A comprehensive examination of over 400,000 UK road accidents has initiated discussions surrounding the potential impact of car branding on driving conduct. The research, featured in the Journal of Social Marketing, highlights a discernible discrepancy in driver culpability concerning “risky or aggressive maneuvers” across various car brands. The study suggests that brands associated with “performance driving,” such as Subaru, Porsche, and BMW, exhibit a higher likelihood of involvement in collisions resulting from actions like speeding, running red lights, or overtaking in prohibited areas.
Lead author Alan Tapp, a professor of social marketing at the University of the West of England, proposes that marketing strategies emphasizing “performance driving” may contribute to these observed patterns. Tapp poses the question of whether aggressive drivers are inherently drawn to specific car brands or if the brands themselves play a role in amplifying such behaviors.
While critics of the study highlight its scientific limitations, representatives from the automotive industry stress their unwavering commitment to safety. Spokespersons from Porsche and BMW underscore their dedication to adhering to safety standards, with Porsche going a step further by inviting buyers to its dedicated “Porsche Experience Centre” to enhance driving skills. Subaru, which has shifted its focus since the study’s examined 2011-2015 data, emphasizes its commitment to safety, capability, and reliability.
Marketing experts acknowledge the powerful influence of lifestyle branding within the automotive industry, prompting questions about the portrayal of high-speed driving in media and advertising. Despite its limitations, the study contributes a nuanced perspective to the ongoing discourse surrounding the intricate relationship between branding, marketing strategies, and driver behavior on the road.
