Chrysler defines luxury for Alfa-Romeo
Geoffrey PrecourtWarc
It's a branding proposition born of a number of disciplines, among them anthropology, design, ethnography, and a variety of other social sciences. It looks to attract customers who are not just consumers but "soul mates" who experience a brand whose performance "is so agile that it… is magnetic and as receiving the thrill of a first kiss or a first love." In short, the product is "not just beautiful." It's "seductive."
In the late '80s, premier automotive brands began to think in terms of attitudes instead of attributes. Nissan's Infiniti infamously...