3 methods auto manufacturers can resonate with customers in difficult occasions

The automotive trade is in a state of flux, challenged by each inside and exterior elements. Consequently, manufacturers and retailers have been met with unprecedented challenges when trying to attain, and persuade, customers to buy a car within the quick time period. Moreover, these nonetheless out there for a car could also be met with additional limitations associated to availability – pushing them to contemplate suspending their buying plans or opting into different choices. 

This finally raises the query of how manufacturers and retailers can attain customers whereas the sands proceed to shift. Listed below are 3 ways auto manufacturers can resonate with customers:

Manufacturers and retailers should transcend the car to enhance perceptions. In September 2023, United Auto Staff union members at Ford, Common Motors, and Stellantis started their strike. Whereas that is prone to have detrimental implications associated to the affordability of latest and used automobiles, it might push customers away from contemplating these manufacturers; as over a 3rd (37%) point out that unhealthy publicity or unethical practices would make them keep away from a model. As customers take a holistic view of the manufacturers they’re contemplating, will probably be crucial for automakers to make sure that they’re addressing the problems customers care about – past their car choices.

The majority (67%) of customers plan to buy a car inside the subsequent three years. Nonetheless, solely a 3rd of customers are involved in buying inside the subsequent yr. When trying to navigate the present market and generate gross sales within the quick time period, manufacturers and retailers ought to look to deploy focused advertising efforts to achieve these most involved in buying at the moment – corresponding to multicultural and youthful customers. 

Regardless of near-historically excessive costs customers face in right now’s automotive market, manufacturers and retailers should proceed to seek out methods to ascertain perceptions of worth in an effort to drive curiosity and attraction amongst these shopper segments. This could take the type of highlighting guarantee coverages, versatile financing choices, or promotions.

As the vast majority of customers do a level of analysis on-line, manufacturers and retailers have a chance to leverage rising applied sciences corresponding to synthetic intelligence (AI), augmented actuality, and digital actuality to help customers of their car analysis. AI has the ability to increase attain amongst customers, offering them with on-demand entry to a wealth of knowledge in a low-pressure surroundings. This integration might additionally present them with a extremely personalised expertise, offering ideas primarily based on their price range, wants, and preferences. Whereas customers nonetheless name for some in-person experiences, augmented and digital actuality applied sciences could assist additional bridge the hole for customers throughout the analysis course of – particularly if the particular car they need isn’t on the lot.

The auto trade could proceed to stumble earlier than totally recovering as detrimental inside and exterior elements proceed to affect the market. It should stay a problem to persuade customers to buy a car within the present surroundings except they’re in fast want of a car. When highlighting choices, manufacturers should give attention to facets of availability and affordability to these nonetheless listening, whereas additionally discovering methods to achieve them the place they’re by leveraging rising applied sciences. 

Transferring ahead, constructing model perceptions past the car shall be extra essential, exhibiting measurable impacts as customers turn out to be more and more acutely aware of what they purchase and who they purchase from – particularly when making bigger investments, corresponding to a automotive. 

Are you curious about studying extra about Mintel’s shopper information on the auto trade? Attain out right now and somebody shall be in contact!