Global

At the peak of the global economic and automotive industry crisis, when new car registrations in mature markets slumped, Electric Vehicles (EV), alongside plug-in hybrids, were hailed the miraculous solution which could fundamentally change and therefore save the global automotive industry.

Car manufacturers can learn from TNS’ new real-time study of Chinese car buying which reveals a very different path to purchase than shown by post-purchase research, with unexpectedly rapid decision-making. Rather than take several months to decide, Chinese auto buyers decide on a make and model within four weeks.

Andy Turton shares some valuable insights from TNS’ The Automotive Path to Purchase Study (TAPPS) in the October 2012 issue of Admap.

Traditional research methodologies are fundamentally flawed. The industry relies on incomplete models that fail to reflect what people actually do, and fail therefore to give marketers a true understanding of what is happening to their brands – where the growth opportunities lie and when a brand is at risk.

Delivering growth is the number one priority for any business. But steering a path to growth has never been more complex or more challenging. Digital has changed consumer behaviour and introduced new business models; new brands are emerging in new categories, while former leaders experience unprecedented losses; increased spending power has led to opportunities with new customers in diverse territories. And all of you are being asked to deliver for your organisations, "more for less".