Tone of voice comparison: Mercedes vs Porsche

Mercedes?and Porsche are different.?

Mercedes rolled out a staggering two million vehicles in 2020. Porsche lags behind, building 300,000 cars.

Mercedes boasts a product line up that spans from vans to luxury cars. Porsche is more niche.

In this article, we'll delve into how these differences play out in terms of brand tone of voice.?

To add a touch of humor, we'll draw parallels between the car brands and the personas of George Clooney and Tom Cruise.

But before we do that, let's begin by imagining the brand voice narratives.

Imaginary brand voice narratives

Mercedes’ voice narrative?is rooted in the idea of superiority. To share in the brand dream is to enter the rich and luxurious world of the elite.

Let’s see how this story compares to Porsche.

If Mercedes is cool and supercilious, Porsche is hot and original. The brand’s voice narrative?is exciting and dangerous, like a still and imploring flame.

Now we understand a bit more about the narratives of the two brands let's conceptualise some tonal values.

Tonal value #1

Mercedes: “Class”

There are no niceties here. This is class war, with winners and losers. So, if your language carries a vein of arrogance, so be it.

Porsche: “Silent”

Porsche makes videos without voiceovers and writes sentences without verbs. Why? Because the engine makes all the noise customers need. So, say only what’s necessary, what matters.

Tonal value #2

Mercedes: “Innovation”

Mercedes sense of superiority is built on its strong engineering track record. And this fact can come across in small doses of technical language.

Porsche: “Fast”

Some cars are useful. Porsche is fast. On the brand website, this need for speed presents itself in high-energy adjectives such as “purisitic”, “breathtaking”, and “sports”.

Tonal value #3

Mercedes: “Emotion”

Emotion is essential to keeping life interesting. So, in select locations, write with your hearts as well as your heads.?

Porsche: “Maverick”

Porsche is a thrilling escape into irresponsibility and rebellion. What’s good is bad and what’s bad is good. In short, write headlines like your mum isn’t looking.

Which famous person embodies the spirit of the company?

Mercedes

Known for his strong chin and butter-wouldn’t-melt-in-his-mouth smile,?George Clooney personifies Mercedes. Suave and in touch with his feelings, Clooney is the sort of boyfriend your mum would love you to bring home.

Porsche

Tom Cruise?in a word? Sexy. Especially in his “Top Gun” period, Cruise epitomises speed and seduction, acting out his own stunts and falling madly in love with everybody in sight.

Agree. Disagree. Strongly disagree...?

Do you agree with me about the Mercedes and Porsche tones of voice? Have I got it right or completely wrong?

Let me know in the comments below.

#Mercedes #Porsche?#ToneOfVoice?