From emotional to rational
Individuality and a passion for driving push consumers towards the purchase of a car, while price considerations and safety have the most significant impacts on their decisions.
Balancing emotional to rational push and pulls, individuality and a passion for driving, consumers are exposed to factors influencing the purchase of a car — with price considerations and safety having the most significant impacts on their decisions.
At dentsu China, we have mapped out the 7 key stages of the consumer car purchase journey, from awareness to loyalty.
Individuality and a passion for driving push consumers towards the purchase of a car, while price considerations and safety have the most significant impacts on their decisions.
Consumers primarily engage with online channels, where the car's appearance and standout features capture their interest and/or leave a favorable impression. This further leads to exploring the vehicle's functionalities and specifications, to narrow down their choices.
Diversified brand marketing and test drive methods, 1V1 services, and the introduction of intelligent features for vehicles, can help offline channels maintain a stronger position.
Online channels offer the most convenient ways for consumers to understand car models in the early stages. However, they are relatively weak in late stages as functions are limited.
Personalized services offered by offline channels before purchasing have a greater impact on female consumers, while males are more concerned about post-purchase benefits.
ICEV owners look to the introduction of intelligent functionalities and innovative marketing, while NEV owners seeks diversified vehicle displays and test-driving methods, along with owner benefits.
Dentsu China's latest CMO Navigator lends insights into how Marketers have become more cautious and how consumption is now more rationally driven, and how enterprises are relying on organic growth for success.
The global market continues to face intense complexity while domestically, the era of impulse consumption is a thing of the past and every industry is pivoting their focus towards meeting consumers' core demands.