Dude, where's my car? The "complicated" relationship between the automotive industry and Millennials

Dude, where’s my car?

The “complicated” relationship between the

automotive industry and Millennials.

[SEXY FRONT COVER ARRIVING ON MONDAY

MORNING]


The “complicated” relationship between the automotive industry and Millennials

“If the trends seen in this report become reality, a business based purely

on production and volume sales will fail. Traditional OEMs must become

service-based businesses to thrive.

The Spotify and Netflix generation is as comfortable sharing and

subscribing to their driving options as they are to their entertainment.

Smart players will place equal emphasis on monetising services as they will

innovating their product range.

In almost every sector the 21st Century has seen the manufacturing

giants of the 20th overtaken by nimbler, more forward thinking

competitors. Will Toyota and Ford go the same way as Kodak and Nokia?

Or will they have the courage to balance an increasingly out-dated model

with something fit for the next 100 years?”

Kate Cooper, Chief Strategy Officer, Different Spin and Bloom Worldwide

Foreword

I have a confession.

I am 31 years old and I can’t drive. I don’t

have a car, I don’t have a driving licence.

I’ve never had a driving lesson.

The closest I’ve got is stalling an old

boyfriend’s Golf in a supermarket car

park. Or maybe that time I went go

karting. Or my vast experience playing

Mario Kart 64. Suffice to say, I should not

be allowed behind the wheel.

Now I’m at a stage where I could

comfortably afford to learn to drive, I just

don’t want to. To be honest, the thought

scares me. Maybe I have left it too late

and I’m now too risk averse. But if the

necessity was there I could probably get

over it.

The truth is, I don’t feel the necessity. I

don’t feel like I’m missing out, apart from

the rare occasion when I think it would be

a great idea to go to a safari park. That’s

quite a tricky experience without a car.

Ambivalent as I am about personally

driving, I am equally as passionate about

technology and innovation. I have been

working with amazing clients in the

automotive sector for the last four years

and have been amazed at the

developments in engineering and

technology that have happened in that

short time.

One of the things I wanted to find out was

whether as a millennial I am alone in my

ambivalence to driving and, if not, what

this means for the future of mobility.

Perhaps soon I’ll be able to take a

driverless car to the safari park.

Laura Dinneen, Research and Insight

Partner, Different Spin and Bloom Worldwide

#DifferentSpin | Dude, where’s my car? | 3

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Contents

Introduction Page 06

Millennials now Page 14

Millennials soon Page 28

Millennials in the future Page 39

What does this mean for automotive? 4


Section one

Introduction

A Different Spin

Methodology

Executive summary


A Different Spin

Different Spin is an automotive engagement and innovation lab founded by Bloom Worldwide.

We enable traditional players to innovate and new entrants to compete.

We are a heady but dynamic mix of commercial strategists, data geeks, futurologists,

technologists, designers, creatives and producers working across 5 countries.

We provide a different spin on automotive.

different-spin.com // bloomworldwide.com

RETAIL INNOVATION

ENGAGEMENT SERVICES

MARCOMS INNOVATION

PRODUCT & SERVICE

INNOVATION

STRATEGIC INNOVATION

EDUCATION & INSPIRATION

RESEARCH & INSIGHT


MethodologyDEFINITIONS

For the purpose of this research we focus on Millennials aged 19-34

years-old in the UK. Some charts in this report include different age

groupings, where the data is from external sources e.g. National

Travel Survey and we have been unable to obtain data in different

formats. All charts are clearly labelled and sourced.

RESEARCH METHODOLOGY

We used a combination of quantitative and qualitative research

approaches to create this report with a total sample size of 33,521.

1.  Audience profiling through GlobalWebIndex survey data from a

representative sample of UK internet users.

2.  Deep dive research panel of UK Millennials

3.  Reevoo Car Buyers Panel survey

4.  Analysis of publically available data on driving trends in the UK

Further detail on methodology is provided at the end of the report.


MethodologyURBAN / RURAL PARTICIPANTS

Within the Millennial segment, we included viewpoints from

both urban, suburban and rural participants. Each research

approach used a representative sample of Millennials across

these three categories, with emphasis placed on urban and

suburban over rural to reflect dwelling trends amongst UK

Millennials in real life.

As expected there were differences in current transport

habits, with more rural and suburban Millennials owning cars

and relying less heavily on public transport or services like

Uber and City Car Club.

However attitudes towards the future of mobility and

technology innovations were less defined between urban and

rural. The low availability of certain services in rural areas

now does not mean there isn’t demand for the future.


Executive summary

INNOVATION IS KINGSo first to answer the BIG question. As the next

generation of car buyers, will Millennials actually

buy cars?

In short YES, but not as we know it.

The Spotify and Netflix generation is as

comfortable sharing and subscribing to their

driving options as they are to their entertainment.

Smart players will place equal emphasis on

monetising services as they will innovating their

product range.

And it’s this that is important for both traditional

OEMs and new entrants to understand. It’s these

nascent trends we’re seeing in the Millennial

generation that tell us where the automotive and

mobility sector is headed.

One thing is clear: innovation is king. If the trends

seen in this report become reality, a business based

purely on production and volume sales will fail.

