Honda conveys efficiency at check out
With the launch of the new Honda CR-V, Honda decided to take a new approach to explaining the model’s fuel efficiency by placing a scale model on a continuously running grocery conveyor belt. Each car was mounted on the side of a grocery belt so that its wheels turned as the conveyor belt moved forward. On the divider bars, people would read the pay-off message, “With exceptional fuel economy, the CR-V keeps going.”
Why it matters
Showing is always better than telling, but explaining a benefit in a completely unexpected way makes it stick even more. It helps to connect a product’s benefit to a more accessible concept (e.g. the never-stopping conveyor belt) to a more abstract idea of fuel efficiency. What unforeseen analogous stories can you tell to help make your message stick?
17. May 2012
In a recent interview, the Italian Environment Minister declared that FIAT doesn’t believe in the future of the electric car because it ‘does not fall in their industrial policy’. Car manufacturers such as Audi, BMW and Toyota are investing a considerable amount of money in the development of electric cars. Naturally, this business choice by FIAT has caused quite a stir.
More and more technology has been introduced in new cars and the automotive sector is just a couple of steps away from creating true smart cars. Urban OS is a platform that aims to run cities such as traffic lights or parking spaces just like a computer operating system runs your PC. Cars equipped with sensors will be able to communicate with the platform and the city’s infrastructure to make journeys easier and more efficient.