Technology as a myth creater

While discussing the more mundane aspects of ERP and SCM technology solutions for SCMluxe in the previous post Selecting Technology for SCMluxe an interesting point by Kapferer and Bastien in their seminal book “Luxury Strategy” caught my eye. They argue that the function of technology in the luxury industry (with specific reference to the luxury auto sector) are two fold:

·         As a base to justify the “quality” of the product especially in auto and electronics products which rely heavily on the technological superiority of its products. This is especially true for non traditional products where artisanship and old world hand finished values are not enough to sell the product

·         As a strong component in creating a myth or aura around the product. The mythic ability to perform tasks (which may have no practical use in most cases) which seem super human are mostly aided by technology. The ability of a Rolls Royce to drive for 100km even with flat tyres (why would one want to do that?) or the fact that a coin balanced on its hood will stay balanced even while driving is an outcome of the superior technology used. This creates legends and myths that helps build a luxury brand and makes it exclusive.



James Bond's mythic Aston Martin



On a lighter note, an easy way to comprehend the mythic qualities of technology is the Aston Martin driven by James Bond – it even has the ability to turn invisible (with the help of mirrored bodywork!) and fire torpedoes at oncoming spies in tanks or plebian BMWs!!!