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How can you identify the unique segments of your automotive market?

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Customer segmentation and profiling is a key strategy for automotive sales. It helps you understand the different needs, preferences, and behaviors of your potential buyers, and tailor your marketing and sales efforts accordingly. In this article, we will show you how to identify the unique segments of your automotive market using four steps.

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Ricardo Bacellar, MSc, MBA

PAPO DE GARAGEM Host / Advisory Board Member - Automotive & Mobility / Former Head of Automotive at KPMG BRASIL
Imran Soratiya

Audi Sales Supervisor @ Audi Oman | Sales Management, Marketing Strategy
Francy George

LinkedIn Top Automotive Sales Management Voice || Certified Sales Manager || GWM - HAVAL || ex-Audi || ex- Volkswagen…

1 Step 1: Define your market

The first step is to define your market in terms of geographic, demographic, psychographic, and behavioral characteristics. For example, you can segment your market by location, age, income, lifestyle, personality, values, attitudes, interests, opinions, car usage, purchase frequency, loyalty, and so on. You can use various sources of data, such as surveys, interviews, census, industry reports, social media, and analytics tools, to gather information about your market.

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Imran Soratiya

Audi Sales Supervisor @ Audi Oman | Sales Management, Marketing Strategy
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"Unlocking success starts with a precise understanding of your market. Whether it's pinpointing locations, tapping into demographics, or unraveling behavioral traits, market segmentation is the compass for strategic growth. Leverage surveys, interviews, and analytics tools to decode the market intricacies. Dive deep into your audience's age, income, and lifestyle—every insight paves the way for targeted strategies. #MarketSegmentation #BusinessStrategy #DataDrivenDecisions"

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2 Step 2: Identify key variables

The next step is to identify the key variables that influence the buying decisions of your market segments. These are the factors that make each segment distinct and attractive for your automotive sales. For example, some key variables could be price sensitivity, brand awareness, quality perception, environmental concern, safety features, performance, design, and convenience. You can use techniques such as factor analysis, cluster analysis, or discriminant analysis, to identify the key variables that best differentiate your segments.

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3 Step 3: Create customer profiles

The third step is to create customer profiles for each segment based on the key variables. A customer profile is a detailed description of the typical customer in each segment, including their demographics, psychographics, behaviors, needs, wants, goals, challenges, pain points, motivations, and expectations. You can use personas, stories, or visual representations to create customer profiles that are realistic and relatable.

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Imran Soratiya

Audi Sales Supervisor @ Audi Oman | Sales Management, Marketing Strategy
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In simpler terms, the third step involves making profiles for different types of customers. These profiles should include details like age, interests, behaviors, and what they need or struggle with. You can use things like made-up stories or pictures to make these customer profiles more real and easy to understand.

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4 Step 4: Evaluate and select segments

The final step is to evaluate and select the segments that are most relevant and profitable for your automotive sales. You can use criteria such as size, growth, potential, competition, compatibility, and resources, to assess the attractiveness and feasibility of each segment. You can also use methods such as market maps, positioning matrices, or SWOT analysis, to compare and contrast the segments and identify your competitive advantages. You should select the segments that offer the best fit and value for your automotive sales.

By following these four steps, you can identify the unique segments of your automotive market and develop effective marketing and sales strategies for each segment. This will help you attract more customers, increase customer satisfaction and loyalty, and boost your sales performance.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ricardo Bacellar, MSc, MBA

PAPO DE GARAGEM Host / Advisory Board Member - Automotive & Mobility / Former Head of Automotive at KPMG BRASIL
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Buscar entender do cliente qual o tipo de aplica??o / necessidade o motiva a adquirir o produto / servi?o em quest?o, simples assim.

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Francy George

LinkedIn Top Automotive Sales Management Voice || Certified Sales Manager || GWM - HAVAL || ex-Audi || ex- Volkswagen || IMI Certified || Brand Management
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Understanding & identifying your customers uniqueness is a crucial element in automotive business which you can identify with some of the elements like market research by gathering information, demographics, behaviours & their preferences. Also use surveys, focused segment interviews / feedbacks. Profiling / mapping the customers with segmentation such as age group / income / buying habits & preferences. Competition evaluations some time also helps to evaluate the segments to get a broad views.

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Imran Soratiya

Audi Sales Supervisor @ Audi Oman | Sales Management, Marketing Strategy
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One unique segment in the automotive market is the growing demand for electric vehicles (EVs). As technology advances and environmental concerns rise, more consumers are seeking sustainable transportation options, leading to increased interest and innovation in electric mobility.

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Alessandra Falqueiro

Estrategista de conteúdo | Especialista em Marketing Digital
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Usar a inteligência artificial,especialmente aquela parte de aprendizado de máquina, vasculhar dados, descobrir padr?es. Basicamente, é como ter uma bola de cristal high-tech para entender e prever o que os clientes querem.

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How can you identify the unique segments of your automotive market?

1

2

3

4

5

1 Step 1: Define your market

2 Step 2: Identify key variables

3 Step 3: Create customer profiles

4 Step 4: Evaluate and select segments

5 Here’s what else to consider

Automotive Sales

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How can you identify the unique segments of your automotive market?

1

2

3

4

5

1 Step 1: Define your market

2 Step 2: Identify key variables

3 Step 3: Create customer profiles

4 Step 4: Evaluate and select segments

5 Here’s what else to consider

Automotive Sales

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