY INSPIRING EXCITINGBOLD

17. Tesla
From a quixotic start-up doggedly trying to reinvent the electric car, to
a respected visionary that has successfully reinvented automotive.

18. Other car makers with high VIBE
Visionary Bold & Exciting Inspiring & Exciting

19. Cultural Traction – the change in VIBE over time
2010 vs. 2013
7% 1% -14%-6%-2%

20. Applying cultural
insight throughout
the journey

21. Thank you