Premium vehicle brands are the most highly valued among consumers, but beware: their official service is the least likely to meet 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 highly strategic sector. These are some of the main conclusions of the study carried out by the consulting firm BRAINTRUST in collaboration with MarketingDirecto.com, on the customer experience in the automotive sector, both in sales and after-sales.
To mark this study, a round table was recently held, attended by representatives from the leading companies in the sector and related fields, and an enriching exchange of views took place on the main fluctuations in this market. It also provided an opportunity to take the pulse of the key players at the brand level and learn firsthand how they are approaching the present, the immediate future, and their strategic projections.
Throughout several presentations, some striking headlines were put on the table, in addition to the two major conclusions already mentioned. Among them, the following seven key points are worth highlighting:
- Baby boomers are the ones who value official repair shops the most.
- Customers miss car brands having opinion spaces.
- Customers are increasingly requesting mobility services.
- When displaying a new vehicle, brand differentiation is noticeable, but in the after-sales areas, for any of the brands, the difference is no longer so noticeable.
- Brands have managed to keep up with market trends, although service may have lagged behind somewhat.
- Younger generations want everything, and they want it now. They want immediacy. And that's why sales pitches don't work with them. They're unnecessary.
- In addition to the previous point, there is a notable lack of connection between brands and younger generations. This disconnect may be due to the economic situation (a segment with less liquidity) or a global change in habits.
The round table was moderated by Yenthel de la Torre, Director of Advertising and New Business at MarketingDirecto.com, and featured 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 byVictor XokonUnsplash
