And They Still Sell Them!

By Alina Popescu on September 17th, 2008 in Business & Corporate, Design Insight, Featured, PR & Marketing

We live in a marketing and branding world where Jack Trout warns us that death is the punishment for companies who do not differentiate. Bloggers are trying hard to get unique or customized blogs to support their online brand. We all strive to promote a special something that’s only ours. But is it really necessary? Is it the only way? Or is the uniqueness also nurtured by something else rather than design or having your product photo recognized by everyone without seeing the logo?

I’ve been thinking lately of some large car manufacturers. Peugeot, Citroen, Ford, Toyota, all strong players in the international market. They all have something in common: producing some small cars, perfect for the city life. But let’s take a closer look at how these cars look like:

Peugeot 107

Peugeot 107

Citroen C1

Citroen C1

Toyota Aygo

Toyota Aygo

Yes, you’ve guessed it, they look pretty much the same. Especially 107 and C1, if you see them passing on the street, you can’t tell them apart. Toyota is also close by. Ford Ka was the only one with a very different design, you couldn’t take it for another car that easily!

Ford Ka

And then Ford launched a new and improved Ka! While still looking a little different, guess what, it’s getting closer to the common design:

New Ford Ka

So what do you make of all this? Branding mistake or smart move? Have you heard Peugeot, Citroen or Toyota complaining at all? I would love to hear your thoughts.

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This post has 27 comments

  • Chris Moran
    September 17th, 2008

    Nice writing style. Looking forward to reading more from you.

    Chris Moran

  • Bruce McIntire
    September 17th, 2008

    Just wanted to say HI. I found your blog a few days ago on Technorati and have been reading it over the past few days.

  • Mihaela Lica
    September 17th, 2008

    The new Ka looks disgusting! I hate it and whoever had this idea should drive it himself… Buuuu! I am very disappointed. I think I should write a letter of complaint to Ford. I don’t care about the other producers – their designs are generally lame anyway. But Ford Ka was the cutest thing in its class, and now it’s pure rubbish!

  • Alex Cristache
    September 17th, 2008

    Mihaela, I own a Ford Ka and I’m very proud of it. I like it very much, i love every aspect of it. And yes, my first reaction to the new Ka was exactly like yours, but now… I have only one thing in mind: Leasing for my future Ford Ka ST. Looks absolutely gorgeous. Small, fast and furious. A real city serial killer.

    Good post, BTW Alina. Huge resemblance between 107, C1 and Aygo.

    Alex Cristaches last blog post..Launching the ‘Questions & Answers’ Series

  • Alina Popescu
    September 17th, 2008

    Well, I don’t have a Ka like you, and I still was a little disappointed. They should have worked on their original design, not copy from others. My opinion :)

  • Alina Popescu
    September 17th, 2008

    Alex, again, I never had and am not planning to get a Ka. But with the new design…I’m definitely staying away. It somehow makes me not like it that much. I know it’s a strong car, even stronger now, but the original design was really special.

  • janelle
    September 17th, 2008

    You’re absolutely right, Alina- they all look the same! I haven’t heard anything about these companies complaining. After all, I can’t really blame all of them for putting out smaller cars- it’s the wave of the future it seems, and everyone is trying to cash in!

    janelles last blog post..I Want My Money Back!

  • Alex Cristache
    September 17th, 2008

    Considering the fact that the new Ka uses the same platform as the Fiat 500, I think the difference is quite big, at least between the two vehicles I;m talking about.

    Basically, if you follow each manufacturer’s trend you’ll see that even if these cars resemble, the much more resemble with the bigger versions from their own manufacturer, or a design line established by the bigger models. Take Peugeot’s “cute front smile”. That’s pretty much their “branding” element with all latest models.

    Alex Cristaches last blog post..Launching the ‘Questions & Answers’ Series

  • Alina Popescu
    September 17th, 2008

    Janelle, smaller cars are indeed needed. But making them look alike…it’s something else entirely :)

    Alex, true, but both C1 and Aygo are so close to copying it :) Ok, C1 is a lot closer. But for these two models, 107 and C1, it’s hard to tell them apart on the street. I have a 107 and still mix them up sometimes!

  • Alex Cristache
    September 17th, 2008

    Alina, in that case, I really hope you have a parking tracking system. :)

    Alex Cristaches last blog post..Launching the ‘Questions & Answers’ Series

  • Mihaela Lica
    September 17th, 2008

    I personally don’t care about fiat 500 – I’d buy one if I would. I am so happy with my Ka as it is… I was planning to get a Street Ka (and that’s a “street killer”) but they discontinued production (talking about other idiotic marketing strategies from Ford!!!)

    Why should I drive a cloned car anyway? Nah! Next I get a Spartana… ARO that is (if no one dropped a bomb on ARO yet).

  • Andy
    September 17th, 2008

    Has everyone missed the point here? The 107, C1 and Aygo ARE the same car – see http://www.channel4.com/4car/best-in-class/city-cars.html – they were a joint venture, people!

  • Alina Popescu
    September 17th, 2008

    You’re not getting the StreetKa anymore? I wanted you to take me on a ride with that! This is sad indeed!

  • Ids Klijnsma
    September 17th, 2008

    The aigo, C1 and 107 look the same because they are, except for the logo. They’re all made in the same factory.
    See this page: http://en.wikipedia.org/wiki/Peugeot_107

    Ids Klijnsmas last blog post..Now available: FlpTree 1.2.0

  • Mike
    September 17th, 2008

    Peugeot & Citroen worked together to produce the C1 and 107 design.