Traditional OEMs must become service-based

businesses to thrive.

Our goal in openly publishing both this and

upcoming research projects is to accelerate

innovation and change in the automotive industry.

“Peak oil has already happened.” Nicholas, 33

“In ten years, I believe our traditional means of transport

will not be used anymore.” Melanie, 19


Executive summary: Millennials now

CAN’T DRIVE, WON’T DRIVEMany of the Millennials in our study that do hold a

full driving licence choose not to own a car and

rarely drive. There are a number of reasons for this

but primarily it is because they simply don’t need

to.

Millennials in the city are less dependent on driving

because there are more alternatives. They ask

people to give them lifts, they have taxi apps on

their phones and Google Maps in their pockets to

help get around on foot or public transport.

Learning to drive and owning a car is less of a rite

of passage for many Millennials. There are other

things fighting for their money and time, and other

priorities in their lives.

Committing to car ownership is a burden for many

Millennials, who favour financial freedom over

driving freedom. They aren’t comfortable putting

themselves in debt in order to own a car. Of those

that do own cars, many wouldn't change their

lifestyles to own a more expensive or newer model.

“Owning a car used to be a symbol of freedom. Whilst it still is, it has definitely also become a

heavyweight financial burden.” Melissa, 27


Executive summary: Millennials soon

ACCESS OVER OWNERSHIPWith the rise of car sharing options available to

Millennials living in the city, ownership is not the

only way to drive. For both financial, practical and

environmental reasons (in that order), Millennials

are choosing to experiment with shared ownership

or short-term rental clubs.

Car ownership is becoming less of an aspiration

and less of a norm for Millennials, who are much

more acclimatised to subscription services and

access over ownership. The Spotify and Netflix

generation is as comfortable sharing and

subscribing to their driving options as they are to

their entertainment.

Owning the coolest car on the block is an

aspiration for some Millennials, but this aspiration

is becoming diluted by newer goals in life. Owning

the newest iPhone, starting a business, going

travelling and moving to the city are examples of

goals that take priority over car ownership for

today’s Millennials.

The idea of car ownership is not lost - many

Millennials talk about owning a car in the future -

but there are many other options for mobility

today, which means car ownership can be put off

for now.

“Travel will be more collaborative, more shared. I

think the focus will be less on full ownership…younger generations are less bothered about owning

stuff.” Nicole, 34


Executive summary: Millennials in the future

SO LAST CENTURY

Throughout the research, we found that

Millennials recognised the need for change and

disruption in the auto industry. They hold a belief

that traditional and long standing brands will have

to innovate and disrupt themselves in order to

survive in a market that is changing rapidly.

When we asked Millennials which brands they

thought would be leading the automotive industry

in 10 years’ time, brands that stood out were: Uber,

Tesla, Google, BMW, Apple and Toyota. In the same

task we asked Millennials to pin the companies

they considered to be the most innovative. The

results were almost exactly the same. It is clear

that a perception of innovation for Millennials

equals long-term success.

Automotives: are you up to the challenge?

“Most journeys are taken by an individual, making cars a

wasteful use of space and resources - I'd like to see this

tackled. Perhaps a hybrid of on-demand single person driverless

vehicles and improved automated rapid mass

transport.” Khal, 34


Section two

Millennials now

Daily travel

Car ownership

Car purchasing

Car brands


How do you travel day-to-day?Participants were asked to upload photos/images of the modes of

transportation they use to get around on a day-to-day basis.

Millennials now: daily travel routines

PUBLIC TRANSPORT RULESPUBLIC TRANSPORT IS RELIED ON

Where it’s good and available, Millennials choose

public transport over driving for their daily commute

to work/school.

65% of Millennials favour public or self-powered

transport for their day-to-day travel, compared to

22% who regularly drive or ride their own vehicle.

CAR SHAMING

When they talked about having to drive, Millennials

appeared almost apologetic that they couldn’t walk or

take public transport. They are much prouder of

walking or cycling than they are of driving.

MULTITASKING TRAVELLERS

One of the bonuses of public transport that

Millennials mention is the ability to do other things

when travelling. They talked about being able to use

their phone, watch videos, play games and even

(shocker) get some work done.

Car/van19%

Bus18%

Walk/run16%

Train13%

Underground10%

Cycle8%

Taxi8%

Uber5%

Motorbike/scooter

3%

Figure 1: How do you travel? Hark participants were asked to upload

photos/images of the modes of transportation they use to get around on a

day-to-day basis. Source: Hark by Different Spin. 2015.

PUBLIC TRANSPORT (41%)SELF-POWERED (24%)

PERSONAL AUTO (22%)PRIVATE HIRE (13%)



MILLENNIALS TAKE FEWER CAR TRIPSSO OVER CAR TRIPS

Since 1997, the average number of car trips made by

drivers aged 17-29 has fallen by 42%. Now, the

average Millennial drives a car, van or motorcycle

approximately 530 times a year. Trips as a passenger

are also declining, although not at such a dramatic

rate, with 25% fewer journeys being taken now

compared to 1997.

