Do car buyers know what they’re looking at? Maybe it’s all in the colour.

Do car buyers know what they’re looking at? Maybe it’s all in the colour.

The thing with the Jazz is that it’s definitely the class leader when it comes to practicality, but it’s starting to show its age. Compared to the Micra ($22k) and Clio ($28k), the Jazz, at around $25k doesn’t really have a comparable level of kit . However, it is the best handling car out of the three and the only one with a 7-speed gearbox. It’s also the best looking of the three, and that counts for a lot. But something I’ve noticed more and more is that a large number of car buyers don’t even know what they’re looking at. Here’s a good example:

I had a red Skoda Roomster. I swapped the Roomster for a red Ford Focus. It’s a significantly different vehicle. I parked the Focus in the garage. My partner didn’t even notice I had a different car…and she parked right next to it. She only notices if they’re radically different (e.g. low-slung coupe to enormous SUV). To me, the Skoda is a radically different car with unusual styling while the Focus blends into the pack.

Even when you drive the cars, many of them feel very similar, most probably due to shared platforms. But the Jazz comes in blaze orange, which is a colour vastly different to the standard whites, silvers and reds that manufacturers usually use. This is how a lot of people tell that the car is different – in a world where you’re exposed to a barrage of sensory stimuli, you can become oblivious to one red car over another. It’s why brand colours are so important – banks know this, and it’s obvious just by looking at whether it’s yellow, light blue, dark blue, dark green, light green, red, etc which bank you’re looking at. So a car in blaze orange assaults your retinas and becomes instantly Jazz: you’ve become a brand victim.

The thing with the Jazz is that it’s definitely the class leader when it comes to practicality, but it’s starting to show its age. Compared to the Micra ($22k) and Clio ($28k), the Jazz, at around $25k doesn’t really have a comparable level of kit . However, it is the best handling car out of the three and the only one with a 7-speed gearbox. It’s also the best looking of the three, and that counts for a lot. But something I’ve noticed more and more is that a large number of car buyers don’t even know what they’re looking at. Here’s a good example:

I had a red Skoda Roomster. I swapped the Roomster for a red Ford Focus. It’s a significantly different vehicle. I parked the Focus in the garage. My partner didn’t even notice I had a different car…and she parked right next to it. She only notices if they’re radically different (e.g. low-slung coupe to enormous SUV). To me, the Skoda is a radically different car with unusual styling while the Focus blends into the pack.

Even when you drive the cars, many of them feel very similar, most probably due to shared platforms. But the Jazz comes in blaze orange, which is a colour vastly different to the standard whites, silvers and reds that manufacturers usually use. This is how a lot of people tell that the car is different – in a world where you’re exposed to a barrage of sensory stimuli, you can become oblivious to one red car over another. It’s why brand colours are so important – banks know this, and it’s obvious just by looking at whether it’s yellow, light blue, dark blue, dark green, light green, red, etc which bank you’re looking at. So a car in blaze orange assaults your retinas and becomes instantly Jazz: you’ve become a brand victim.

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