Skip to main content

Save or Share this Report

For B2C Marketing Professionals

Customer Life-Cycle Industry Overview: Automobiles

A Consumer Technographics® Report

November 21, 2013

Primary author headshot


Why Read This Brief

When Mad Men's silver-tongued creative director Don Draper declared that "happiness is the smell of a new car," he suggested that buying a car means more than just having the ability to get from one place to another; purchasing a vehicle involves a host of brand associations, status connotations, and practical demands. Therefore, the path to researching and purchasing an automobile is one of the most sophisticated journeys; consumers continue to pay attention to tried-and-true traditional advertising but also embrace advanced channels, such as mobile and tablet online resources. For many shoppers, buying a new car is synonymous with initiating a relationship or making a major investment, so post-purchase engagement is more critical than when purchasing other types of products. This customer life-cycle industry overview characterizes the automobile research and purchase process.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Recommended Research