Analysis across industries suggests the global auto industry is emerging as a relatively strong performer in the recovery from the pandemic. The automotive sector’s level overall activity in Q2 of 2021 was running well above pre-Covid levels (measured at Q4 2019) and ahead of most other industrial sectors measured. Activity levels in the sector were 33.1% higher than they were at the end of 2019, before the pandemic impacted economies across the world.
Having worked with top international automotive companies, W7Worldwide have formulated a 7-Step Guide to help incorporate the post COVID-19 market transformation into auto brand’s communications strategies. It’s not enough to talk about your car’s range, features, or sustainable material. Car brands must be clear on their purpose, illustrating the impact their investments have on consumers and society to connect the emotional and rational.
As consumer behaviour continues to change and become an increasingly online experience, auto brands need to find new ways of connecting with their customers and build trust in their brand.
There are certain key automotive marketing messages that help consumers make their purchasing decision. These are Price, Safety, Status, Tech & features, fun & lifestyle, and environmental. This means going beyond traditional automotive marketing techniques to create more emotive content and crafting different environmental or safety messages to appeal to different communities or demographics.
Reducing carbon emissions to combat climate change is a pressing problem to which there are high expectations to find solutions and car makers are very much part of the solution in making progress toward achieving this aim. The automotive industry must now navigate an emerging and very different “new normal.”
Governments and cities have introduced regulations and incentives to accelerate the shift to sustainable mobility. Regulators worldwide are defining more stringent emissions targets as part of their country’s respective COP26 commitments. On the local level many cities are pushing ahead with regulations on car usage. The current challenge is to be able to balance the new demands of consumers, the contribution to slow climate change and new skills automakers need to deal with these shifts so as to deliver continued economic prosperity.
Read the report here: https://bit.ly/3wCAGY3