Artifact
Mercedes-AMG GT S is the premium range vehicle of German car manufacturer Mercedes Benz. The car is an achievement built on the intense beauty and passion for the senses: scene-stealing looks, breathtaking performance, and an immense growl that can easily intimidate the road itself. Mercedes-AMG GT S has lightning-fast power transfer and low bodyweight of the car means it has ability to performing cornering at thrilling speed, with the car setting higher standards for dynamic and precise performance. The car features the all-new AMG 4 liter V8 biturbo engine with 7-speed having dual clutch transmission. The car can reach 0-60 mph in only 3.7 seconds. The interior of the car expresses the aviation design theme, with a powerful cockpit style dashboard, dominant center console and central spotlight style air vents. Anyone who drives the car, the finest craftsmanship and materials exude the exclusivity and quality that can only be provided by Mercedes-AMG (MBUSA N.pag).
The question to answer is: Who actually buys such cars? What is their cultural makeup and values? To analyze this issue, Hofstede’s cultural dimensions can be used for analyzing the rhetorical purpose of the product.
Hofstede’s Cultural Dimensions
Power Distance
Mercedes-AMG GT S costs $110,000-130,000 in the U.S. Market and belongs to the luxury car segment. Since, it is a luxury purchase ego and financial power comes into play in terms of purchasing ability and values of buyers. Mercedes-AMG GT S is an expensive product with the majority of its sales expected in the developed countries from people with powerful or rich class. The buyer’s profile informs that Mercedes-AMG GT S is bought by customers coming from countries where power distance is high. Markets such as the United States of America, Canada, European Union, Australia, and other developed regions will produce the majority of the Mercedes-AMG GT S buyers (The Hofstede Centre N.pag).
Uncertainty Avoidance
Majority of the buyers who purchase Mercedes-AMG GT S comes from culture with low uncertainty avoidance. Buyers have low uncertainty avoidance, which means they maintain relaxed attitude towards orthodox ideas and they open to taking risks. This means Mercedes-AMG GT S buyers are willing to take the risk of investing more than $100,000 on buying a car. Luxury is one of the choices of the buyers and Mercedes-AMG GT S provides them with the opportunity to flaunt it. They prefer not to control the future and are willing to experience uncertainty. Low uncertainty is mostly seen in the western cultures and it will provide the majority of the buyers in the car (The Hofstede Centre N.pag).
Individualism
In terms of individualism, Mercedes-AMG GT S buyers have high level of individualism as they are willing to buy the luxury car. Ego and strong personality is an essential trait of the buyers and they are aware of their preferences. Even though some buyers will come score high of collectivism, Mercedes-AMG GT S will be purchased by buyers coming from individualistic cultures. Most Mercedes-AMG GT S buyers will have a positive self-image about them and would consider them worthy of the purchase. Mercedes-AMG GT S is not a necessity, but a luxury for people with strong self-perception and deep pocket to fulfill their desire (The Hofstede Centre N.pag).
Masculinity
Mercedes-AMG GT S is suitable for buyers who have high masculinity. The buyers come from a society where competition is expected and adhered. Buyers will also show a high sense of achievement and consider Mercedes-AMG GT S as their prized possession. In addition, assertive and heroism are other values showcased by the buyers and their purchase enhances their self-perception. Success is a driving factor for buyers and Mercedes-AMG GT S is treated as a means to display their achievement and success. Buyers come from a tougher culture as they are risk takers. More and more people in the western world can relate with Masculinity and Mercedes-AMG GT S can find most of their potential customers in those markets (The Hofstede Centre N.pag).
Long-term Orientation
Buyers of Mercedes-AMG GT S view time as linear and prefer to look towards future over the past or the present. Mercedes-AMG GT S buyers are goal oriented and are focused on fulfilling their needs and desires. Since they have long-term orientation, they value rewards and Mercedes-AMG GT S works out as their reward. People with long term orientation believe that past and present are not connected and they can change their future, lavish purchases such as Mercedes-AMG GT S is one way to justify their beliefs. Relationships are not their priority as they prefer building self-image over strong relations with people around them (The Hofstede Centre N.pag).
Indulgence
Mercedes-AMG GT S buyers are mostly indulgent in spending as they are willing and able to satisfy their personal needs and immediate desires. Most of them have the financial power to make the purchase and buying the car highlights their indulgent behavior. Being indulgent means the buyer is able to make purchases without gratification and prefers having fun in life over exercising restraint. Buying Mercedes-AMG GT S requires ability to overcome norms and self-motivate themselves to make financial decisions. Most buyers of Mercedes-AMG GT S will have financial power to make the purchase as soon as they desire. Buyers can come from any part of the world, as an indulgence is seen all over the world from the financially capable (The Hofstede Centre N.pag).
Uses and Value of Artifact
Mercedes-AMG GT S is useful for individuals who are attracted to luxury and possess individualistic behavior. The car gives buyers confidence and a sense of fulfillment to make a luxury purchase that makes them stand out as powerful individuals. Mercedes-AMG GT S shows indulgence on the part of the buyer and as they are willing to take the risk of spending more than $100,000 on a car. The car is an ego booster as buyers’ self-image is satisfied by its acquisition. The car provides value in terms of pride, honor, respect and it is used for displaying power over others. Mercedes-AMG GT S fulfills expensive desires of few people fortune enough to make the purchase. The meaning of the artifact is in its use and experience of driving a Mercedes-AMG GT S. It is an experience in itself and gives buyers the pleasure of the drive fuelled by top brass German technology.
Conclusion
Mercedes-AMG GT S is a luxurious car with state of the art features and leading engine technology in the automobile industry. Due to its expensive price, the car is suitable and affordable for certain groups of customers only. Mercedes-AMG GT S buyers score high on individualism and masculinity, they have long term orientation and show indulgence. They come from societies with high power distance and show low uncertainty avoidance.
Works Cited
Croucher, S. M. Understanding Communication Theory: A Beginner's Guide. New York: Routledge, 2016. Print.
Hofstede., G. & Hofstede., G.J. Dimensions of National Cultures. Geert Hofstede. geerthofstede.nl. n.d. Web. 11 February 2016.
Hofstede., G. Dimensionalizing Cultures: The Hofstede Model in Context. Grand Valley State University. gvsu.edu. 12 January 2011. Web. 11 February 2016.
MBUSA. The all-new Mercedes-AMG GT S. MBUSA. Mbusa.com. 2016. Web. 11 February 2016.
The Hofstede Centre. National Culture. The Hofstede Centre. geert-hofstede.com. n.d. Web. 11 February 2016.
