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