MONEY MONEY MONEY

Participants cite money as the number one reason for

driving less. Millennials say it’s just too darn

expensive to own a car these days, and public

transport is a cheaper and easier option.

Other costs of living and the pressure to pay off

student debts or save for a deposit on a house are

prioritised above paying to drive.

Figure 2: Average number of trips by age, gender and main mode. Trips per person per year,

displaying data for 17-29 year olds. Source: Department for Transport, National Travel

Survey, 2015.

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1997 2000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Personal auto driver Personal auto passenger



CARS ARE USED TO SERVE A PURPOSEFUNCTION OVER FUN

Most Millennials would rather not drive, but some of

them have to. Those that do drive gave us very

functional reasons for doing so. The top reasons given

included transporting large or heavy objects, carrying

lots of passengers, and travelling to different sites as

part of their job.

THE LAST RESORT

Millennials that do regularly drive do so out of

necessity rather than desire. Country folk talk about

having to drive because local bus services aren't up to

scratch, and others drive because they need to cart

equipment around.

“Freedom for me would be being able to go where I want in

whatever way I want. For me, that would be public transport

because it’s cheaper and I don't have to worry about

maintaining it.” Laura, 24

“I drive for convenience, sometimes because I have a lot of stuff to take and sometimes because where I'm going is far

away and public transport is complicated or expensive.”

Natalie, 22


Millennials now: car ownership

PERSONAL OWNERSHIP IS DECLININGNOT MINE, GUV

The percentage of 17-29 year olds that own a car where

they are the main driver is slowly declining. In 2007, 42%

of this age group were owner drivers, but this has fallen

to 36% over the seven years – that’s almost a 1% drop

every year.

The picture is different for older drivers, who have much

higher ownership levels and are nearly twice as likely to

own a car than 17-29 year olds. The 50-69 age group are

slowly upping their ownership levels to 66% in 2014,

however ownership amongst the 30-49 age group is

slightly lowering.

Figure 3: Adult personal car access by age, England. The chart shows the percentage of each age

group that own a car of which they are the main driver. Source: Department for Transport, National

Travel Survey, 2015.

0%

10%

20%

30%

40%

50%

60%

70%

80%

2007 2008 2009 2010 2011 2012 2013 2014

17-29 30-49 50-69



CAN’T DRIVE, WON’T DRIVENO NEED, THNX

Many of the Millennials in our study that do hold a

full driving licence choose not to own a car and

rarely drive. There are a number of reasons for this

but primarily it is because they simply don’t need

to.

Millennials in the city are less dependent on driving

because there are more alternative options. They

have people to give them lifts, taxi apps on their

phones, and Google Maps in their pockets to help

them get around on foot or on public transport.

NOT WORTH MY TIME

Learning to drive and owning a car is less of a rite

of passage for many. There are other priorities

fighting for their money and time.

TOO MUCH OF A NIGHTMARE

Some Millennials don’t drive because they really

don’t want to. The thought of getting behind the

wheel or facing London traffic and congestion

charges stresses them out.

FREEDOM OR FINANCIAL BURDEN?

Interestingly some respondents said that they feel

more mobile without owning a car, citing car

sharing services as more flexible, freer options.

Committing to the financial burden of car

ownership is too much of a restriction for many

Millennials who favour financial freedom over

driving freedom. They aren’t comfortable putting

themselves in debt just to own a car. Of those that

do own, many didn’t want to change their lifestyles

to own a more expensive or newer car.

“I think the days of traditionally like 'you’re gonna finish school

you're gonna go to college, you're gonna start driving at 17...'

I think people have more interesting things to do now. It's

not necessarily the stepping stone to adulthood it used to be.”

Nicole, 34

“Realistically I don't see myself owning a car for a long time

because I just don't need to. if I want to I can rent it for the

weekend or to get across town I can use uber. I don't see myself having a commute, I don't have kids. I don't need one.” Sam, 25


“Owning a car used to be a symbol of freedom. Whilst it still is, it has definitely also become a heavyweight financial burden.”

Melissa, 27



MILLENNIALS ARE BUYING FEWER CARSDUDE, WHERE’S MY CAR?

When asked about their car purchasing history, 40%

of Millennials said that they do not currently own a

car. The percentage of 19-34 year olds that don’t

have a car has been increasing since 2009, rising from

28% of carless Millennials. In fact, Millennials are

more likely to own a vacuum cleaner than a car.

But all is not lost – 7% of UK Millennials said that they

were planning to buy a car within the next six months.

This figure has remained fairly consistent over the

course of the research, from the 6% 19-34 year olds

who said they were intending to buy a car in 2009.

Figure 4: Percentage of UK internet-using Millennials (19-34) that do not own a car/automobile.

Source: GlobalWebIndex, 2015.

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FEWER MILLENNIALS HOLD LICENCESLICENCE TO MEH

The percentage of full car licence holders amongst

Millennials is falling, whilst for those aged 40 and over

(and especially the 70+ age group) the percentage of

licensees is increasing or holding firm. The proportion

of 17-20 year olds with a licence has fallen from 48%

in 1994 to 29% in 2014. The trend is similar for the

older Millennials too, although not quite as

pronounced, falling from 75% in 1994 to 63% in

2014.

