Pacific has today revealed the findings of an extensive study into the state of the automotive market and the forces impacting car buyers.
‘Under the Hood’ is the product of a three-month research process integrating qualitative research, analysis of cultural forces at play in the Australian market and quantitative research involving 1,500 auto decision makers aged 18-to-74 from across Australia.
The research identified a number of broad and generational trends.
Some of the key findings included revelations that consumers respond positively to brands that give permission to live on the edge and indulge in excess.
Furthermore, the impact of climate change is forcing brands to find ways to help reduce humanity’s impact on the planet. Brands have to keep up or risk being labelled a problem rather than the solution. Car brands are not immune.
And, with the erosion of privacy both on and offline, our cities and roads becoming more crowded as well as our homes with the rise of multi-generational dwellings, cars are taking on a new role in our lives as the providers of personal space. This is particularly true for men giving rise to the term ‘mobile man cave’.
While the majority of those surveyed listed ‘value for money’ as a key driver when shopping for a car, the definition of ‘value’ was interchangeable.
This was also in contrast to having a vehicle they can be proud to drive, this emotional driver being a major factor in vehicle purchases.
Pacific’s director of strategy and insights Rebecca Alexander-Head said: “Marketers beware: when conducting traditional qualitative research, it’s all too easy to take consumer playback of rational benefits at face value.
What we see as a dominant force is emotional needs at play on a subconscious level”.
Alexander-Head added: “At Pacific’s heart is the ability to connect with audiences through culture and this research has served to deepen our knowledge of the cultural forces impacting auto purchases”.
She continued: “The findings are fascinating with ample opportunity for brands to leverage.
“Top of the list is helping families to resolve the tension felt between the need to compromise and the desire to own a car they can be proud of”.
Alexander-Head concluded: “And when it comes to appealing to women, a challenge for many car brands, we discovered that a communications strategy making finance appealing to, especially to mothers, will drive category growth.
“We can’t wait to help brands action these findings to better connect with people on the path to auto purchase”.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]