There is a reason why cereal companies put toys in their cereal boxes. They know that kids don’t care what they eat, but they also know that little Jimmy won’t be leaving Wegman’s quietly until he gets his Iron Man action figure, and if his mom knows what’s good for her, she will pony up the cash for the cereal while her basic human dignity is still intact.
Of course, the kid will rip open the cereal box and dig out the action figure right away, but in the days after, he or she will be exposed to the cereal itself, the real product, and that will leave an impression that lasts long after Iron Man gets chewed up by the dog, and left in scattered bits around the yard.
The same fundamental factor is of paramount importance in the world of hot hatchbacks. Let’s call it “tangible excitement,” something you can point to and say, “Wow that’s really cool! I want one of those!”
Look at this Ford Fiesta ST and you will see what I mean. The basic Fiesta is a very good, but very boring economy car. Ford couldn’t just put a better engine and suspension in it and expect the ST version to sell. No, they knew it was important to put on a show. Give it an aggressive body kit, bright-colored paint with sweet Recaro racing seats, and put it out in front of the dealership for all to see. People will be pulling U-turns to come find out what it is, and if they can afford one.
Mind Over Motor 