Fiat Chrysler targets the "Is It Right for Me?" moment
The journey to buying a new car is long, complex, and shaped by a wide range of analog and digital touchpoints.
But Fiat Chrysler – driven, in large part, by analysis conducted with agency Universal McCann and tech giant Google – has identified a potentially critical turning point on the digital lane of the path to purchase. And this fork in the virtual road typically occurs as shoppers consider exactly which model and marque might best meet their needs.
"’The 'Is It Right for Me?' moment is...