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When to Push the Boundaries

May 28th, 2013

Paul Merrill

Chevrolet Impala controlsWhen do you keep things the way they are, and when do you push for change?

Chevrolet recently released a whole new version of their Impala (http://www NULL.chevrolet NULL.com/impala-sports-sedan NULL.html), a large sedan formerly banished to rental car lots. The new model is being marketed to a much younger audience. Chevrolet thinks they can gain some traction with the car’s sporty exterior and faster performance. What they don’t realize is that generally, people from 25-40 do not want large sedans.

A puzzling decision was their choice of people representing the selections in their on-screen dashboard control system. Each would appeal to people between 15 – 25. Current Impala buyers are in their 50s – 70s.

This is a small detail, but it reflects a lack of overall direction for the car. When you start your project, whether it is the revision of a multi-million dollar car or the relaunch of your newsletter, think of your actual audience. Be realistic by focusing on what they will respond to – and not on what the potential bleeding edge audience might like. Push the boundaries in areas where you will get some payback.

Photo courtesy of Car and Driver (http://www NULL.caranddriver NULL.com/) magazine.

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One Comment

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  1. Tim (http://roadkill-spatula NULL.xanga NULL.com) #
    May 28, 2013

    Government agencies use Impalas because they’re American made, roomy, and reasonably priced.

    Those are horrible graphics.

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