Key global trends in car ownership and purchase intention
There are few consumer purchases bigger than buying a car and consequently automotive is an industry that attracts fierce competition from advertisers desperate to influence the right target at the right time and gain a commercial edge on their competitors.
The increased purchase power of consumers in the BRICS markets opens up a wealth of potential new car buyers. Meanwhile, the established western markets have pre-existing high levels of car ownership and can be very lucrative to those manufacturers who can appeal most effectively to their targets.
Kantar Media’s global network of TGI studies reveal in detail the – often dramatic – fluctuations by market of consumers who have a car, what sort they have and who is seeking to buy a new car in the future.