Driving reputation

Cars are symbols of many things, individuality, age, income, and lifestyle. In this age of rage, symbolism now extends to reputation.

Tesla vehicles were attacked around the world this month as symbols of Elon Musk’s involvement in the Trump administration. Large SUVs and utes have been vandalized as symbols of human impact on the environment.

Companies might now think differently about corporate vehicle branding. The “How is my driving” stickers help the social licence of transport-heavy businesses, but PR people have always had doubts about branding-only, as we deal with the times these wheeled business cards crash or cut people off.

PR has to deal with the Red Cross vehicle caught on camera last week nearly causing an accident – not really in line with the mission to ‘help humanity’. It has to deal with the Wellington Council staff driving over the speed limit 1600 times in two years – not really in line with the mission to nurture communities.

Surveys show the public is angry – over 60% nursing multiple grievances. In this environment, it’s unclear that the tax advantage of branding a car is worth vandalism and vindicative customers.