How people buy cars (Pt 1)
Roderick WhiteAdmap
Also see the second half of this article: How people buy cars (Pt 2), Roderick White, Admap, March 2004
______________This article concentrates on new cars: the second-hand market is much larger, in volume terms, and has rather different, somewhat less well-researched, characteristics
A new car is the second most expensive thing most people ever buy, after a house. Like a house, you do it relatively rarely, and the process is threatening, fraught and takes time.
Understanding how this works helps car marketers tailor communications to the individual's stage...