Post by account_disabled on Dec 24, 2023 6:54:37 GMT -4
The pandemic has completely transformed society's consumer habits. Among the most affected sectors, we observe that the automotive industry faces great challenges , such as combining protection and health with responsibility and sustainability. And to find out how to reach consumers in this new reality and how brands should satisfy the new needs of consumers, last Wednesday Verizon Media organized, together with MarketingDirecto.com, a meeting in which great experts from the sector participated, such as Álvaro Masso , Brand Experience & CRM Manager at BMW Motorrad, Laura Oro, Marketing and Communication Manager at Norauto, Aurora Asensio , External Communication Manager at Northgate, Cristina Olloqui Mateo, Advertising & Below the Line Manager at Mitsubishi Automobiles, Josep Ma.Sanz, Marketing Manager at Yamaha Motor, Iván Burgos , Connected Car Manager at Porsche, Natalia Sagalés , Director of Marketing and Commercial Planning at Honda Automobiles, who were accompanied by Raúl De la Cruz, Managing Director at Verizon Media.
If you do not see the embedded video correctly, click here . To begin, De la Cruz presented some of the most significant results of the “European Car Buying Trends” study , prepared by Verizon Media Phone Number List in June 2020 through an online survey carried out by Kantar, in which 7,324 people participated, of which More than 1,000 were Spaniards between the ages of 16 and 64. Car brands today have an immediate opportunity to connect with consumers Among the data that the expert shared, the fact that car brands today have an immediate opportunity to connect with consumers stands out , since 39% of Spaniards surveyed plan to buy a new car in the next 12 months, and the percentage increases to 60% for the next two years. Regarding consumption habits, the expert shared that price has become a fundamental factor for buyers, since 91% of people who want to buy a car in the next 12 months assure that they are influenced by financial incentives. such as 0% interest and discount promotions from the manufacturer.
Sustainability continues to be one of the big concerns of car buyers. “So much so that, of the Spaniards who plan to buy a car in the next 12 months, 63% consider it to be an electric or hybrid car ,” said the expert. Another change in the behavior of car consumers that has occurred in recent months has been the way they get to work. 42% of them say that they can now drive to work or make part of the journey to the office; 30% are more interested in car sharing or using subscription rental systems and 64% intend to use the car for leisure activities. In addition, it highlights that 74% of new car buyers feel safer in their own vehicle compared to public transport. «72% of all influential touch points that occur when purchasing a car are digital» Finally, De la Cruz showed that when it comes to connecting with new buyers and impacting them, the digital format plays a fundamental role in the car purchasing decision process. “72% of all influential touch points that occur when purchasing a car are digital ,” said the Managing Director of Verizon Media in Spain.
If you do not see the embedded video correctly, click here . To begin, De la Cruz presented some of the most significant results of the “European Car Buying Trends” study , prepared by Verizon Media Phone Number List in June 2020 through an online survey carried out by Kantar, in which 7,324 people participated, of which More than 1,000 were Spaniards between the ages of 16 and 64. Car brands today have an immediate opportunity to connect with consumers Among the data that the expert shared, the fact that car brands today have an immediate opportunity to connect with consumers stands out , since 39% of Spaniards surveyed plan to buy a new car in the next 12 months, and the percentage increases to 60% for the next two years. Regarding consumption habits, the expert shared that price has become a fundamental factor for buyers, since 91% of people who want to buy a car in the next 12 months assure that they are influenced by financial incentives. such as 0% interest and discount promotions from the manufacturer.
Sustainability continues to be one of the big concerns of car buyers. “So much so that, of the Spaniards who plan to buy a car in the next 12 months, 63% consider it to be an electric or hybrid car ,” said the expert. Another change in the behavior of car consumers that has occurred in recent months has been the way they get to work. 42% of them say that they can now drive to work or make part of the journey to the office; 30% are more interested in car sharing or using subscription rental systems and 64% intend to use the car for leisure activities. In addition, it highlights that 74% of new car buyers feel safer in their own vehicle compared to public transport. «72% of all influential touch points that occur when purchasing a car are digital» Finally, De la Cruz showed that when it comes to connecting with new buyers and impacting them, the digital format plays a fundamental role in the car purchasing decision process. “72% of all influential touch points that occur when purchasing a car are digital ,” said the Managing Director of Verizon Media in Spain.