CHEERS, BOOMERS

The cost of learning to drive is a huge barrier for

Millennials. They talk about holding off until they have

a better income to pay for the lessons and tests. It is

understood that most people fail, which means

forking out for re-sits. If they can’t practise in a parent

or partner’s car in it can be more effective to take an

intensive course, but that means saving up for a very

long time.Figure 5: Full car driving licence holders by age, England. Chart shows the percentage of each age

group with a full car driving licence. Source: Department for Transport, National Travel Survey, 2015.

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17-20 21-29 30-39


Millennials now: car purchasing

TOP BUYING CONSIDERATIONS

COST

LEAST IMPORTANT

MOST IMPORTANT

FUEL EFFICIENCY

RELIABILITY

SIZEBOOT SPACE

SAFETY

ECO

DESIGN

SPEED

TECH

MONEYPRACTICALITY

PEACE OF MIND

LOOK AND FEEL

Figure 6: Millennials’ top considerations for buying a new/used car in the current time. Position and size of bubble relate to the level of

importance UK Millennials place on each factor. Source: Hark UK Millennials Panel by Different Spin, 2015.


Millennials now: car purchasing

BANGERS OVER BMWSTRUST THY NEIGHBOUR

When it comes to buying a car, Millennials place

the most trust in the testimonials of friends and

family that have bought cars before. They may

use social media to do this, but it’s their close

ties they trust.

BOY RACERS BEWARE

In fact, Millennials are incredibly practical when

thinking about what they want from a car,

naming cost, fuel efficiency and safety as top

priorities. Driving experience, speed, handling

are all at the bottom of the list. Bonus points if it

looks cute too.

SHABBY CHIC

Is it preferable to buy a busted up little banger

than a luxury convertible? Many Millennials

seem to think so. Shoddy looks are actually a

bonus.

“I would never buy a luxury vehicle - like an Audi, BMW or

Mercedes - because the maintenance costs would be

extortionate. I could only afford a small car made by someone like

Vauxhall or Peugeot.” Carrie, 29

“Right now, if I were to buy a car it would have a to be a small,

cheap second-hand one - probably over 10 years old.

Running costs - parking, petrol, insurance etc. would be main

concerns. Colour and appearance would be very much

secondary influences.” Jackson, 25


Millennials now: car brands

URBAN INFLUENCERSKEEP IT COMPACT

Millennials show a distinct preference for smaller

cars, ideal for nipping around their typically urban

environments and squeezing into inevitably small

parking spaces.

FAMILY VALUES

Preference for specific car brands tends to be family

wide, as affinity is built over time for a reliable family

car. This trait in Millennials is also formed as a result

of driving cars that belong to parents or other family

members. A similar trend is seen in vehicle brands

used by friends or at work but this is less defined.

THE MINI COOPER EFFECT

Despite changing their look and feel over the past few

years, many Millennial females still feel a particularly

strong affinity for the Mini Cooper. They appreciate

the focus on design rather than technical

specifications of the car.

Figure 7: which of these brands have you used for your transportation

needs in the past month? Source: Hark UK Millennials Panel by Different

Spin, 2015.


Millennials now: car brands

FOCUS ON UBERSERVING THE ON-DEMAND GENERATION

Millennials are currently big fans of Uber, praising

its convenience and cheaper prices. When

comparing Uber to traditional cabs, they love that

the cars are almost instant, reducing the time sent

waiting in the cold. For them the whole customer

experience from booking through to destination

just works.

PREDICTING BIG THINGS

Millennials are confident that they will use Uber

more in the future and that the business will

continue to grow, although some worry about its

long-term global stability, referencing regulation

issues.

GOT THE KNOWLEDGE?

The major criticism when comparing to traditional

black cabs is that the drivers in London particularly,

lack the local navigational knowledge. Some

Millennials are also concerned over the bad press

and controversy surrounding the company.


“I’ve only read the negative press around Uber and it doesn’t

sound like something that is regulated enough.” Nicole, 34

“I always liked the reassurance of 'the knowledge' etc. but in the last 6 months or so I think it's been a split between the two -

the convenience and cost of Uber is beginning to outweigh

the benefits of black cabs.” Jackson, 25

“Assuming there aren’t any high profile failures, which I think could kill the brand, I can see

more companies pairing up with Uber making it bigger than it

currently is.” Natalie, 22

Section three

Millennials soon

Car sharing

Electric and hybrid

Insurance innovation

Semi-autonomous technology


Millennials soon: car sharing

THE RISE OF CAR SHARING SERVICESCITY CAR CLUB BOOM

We spoke to Gemma Flynn at City Car Club about

the changes they’re seeing in their customer base,

and whether there were any distinct trends

relating to Millennials. The answer was yes!

Millennials currently make up 35% of City Car

Club’s total personal members. But if you look at

approved personal applications over time, the

19-34 age group is steadily gaining a much higher

percentage share of the car club’s membership

base.

In 2010 just 21% of approved personal

applications were made by 19-34 year olds. Now in

2015 so far this same age group has nearly

doubled their share, accounting for just over 40%

of approved personal applications. Based on this

pattern, City Car Club expects Millennials to

become the majority customer group within the

next five years.

