Buying a Car with Personality

Between 1985 and 2010, The Saturn Corporation produced cars that, I believe, intentionally targeted people with the Dove personality. And it was genius. No bargaining. No pressure. Khaki-wearing, business casual salespeople who sat catty-corner instead of behind a desk in the power position. Family days for car owners. What more could a Dove want? Eagles and Parrots, however, did not resonate with Saturn as they missed the excitement and victory that comes from haggling. 

I remember one event about ten years ago in which I was speaking to a group of several hundred people. I had the audience seated by their personality styles sorted into Eagles, Parrots, Doves and Owls. After I joked that Eagles would never buy a Saturn, someone in the audience called out, “Let’s see who owns a Saturn.” So, I asked the audience to raise their hands if they owned one. Lots of hands went up in the Dove section and only a smattering hands rose for the other styles. And there you have it. The audience burst out laughing. Saturn was selling to Doves and Doves bought it.

Today, Carvana is perfect for Doves as well. Once again, no bargaining. But interestingly, I would imagine that Eagles like the speed at which they can close the deal with Carvana. Pick out the car. Bring it to my house. Done. If I don’t like it, I’ll send it back. 

As for Parrots...Car Vending Machines! Need I say more!?!

However, I’m not sure Owls resonate with Carvana. When I checked in with my resident Owl, she said, and I quote, “I want to make the decision once and know that it’s the right one. If I got a car from Carvana, I would have to make my decision before test driving the car. That’s not happening.”

Note that I’m not picking on Carvana for not appealing to Owls. In fact, I think their approach perfectly targets three of the four styles. And hey, not everything appeals to everyone.

It might be an interesting thought experiment to consider which personalities your products and services appeal to.

#whichbirdareyou #eagleparrotdoveowl #personalitywins