    Its like the Vauxhall Vivaro and Renault Trafic. Same body and chasis. Different badge,

  • Hendry Lee
    September 17th, 2008

    Ka is the least similar from them all, don’t you think? :)

    I prefer a SUV any day.

    Hendry Lees last blog post..Off Page Optimization Factors — Links, Links and Links

  • Alina Popescu
    September 17th, 2008

    Alex, where I park, there’s also a red C1. I always check the plates first when I’m sleepy :)

    Andy, Ids and Mike, the point was not on how they where produced, but on how they where branded. All three had separate campaigns, in Romania at least, Peugeot was the most aggressive and also teamed up with a nice credit offer. Although produced together, they were separate identities, working with the limitations of a similar design.

    Proving thus my point that looking different is not really necessary. Differentiation per se (looking different, not being even close to what others are doing) is not what makes a brand stand out, it’s services, a smart offer, and credibility, but most of all visibility. In a word, doing some things better, not necessarily going on a new different path I for one regret choosing Peugeot. I believe Toyota would have been a better choice because of the services they offer and the way they do business. Only Aygo was inexistent, much like C1, while Peugeot was omnipresent.

    And the joint venture still does not explain why Ford is moving closer to the same design.

  • Alina Popescu
    September 17th, 2008

    Hendry, I’d like a hybrid or electric car for the city and a 4×4 for other types of fun rides. For example, driving through Bulgaria :)

  • Brad Shorr
    September 18th, 2008

    When I was in Rome a couple years ago, the cars all seemed to look the same. I thought it was just my perception, but maybe not! Styling just doesn’t seem to be as big a deal with consumers as it once did. A car manufacturer’s commit to the environment, making fuel efficient cars, making cars that are highly functional for a given life style, seem to be more important brand differentiators.

    Brad Shorrs last blog post..Reflections on a Sinking Economy

  • Alina Popescu
    September 19th, 2008

    Brad, you are absolutely right, these concerns are really important. Yet making them pick their brand is still a challenge that they also seem to be handling quite well :)

  • Loredana
    September 26th, 2008

    It was an intelligent post with a special message – and 20 comments that brought up some aspects. However, I’d like to add something more. Alina, you speak about Trout and differentiation (the same author that still stands by his affirmation that companies that go into too many areas are more likely to loose business or not to be differentiated by the public, although Amazon and many more companies and ideas contradict his arguments and opinions). But that’s not the main idea of this comment. I want to point out a fact – or actually to raise a question: is it about differentiation or about following the crowds? By staying away from what seems to be the wave, wouldn’t one rather risk to loose business? Might not that be the reason for the new design of Ford Ka? – and I can add another example: Spark from Chevrolet (ex Matiz by Daewoo).

    Loredanas last blog post..Cand gresesti – ispasesti: daca recunosti, se rezolva

  • Alina Popescu
    September 26th, 2008

    Loredana, following a certain trend and then adding up your special something to make people choose you instead of another brand is probably what we’ll keep on doing for now on. No matter how new an idea, with everything available to anyone, it’s bound to be copied. So it will go down to one thing: doing eveyrhting others ngdo, but better, going with the wave, but swimming in your own personal style, or something like that :)

  • Jim Estill
    September 28th, 2008

    I love Jack Trouts marketing messages. I agree that differentiation is a way to win. But only if some people (does not have to be all) value the differences. Differences for the sake of being different will likely fail.

    Jim Estills last blog post..The Pebble and Banker to the Poor

  • Alina Popescu
    October 1st, 2008

    You are right, if you strive so hard to just be different, that’s not the way to go. But I’ve seen on of the local representatives of Trout and partners explaining how trying to position your brand for a value someone is already claiming is wrong. That meaning only one car can offer comfort, another car brand should focus on something else. Which is false, you can present comfort in a different way, to a different target that has another definition for comfort.

    I think Jack Trout’s partners should be selected using a different algorythm :)

  • the olive ream
    October 24th, 2008

    Alina, are you on facebook?…please get in touch via email. It has been a long time.

    Thanks!

    the olive reams last blog post..GASP!

  • Stuart Henigson
    November 21st, 2008

    Hi. I just came across your blog and wanted to add a thought here. Your point is good about not getting boxed into one definition of “comfort” or “performance.” But people’s brains have only so much room for differentiating a brand. Right now Cadillac in the US is trying to reposition its SUVs as a high-profile performance brand for middle-aged women–i.e., women who have “made it” and want to show that but don’t want to drive something boring.

    But that brand already occupies a slot in those consumers’ brains (luxurious old-guy’s car), and no amount of advertising is going to achieve that kind of jump.

    Where you can make that jump is from one generation to the next. Cadillac has an identity across all generations, but many brands are more pliable. If Nike wanted to sell high-fashion shoes or baby shoes, they could probably figure out a way to do it.

  • Alina Popescu
    November 24th, 2008

    Hi Stuart, thanks for stopping by and for your comment. You are right, some rebranding strategies are never going to work. But if they started out with a new product and then position it to the target they wanted to attract, it might have worked. Women and men are different. The products appealing to them are not interchangeable. And you cannot simply take something designed for men and turn it into a women’s product.

    You are probably right about Nike though :)

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