The idea distilled…
In 2024 – the auto sector has only continued to change and increase in complexity. There are more brands, and more choices, new needs, and new influences. For both marketers and buyers, this is creating complexity and clutter … and we want to help cut through it. In fact – 61% are convinced all cars/brands offer the same (or very similar) features and options.
This report highlights how automotive brands and marketers can Reframe traditional thinking about who is buying what cars, widening the aperture to look deeper at why.
If nothing else, three things to fuel your growth…
- 3 in 5 place importance on how the car makes them feel, not just what it does (looking at practicality and convenience is literally only half the story).
- We have always looked at car ownership through the lens of 2 mindsets – Utility and Premium. And while these remain, the associations and assumptions we attach to these labels sees us, again, missing the full picture.
- Turning on the high-beams, and Reframing what car ownership means to people, beyond the car, can help you better connect with car buyers and deliver more meaningful, transcendent value at every step of the way:
- Utility – no longer about functionality, but fueling empowerment to be independent, to progress, to escape, and to connect.
- Premium – from extrinsic status play, to fuelling passion for experimentation, exploration, affinity, and for individuality.
Some additional food for thought…
- Aussies told us they replace their cars every 6.3 years on average.
- 64% feel overwhelmed by the prospect of buying a car in 2024/25 … this is up significantly from 49% when we asked in 2023.
- 59% are anxious at the prospect of going through the journey,
- BUT… 92% of buyers are excited at the prospect of something new/different.
- 3 territories, aligned to the moments that matter, which you can leverage to connect more meaningfully with consumers.
