Product Features vs. Performance Predictors

Product features may be mistakenly considered performance predictors, however product features alone do not allow consumers to predict the future performance of the product.

For example, the new car industry is in continual product innovation mode. All the car manufacturers advertisements list a range of new product features, but rarely do they back-up these features with performance predictors. Remember, today's sophisticated and sceptical consumers are listening, watching and reading claims made by organisations and asking, "Why should I believe it? Prove it to me!"

Following is copy extracted from a car manufacturer's advertisement in a magazine [with comments added]:

The new Audi Q7. The first performance 7-seat SUV.

Get carried away by the new Audi Q7. Tuned to respond to the driver's needs, the high-torque 3.0 TDI quattro, 3.6 FSI and high performance 4.2 FSI V8 [notice the features listed do not answer the question: why should I believe it?] are all built to deliver refined power and explosive acceleration [the copy now makes the link between features and benefits, but still does nothing to prove the claims]. This, together with our famous quattro permanent all-wheel drive and servotronic speed sensitive power steering makes for superb handing and an exhilarating ride [more benefits, but again no performance predictors to substantiate the claims]. The spirit of 'Vorsprung' lives in the new Audi Q7.

For more information or to book a test drive [finally, a performance predictor. A test drive allows the consumer to prove the claims made by the manufacturer for themselves], call 1800 50 AUDI or visit your nearest Audi dealer.

Scanning through some other magazines revealed a couple of car manufacturers using creative performance predictors to reduce pre-purchase risk and reinforce their marketing claims:

The new GS450h ingeniously combines a 3.5 litre Direct and Port Injection V6 engine and 147kW electronic motor; so you can finally enjoy V8 performance (254kW) with four-cylinder efficiency (7.9 litres per 100km*) [notice the performance predictor in the last bracket substantiates the claim of 'four-cylinder efficiency'?]

Another example:

"How can we coax BMW performance out of a technology historically know only for economy?" Our answer was to win the Nurburgring 24-Hour Race [this directly answers the question: why should I believe you?] with a diesel 3 Series using innovative Common Rail injection technologies.

Product features are not performance predictors, however performance predictors should always be used to support product feature claims wherever possible.