eBranding Is The Key To Winning Car Techies

Today, one in four new vehicle buyers says, "I am very likely to buy vehicles with the latest in-car electronics." These Car Techies are a sweet spot for automakers because they buy more new vehicles than Non-Techies do. Luxury automakers have the most Techie customers, but many mainstream brands like Volkswagen have high Techie quotients as well. Automakers gunning for this lucrative market need to know that winning Techies takes both branding and interactive chops. Why? Techies are individualists, brand connoisseurs, and more active users of all online auto media. To make an impact, interactive marketers must have a brand site that works like a Lexus, a VOC program that keeps interactive efforts fresh, and online experiences that inspire desire in this more affluent, but surprisingly diverse, audience.