Some days ago our group visited a FIAT dealership in Delft, to see the Fiat Bravo in real life and get a good feel of the car we are going to design an advertisement for. The dealership we visited was Preuninger, located at the Mercuriusweg in Delft. Both FIAT and Alfa Romeo are represented in this dealership.
It seems the dealership was a bit short on space, as all cars inside where parked relatively close to each other. Therefore, it was difficult to have a good look at the Bravo inside the dealership. However, one was parked in front;
We received many brochures from the staff, which give us a good view on what the current advertisement style of the Bravo in the Netherlands is. In the car’s brochure, focus is laid upon sportiness and style. The brochure is printed on high-quality glossy paper, with the FIAT-logo and the Bravo-name on the front. Throughout the brochure, the car and details of it are portrayed, always in a stylish background. However these backgrounds do not portray the car in everyday usage, like on marble floors, large cable-stayed bridges,… Next to the images, there is always an excerpt from a dictionary, linking a word to the car, like “beautiful”, “elegant” and “powerful”. The last page of the brochure is can be folded out, and displays the different colours and different options available for the car.
Conclusion is that the brochure does not focus upon the family and money-saving aspects of the car (5 doors, fuel-efficiency,…), but on its looks and sportiness. The brochure is very emotional, not rational. Given the current economic climate and the growing environmental consciousness, in which price and fuel-efficiency are of prime importance, we think this could be done in a better way.
