Riding with the spousette the other day, we were cruising in the blindspot of a Chrysler Pacifica. Even though the Pacifica has been on the road for a few years now, and AutoPacific has had a Pacifica in several research projects, it had never really registered with her.
She asked, “What’s that?” I said, “Well, that’s a Chrysler Pacifica.” “Poor thing,” she responded, “It doesn’t know what it wants to be. It looks like a station wagon, a minivan and maybe a little like an SUV.” “Well, Chrysler used to call it a Sports Tourer, but now they are trying to call it an SUV,” I observed. Showing her ability to cut to the chase, “Nice try, but it doesn’t appear to be anything special.”
These observations are not too much different from reactions to the Pacifica in research clinics, focus groups and individual interviews with consumers. Even Pacifica owners seem confused about what it is. That Chrysler has been able to sell a respectable number of them (many at a deep discount from its initial pricing) is a testament to Chrysler’s marketing and incentive programs.
Over the years, we have found that American consumers really want a product that they can quickly put into a category. Either it is a minivan or not. Either it is an SUV or not. Begs the question of what folks will think the Mercedes-Benz R-Class Grand Sports Tourer is?