The transformation doesn’t end there. Just as manufacturers have come up with innovative ways to launch their products, so too they have developed their digital ecosystems to improve the customer journey. With it having become clear that connectivity would be crucial for the purchasing processes, pioneers like Tesla and Land Rover launched the possibility to buy cars online, with positive feedback. And as consumption habits have continued to evolve – according to Google, today “19% of car shoppers would buy a vehicle sooner if there was an online option” (Google Global Auto Pulse, May 2020) – other car brands have adapted and followed this example, allowing consumers to purchase a car online and have it delivered to their door.
The pandemic has disrupted many industries. The automotive industry, which was already adapting to changes in consumer behaviour and environmental pressures (electric, shared mobility, carbon footprint), is still uncertain on its new normals.
Will automotive events become primarily virtual, or will we go back to physical because we miss it? Will the hybrid digital + physical approach become the new gold standard? How will the online event and purchase process intersect?
Whatever happens, one non-negotiable is the quality of the experience. Although digital enables brands to reach larger audiences, passively viewing a streamed event is not a replacement for the physical experience: car launches need to be designed upon their audience, not their product.
New Normals is a content series focused on the rapid evolution of the experience economy in response to the global pandemic. TRO, the brand experience agency, in collaboration with the global network of Omnicom Experiential Group, will share weekly stories and insights from around the world