South East Asia's automotive landscape - market by market breakdown

This article offers an overview of the consumer motivations in the automotive market for five countries in South East Asia: Malaysia, Philippines, Thailand, Vietnam, and Singapore.

South East Asia's automotive landscape - market by market breakdown

Nick LicenceDentsu Aegis

Whilst none of South East Asia's automotive markets are identical in profile, all the data-points highlight a simple truth, namely that modern and traditional media should not be seen as substitutes for each other; rather, they need to be viewed as complementary channels. Integrating these channels to best effect is contingent on both agency and brand having a solid understanding of where they need to focus on the consumer purchase journey in order to drive the outcomes required of the brief.

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