You Are What You Drive
Does your car reflect your business image?
You've worked hard for your success, and you reward yourself
by buying your dream car, a cherry-red Porsche. But are you making
a business faux pas by indulging yourself? Sure, a Porsche always
says expensive, which might let others know you're a
bona fide success, but it may also tell clients and employees that
you're not focused enough and are playing more than you
should.
Buying a business car to reflect your image can be tricky.
Images are a language that signals to others who you are. Just like
your clothes, your business vehicle is a clue to your
character.
"Who are you trying to impress? What label are you putting
on yourself? Have that clearly in mind [when buying a new
car]," advises Tom Healey, a partner at J.D. Power &
Associates, an automotive research company based in Agoura Hills,
California. "While a Mercedes-Benz or BMW denotes dignity, are
they too [stodgy]? And do your domestic customers frown on foreign
cars?"
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Bright colors and neon are great for commercial vans that do
double duty as rolling billboards, but if you're seeking
another bank loan or need to impress venture capitalists, then a
more discreet black or silver paint job on your conservative
four-door sedan sends a better message. That sporty roadster may
make your neighbors drool, but when it comes to business smarts,
consider buying a car that projects professionalism, success and a
dash of solemnity.
Jill Amadio has reported on the automotive industry for 23
years as an editor and consultant.
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