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Global Automotive Conference Michel Reynard TNS Sofres

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Thanks to the TNS teams

Brazil France China

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Choice of car is never neutral

Car brand and aesthetic options say a lot about the owner:

Personality

Social status

Relation to others and the world at large.

A question of identity.

The car in the vanity mirror

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Over time, a common “car vocabulary” developed, letting everyone decode the various car manufacturers’ proposals.

Shapes and outlines synonymous with given functions (city car, cruiser, family…) and, usually, social status.

Colours evocative of temperament, of way of being ... (in Europe for example: “dynamic” red, “chic” black…).

Shared glossary

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No to “imbalance”

No to “extremes”

No to “poor taste”

Codes which also ended up as norms

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Lines and styles driven by ideas such as continuity, congruence, smoothness, fluidity, good taste….

Underpinning these established codes:

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And although one could anticipate from this, a risk of standardized and “introverted” automobile production …

… we find, as if in reaction, stylistic trends moving in precisely the opposite direction, towards extraversion and hyper expression.

Despite these norms

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Out of these dynamics of “hyper-expression” emerge two main aesthetic trends based on archetypes of;

“Masculine” - strong, powerful and martial.

“Feminine” - precious, attractive and sophisticated.

Free, mix-and-match expressions sometimes divorced from what is usually considered as “good taste” and “politically correct”.

Two hyper expression trends

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My hyper-me mobile

Self-protection

Self confidence

Strength and vitality

Natural authority

Facing the crisis

Extra power

Masculine

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Blazons

War paint

Shield / helmet

Bunker

Knight of the road

Sabre

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Europe – war paints

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Europe

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Citroën DS

Ninja Shuriken Part called Sabre

Spaceship interior

Power Arrow slits

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Typical evolutions

Before... Now!

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From… To!

Mini Countryman

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The Most Masculine person of Mankind!

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Extra power

My hyper-me mobile

Self protection

Self confidence

Strength and vitality

“Natural” authority

Facing the crisis

Didier Drogba, new recruit of Shenhua (Shanghai Football club),ambassador of Jaguar.

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Extra Power

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Matt black Lambo with orange disc brakes - the Ego centric persona masculinity

Jeep Wrangler Dragon concept with Chinese elements

'Prison Break' star Wentworth Miller, Brand Ambassador for Chevrolet Cruze in China

Transformer car sticker

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Power

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My hyper-me mobile

Cosmeto-mobile

Accessorization

Sensuality, colours and materials

Chic personalization and style

Feminine

Cosmetic lacquer/colors Personalizing your look

Jewel’ effect

Accessorization

A site where every woman can choose “her” car

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Cosmeto

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Cosmeto Audi A1

Eye-liner

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Cosmeto

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Hello Kitty

Wedding car

BYD limited edition

Cosmeto

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Cosmeto Flamboyant

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A move away from convention.

Adopting a vocabulary of extroversion.

The assertion of the owner-driver’s singularity, flaunting their personal choice.

How do we summarize this phenomenon?

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Increasingly narcissistic societies in which the individual is / becomes the value around which everything is organized (everywhere).

The celebration of individual success and the money that goes with it (China and Brazil).

How do we explain the phenomenon?

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Societies both:

Hard, driving individuals to defend and / or treat themselves (when they can afford it).

And which invent, change, stimulate desire and authorize them to express themselves [China and Brazil (+) / Europe (-)].

How do we explain the phenomenon?

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■ Societies increasingly virtual and disordered, where (collective) rules are less and less legible and push the individual to dare, provoke or even transgress (Europe).

How do we explain the phenomenon?

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Adapting our analytical framework:

Balance, fluidity, congruence… are not the only cardinal points.

Stylistic “over-expression” doesn’t need to be poor taste any more!

Finding new ways of expression / new stylistic registers capable of responding to these new aspirations.

Consequences for automotive research: