Once a car become associated throughout the car world with a certain type of buyer it can be difficult to shake off that stigma, even generations on from that stereotype’s birth.
Long surviving stigmas include the ‘boy racer’ generalisations of cars like the Ford Focus ST, the pushy, arrogant executive types often associated with Audi and BMWs, and the fashion conscious well-off teenagers that are so often tied to the Fiat 500, there’s even a parody Twitter account set up to mock them.
But some new car image problems are unique to locations and not shared around the world. Take cars like the Kia Soul and Honda Jazz, for example. In the UK, if you paint them with an unfairly broad brush, they are generally bought by the over fifties. However, over in the US, both models are successfully targeted at a much younger audience.
The differences have been a particular problem for the Soul, which has seen dwindling sales in the UK contrasting with continuing popularity in the US. Arguably, another factor is the arrival of the similarly sized Kia Stonic over on our shores. A repositioning means that the Soul will come to the UK in electric form only, which could be a masterstroke for its image.
After all, EVs are still associated with the stereotypically young, tech-savvy, urbanite early adopters. By distancing it from the outgoing Soul, Kia could find itself with a hit on its hands - although the UK’s biggest problem could be supply, as Kia bosses reckon they’ll struggle to get more than 1,000 a year here.
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Not just the Jazz and Soul,
Not just the Jazz and Soul, but small cars in general are favoured by the youth in the USA. Probably because older Americans wouldn't fit in them! :-)
@Jeremy small cars are
@Jeremy small cars are favoured by the young here too due to insurance and fuel costs.
Just the soul and Jazz were more like mini-people-carriers than funky superminis.
Dunno, they tried with the
"EVs are still associated
"EVs are still associated with the stereotypically young, tech-savvy, urbanite early adopters"
Rubbish, in the days I used to use public chargers almost all I3's turning up were owned by older people and most the Zoe's and many Leafs. Simply because they have the time to poodle around during the day and EV's meant cheap, they also have the time to stop at services and recharge on their longer trips out, no hurry.
The Soul I would agree also seemed to draw the oldies, I suppose they see it as a bit more groovy if your not quite ready for a Jazz, its quite practical for a 'groovy' car still I suppose, high seated, high roofed for easy access...