Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting

Dirk Ziems, Thomas Ebenfeld
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Gabriele Lehmann
Johnson Controls Europe


Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers – depending on their lifestyle and cultural background – have specific requirements. As a complement to the indispensable standard segmentation tools, this presentation highlights qualitative psychological cultural and lifestyle research, allowing a particularly detailed and faceted determination of the target group.

Target groups and the special relationship to their own car