Foresight Research released the first results from its 2012 Automotive Marketing Communications Study. Automotive research specialists, Foresight interviewed 7,851 new vehicle buyers in the US, finding:
- Buyers in 2011 looked for and listened to fewer marketing communications, as a different mix of customers and needs met budget-restrained marketers.
- Buyers were less often influenced by emotional messages, including Style, Fun to Drive, Sporty Image and Touch of Class and more often influenced by practical messages such as Discounts, Vehicle Reviews and Competitive Comparisons.
- Fuel Economy grew in importance, tying Brand Reputation as third most influential message.
- The Availability of Incentives dropped out of the top ten strongest influencers as manufacturers reduced incentives.
automotive advertising, emotional messages, marketing communications