What really happens before buying a car?
Buying a car doesn't start when the consumer walks into a dealership.
It starts much earlier: with a need, a conversation, a Google search, a recommendation, or the simple moment when they start thinking about which car they want.
One of the world's leading automotive players wanted to understand what happens during this process: what drives the decision, how the consumer evolves throughout the journey, and where and when they look for information before buying.
Answering this question required more than asking consumers after the purchase.
We designed a macro study that tracked, week by week, the process of buying a car.
We started with more than 3,000 potential buyers, whom we followed throughout their journey to observe how their needs, motivations and information sources changed as they moved toward the decision.
The tracking allowed us to reach a final sample of 1,000 actual buyers, reconstructing the process from initial intent to purchase.
The study allowed us to identify what really drives the purchase of a new car in Spain and Germany,
what the key moments of the customer journey are and what opportunities exist for a brand to be present —and relevant— at each of them.
What drives the decision
Key factors influencing the purchase of a new car in Spain and Germany.
Key moments of the journey
From the first search to the purchase.
Opportunities for brands
How to be present and relevant at every stage.
So we decided to accompany them along the way.
