Controversy has flooded the automotive market within the last several years. And by controversy, I mean that everyone and their mother is building an SUV. Porsche was arguably one of the first, with the Cayenne in 2002. But for every controversy, there are always two sides of an argument.

Brand-First vs. Model-First

Most of us automotive enthusiasts approach a new model brand-first. That is, we look at the brand; what it stands for, what their heritage is, and how they fit into the global market. Take Lamborghini for example. Fast, flashy, and loud screaming engines are the first characteristics that come to mind. Even if there are faster cars on the market, we imagine any Lambo should be able to look as though it is going 200 mph while standing still. We think of these characteristics first, so when we then take a look at a new model from Lamborghini, these are the standards by which we judge it.

Another great example comes from Rolls-Royce. When we think of Rolls-Royce, we think of impeccable styling, perfect geometric proportions, and ultimate luxury. We picture limousines; low-slung, quiet, and more comfortable than the average lounge chair. So when a new model come out of the Rolls-Royce factory and it doesn’t comply with the rest of the perfectly-proportioned lineup, we automatically tag it as the black sheep of the family.

So when Rolls Royce revealed the Cullinan, it stuck out like a sore thumb, acting as a crazy deviation from the rest of the family. I actually got to sit in the prototype model of the Cullinan. I can honestly say that I’ve never sat in a more comfortable seat (in or out of a car) than the back seat of the Cullinan. It’s posture is perfect, and there is an impeccable balance of support and cushion in the seats. However, the Cullinan sticks out in the Rolls-Royce lineup, so we offer our sincere disdain for it.

The second type of approach is Model-First. These are people who settle on the model type of vehicle before they dig through brand offerings. This approach is far more common among non-enthusiasts. The Model-First approach suggests that people shop their cars by defining their requirements and desires in a new vehicle. If someone wants to haul equipment and raw materials, they will settle on a pickup truck long before they decide to go with a Chevy or Ford. Brand identity means very little to people for most common brands, and so we don’t really feel bothered if a company like Ford makes a GT40 and a massive Expedition SUV. We simply accept that these companies are present to serve market needs. It’s clear that there is a growing global market for SUV’s.

The biggest cause of conflict is the different approach people have about brands and models. People who are Model-First tend to say “my SUV is a Lamborghini”, whereas people who are Brand-First lean towards saying something along the lines of “my Lamborghini is an SUV.”

For most enthusiasts, we fall into this category of Brand-First. Cars are special to us, and we care about what they represent and how they make us feel. I’ve spent a weekend riding around in a 2017 Porsche Macan, and the car was fantastic. It looked great, especially for an SUV. We drove up and around winding mountain roads, and they were handled beautifully. When the driver accelerated to get onto the highway, the engine wound up and made a very pleasant sound. For an SUV, it definitely was sporty and impressive. Being an SUV, it was also really easy to get in and out of. Sitting so high up made it easier to see over the busy Seattle traffic. I can honestly say it was a very enjoyable experience, but I had this thought while riding in it: If I were going to buy an SUV, I would definitely buy a Macan. But then if I were to buy a Porsche, I would be drawn to a 911 instead.

What do you think? Is categorizing buyers into Brand-First and Model-First accurate? Which category do you fall into? I tend to approach a vehicle from both angles— it keeps me open minded!