23.01.14

understanding how (and why) people buy cars

At hps, we run the dealer marketing programmes for BMW, MINI, Rolls-Royce, Mazda and BMW Motorrad. In the past, we’ve done the same for Saab and Kia as well as worked with Porsche and Ferrari. We’d like to think no agency in the UK has more experience in dealer marketing.

This wealth of automotive experience means we fully understand the pressures that car companies are currently under: ever-tighter margins, legislative flux and unprecedented consumer choice. It’s against this backdrop that we’ve been developing insights that are both surprising and enlightening to ensure that our clients are better prepared than ever before.

In the world of automotive, our agency mantra of ‘Outcomes matters most’ boils down to maintaining the integrity of the brand while delivering the tactical impetus to drive sales profitably. One way we achieve this is through our understanding of all the significant milestones in the customer's journey. The infographic below highlights some of what we’ve learnt along the way and provides some useful facts and insights that might surprise you. We’ve even got a handy downloadable PDF version for you to print off.

 

Automotive road to purchase

Article by Richard Selbourne


Creative Director

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