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

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 other things, too

2015 2015 car mar car market et

2.5 2.5 Million Million Up 1% Up 1%

Audi 1993 • Audi 80 • Audi 100 • Audi V8 • Audi Coupé • Audi Convertible

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

Easy Easy finance finance

Discounts Discounts

New f New fea eatur tures es

Reduced r educed running unning costs costs

Manuf Manufactur acturer ers c s chasing hasing nic niches hes

The souf he souffle fle – ever eryone one wants ants to be pr to be premium emium

Can Can ever eryone be pr one be premium? emium?

Can Can ever eryone stay one stay pr premium? emium?

Ev Ever eryone has one has a budget a budget

Ev Ever eryone needs one needs a car to do things a car to do things

Mor More customer tar e customer targeting geting

Shopping acr Shopping across oss se segments gments

For orget the funnel get the funnel

If If easil easily y of offended, look aw ended, look away ay no now

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

‘The internet of things’

Ian R Ian Rober obertson, tson, BMW BMW AG ‘94% of buyers do extensive online research’

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

Mor More cus e customer tomer pr promisc omiscuity uity

Sprint finish…

You’re in the game to the finish line

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

Dealer Dealers s – mak make e or br or break eak

Smar Smarter ter customer customers

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)

Trends for 2015 • Car tech • 95g/km by 2020 • Customer service • Targeting 80% of buyers • Content

@stevefowler steve_fowler@dennis.co.uk