The marketing strategies of car manufacturers play a crucial role in how they position themselves globally. These strategies aim to convey specific values associated with the brand, while consumer purchase motives are based on both individual preferences and cultural norms. With the advancement of globalization, companies face the challenge of adapting their messaging across different markets. This challenge is a key factor for both manufacturers and consumers, as marketing messages that do not align with consumer purchase motives can result in dissatisfaction for both parties. The purpose of this study is to examine how consumer purchase motives align with car manufacturers' marketing messages across different global markets, and whether they have similarities and differences.

The study is based on three theoretical fields: consumer behaviour, branding and international marketing. Two theories from each field are used. The theories that are used are the Consumer Decision-Making Model, Hofstede’s Cultural Dimensions, Keller’s Brand Equity Model, Kapferer’s Brand Identity Prism, Standardization and localization, and Cultural Branding. The study focused on premium car manufacturers, as they represent the most prominent players in the automotive industry. A qualitative research method was applied, using semi-structured interviews. A total of 23 individuals were interviewed, including 20 consumers from four different markets, Sweden, United Kingdom, France, and USA, with five participants from each country. In addition, three employees from the marketing departments of premium car manufacturers: Volvo, Mercedes-Benz, and Land Rover were interviewed. The sampling method applied in this study is a convenience sample.

The results show that the marketing messages of premium car manufacturers largely align with consumer purchase motives, as both identified values such as safety, technological innovation, sustainability, design, and lifestyle-related themes. This high degree of alignment is due to the adaptation of marketing messages to local norms and values, which leads the majority of consumers in each country to resonate with the brand communication. However, some discrepancies were observed, as individual variation plays a significant role. It became evident that not all consumers follow these norms and values, nor do their purchase motives always derive from marketing efforts, but rather from individual needs and preferences.