How people buy cars (Pt I)

In the first of a two part analysis, Roderick White looks at how consumers set about buying a new car.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands