The first car sale dates back to the late 1800s, and for more than a century the car buying process remained relatively unchanged—until the internet came along. The pandemic further accelerated the online car shopping experience as brands and retailers were looking to seamlessly bring more of the car buying experience online, allowing customers to safely shop for vehicles from home.
Research from McKinsey suggests purchase intent in the auto industry will nearly return to pre-Covid-19 levels over the next year and that buyers are especially interested in electric vehicles (EV). But their research also suggests that prospective buyers, across all regions and age groups, are less inclined to want to engage at car dealerships. They’ve seen the future of car buying, and they are not looking back.
Putting consumers in control
Recent research from Amazon Ads with Environics reflects a similar sentiment: Consumers want to be in control of the experiences they have with brands. An overwhelming majority of consumers (95% U.S. / 92% Europe) want to decide when and where they interact with a brand, resulting in brands needing to think about new ways, and new places, to engage audiences.
A brand that understands this well is Hyundai. “The events of the last 20 months have made it clear that many consumers want a car buying process that aligns with how they purchase nearly everything else in their life,” says Angela Zepeda, CMO for Hyundai Motor America. “At Hyundai, we’re always thinking about the future, not just the next year or even five years but the next 20 years and beyond. From our sustainability practices, to the future of mobility, to how consumers shop for vehicles, we are innovating to meet customers in this moment.”
With the help of Amazon Ads’ custom ads team, the brand expanded its digital showroom on Amazon. “We recognize the complexity of the automotive industry and are excited to bring fresh and exciting experiences to consumers, starting with Hyundai,” shares Fan Jin, director of worldwide advertising creative for Amazon Ads. “Hyundai is the first original equipment manufacturer (OEM) to combine vehicle configuration that leads to local inventory results on Amazon.”
The digital showroom, aptly named Hyundai. Evolve., allows shoppers to discover available vehicles at participating dealers and begin the vehicle selection process directly on Amazon. Customers can configure and estimate the price of their desired Hyundai vehicle, locate real-time inventory and contact dealers to complete the sale.
Moving toward a more sustainable future
The environment is a top concern for many consumers, with a majority of consumers (60% U.S. / 71% Europe) saying they are more likely to actively seek out brands with sustainable business practices. And more than half said they were prepared to pay more for a brand if it stands for the social issue they consider important.
“Consumers in both the United States and Europe have high expectations of ethical behavior from companies—related to environmental impacts, social and societal contributions, and responsible business practices,” explains Susan Seto, SVP of market strategy at Environics Research. “They are seeking brands that align with their values, expecting them to make a positive impact in society and take action on issues in their community.”
The events of the last 20 months have made it clear that many consumers want a car buying process that aligns with how they purchase nearly everything else in their life.
Angela Zepeda, Hyundai Motor America
The Hyundai Evolve showroom on Amazon is also an opportunity for the brand to share its vision for sustainable transportation, where the auto maker has been a long-time leader, launching its first electric Sonata back in 1991. In the upcoming year, Hyundai will have nine alt-fuel models, which include hybrid, plug-in hybrid, pure electric and hydrogen power cells where water is the only emission. The brand is also offering consumers the opportunity to win one of Hyundai’s popular electric vehicles, the IONIQ (pronounced as “ionic”) through the end of 2021.
With a section of the digital showroom dedicated to Hyundai’s commitment to carbon neutrality by 2045, the brand is able to provide a one-stop-shop for consumers to both research the brand and what it stands for, as well as shop for a new vehicle, including EVs. “We definitely want to take that messaging and bring it to Amazon and connect with people and what they care about,” Zepeda says.
The next hundred years for the auto industry, and the changes they will bring, remains to be seen, but by leading with the customer, brands can stay ahead of the curve no matter where the road takes them.
