Car Purchasing Process - Canada - May 2015
“The challenge for automotive manufacturers is multi-faceted with bottom line results relying on factors such as attracting new customers to a brand, for example Millennials, who are less car-dependent than in previous decades and who rely on mobile technology in their everyday lives. Additionally, automotive brands face production uncertainty in Canada and the fallout that occurs with vehicle recalls.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour and Social Media
This report looks at the following areas:
- Reaching Millennial car buyers
- Increasing vehicle ownership in Canada through immigration
- There’s something about Quebec
- Social media can combat negative press concerning manufacturer recalls
With a number of technological improvements enhancing the car buying research process, and the competition within the automotive sales market being very aggressive, the car buying consumer has never been as informed as he or she is today.
This report explores how auto manufacturers, car dealers and affiliated media such as car research and vehicle inventory websites can compete in an increasingly competitive space, particularly for players looking to pick up incremental sales or those looking to defend their current share of the marketplace.
The primary focus of this report will be based on the results of Mintel’s exclusive research and focuses on the car purchasing process; including the vehicle purchase decision, vehicle purchase period, the type of vehicle consumers intend to purchase, vehicle purchase motivations, the research process, the use of research resources and mobile devices used in the car purchasing process. As well, trends/innovations, issues and insights, and profiles of major automotive research resources are explored.
For the purpose of this report, Mintel defines car purchasing as the act or the intended act of buying a new, used, or certified pre-owned (CPO) vehicle.
Types of vehicles referenced in this report include the following: compact, crossover, mid-size, SUV, full-size, pickup truck, subcompact, van, luxury, and sports car.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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