Article: “Sony Built a Car That Will Probably Never Get Mass Produced”
Author: Ryan Barwick
Written on January 10, 2020
I am interested in the article found on Adweek.com about Sony’s new car for two main reasons, the first being because I am very brand loyal to Sony, and secondly because I am interested in seeing what Sony will do to separate its car from the other new electronic car competitors. This article consists of a 2 minute and 30 second video that gives the summary on where Sony is at and what they plan to do next. The video begins by informing us that Sony’s technology for back-up cameras, blindspot monitoring and sensors can be found in many vehicles today, but that many people do not know that. With that being said, Sony wants to build own vehicle from the ground up to host own automotive technology instead of just having technology in other brands of vehicles. The value proposition of Sony’s new car is to improve the customer's life by providing a vehicle that uses Sony’s specialized technology for highest end safety, entertainment, and overall efficiency by being an electric car.
This car is called the Sony Vision-S, and will be the very first car to come from Sony. This is only a prototype at the moment, but will be a huge step in introducing a new product for Sony. As seen in the video, Sony will be heavily relying on its advanced technology in cameras and sensors to reassure consumers with features such as 33 sensors outside the car to avoid and even identify objects and its immediate threat to driver as well as face detection inside the car to notify the driver if they are blinking a lot or too long or show signs of dozing off. These sort of features is what I feel will allow customers to feel as if they are in the safest vehicle to drive in. It is very important they are spending so much time and effort and money into these unheard of features because without it, I feel it stands no chance against Sony’s biggest challenge, which is the already well established Tesla from Elon Musk.
What makes this marketing approach unique is first of all, nobody was expecting a car from Sony at all. The element of surprise in hearing people say “Sony is making a car!’, is enough for me to tell others and spread the word. Secondly, the fact Sony is not just making a car, but they are making a fully electric vehicle is very smart and I feel gives it a lot of respect in that the brand wants to improve the economy as well. If I were the brand manager, I would continue to push and hype this vehicle up by posting on social media. Because this vehicle is only a prototype, I would create polls on social media as fun ways to get feedback on what people would like to see in this vehicle. I only say this because I feel this is where the marketing could be stepped up in my opinion. Sony is able to put professional advertisements up anywhere, but taking a step back and letting customers have an opinion I think would keep them interested enough to keep it in mind until the prototype develops into real thing. Overall I am very excited for Sony and to see what comes from this!
Link to article: https://www.adweek.com/brand-marketing/sony-built-a-car-that-will-probably-never-get-mass-produced/
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