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The psychology of a BMW driver means that he will not be happy with an FR-S. BMW drivers are driven by a powerful need to feel "superior" to other people. They purchase the "ultimate driving machine" to gain a sense of mastery over those unfortunates who drive lesser cars. The salient feature of the BMW is its extremely strong sense of brand identity. This is the ideal selling point for people whose egos require strengthening of their sense of self and self-worth. Think of it as a mechanical buttress to their fragile sense of personal value. While we tend to think of BMW drivers as arrogant and conceited, in fact these features typically mask their sense of vulnerability and inferiority. Keep in mind that these features reflect the typical male BMW drivers, but certainly not all of them. The FR-S is an entry-level sports car that will not effectively support the ego as a statement of personal wealth or of superiority. The car is neither expensive enough nor does the Scion (or Subaru) brand convey the image of superiority or control. For these reasons, the typical BMW driver will not find satisfaction with the FR-S.
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