Premium car brands are the most valued by consumers, but beware: their official service is the one that least meets customer expectations. And at a time of transformation for the entire sector due to the impact of the digital society, generational change has a lot to say in the evolution of this strategic sector. These are some of the main conclusions of the study carried out by the BRAINTRUST consultancy firm in collaboration with MarketingDirecto.com, on the customer experience in the automotive sector, both in sales and after-sales.

On the occasion of this study, a round table was held recently, attended by representatives of the main firms in the sector and related companies, and an enriching exchange of points of view was held on the main ups and downs of this market. It also allowed us to take the pulse of the protagonists at brand level, and to learn first-hand how they are approaching their present, their immediate future and their strategic projections.

In the course of several interventions, a number of striking headlines were put on the table, in addition to the two major conclusions already mentioned. These included the following seven main points:

  • Baby boomers are the ones who value official workshops the most.
  • Customers miss the need for car brands to have an opinion space.
  • Increasingly, customers are asking for mobility services.
  • In the showroom of a new vehicle, brand differentiation can be perceived, but in the after-sales areas of any of the brands, the difference is not so noticeable.
  • Las marcas sí han logrado actualizarse en relación con las tendencias de mercado, si bien el servicio quizá se ha quedado un poco «atrasado”.
  • The younger generations want it all and they want it now. They want immediacy. And that's why, no, commercial talk is not for them. It is superfluous.
  • In addition to the previous point, there is a notable lack of connection between brands and the new generations. Behind this disconnection may be the economic situation (segment with less liquidity), or a change in habits at a global level.

The round table was moderated by Yenthel de la Torre, Director of Advertising and New Business at MarketingDirecto.com, and included the following speakers: José Luis Ruiz and Manuel Suárez (Braintrust); Raúl de Francisco (RACC); Iván Burgos (Porsche); David Fraile (PSA); Carlos Gutiérrez and Miguel Villar (Grupo Antolín); Margarida Cepeda and Eduardo Santiago (Macguffin); Raúl Gutiérrez and Fernando Jiménez (Continental Tires); Francisco Palma (Toyota); and, finally, Miguel Ángel García (Hyundai).

Photo by Victor Xok on Unsplash