The German car market is saturated and will even shrink in the next few years due to factors such as demographic change. The success of a brand is therefore increasingly determined by loyalty and conquest.
In order to effectively counteract churn and achieve conquests, it is essential to recognise trends and interrelationships as well as to segment the buyer structure according to age, purchase modality and gender. Dwindling loyalty is a particular challenge, leading to marketing and product level needing to become more targeted. The reality right now is every second person changes brands when buying a car. For the
In order to effectively counteract churn and achieve conquests, it is essential to recognise trends and interrelationships as well as to segment the buyer structure according to age, purchase modality and gender. Dwindling loyalty is a particular challenge, leading to marketing and product level needing to become more targeted. The reality right now is every second person changes brands when buying a car. For the
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