The results of Nielsen Global Survey of Automotive Demand
conducted in 2014 reveals that 3 in every 5 Australians are planning to buy a
car in the next 2 years. This is a great opportunity that every automotive
dealer must benefit from.
In order to maximize your benefit from this huge growth in
demand, marketers must position their businesses correctly in the market. There
are 3 emerging trends that automotive marketers need to consider in their
growth strategy.
1) Create a fluid marketing approach for old and new cars.
New car purchase intent is stronger among online Australians
– more than one in three (34%) say they will buy a new car in the next two
years, compared with 24 percent who plan to buy a used car.
Both new and used car buyers were most interested in using
online content to book a test drive and to receive helpful tips; while used car
buyers were far more interested in accessing a virtual tour of the car
interior, and viewing comparison tables and safety specs than the new car
buyers.
2) Focus on the emotional side (the why to buy it)
The role the car plays in the consumer’s life is one key to
unlocking the drivers of demand. Understanding the motivators of
car-buying intenders allows marketers to create messaging that will resonate
strongly.
If you know that consumers are driven by status, then sales
efforts centered on the luxury car market should be a priority
focus. Similarly, with utility-minded, finance-driven or driver-enthusiast
consumers, a keen focus on their desires will ensure that your strategies are
proactive and aligned with their needs.
3) Forge your online existence.
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