This discussion outlines some of the top trends in the automotive audience segments, and it’s changing landscape. Some changes are temporary, and others could shape a generation. The correct marketing strategies, messaging and media tactics to reach said audiences will be pivotal to remaining successful in the new economy.
Always Be Connecting
Keep two sets of prospects in mind: The ones who can buy now, and the ones who will later. For the ones who can buy now, be clear about your value proposition. For the ones who will buy later, leverage promotions, content and digital channels (email, social media) to activate/engage them now.
4 Things You Can Do Right Now
Bolster Brand Perception. Most consumers believe automakers lack transparency. This is an opportunity for auto dealers to provide a comprehensive breakdown of vehicle pricing.
Proactive Outreach Builds Loyalty. As consumers are holding on to vehicles longer during economic and health uncertainty, proactive communication to current vehicle owners on payment plans or incentives on vehicle maintenance or repairs will be remembered.
Address Health-Safety Concerns. Consumers may question the cleanliness of the vehicles (i.e., test drives), as well as the dealership and storefront. Communicate how vehicles, CPO and inventory are sanitized.
Ramp Up Digital and Home Delivery. There is an increased desire for more digital services and home-delivery options. Most dealers are ramping up their digital retailing capabilities, such as online financing, online estimates for trade-ins, online chat options and local home delivery of vehicles.