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Executive summary
- Key issues covered in this Report
- Market context
- Opportunities
- Graph 1: consumers who considered purchasing the advertised car model/from the advertised car brand, by type of car ad seen or listened to, 2023
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market drivers
- The German economy
- Graph 2: key economic data, in real terms, 2019-24
- Increasing online media consumption
- Graph 3: online media consumption (in mins), by age, 2018-22
- Graph 4: consumer usage of free-to-air TV channels in the last three months, by age, 2021-22
- Graph 5: consumer use of paid-for streaming services to watch VoD in the last three months, by age, 2021-22
- Changes in the social media landscape
- Graph 6: social media platforms used in the last three months, by age group, 2023
- Generative AI
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What consumers want, and why
- Most likely choice for next car
- Graph 7: car market segmentation, by fuel type, 2018-22
- Graph 8: consumers most likely to buy an electric car, by age and gender, 2023
- Types of car ads seen
- Graph 9: types of car ads seen or listened to in the last three months, 2023
- Graph 10: consumers listening to music on YouTube, 2022
- Graph 11: consumer use of paid-for video streaming services to watch content on demand in the last three months, by age, 2022
- Ads from car brands
- Graph 12: ads of car brands seen or listened to in the last three months, 2023
- Graph 13: repertoire of ads of car brands seen or listened to in the last three months, 2023
- Graph 14: consumers who recall seeing a Ford ad, by age, 2023
- Actions after seeing an ad
- Graph 15: action taken after seeing or listening to a car ad, 2023
- Graph 16: consumers who considered purchasing the advertised car model/from the advertised car brand, by type of car ad seen or listened to, 2023
- Graph 17: consumers who did an activity after seeing or listening a car ad, by generation, 2023
- Information sought from internal combustion engine car ads
- Graph 18: information sought from internal combustion engine car ads, 2023
- Information sought from electric car ads
- Graph 19: consumers who seek information about charging time from an electric car ad, by age, 2023
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Launch ACTIVITY and Innovation
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Appendix
- Appendix – abbreviations and consumer research methodology and language usage
Stay ahead of the curve and future-proof your business with Mintel’s Car Advertising in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest car advertising trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the German advertising automotive industry including a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of the German advertising automotive industry, including expert insights.
- The impact of inflation on car advertising in Germany.
- Key drivers affecting automotive advertising in Germany: Increasing online media consumption, changes in the social media landscape, and generative AI.
- Type of car ads seen or listened to by consumers and the actions they take after they see a car advert.
An Overview of Car Advertising in Germany
As inflation continues to impact German consumers, car advertisements will focus on how car brands can provide added value for money in terms of reliability, as 63% of consumers consider this to be the most important factor when choosing a car.
In the market segment for electric vehicles, highlighting the long-term savings potential in total running costs is crucial to appeal to potential buyers.
Automotive Advertising in Germany: What Consumers Want and Why
- Online Advertising in the Automotive Industry in Germany: Online marketing is crucial for the car purchasing process, as 10% of Germans use digital publications to find information about cars. As car advertising becomes even more impactful with consumers spending more time looking for the cheapest prices and visiting different stores to find these, brands have an additional chance to target consumers with ads as the purchase process lengthens.
- German Car Market Opportunities: 53% of Germans use paid streaming platforms to watch video content. Considering the ongoing changes to streaming services and social media, new opportunities for car advertising in Germany are emerging with the introduction of new AI tools by online platforms for personalised advertising. This will help car brands improve how they create ads and target consumers.
- German Advertising Automotive Industry: Car ads in printed publications rank second behind video ads with 20% of consumers recalling printed adverts. This highlights the ongoing importance of print advertising to cut through in an increasingly digital world.
Market Forecast for Car Advertising in Germany
- As autonomous vehicles develop and consumers have easy access to cars, advertising in the automotive industry in Germany will drastically change. Car brands will focus on how a car can provide convenience and be a part of consumers’ lifestyles, and advertising will be seamlessly blended within content.
To learn how to connect with your audience, purchase our Car Advertising in Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Netflix, Disney+, Twitter (X), Tesla, Stellantis, TikTok, Meta, Google, Lexus, Twitch, YouTube, Facebook, Instagram, Snapchat, Pinterest, Volkswagen, Fuslie, Ford, Nissan, Lofi Girl, GM, Amazon, Audi, BMW, Mercedes, Opel, Kia, Toyota, Skoda, Hyundai, Renault, Dacia, Peugot, Seat, Mini, Fiat, and more.
Products: Video ads, ads on social media, ads in digital publications, ads on other websites, audio ads, billboards, poster ads, ads in printed publications, ads via mail, and more.
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Expert Insights on Automotive Advertising in Germany
This report, written by Venkatesh Modi, Research Analyst, delivers in-depth commentary and analysis to highlight car advertising trends in Germany and add expert context to the numbers.
Download Report SummaryLeveraging developments in online platforms to form authentic collaborations and produce creative content can help brands in the German car market to stand out in an industry where consumers are constantly subjected to advertisements.
Venkatesh Modi
Research Analyst – Automotive, Germany
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