Simplifying the experience.

Buying a car is often the second most expensive purchase we make. With so much choice, it’s no wonder people can feel overwhelmed. And at a time when household budgets are tighter than ever, the decision to invest in a new car is more complex than ever.

No wonder the retail market is down almost a quarter.

Over the years I have experienced many brands attempting to define the definitive car buying journey. They’re all pretty similar to be honest & show that there’s a huge number of factors at play. To me it feels like the significant factors that play a part right now are Brand, Product & Price.

But how do you leverage those to best effect in a physical space?

A visit to a dealership last week highlighted the challenges. I stopped by a shiny new OMODA UK showroom – a rapidly expanding Chinese brand that launched in the UK in August. Omoda are big advocates of a strong #Dealer network (smart move) and aim to have 100 retail locations by the end of the year. That kind of growth is unprecedented in the hashtag#UK market, but it's happening!

From the moment I stepped onto the forecourt at Desira Group Plc, the experience felt somewhat muddled from a brand perspective. While the Omoda brand is new & its cars look fantastic, as a potential new car buyer arriving at a showroom, there was a lot of competing messages and general 'noise'. This creates a level of confusion & uncertainty at a key moment for a potential buyer.

You see as well as Omoda, this dealership also represented Suzuki GB PLC and Peugeot UK, with a SPOTiCAR UK used car section thrown into the mix. That's a lot of logos with no real brand hierarchy! So I'm presented with a new & unfamiliar brand and product but surrounded by competing brands, colours & messaging. See how many you can spot in my photos?

It made the experience feel more cluttered than cohesive, with all of those brands competing for share of voice, a challenge not only for any new brand trying to establish itself, but also for these legacy brands like Suzuki & Peugeot that are on site. With brand being a significant factor in the decision making process it feels like there's work to do.

However, there's no arguing when it comes to Product & Price, these new Omoda models on display were really impressive. They filled both the showroom & all prominent positions on the forecourt. Aimed at the popular Nissan Motor Corporation Qashqai market, the Omoda 5 starts at £25,000 for the petrol version, and £33,000 for the electric Omoda E5. Both are spot on for the UK, competitively priced & in line with current consumer trends towards SUVs & electric vehicles.

In conclusion? While Omoda’s Product & Price are spot-on, creating a simpler, more focused Brand experience in dealership would build trust and recognition in the crowded UK market. Whether you're a brand whose been here one month, or many decades, simplifying the physical experience is key to converting curious visitors into confident buyers. What do you think?

If you work within automotive, be it a retailer or at brand level, we’d love to understand your view and talk to you about the future of auto retailing. Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

#automotive