The pandemic has changed the mode of operation and the strategic approach of Italian companies in the automotive sector more than what has happened in other major European countries. Many companies have implemented new services and products and have embarked on new unexplored territories to meet new market demands, dictated by a new target of buyers that has been created and which is characterized by needs and different priorities compared to those of previous buyers. .
An example of these new priorities is the‘attention from a health point of view by buyers, who in this new scenario have assumed a fundamental role in purchasing decisions.
This attention is also evident from a reading of the results obtained by uno The McKinsey study regarding the carpooling services or public transport, in which the study shows only 10% of respondents today considers these mobility solutions to be safe from a health point of view. P.this erception, very different from that of the period preceding the pandemic.
This perception of safety is probably why more than 30% of people who don’t own a car today would like to buy one within the next 6 months, according to the white paper. EY on mobility.
The sum of these opinions shows how people’s perceptions and preferences have changed in this new normal and how, also for these reasons, a whole new type of buyer of Italian cars is being formed.
New buyers in the automotive sector
New car buyers have very different needs and preferences than traditional car buyers.
This new type of Italian car buyers is characterized by the following:
- 1.2 times more likely than traditional buyers to be between the ages of 18 and 34
- in 67% of cases, they live in urban areas
- show a lot of uncertainty during the purchasing phases
- only 53% have already chosen the brand they will buy
- they rely heavily on digital platforms to acquire more information
- put more emphasis on sustainability when purchasing electric or hybrid vehicles
- notdo not prefer financing solutions for the purchase
- they constitute an increasingly digital and interconnected audience
- enjoy fully online content and experiences
- I am more predisposed to online purchase
- than the traditional buyer they cannot be considered car enthusiasts
Automotive industry trends: the transition is digital and green
Even the recent EY survey, confirms the identity of the new buyer of Italian cars, registering a growing interest in solutions:
- with hybrid drive (23%)
- plug-in (11%)
- electric (6%)
These percentages, added together, represent 40% of the demand for new green cars by non-car owners in Italy.
For the automotive sector, be in line with the objectives of durability adopted internationally is therefore becoming an absolute priority today, also in the light of these data which highlight an increasingly clear trend that began even before the pandemic phase of the country.
The industrial transition of the automotive supply chain thus provides for the development and production of electric, hybrid, methane / biomethane and hydrogen propulsion systems, in synergy with the promotion of intelligent mobility and integrated and connected logistics.
As showninfographic by UNRAE below, the data shows how the buyers’ trend towards green mobility has increased since before the pandemic thanks to an exponential increase in electric cars (+ 113%) and after a while, also confirmed in this different phase.
the Recovery plan this is an opportunity to help companies support the investments necessary to face these new technological challenges.
In this regard, the intervention priorities for the recovery plan projects include:
- Interventions to support investments in research and innovation and the first industrialization
- Progetti di smart and sharing mobility
- Human capital interventions
- Financial interventions to support businesses
In addition to being green, the path that awaits the automotive sector will be digital, in line with the trends dictated by a new range of buyers. The presence of brands in major social platforms will therefore be of fundamental importance, essential to cross the new market segments that the sector is acquiring at this historic moment.
How to conquer the new target of buyers
The data regarding the preferences expressed by these new buyers in the automotive sector allow us to understand the importance for i marketer to develop a communication strategy that includes digital platforms such as Google search e Youtube, in order to achieve this new goal.
In fact, the new type of buyers often use YouTube to view branded videos in order to get information about the product they are considering buying. In fact, among the most viewed videos we often find those that show features, technical specifications e Comments.
However, with platforms, special attention needs to be paid to shared messages, through which it is essential that the ongoing change inherent in the reasons to buy is reflected, as well as age and geographic targeting, combined with market segments. ‘hearing.
In shared messages, depending on the characteristics of these new buyers, it is therefore essential:
- pay more attention to the concept of sustainability
- provide potential clients with clear resources on financing options
- make sure the online shopping process is quick, easy and clear
Therefore, deliver your brand message in the right positioning, pay attention to concepts that are increasingly important today such as sustainability and safety and pay attention to the usability of messages through clarity of content and at the speed offered is undoubtedly the best way to optimize communication towards this new target of buyers.
For car manufacturers, knowing how to identify new trends and future scenarios is now more than ever a vital factor for the revival of the automotive sector which, according to the data, has suffered a severe blow as a result of the pandemic.
We will not come back to life before Covid since future scenarios envision a different picture characterized by new needs, new preferences and new priorities dictated by new perceptions.
For this reason, for the automotive sector, anticipating by exploiting new communication strategies is now becoming an essential element in order to acquire this new segment of the market which has been created and which is fundamental to aiming for a significant and necessary recovery.