Figure 8: Approved personal applications to City Car Club. This chart shows the percentage of all

approved applications made by 19-34 year olds versus everyone else. The 2015 figure is year to date.

Source: City Car Club, 2015.

21% 25%31%

26%33%

40%

0%

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40%

50%

60%

70%

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100%

2010 2011 2012 2013 2014 2015

19-34 year olds Everyone else


“In 10 years time travel will be more collaborative, more shared. I think the focus will be less on full ownership…younger generations are less bothered about owning stuff”

Nicole, 34


Millennials soon: car sharing

ACCESS OVER OWNERSHIP“I think younger generations value experience rather than

ownership. Look at Snapchat - they value the moment that day,

rather than having a history (such as history/posts/photos on

their Facebook wall). In my opinion they like to experience and share the moments than to

own things.” Ayako, 25

“Whilst having at car as a young person can be seen as cool and

even 'grown up' most young people get by without and with

the abundance of new luxury goods available for them to wish for cars are taking a back seat as unaffordable luxuries compared to the latest computers, phones

and tablets.” Emily, 19

MOANING ABOUT OWNING

With the rise of car sharing options available to

Millennials living in the city, ownership is not the

only way to drive. For both financial, practical and

environmental reasons (in that order), Millennials

are choosing to experiment with shared ownership

or short-term rental clubs.

Car ownership is becoming less of an aspiration

and less of a norm for Millennials, who are much

more acclimatised to subscription services and

access over ownership. The Spotify and Netflix

generation is as comfortable sharing and

subscribing to their driving options as they are to

their entertainment.

OTHER THINGS TO LUST AFTER

Owning the coolest car on the block is an

aspiration for some Millennials, but this aspiration

is becoming diluted by newer goals in life. Owning

the newest iPhone, starting a business, going

travelling and moving to the city are all examples of

goals that are taking priority over car ownership

for today’s Millennials.

IDEA OVER REALITY

The idea of car ownership is not lost - many

Millennials talk about owning a car in the future -

but the reality is that they have other options for

mobility today, which means they can put off car

ownership for now.


Millennials soon: car sharing case study

CITY CAR CLUB


City Car Club was founded in 2005 with the aim of changing

the way people think about travel.

They provide short term car rentals on a subscription based

service, giving city dwellers the option to pick up cars parked in

designated spaces wherever they are around the city.

Despite running a business rooted in cars, City Car Club

actually want to reduce car usage, by moving people away from

car ownership and giving them a simple way to only use cars

when they really need to. City Car Club gives people an

economical and environmentally sustainable alternative to car

ownership, which fits around their lifestyle.

One of the primary barriers to car ownership for Millennials is

the financial burden and general hassle of additional costs such

as breakdown cover, fuel, repairs, servicing, MOTs and

insurance. By using City Car Club, drivers can sidestep all of

these potential problems as they are all already covered within

the membership and rental costs.

For the younger end of the Millennial demographic, City Car

Club also offers a discounted rate for those aged between 19

and 22.

City Car Club allows Millennials all the benefits of using a car

when they need to without any of the hassles of ownership. As

more and more people move away from ownership, this is the

kind of smart product solution that this generation needs.

Millennials soon: electric and hybrid vehicles

SURELY IT’S ABOUT TIME?BACK TO THE FUTURE

When asked about the future of the automotive industry, wider use and

improved infrastructure for electric and hybrid vehicles was high on the

list for our Millennials. Along with hover boards.

ENVIRONMENT IS ON THE RADAR

When talking about which features of a car would be important to them,

environmental impact is high on the list for Millennials.

A LONG ROAD AHEAD

Whilst Millennials maintain a positive outlook for EVs and Hybrids, they

acknowledge that there is a difficult road ahead to get buy in from

governments on a larger scale, battling the goliath of the oil industry and

concerns around range and infrastructure. Figure 9: “Definitely electric cars” by Natalie, 22. Natalie imagines what cars might

look like in the future, powered by electricity and featuring plenty of new and

exciting tech including self drive options and highly accurate traffic maps.

Source: Hark UK Millennials Panel by Different Spin, 2015.


“Yeah I would definitely do black box insurance. I think it’s really good because then you’re rewarding people for driving safely...”

Rebecca, 22


Millennials soon: insurance innovation

PREMIUM PREJUDICE

“I'd looked into getting a car, but it's not the vehicle price that put me off, it was the insurance. I was happy to drive a used car for less than a grand, but the insurance was more than double that on

top. Yowza.” Clarence, 33

A NECESSARY EVIL

Millennials consider the cost of running a car to be

a major barrier to ownership and insurance

represents a significant chunk. They dislike the

high rates associated with their age and are

interested in solutions that can combat this.

A NEW WAY TO BUY

Millennials are less likely to manually shop around

for the best policy and go direct to insurers.

Instead, they use comparison sites, meaning there

is more of an emphasis on upfront cost than details

of an individual policy.

BLACK BOX INSURANCE

The majority of Millennials are aware of black box

insurance solutions and believe it a good idea to

lower insurance costs for younger drivers. Many

said they would consider using it but others raised

issues they had with the technology. The most

common were concerns that it might restrict them

in cases where they might ‘bend the rules’ with

regards to speed limits and the like. They believed

that the technology would be removing their

freedom to make their own judgement, even when

that judgement might mean breaking the law.

Some participants doubted the intelligence of the

technology when it came to the behaviour of other

drivers, expressing concern that blame might be

placed on them for harsh braking when another

driver was at fault.

Some participants acknowledged the lack of

privacy, or ‘big brother’ aspect of black box

insurance. Although interestingly, this appears to

be less of a concern.

“I have heard of it. My brain says you should get that but my heart

says no because I like to drive fast.”

Hannah, 22


Millennials soon: semi-autonomous technology

SAFETY FIRSTGETTING A SEMI

Our Millennials were quite excited by the potential life-

saving and annoyance-busting benefits of semi

autonomous safety technology. We showed them seven

different semi-autonomous features, asking them to

select up to three that sounded most important or

advantageous, and provide comments on each.

Many of these features are currently available as options

when buying new premium cars, or else they are in

development for release within the next three years.

Some members of our panel have had first-hand

experience driving cars with one or more of these

features, whilst others were not aware of them at all.

First and foremost they picked the features they thought

could save the most lives. The results are on the following

page.

Adaptive cruise controlCar automatically speeds up and slows down to keep pace with the car in front of you.

Parking assistCar uses cameras and sensors to judge the size of the parking space and steer its way into the space.

Adaptive headlightsHeadlights automatically turn their beams around bends in the road to light the path you’re steering into. Switches automatically between high and low beam.

Lane departure preventionCar automatically corrects itself if you start to veer outside of your lane without intending to.

Blind spot detectorSensor device that detects other vehicles located to the driver’s side and rear. Warnings can be visual, audible, vibrating or tactile.

Forward collision avoidanceYour car uses radars or lasers to detect imminent crashes and automatically brakes or steers you out the way to avoid hitting anything.

Fatigue detectionYour car uses in-seat heart rate and respiratory tracking to detect if the driver is becoming drowsy. It will send an alert to wake you up.



SCARED OF BLIND SPOTSSAVE MORE LIVES

Millennials named blind spot detection as the most important

semi-autonomous technology feature. They recognise that

there is a limit to the human body and that, aside from

redesigning human vision, the next best thing is getting

technology to help solve this big and very real problem for

young drivers.

Participants picked this as their most important feature

because they believed it would help save lives. They are aware

and scared of the potential danger of the blind spot, and some

speak from personal experience of accidents caused by this.

ADAPTIVE HEADLIGHTS

Millennials loved the idea of adaptive headlights both for

safety reasons whilst driving in the dark and on country

roads, but also for the added convenience the technology

offers drivers.

0 5 10 15 20 25 30

ADAPTIVE CRUISE CONTROL

LANE DEPARTURE PREVENTION

FATIGUE DETECTION

FORWARD COLLISION AVOIDANCE

PARKING ASSIST

ADAPTIVE HEADLIGHTS

BLIND SPOT DETECTOR

Figure 10: Which of these safety features would have the biggest positive impact on driving for you?

If you don’t drive, think about what would make you feel safest as a passenger, or a driver in the

future. Source: Hark UK Millennials Panel by Different Spin, 2015.



PARKING WOES

“As long as I could ignore it because on the way home from work if I was knackered and my

car just said ‘sorry I’m not letting you drive’ I would be angry.

Emma, 22

THE ONE THAT GOES BEEP

Parking is an issue frequently mentioned by Millennials. Both in the

ease (or not) of parallel parking, finding and paying for a spot in the

city, and the desire to drive a smaller car to make parking easier.

Overall, participants listed parking assistance technology in their top

three, but it should be noted that most Millennials prioritised

technology that could save lives over technology to help them park

better. Even the ones who admitted how bad they are at parking.

COULD GET ANNOYING

Whilst the majority of Millennials recognise the value semi-

autonomous tech could bring to improve safety, some were sceptical

of its effectiveness and others thought it would just piss them off.

There was also a concern that technology like lane departure

prevention could create a culture of lazy drivers.

“Because I was never great at parking when I was trying to learn to drive and this would

make me feel more relaxed while parking.”

Daniel, 22

“The only time I've ever crashed a car was when I was parking!”

Jackson, 25

“Yeah blind spot detection is a good idea. The only thing I can think of is that it might detect

things like trees and you'd be like 'ah I'm going to die' but it's

actually just a tree.” Rebecca, 22


Section four

Millennials in the future

The need for disruption

Driverless vehicles

Brands leading the automotive industry

Visualising the future of mobility


Millennials in the future: need for disruption

OUT WITH THE OLDADMITTING YOU HAVE A PROBLEM

Throughout the research, we found that Millennials

recognised the need for change and disruption in the auto

industry.

SO LAST CENTURY

Millennials hold a belief that traditional and long standing

brands will have to innovate and disrupt themselves in order

to survive in a market that is changing rapidly.

GOOD OLD BRITISH CYNICISM

Despite acknowledging the need for disruption in automotive,

many Millennials also exhibited a distinct pessimism about

when these changes would materialise.

“We have the technology, it just needs to be invested in and

honed and made more appealing by the motor industry.” Jody, 34

“To be honest, I don’t really see there being that much of a

change in the next 10 years. A car will still look like a car and the predominant mode of transport.”

Andie, 28


“In ten years I believe our traditional means of transport will not be used anymore.”

Melanie, 23


Millennials in the future: driverless vehicles

AUTONOMOUS FUTURESIMAGINING 2025

Generally, Millennials find it difficult to imagine driverless cars

on the road and used by normal people for at least 10 years. But

when they do allow themselves to think that far ahead, the more

open minded Millennials can picture a realistic future of mobility

involving driverless cars.

Although a minority are sceptical and don’t think much will

change in automotive by 2025, those who do have an opinion

fall into one of four camps:

1.  Bring it on

2.  Open but cautious

3.  Where’s the fun in that?

4.  Major safety concerns

Figure 11: What do you feel about a future where cars and other vehicles are

autonomous e.g. self-driving/driverless cars? Source: Reevoo Research Panel

commissioned by Different Spin, 2015.



POSITIVE ABOUT DRIVERLESS“I am excited to think I could use two hours a day for something more productive.” Chris, 19-34

“I think it would be scary but only in so far as I'm a human and I like to have control but knowing the

research that has gone into it and everything. I know, like

rationally, that they're safer than actually driving a car. Plus I don't

use myself to drive so yeah.”Rebecca, 22

1. BRING IT ON

They are excited by a future of driverless cars,

especially an on-demand shared network of

autonomous vehicles. They are already planning

what to do with the extra time not having to drive

will grant them, or the extra privacy they’ll get over

public transport.

In fact we saw some rather creative *cough cough*

suggestions for how they would use their time

inside a driverless car. Millennials who obviously

had more wholesome topics on their minds

expressed their confidence in increased safety

levels and therefore fewer accidents on the roads.

2. OPEN BUT CAUTIOUS

This group were excited by the possibilities of

driverless cars but unsure of how quickly they

could become a reality. 10 years doesn’t seem

enough time for stringent safety tests and tech

crime prevention measures.

Age ranges given where quotes from

Reevoo panellists have been used.

“Driverless cars will help with accident prevention and damage

limitation.” Luke, 19-34



NEGATIVE ABOUT DRIVERLESS“I think it would completely freak

me out but maybe in like 30 years time if they were everywhere, possibly.”

Naomi, 24

“No, that would creep me out. I'd be panicking. It's bad enough if

someone else is driving.”Laura, 24

3. MAJOR SAFETY CONCERNS

When asked about a driverless future the first

word that springs to mind for this group is ‘scary’.

They don’t trust technology, and fear that relying

on it for transportation will put lives in danger.

They have major concerns about the reliability of

driverless vehicles and would not consider

travelling in one unless they could switch it over to

manual within seconds.

4. WHERE’S THE FUN IN THAT?

This group is in the slight minority, although all four

groups are fairly evenly spread. These Millennials

do believe that driverless vehicles will eventually

be used, but it’s definitely not something they

would go in for.

They love the act of driving too much, they enjoy

the freedom to drive and the control it gives them,

and would hate the feeling of handing over the

reins to anyone else, let alone a machine. They

don’t like being passengers.

“A dangerous idea.” Julie, 19-34

“Loss of freedom to drive where and when you want”

Colin, 19-34

Age ranges given where quotes from

Reevoo panellists have been used.


Millennials in the future: brands leading automotive

NEW KIDS ON THE BLOCKRISE OF THE MACHINES

Our Millennials saw a future for tech companies in

the automotive industry, as top brands like Google

and Apple have voiced plans to move into this sector.

However, some Millennials do doubt their

commitment to these ventures or the quality of their

eventual output.

IN THE LAP OF LUXURY

Despite exhibiting little or no intention to become

customers, Millennials also predicted that luxury

automotive brands would continue to hold a

prominent position in the auto industry due to a loyal

customer base and consistent quality.

SHARED FUTURES

Millennials believe that brands like Uber and Zipcar

have a larger future in automotive as their services

become more popular and people move from

ownership to sharing models.

“Peak oil has probably happened already and Tesla will be ahead of

the game.” Nicholas, 33

“Elon Musk is a genius.” Andie, 28

“With what they're doing now, I can't see them falling behind. Rather, I think they'll be using

their profits to produces lower price range cars for the masses and get a bigger market share.”

Clarence, 33


Millennials in the future: brands leading automotive

INNOVATION IS KINGLEADING THE WAY

When we asked Millennials which brands they thought would be

leading the automotive industry in 10 years’ time, the brands that

stood out were: Uber, Tesla, Google, BMW, Apple and Toyota.

INNOVATION = SUCCESS

In the same task, we asked Millennials to pin the companies they

considered to be the most innovative. The results were almost

exactly the same. It is clear that a perception of innovation for

Millennials equals long-term success.

