Tesla Model s 2013

Luxury Brands Give Eco-Friendly a Twist

Say Hello to LOHAS!

Imagine traveling 60 miles per hour, in 4.2 seconds, without delay or a single drop of gasoline. Is it possible to have a classy, eco-friendly car with exhilarating performance? This all electric Tesla S model includes an 85 kWh battery that can travel up to 300 miles, without a charge. Worried about recharging? In as little as 20 minutes, users can supercharge their battery to fifty-percent, eat a quick meal and get back on the road.

Have you ever seen a car without a tailpipe? The S model makes no room for a tailpipe, which equals zero emissions. Your planet and people will thank you for extending their lifespan. These are the only cars that were born with efficiency in mind; such a vast and liberating paradigm shift from gasoline.

Maintenance costs are low too, since there are no smog checks, oil changes, spark plugs, fan belts, catalytic converters – you get the idea. Though it is a bit pricy upfront, users save more over the long haul by reducing their costs in maintenance and gas.

Behind the wheel, users immediately notice a sleek 17-inch touchscreen in the dash. Consumers will feel in control of their command center – with easy access to music, Internet, navigations, rear camera, operating and energy consumption controls and a hands-free phone option.

Tesla, by default is a trend setter. What about the rest? Marketing demographics constantly evolve through time: most of the time guided by fashion; other times by necessity. There’s a movement that’s been growing since 2009, and keeps getting stronger and wealthier. Say hello to the LOHAS crowd – born both out of fashion and need for action.

The rising trend to look out for are people who identify themselves with “Lifestyles Of Health And Sustainability (LOHAS).” This type of consumer goes beyond the call of duty, if you will. It’s the reason behind every company’s customer-service department and the Eco boom in brands, and we should all be thankful for that. They understand and practice clean technologies, energy efficiency, social responsibility, fair trade and human rights. They don’t just shop; they follow an uncompromising lifestyle.

LOHAS want their dollars to make a difference, for tangibles and intangibles. Airlines that have grasped this concept are now neutralizing their emissions. Passengers can buy offsets, much like giving to your favorite charity, yet consumer dollars are funding emission-reducing projects. What matters to the user, though, is to absorb their responsibility, given that aviation on its own is responsible for approximately 3% of the total global carbon dioxide.

It’s not only your everyday brand and needs that draw us to study this conscientious consumer.  Green-washing won’t do the trick; this demographic makes purchase decisions with firm criteria in mind, and you’ll find that your average LOHAS buyer is educated and well connected.

Jaguar XFLuxury brands are definitely catching up with how to seduce the new LOHAS crowd, and they’re doing it well. Consider the Jaguar XF Sports Sedan. Not only do they produce an eye-catching hybrid with a lower carbon footprint that’s clean and light; they go beyond by refining their processes for efficiency and energy savings with a CO2 emission reduction strategy in mind – and showcase it handsomely.

Jaguar’s XF, hands down, is engineered for energy. This contemporary model intuitively shuts off when this clean diesel engine comes to a stop. Does this mean users should start the car again? No. This jags intelligence simply needs us to release the brake pedal. The advantage is the user experiences the best of both worlds, by reducing energy and emissions. Likewise, the XF model is not meant to interrupt the user’s commute; now that’s smart technology and planet friendly driving.

Mercedes BlueTECLet’s discover another reinvention to the clean diesel model: the Mercedes Benz. This high-tech and high-class icon is the original inventor of the diesel-powered luxury car, back in 1936. Explore any of Mercedes’ BlueTEC models to unveil its advancement in diesel technology, ultra-low emissions and high mpg. But what’s more interesting is their breakthrough solution called AdBlue. When released through the exhaust, it transforms nitrogen oxide emissions into harmless nitrogen oxygen.

When it comes to products, price isn’t an issue – the economy is. Where your all-time luxury brand consumer won’t care much about miles per gallons, your LOHAS end user will take that into careful consideration before buying. Why? It’s not the price of fuel’ it’s the cost to the environment. More miles per gallon means a smaller carbon footprint and that’s a burden lifted off our eco-friendly shoulders.

While LOHAS has a very strong sustainability and eco-friendly trend, there are other fronts to be addressed as well, because after all, you’re facing a holistic consumer. Is this fair trade cotton? Is your cruise line donating to advance education in Mongolia? If I buy these shoes, will I be contributing to cancer research? Yes, your package uses recycled cardboard; but what can you tell me about the rest of your supply chain?

LOHAS does seem like a handful, but one thing is for sure, their customer’s loyalty is fairly won and hardly deterred. Consumers will flock in droves to companies that behave in an environmentally clean and responsible manner. Once they believe in the product, they will comfortably purchase it over and over again. Not only will they buy it, they will endorse it and vocalize it. A brand is only as strong as its public perception, and this new influential force helps to make sure that a brands reputation is only as strong as its genuinely responsible credentials.

Lynda ChervilLuxury Brands Give Eco-Friendly a Twist

Comments 2

  1. Michael Thwaite

    Thanks for shining a light on something that was previously something seemingly intangible. I think that the LOHAS group might be shopping at all levels, not just luxury goods, are you saying that this group is predominantly well-healed?

    For some more background on the people that buy Tesla, check out this thread on our forum: http://www.teslamotorsclub.com/showthread.php/7205-What-do-you-do-for-work-Just-passing-time-waiting-for-updates-from-Tesla-%29

    1. Post
      Author
      Lynda Chervil

      Michael,

      Thank you for your comment. While the LOHAS market segment shops at all levels, this blog post focuses on bridging the opportunity gap for luxury brands to better target this important growing market segment by appealing to their social values. The social value component is perhaps and I emphasize “perhaps” a critical psychographic data point that is overlooked in various luxury brand messaging to connect with consumers within this segment.

      Thank you for commenting!

      Lynda

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