Engineer a Classless Product, Create a Classless Service
VW have produced the Golf for 48 years and have sold over 35 million of them. Remarkable!
What I find fascinating about the Golf’s sales figures are their scale and consistency over the very long-run.
What is it about a product or service that builds such a high and consistent sales volume?
Classlessness #
I believe it is a lot to do with class, or in the Golf’s case, a lack of it. But I don’t mean this in a negative way because, in a very positive way, the VW Golf is classless.
The car looks equally at home parked outside a mansion as it does parked outside a suburban semi. Similarly, an owner would feel equally at home driving their Golf down the Kings Road in Chelsea as they would using their Golf for the school run.
VW produce the GTI and R models for buyers who wish to trade very frugal fuel economy for performance and they produce eco-friendly models for those buyers looking for a product with greener credentials.
Massive niche market #
The VW Golf has true mass market appeal and VW’s massive niche market is made up of buyers looking for a quality product at a price which is easily affordable to them.
So, I guess it follows that, for many growing businesses to succeed in the long-run, one way of increasing their chances of success is by engineering their product or creating their service and making it appeal to a broad range of tastes, budgets and preferences.
Stay true and consistent #
What must remain consistent though, is the basic feel, shape or look. The clever part is identifying which extras to cost-effectively bolt on for each type of buyer.
If you would like to discuss some classy or; maybe, classless lead generation ideas to appeal to a wide audience, please message me.
I’m always happy to meet, run through what you are looking to achieve and learn more about you, your businesses and markets.
Thank you for reading.
NB: for the record, this post was first published in May 2022
