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

Nick Licence
Dentsu 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.

In common with many other categories, the car brand purchase journey in ASEAN can be broadly categorized into four usually sequential (but sometimes not) stages of involvement and interaction:

  • Awareness creation
  • Emotional connection
  • Experience
  • Purchase Decision