The PT Cruiser
A successfull car for an iconic brand.
Mission
My mission was given to me by chairman Bob Lutz and CEO Bob Eaton.
I had to create a cult car and sell more than half a million.
Code
DIscovery
People were tired and bored that all cars looked the same.
So
What ?
- A car is a message.
- Life is dangerous.
- People wanted a car with an IDENTITY.
- The car must have a face, and it has to be menacing.
- The code was GANGSTER CAR.
- We constructed the PT Cruiser with a face, and it had a chin going under the front bumper (you cannot be afraid of a lion with no chin).
- The back was higher than the front, as if ready to jump.
- The shape was boxy, like a gangster car. We took a familiar form from gangster movies, but at the same time, it was a new shape like no other car and had a strong identity.
- We even found PT Cruiser toys for sale in Germany called « Al Capone » : a solid and clear identity.
- We tested it in Japan, where it was constructed big inside and small outside, a must for Japan’s small streets.
- In Brazil, they did not want the back window (too large and low) because of burglars, so it was modified.
- The positioning was IDENTITY, not engine, breaks, performance, or gas mileage. They had to be good, but this was not the differentiator.
The
Results
SOME WORDS
FROM OUR CLIENTS
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
A cross cultural teaM
WE HAVE OFFICES ALL OVER
THE WORLD
Palm Beach
New York
Sao Paulo
Istanbul
St. Petersburg
Luxemburg
Hong Kong
Seoul