Table of Contents
Executive Summary
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- The consumer
- Online and offline both matter
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- Figure 2: Car information channels, November 2018
- Consumers care more about product-related information
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- Figure 3: Influential purchasing information against average, by SUVs purchasing stage, November 2018
- Behaviours like test driving and sharing influenced by car ads
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- Figure 4: Channels consumers use to watch their favourite car ad, November 2018
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- Figure 5: Influence of favourite car ads, November 2018
- Presenting more product details to gain trust
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- Figure 6: Trustworthy ad content, November 2018
- What we think
Issues and Insights
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- What should auto brands know about targeting females?
- The facts
- The implications
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- Figure 7: Polestar 2
- Make it further through marketing for female consumers…
- The facts
- The implications
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- Figure 8: McLaren campaign on Red
- Figure 9: Volvo & Da Cheng Xiao Ju
- Less is more
- The facts
- The implications
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- Figure 10: Lexus ES campaign
Analyst’s Pick: Automotive Ads of the Year
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- Introduction
- Audi – harnessing humour
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- Figure 11: Audi A8 commercial
- Chrysler – no comparison, no harm
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- Figure 12: Chrysler Pacifica commercial – Antique Chair
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- Figure 13: Chrysler Pacifica commercial – Open Sesame
- Lincoln – make yourself comfortable
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- Figure 14: Lincoln Navigator commercial
- Toyota – short and sweet
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- Figure 15: Toyota Aygo commercial
- Volkswagen – confidence booster
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- Figure 16: Volkswagen SUV commercial
- Volvo – caring for society
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- Figure 17: Volvo’s V60 campaign
The Consumer – What You Need to Know
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- Online and offline channels both matter to consumers
- Promotions can attract consumers at certain car purchasing stages
- Car ads can encourage consumers to reach out offline and share online
- Product-related content more likely to gain trust from consumers
Car Information Channels
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- Online and offline both matter
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- Figure 18: Car information channels, November 2018
- Official websites become more important at decision-making stage
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- Figure 19: Car information channels against average, by car purchasing stage, November 2018
- Women like to get information face-to-face
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- Figure 20: Car information channels, by gender, November 2018
- Various information channels for younger generation
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- Figure 21: Car information channels against average, by age, November 2018
Influential Purchasing Information
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- Product, not price
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- Figure 22: Influential purchasing information, November 2018
- Influence of information varies depending on purchasing stages
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- Figure 23: Influential purchasing information against average, by SUVs purchasing stage, November 2018
Favourite Ad, Where Consumers Watched it, and What They Did Afterwards
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- Ads from German brands top of consumers’ minds
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- Figure 24: Brands of favourite car ads – word cloud, November 2018
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- Figure 25: Brands of favourite car ads, grouped by brand origin, November 2018
- Finding favourite ads on video streaming platforms
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- Figure 26: Channels consumers use to watch their favourite car ad, November 2018
- Attract young married consumers through video streaming platforms
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- Figure 27: Channels consumers use to watch their favourite car ad – video streaming platforms, by selected demographics, November 2018
- Appeal to young females through social media platforms
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- Figure 28: Channels consumers use to watch their favourite car ad – social media, by gender and age, November 2018
- Encouraging consumers to test drive
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- Figure 29: Influence of favourite car ads, November 2018
- Exciting females’ passion for cars
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- Figure 30: Influence of favourite car ads – selected items, by gender and age, November 2018
- Males 30-49 more likely to be influenced about configurations and models
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- Figure 31: Influence of favourite car ads – selected items, by gender and age, November 2018
Trustworthy Ad Content
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- Consumers are practical: top three mentions are about product instead of brand
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- Figure 32: Trustworthy ad content, November 2018
- Leverage the history of the brand to convince consumers about safety
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- Figure 33: Trustworthy ad content – the history of the brand, by family structure, November 2018
- Differences between men and women
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- Figure 34: Trustworthy ad content – road performance, by gender and age, November 2018
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- Figure 35: Trustworthy ad content – environmentally friendly in manufacturing process, by selected demographics, November 2018
- Figure 36: Trustworthy ad content – celebrity endorsement, by gender and age, November 2018
Meet the Mintropolitans
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- Ethical brands lead to higher trust
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- Figure 37: Trustworthy ad content, by consumer classification, November 2018
- Coming up with their own conclusions rather than relying on others
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- Figure 38: Car information channels, by consumer classification, November 2018
- Ads have more impact on MinTs
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- Figure 39: Influence of car ads, by consumer classification, November 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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