Driving change: Owning the moments that matter as Aussies restart their engines
News Corp Australia’s The Growth D_Stillery recently conducted research on the automotive sector, and how buyers are reacting. Ciel Graham, research director, delves into the forces behind the profound changes occurring in auto, emphasising the significance of marketers tapping into the ‘moments that matter’ for car enthusiasts.
You’re likely fatigued from the cycle of industry conversation this year – cost of living, resource shortages, ongoing pandemic recovery. But for the automotive sector, 2023/4 is an entirely different destination, where the past three years have witnessed significant destabilisation, and we are observing a critical inflection point.
We have seen rapid technological innovation; the rise of Electric Vehicles (EVs), self-driving automation, and increased interconnectivity within new vehicles. Labour shortages exacerbated by supply-chain delays for critical inputs like superconductors have only added to the turbulence, yet new players have still managed to enter the market en-masse.
Consumer lifestyles and budgets have also evolved, impacting decisions and questioning traditional brand differentiators such as prestige, safety and performance.
