VW Woes... suppose to be coming to a headache today

[Tell]

VAG should ask who the targeted customers for SEAT in the short term:

Current SEAT owners being loyal to the brand?
A would-be Audi owner without a budget?
A would-be Dacia owner wanting a bit more prestigeness?
A would-be MG/BYD/Geely owner who is considering a PHEV or an outright EV?
A would-be Ford/Vauxhall/Toyota owner who doesn't really care about what to drive?
Or just any car lover with a passion and a calculated mind?

The local Skoda dealer here thought something similar to how Cupra would work for Seat customers. I can see the Raval will work, something with a bit of spice. Cupra have their upmarket Terramar and Tavascan. Whether they may suffer as large cars that some models did in the Fiat range. Possibly not.

They do actually use "tribe marketing" and decided to use the "tribe" name. Hence in those video launches they get a bit aspirational.

CUPRA Brand Universe

www.seat-cupra-mediacenter.com

Brand tribalism - Wikipedia

en.wikipedia.org

It's for the young and the young at heart.

 

[Momochi]

Not very sure if "tribe marketing" can really work in the consumer car industry, as there are too many other factors affecting the buyers' behaviours.

I would say Apple may be one of the most successful applicator of that, with Xiaomi (Mi) getting pretty close. As a (somewhat) devoted Mi fan I would have bought a SU7 or YU7 if it was available last autumn

(Linkedin recently pushed a job to me, recruiting for a post under Xiaomi UK for their forthcoming vehicle selling operation - so they are coming real soon...)