In this whitepaper, Starcount has delved into the passions, motivations and mindsets that lead consumers to purchase a car. Using pioneering data science, Starcount has identified six unique mindsets characterising more than one million consumers in the automotive space. By tracking these shifting mindsets we can understand how, when and why consumers have entered the automotive space and the triggers that cause them to purchase.
The future customer
Picture the scenario:
You’re driving down the motorway when your beloved but ageing vehicle suddenly shudders to a halt for the fourth time that year. Reluctantly, you finally accept that it’s time you bought a new car. While you sit on the hard shoulder, you get out your smartphone and click through to the What Car? website, browsing the latest models from your favourite manufacturer. By the time assistance has arrived, you have decided on a vehicle, chosen the colour and additional features, and have requested a model be delivered to your front door tomorrow morning ready for you to take it for a test drive.
A second scenario:
You wake in a panic after accidentally oversleeping. After throwing on some clothes you run downstairs to the car, but instead of jumping into the driver’s seat you slide into the back, telling the invisible driver to “take me to work”. As the vehicle silently complies, you snap on your seatbelt and spend the journey going over your tasks for the day, after calling your office to excuse your lateness.