Ventas

“For Chrysler, I gathered participants and asked them to tell me what they wanted from a car. The initial responses I got were pure cortex: good gas mileage, safety, mechanical reliability, and allthe other things we have learned to say about this subject, I of course, did not believe them. As each session continued, I began to hear other things about cars that resonated. Memories of distinctivecars of the past, like the 1964 ½ Mustang, the original VW Beetle, and the Cadillac’s of the 1950s with their huge fins. Stories of the sense of freedom that came with holding their first set of carkeys. Bashful mutterings about first sexual experiences taking place in the back seat of a car. Slowly, the sense of what American consumers really wanted from an automobile began to emerge. Theywanted something distinctive. They wanted freedom. They wanted a sensual experience.

The car that emerged from these discovery sessions was the PT Cruiser, a car with a very strong look and a verystrong message.

The reaction to the car was equally strong. Some people, of course, hated it. Any truly distinctive thing will be utterly unappealing to some people, even people within the sameculture. This is because of the tensions that define cultures, something I will address at length in Chapter 3.

However, others loved the car, so much that it became a big commercial success. Itsrelease was the most successful new car launch in recent memory. People spent up to $4,000 extra just to be on a waiting list to own one. Did the groundswell of excitement come because the PT Cruiserprovided what people said the wanted in a car? No. It had gas mileage and safety ratings no better than any number of sedans, and it was no more reliable mechanically. It was however, unusual, aggressive,and sexy. It appealed to what people really wanted in a car rather than what they said they wanted. If we had listened only to what people said, Chrysler would have created another thing, efficient...