Today’s automotive marketers face a unique challenge: They need to market cars to a growing audience of consumers who are eagerly anticipating the day that they no longer have to drive cars.
As more self-driving car pilot programs take to the streets, the promise of this category of vehicle is rapidly taking hold with many of today’s car shoppers—despite the fact that such automobiles have yet to become commercially available.
To connect with these forward-thinking consumers, automotive dealers and brands today need to be fundamentally repositioning themselves. They must seek a deeper understanding of the consumers they intend to attract.
They must harness the “why” behind their consumers’ buying behaviors—the values and motivations that influence their opinions and drive their purchases in the auto industry.