Automakers' marketing ranges from the practical to the surreal.
Automaker Hyundai's dialogue with its consumers is focused on personalising the customer's search experience for good reason. When a consumer wants to buy a car, they begin their search online. But around 95% of vehicle purchases end in the dealership.
Apparently, buyers are spending more time on online research, with statistics showing that visits to dealerships have dropped from five to two. Hyundai has trialled an online program that brings test-drives to consumers, either at their home, office, or local hangout spot. It has been a huge success, with 90% of customers saying it was the deciding factor that got them to a dealership.
Hyundai dealer sites allow customers to find the transaction price, apply for financing and save and send all this to the dealer.
Meanwhile Gubagoo has teamed up with Facebook to offer automotive dealerships the ability to sell their pre-owned inventory in the US on Marketplace. Each vehicle will appear in a separate listing and include a photo of the vehicle, a description, year, make, model, price, mileage, VIN number, and the dealership’s name and location. If prospective buyers have any questions or wish to make an offer, Gubagoo’s chat specialists will instantly respond through Messenger.
British manufacturer Jaguar has recently employed an unusual way of marketing its XJL model by focussing on the shape of its rear door.
And earlier this year, Kia released what can only be described as a surreal commercial to launch the arrival of its Soul Turbo model: