The customer journey for luxury car buying.

Written by Peter Cronin | 29-Aug-2023 07:00:00

While the car buying journey has many similarities across all brands and models, it should also feature differences related to the buyer, brand and avenue of purchase. The experience given by an automotive brand and its retailer network can often be the most important part of a customer’s decision to buy or not. A member of my family was looking for a new car recently and went to a showroom of a ‘luxury’ car brand and was met with disinterested salespeople and that one experience made them completely remove the brand from their consideration list. A potential sale and future customer lost in a matter of minutes.

In my opinion all brands that want to be perceived as luxurious need to ensure their customer service matches the quality of their products. It needs to be more than leather interiors and finishing touches on the product itself. It must translate all the way through the customer journey covering every customer interaction including the retailer network. But many brands continue to struggle to identify these points of friction between their brand and their customers.

At We Are Acuity we've over 25 years of helping automotive brands of all shapes and sizes connect with their customers throughout the customer journey. From national & retailer marketing to aftersales, brochures to product launches and events, we've been involved in it all.

If you operate as a luxury brand or just want to improve your customers’ journey, get in contact with We Are Acuity now, we’d be happy to have a conversation and see how we can help.

View full post