One of the fundamental challenges with electric cars: firing them up is boring!
Marc Theermann
Chief Strategy Officer at Boston Dynamics (Building the world's most capable mobile #robots and Embodied AI
In the good old days you had to turn a key before sparks ignited the fire that became your own personal powerhouse. In sports cars this usually resulted in smoke shooting out the exhaust and earth shattering sounds coming from the muffler. A mini earthquake would shake the entire car and put a smile on the drivers face.
Modern, electric cars recognize the owner on approach; offering the luxury of not using the key at all. When you sit down you are greeted by a symphony of warning beeps (close the door, push some buttons, buckle up, etc). Then the car starts booting up. In a Tesla this can take up to 30 seconds. Car enthusiasts simply sit there, staring at the screen. When the electric car is finally ready to go, unfortunately nothing exciting happens.
This is a missed visual, audible, and sensual branding opportunity! Instead of reprimanding us with warning sounds, why not wish us a good morning, or congratulate us on the last’s trip’ carbon emissions savings. The screen could be used to display a inspirational message, show a picture of an ocean sunrise, or play an uplifting Tesla specific jingle or sonic branding.
We can’t recreate the special experience of firing up a 1968 Mustang Fastback, but electric cars manufacturers should seize that moment and create new experiences that are equally stimulating.
This would be the perfect place for some micro-lifestyle moments that could really drive home a strong branding message.
Director - Strategic Alliances
5 年great thought Marc, more than branding it relates to the feel good factor of being environment friendly!
Intuitive, inventive, insightful. You may only need two but you get all three.
5 年I use the initial 30 seconds in the car to get myself settled and focus on the act of driving. The last thing I need is something distract me from that preparation. Life does not have a soundtrack. We should resist all attempts of companies trying to add one.