Focus on car design

·         Renault Mégane

 

The car was rightly identified by two interviewees. The other interviewees thought this vehicle was a Skoda, a Seat, a Ford or a Volkswagen. Overall, like the Renault brand, the design of the front of this car is qualified as classic. 

Half of the sample has a positive perception of this design, using expressions like “it seems solid”, “it looks nice and comfortable” or “the design is pleasant”. We can notice that these interviewees all drive a Renault (main car) and consider consumption as a crucial factor. However, three interviewees, that do not own a Renault, perceive this design negatively, using expressions like “it looks dull and do not attract me”, “it reflects a lack of power and do not inspire confidence” or “it lacks of fineness”.

·         American car

Only two interviewees associated this front car with American brands (Ford and Chevrolet). It was also identified an Opel or a Maserati but most of the interviewees mentioned Aston Martin.

Overall, this car is perceived as sports, with adjectives like “aggressive” or “powerful”. Three interviewees, all males, particularly liked this design, using for example expressions like “Very high range”, “Awesome! I love it!” or “Pleasant and robust”. However, four interviewee, including all the female of the sample, did not liked the front of this car, using key words like “show-off”, “tuning” or “showy”. We can notice that these four interviewees perceive American brands as non-eco-friendly.

·         Volkswagen Golf

 The Golf was recognized by six interviewees among the sample. Overall, the design of this car is considered as classic, which reflects Volkswagen global perception.

To conclude, we can say that three interviewees preferred the American car while three other interviewees preferred the Volkswagen Golf: