Hybrid and electric vehicles have yet to see mass adoption Premium auto brands are expanding their range of vehicle offerings
MARKETING AND ADVERTISING
Seasonal marketing stresses confident winter driving Figure 7 : Acura advertisement , January 2016 Figure 8 : Audi A6 advertisement , November 2016 Lexus ’ “ December to Remember ” ad campaign for the Christmas season Figure 9 : Lexus December to Remember commercial , “ Santa Letter ”, November 2016 Figure 10 : Lexus December to Remember commercial , “ Mall Santa ”, November 2016 Figure 11 : Lexus December to Remember commercial , “ Santa Cam ”, November 2016 Maintenance related promotions and giveaways Figure 12 : Volvo Canada , acquisition mail , February 2016 Figure 13 : Auto West Infiniti , Richmond , British Columbia , loyalty mailing , February 2016 Figure 14 : Auto West Infiniti , Richmond , British Columbia , loyalty mailing , February 2016 A luxurious experience through the dealership Figure 15 : Policaro BMW , Brampton , Ontario , loyalty mailing , March 2016
WHAT ’ S WORKING ?
Strong vehicle sales in the luxury segment SUVs and crossovers are in demand
WHAT ’ S STRUGGLING ?
Recalls and scandals hurt reputation and bottom line Hybrid and electric vehicles have yet to see mass adoption
WHAT ’ S NEXT ?
Automotive innovations are commonly introduced through luxury vehicles Luxury auto brands are expanding their range of vehicle offerings
THE CONSUMER – WHAT YOU NEED TO KNOW
Nearly two thirds plan on purchasing a car in the next three years Close to two thirds would consider a luxury brand Older consumers find adjustable comforts important Women are more likely to cite affordability Younger men and Chinese Canadians are luxury vehicle enthusiasts Luxury vehicle brand associations vary
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VEHICLE PURCHASE PLAN
Close to a third plan on purchasing a car within the next year Figure 16 : Vehicle purchase plan , October 2016