According to recent Mintel data, Canadians are practical in what they look for within automotive innovations. While they show consideration for innovations that elevate comfort and convenience, they prioritize affordability, safety and reliability. This is where smart communication through our social media platforms comes into play. For each different manufacturer, competitive edge is not only within innovation, but in how they communicate their commitment to meeting consumers needs and wants.
Safety Features are always top of mind. Canadians are most interested in the different safety features different manufactures offer in their vehicles. As we find more and more interest in automated features – such as blind spot warning systems and rear and front cameras – dealers must make sure they are mentioning these features while also conveying that consumers should feel safe working with them.
Women are becoming more and more involved in the vehicle purchasing process and are showing interest in automotive innovations – especially safety features. However, they remain far less engaged in keeping up with the latest vehicle innovations.
With women accounting for over one-third of online discussions around the car buying journey and showing a fair amount of anticipation, it is important to be sure we are still catering to them as an audience as well as what they are looking for in a vehicle. A great example of this is Mercedes-Benz’s ‘She’s Mercedes‘ campaign.
More people are also starting to show more interest in Hybrid/Electric vehicles when talking about automotive innovation. Studies show that those who are engaging in online discussions or posting about automotive innovation are much more likely to be interested in hybrid and electric vehicles than the general population. A 2016 report from Mintel’s New Cars – Canada showed that nearly a quarter of Canadians 18-24 years old are considering a hybrid/electric car for their next vehicle.
Making relevant posts to your Social Media platforms is an easy powerful way to promote your product. If you want to learn more about how to be successful on Social Media, contact us today!
We’re all familiar with Facebook and that 18 million of us Canadians visit the site daily, but what’s in it for the dealership? As a dealership, can you utilize Facebook and all of its data for more than likes and shares?
Some dealers have remained skeptical and think successful advertising on Facebook is a myth. However, after reading the data in Facebook’s latest study, that myth is busted.
Facebook has finally published their very own independent study based on Canadian Automotive shoppers. Surveying 1,500 Canadians between the ages of 18 – 64 who specifically planned on buying or leasing a vehicle in the next year, garnered some interesting results.
Key TakeAways for the Dealership:
“Nearly half (47%) of Canadian auto shoppers surveyed said they use Facebook to get information about vehicles and 29% said they use Instagram to do so.”
“74% of Canadian auto shoppers surveyed use a mobile device to do their research.”
“33% of Canadian auto shoppers surveyed said say it’s too difficult to find the information they need when researching a vehicle.”
A few great reminders:
As shoppers get closer to the end of their buying journey, they start to whittle down the number of devices they do their shopping on to strictly mobile. Insights from this survey suggest this shift is due to the increased need for immediate, on-the-go answers.
Put it Into Action:
Shoppers prefer online shopping for the convenience but are insecure about their expertise and ability during the car buying process. Assuage their worries and streamline the process by engaging on Facebook and Instagram with how-to content across all stages of the purchase process and all departments of the dealership.
Assure shoppers that they are making the right choice by promoting your current reviews and happy customers, citing 3rd party reviews and promoting no commitment or low pressure programs
Use the vast amount of customer data available on Facebook to create custom content targeted to their specific needs. For example, create content around how to get financing, how the student purchase program works, and which vehicles are best as your ‘first vehicle’ targeted to students at your local University and Community College.
Be where your customers are and your competitors are not. It’s more cost effective to run a Facebook advertising campaign right now because you have less dealership competition, so take that early adapter advantage and run with it!
Now that Facebook has proven they’re a legend, ask us how we can make you into one and we’ll give you $500 to get started on generating more leads.
Despite the drop in oil prices that resulted in lower sales for Albertans, Canadian and American automakers had record sales years in 2016. For the fourth consecutive year, Canadian automakers have exceeded their previous year’s sales.
In the Canadian sales race, Ford took the top spot with a 9% increase in deliveries, ahead of FCA Canada, which was the top dog in 2015. Automakers are noting consumers’ change of interest, specifically the shift from passenger cars toward trucks and SUV’s. This shift has affected their investments on a factory level across Mexico and the United States. In 2016, Nissan’s Rogue crossover surpassed the Altima as their best-selling vehicle, and the Ford F-Series outsold their passenger cars.
Despite the booming growth in 2016, experts anticipate a slight decline coming up in 2017. Dennis DesRosiers of DesRosiers Automotive Consultants Inc. expects a 3% decrease in sales for the Canadian Market. However, DesRosiers recognizes that a stabilizing and growing economy could push for another record breaking year in 2017. But no matter which way the sales go for 2017, experts agree that the Canadian auto market is not destined for failure, and sales likely won’t differentiate by more than 5%.
Only time will tell whether the Canadian auto industry will thrive for a fifth year, or whether sales will decline. But one thing is for certain – it won’t break us. Douglas Porter, BMO chief economist said, “Even as the broader Canadian economy has struggled in the past two years, the consumer has just kept chugging along.”
What do you think the Canadian auto trends will be this year? Let us know in the comments below!
Back in the fall, we attended Google Think Auto and gave you our key takeaways. Now Google has given us their top 5 principles from their 2016 Think Auto research!
Google talked to 5,000 Canadian car buyers while they were in the “thinking”, “researching”, and “buying” stages and found out how Canadians shop for cars and how dealers can reach them in the key moments of their buying journey. We have summarized the results of their research and what these results mean for Canadian car dealers.
When one thinks of Canada, what is one normally reminded of? Hockey? Maple syrup? Saying ‘sorry’ too much? According to a recent study, Canada is known for personal freedom. But if you look at the study, you will see that before personal freedom was listed, Canada was known as the country that is on Facebook the most! At first I found this result to be surprising, but it turns out that Canadians are online and on Facebook more than any other country.
So why is Facebook still not being utilized in the automotive industry? Why are millions of dollars still being spent on print ads when Facebook, Canada’s personalized newspaper, is where everyone is looking?
If you are not advertising on Facebook, now is a great time to try it out. If you start a campaign with Strathcom today, you will receive $500 in bonus Facebook ad spend.
To find out more, give us a call or sign up for our newsletter!