the c the changing car hanging car buy buyer er Steve Fowler - - PowerPoint PPT Presentation

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the c the changing car hanging car buy buyer er
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the c the changing car hanging car buy buyer er Steve Fowler - - PowerPoint PPT Presentation

Feb 10, 2024 475 likes •970 views

The car he car mar market in 2015 and et in 2015 and the c the changing car hanging car buy buyer er Steve Fowler editor-in-chief Auto Express and Carbuyer 1993 Then in 2011 And kept busy with other things, too And kept busy with

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The car he car mar market in 2015 and et in 2015 and the c the changing car hanging car buy buyer er

Steve Fowler editor-in-chief Auto Express and Carbuyer

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1993…

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Then in 2011

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And kept busy with other things, too

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And kept busy with other things, too

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2015 2015 car mar car market et

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2.5 2.5

Million Million Up 1% Up 1%

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Audi 1993

  • Audi 80
  • Audi 100
  • Audi V8
  • Audi Coupé
  • Audi Convertible
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Audi 2015

  • Audi A1
  • Audi A3
  • Audi A4
  • Audi A5
  • Audi A6
  • Audi A7
  • Audi A8
  • Audi Q3
  • Audi Q5
  • Audi Q7
  • Audi TT
  • Audi R8
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Easy Easy finance finance

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Discounts Discounts

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New f New fea eatur tures es

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Reduced r educed running unning costs costs

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Manuf Manufactur acturer ers c s chasing hasing nic niches hes

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The souf he souffle fle – ever eryone

  • ne wants

ants to be pr to be premium emium

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Can Can ever eryone be pr

  • ne be premium?

emium?

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Can Can ever eryone stay

  • ne stay pr

premium? emium?

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Ev Ever eryone has

  • ne has a budget

a budget

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Ev Ever eryone needs

  • ne needs a car to do things

a car to do things

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Mor More customer tar e customer targeting geting

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Shopping acr Shopping across

  • ss se

segments gments

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For

  • rget the funnel

get the funnel

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If If easil easily y of

  • ffended, look aw

ended, look away ay no now

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The new pur he new purchase, hase, er er, , funnel funnel

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‘The internet of things’

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‘94% of buyers do extensive online research’

Ian R Ian Rober

  • bertson,

tson, BMW BMW AG

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Shor Short lis t lists ts ar are long e long lists lists and shor and short lists t lists and long lists and long lists

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Mor More cus e customer tomer pr promisc

  • miscuity

uity

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Sprint finish…

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You’re in the game to the finish line

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Shor Short ter t termism mism – the deal is the deal is king king

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Dealer Dealers s – mak make e or br

  • r break

eak

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Smar Smarter ter customer customers

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Most important attributes

  • Reliability (women more than men)
  • Fuel economy (women more than men)
  • Performance (men more than women)
  • Build quality (men more than women)
  • Running costs (women more than men)
  • Space & practicality (men more than

women)

  • Ease of use (women more than men)
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Trends for 2015

  • Car tech
  • 95g/km by 2020
  • Customer service
  • Targeting 80% of buyers
  • Content
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@stevefowler steve_fowler@dennis.co.uk