“Made in Germany”: America’s Fascination with German Products
By Patricia Sauerbrey Colton
BMW, Mercedes Benz and Audi – that is German engineering. Cars you can rely on. To Americans, the German heritage comes with perfection, attention to detail and durability. When Germans do something, they do it right. Even Volkswagen advertises its cars in the US using the slogan “Das Auto”. Marketing departments, it seems, have discovered America’s fascination with German products. The appeal is obvious when it comes to cars: the dependable, meticulous and straightforward mentality of the Germans provides a perfect fit to sophisticated technology.
Our international market research reveals this fascination within a broad range of product areas. However, the label ‘Made in Germany’ by itself does not guarantee a product’s success in the US. Depending on the category and the specific product branding, the label “German” can have advantages or disadvantages.
American attitudes towards German products range between two extremes: on the one hand they are fascinated by the meticulous perfection of German products, but on the other fear their military-like severity. Americans often attribute German products, for example, with environmental credentials that have been painstakingly proven. But ecological benefits of this kind can also felt to make very direct demands on users. If a German brand conveys to have to commit to a new extremely environmentally friendly lifestyle, German products easily come across as being too prescriptive and restrictive - especially for freedom-loving Americans. Therefore, especially in the automotive category, perfection and autonomy need to go hand-in-hand and be at the same time psychologically present to consumers.
Americans see German health-focused products as being particularly credible. The image of a tall, lean, disciplined German contrasts sharply with the image of an overweight, undisciplined fast food junkie. But here too, if the focus on health is taken too far and does not provide room for spontaneous outbreaks or indulgent pleasure, American consumers will feel constrained.
International studies conducted at rheingold show the financial crisis has given the special appeal German products have an extra boost. America’s belief in total economic freedom has been shaken violently and is perceived as being the cause for the crisis. As a result, American consumers feel they need to add more structure and regimentation to their lives. The American health care reform, or better said health revolution, can be seen as an expression of this.
The balancing act between freedom and severity is different for each marketing challenge. It needs to be explored for individual markets, specific products and brands in the US. At our local US office rheingold LLC, we can help you take on this strategic challenge.
