This story appears in the
December 2000 issue of
Entrepreneur.
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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?"
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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