Oleh Sudjono Indradjenardinata

Jika Alfa Romeo dan Fiat dapat kembali ke pasar AS, maka terdapat kemungkinan bagi Suzuki untuk kembali juga. Saya akan berkata ikutilah langkah-langkah yang diambil Alfa dan Fiat di AS, yaitu membangun brand image. Di Eropa, Fiat adalah sebuah merek ekonomi yang bersaing dengan Volkswagen dan Ford. Ketika ia memasuki pasar Amerika, mereka tahu bahwa penduduk Amerika cenderung lebih menyukai produk Jepang ketika menyangkut mobil ekonomis, maka mereka berusaha untuk tampil berbeda.

Mereka mengiklankan merek tersebut sebagai merek yang stylish dari perusahaan manufaktur Itali dan saya pikir membawa Fiat 500 ke AS adalah sebuah keputusan yang baik karena mobil tersebut sangatlah stylish dan berbeda, bisa dibandingkan dengan Mini Cooper, yang sebenarnya bukan merupakan kompetitor bagi Fiat 500 (karena ukurannya yang lebih besar), namun memiliki ketertarikan yang serupa.

Alfa Romeo memasuki pasar AS dengan model mobil hatchbacknya, yang menurut saya adalah langkah yang tidak tepat, namun pengenalan 8C Competizione (supercar dengan produksi terbatas), juga kedatangan sportscar 4C dan mobil Giulia yang baru-baru ini muncul (di mana versi Qvnya merupakan sedan tercepat di dunia) membuat merek Fiat menjadi dikenal dan lebih konsisten terhadap imejnya yang sporty/penuh gairah.

Merek-merek lain yang dapat saya ambil contohnya adalah Jeep, Mini, dan Subaru. Jeep terkenal dengan penggunaannya dalam kegiatan off roading (karena asal usul mereka), sementara Mini (juga karena asal usul mereka) terkenal dengan gayanya yang stylish dan ditargetkan untuk kaum muda.

Dari contoh-contoh ini, dapat saya simpulkan bahwa model mobil harus konsisten dengan brand image yang berbeda dari Toyota/Honda/Nissan, di mana merek-merek ini telah memiliki reputasi yang cukup besar.


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