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How brands appeal to customisers.

Customiser working on their car.

As a car enthusiast who loves to modify his car, I have noticed that car brands often attract customers like me by offering a wide range of customisation options and aftermarket parts. These options not only allow us to uniquely personalise our vehicles but also to enhance performance and overall aesthetics. It engages owners like me with a brand and its products in a way that can build a lifetime of loyalty and create communities of fans.
One way car brands attract us is by offering factory-installed performance packages that can be added onto certain models. These packages include upgraded engines, suspension systems and other performance-enhancing components that allow us to push our cars to the limit. An example of this is Volkswagen Group. The company has a dedicated following of enthusiasts who love to modify their cars, particularly the GTI and R models. These cars are known for their performance potential, and there is no shortage of aftermarket companies offering parts and upgrades to help drivers get the most out of their Volkswagen car. In addition to performance packages, car brands also offer a variety of cosmetic upgrades such as body kits, spoilers, and unique paint colours. These options allow us to make our cars stand out from the crowd and showcase our personal style. 
Car enthusiasts often follow social media influencers who showcase their own car modifications and provide inspiration for others. One such example is mat armstrong, a great car influencer with more than one million engaged followers. Car brands can partner with these influencers to promote their latest models and offer product discounts or giveaways to their followers.

By building local communities, this also creates a need for meet-ups and a local scene where owners get together. Cars and coffee events have exploded over the last few years, and although user generated these get togethers are brand experiential events and can deliver significant value. Savvy brands often get involved as it’s a real opportunity for local brand activation. 
Overall, car brands understand the importance of customers like me and have developed various strategies to attract us. By offering a variety of customisation options and partnering with aftermarket companies, brands like Hyundai Motor Company (현대자동차) with the N brand, BMW Group with M Sport, MINI with Cooper, Mercedes-Benz AG with AMG can create a community of life-time brand enthusiasts who share a passion for creating unique and personalised vehicles. Supporting customisation and personalisation is a brilliant strategy and delivers immense value for many savvy brands, it’s certainly worked for me!

If you’d like to create a successful brand activation amongst your local partners, whether branches, retailers, dealers, franchisees, or affiliates get in touch today. We have capacity right now! Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

#marketing #automotive #brand

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