Starcount Chief Product Officer Rowena Humby was a guest speaker at CDK Connect 2019 automotive conference yesterday where she addressed an esteemed audience of OEMs and automotive dealerships.
The event, held at RSA House, London, was designed to equip leaders in the automotive retail industry with the information they need to navigate the changing times ahead. Presentations were given by leading experts and consultancies on a range of challenges faced by C-level executives in the sector.
Stuart Miles, Managing Director, CDK Global UK & Ireland says – “The automotive retail industry is evolving at an exciting rate and the model for how we engage with car buyers and owners is changing rapidly. Our vision of the future is a connected ecosystem that understands the demands of the modern consumer and brings them to life through technological advancement.”
Rowena’s talk entitled “Why Consumers Buy Electric Cars” covered the future outlook of electric vehicle (EV) sales across the globe, a market forecast to be worth over £450 billion by 2025. Rowena delved into the global optimism around EVs, the considerations and barriers to purchase and how brands and businesses can overcome these. Using Starcount social data clustering she demonstrated the four key consumer motivations identified for purchasing an EV. These were then overlaid onto Starcount postcode sector data to show where these consumer mindsets and passions were (and differ) within the UK.
Rowena explained – “Our data gives a unique insight into the way that consumers live their lives and what truly matters to them. This is based on over 19m UK consumers – a far bigger and more dynamic ground truth than regular panels on the market today. We have put a distinct lens on consumers to understand what matters to them when they are thinking about buying an EV ensuring that brands can then talk to these consumers with a more relevant and timely message and on the right channels.”
A well attended and informative event, Rowena was joined by speakers from Accenture, Frost & Sullivan, the UK Automotive 30% Club and Performance Insights.DOWNLOAD - Why Consumers buy Electric Cars Brochure