The automotive ‘Connected Customer’

The key findings of the research were:

Empowered consumers are taking control:

• Consumers rely increasingly on online sources to research their car purchase and support high-level decision making
• Consumer trust is shifting away from the established channels
• Independent online communities are growing in importance
• Consumers are actively seeking out the views of other car owners and buyers

The role of the manufacturer is evolving:

• Reduced manufacturer ability to influence purchase decisions via traditional channels and growth of the “living room” decision
• High levels of trust in manufacturers for empirical information but less for experiential data- for this customers trust consumer review sites
• Addressing the detractors is as key as capturing the advocates