the Car = identity thing is back, thanks to the slate

[concordgrape_]

I've been thinking about that new Slate vehicle and its DIY customization, and it feels like it's tapping into something deep in American culture. We used to be all about our cars as a reflection of who we are, and it feels like that's roaring back.
This whole idea is based on the work of Clotaire Rapaille, a cultural anthropologist. He wrote a book called "The Culture Code" that says every culture has a unique "imprint" for products. For Americans, the code for a car is "Identity." For Germans, it's "Engineering."
Rapaille's work with Chrysler on the Jeep is a classic example. They found the code for the Jeep in America was "Horse"—a tough, go-anywhere vehicle. Based on that, they ditched plans for a luxurious interior and brought back the round headlights, because "horses have round eyes." It totally turned the brand around.

It's a cool idea that our early childhood experiences shape these codes. It makes me wonder if the team at Slate, or even some of the folks who worked on the original Chrysler projects like Trisha Johnson or Chris Berman, are using this approach to create a new kind of emotional connection with the driver. It's a smart move

 

[SlaterDude]

Nice analysis! I think you said it best about the Slate tapping into that "Identity" code. It's smart marketing, but it also feels genuinely restorative for car culture. The fact they're pushing the DIY aspect so hard suggests they aren't just selling a car, they're selling the experience of making it your own! Like the real status is in the personalization and the story behind it! Honestly, if they nail the accessible parts and aftermarket support, this could be huge.