ELECTRIC IS THE FUTURE

Millennials believe that the brands that can crack EV have the most

potential for long-term success. Tesla featured highly on the list,

and Millennials are looking forward to a time when Tesla electric

vehicles become mainstream in the UK; they believe that Tesla are

the brand to lead the way to an EV future.


Figure 12: Which of these brands do you think will be leading the

automotive industry in 10 years’ time? Source: Hark UK Millennials

Panel by Different Spin, 2015.

“Most journeys are taken by an individual, making cars a wasteful use of space and resources - I'd like to see an approach that tackles this. Perhaps a hybrid of on-demand single person driverless vehicles and improved automated rapid mass transport.”

Khal, 34


Millennials in the future: visualising the future of mobility

THE FUTURE OF MOBILITY“The rise of electric cars is pretty

much given but there are still concerns. These concerns tend to revolve around the mileage obtainable, the time it takes to charge and the availability of charging stations. Of these I

think a break through in terms of an affordable super fast charging

battery would make the most difference.” Natalie, 22

“A car to hire delivered to your door for ultimate convenience.”

Ed, 32

THE NEXT BIG THING

We asked Millennials to paint the picture of what

they thought transportation would look like in

2025. The responses we got were at opposite ends

of the spectrum – half of Millennials played it safe

and did not think that much would change in 10

years other than more environmentally friendly

fuel sources and in-car technology developments.

The other half let their imaginations run wild and

visualised an alternative future of flying cars, hover

boards and automated rapid mass transport.

Here are some of the developments Millennials

expect to see over the next 10 years.

EV INNOVATIONS

Most Millennials believe that the future of

automotive is electric. But they aren’t confident

that the current technology is good enough for the

mass market. They want to see improvements to

the infrastructure; more charging points in more

convenient places, and batteries that have longer

life and take less time to charge.

ALTERNATIVE FUEL SOURCES

It’s granted that current fuel sources will

eventually need to be replaced with a more

sustainable alternative. Millennials proposed

alternatives ranging from bio fuel to solar powered,

and even electromagnetic force.

CAR SHARING DEVELOPMENTS

Millennials would like to see the rollout of car

sharing services across the UK, including rural

areas, and with more availability and more choice.

They would like to be able to have their car

delivered to them and be able to easily book it via

an Uber-style phone app.


“I think the driverless car has a real chance of being available in 10 years, and it may well be my main mode of transport. If I don't have to drive, and I don't have to share a space with others, I'd look forward to utilising that new found me time.”

Clarence, 33


Millennials in the future: visualising the future of mobility

CHANGING CAR CONSUMERS


Figure 13: Millennial participants were asked to place themselves on the above image using Hark’s pinning tool based on the

type of car consumer they are now and the type of consumer they think they will be in 2025. The image on the left shows

where panellists placed themselves now. The image on the right shows where they thought they would be in 10 years. Source:

Hark UK Millennials Panel by Different Spin, 2015. inspired by Adam Jonas, Morgan Stanley auto analyst.


Clarence (33) visualises four types of driverless car that allow him to use his extra non-driving time productively.


Laura (31) visualises a driverless future where car parks aren’t needed and have been turned into urban allotments.

“Realistically the current generation doesn't need to drive but essentially if that keeps happening no one's going to pick up the slack and no one will drive and we'll go back to horse and cart.”

Hannah, 22


So what does this mean for automotive?

So what next?

Over the next four weeks we will be releasing two further reports and webinars exploring what this

research means for those currently working in the automotive industry. What should you be doing now

to prepare for the future?

Product and marketing innovation, Monday 30 November (plus webinar 2pm GMT)

Car buying, retail and aftersales innovation ,Monday 14 December (plus webinar 2pm GMT)


SUBSCRIBE ATdifferentspin.com/subscribe

Product innovation: saving money, saving lives and disrupting an entire industry

INSURE THE BOXInsure The Box was created by insurance

stalwart Michael Brockman to solve a

problem being faced by the insurance

industry.

At a time when insurance premiums

regularly hit the £4,000 mark for newly

qualified young drivers, Michael and his

team set out to reduce these cost

prohibitive premiums whilst making the

roads safer for young people and saving

lives.

Telematics represented that solution, a

black box installed into your car that is

connected via the mobile network to an

online portal tracking your driving

behaviour. The portal suggests ways to

drive more safely and actively rewards safer

driving with lower premiums.

The behavioural change benefits of the

online portal are proven to deliver an

average 35% reduction in risk in the first 11

months of driving with a black box.

In addition, Insure The Box has an auto alert

system in place that has been finely tuned

over the last five years so that the black box

can detect the severity of a collision and

where appropriate, activate emergency

services. Insure The Box deploys the

emergency services around 20 times a

month to crash sites.

Insure The Box represents everything the

automotive and mobility market needs to

get right to engage Millennials. Solving a

real problem using technology, establishing

a highly personalised relationship with the

customer, underpinned by an authentic and

meaningful mission to save money and save

lives.


Marketing innovation: a platform at the heart of the digital storytelling revolution

STORYSTREAM & PORSCHEStoryStream is an intelligent content

marketing platform. It helps brands

dynamically source and distribute engaging

content to wherever their customers make

purchase decisions.

By combining user generated, branded and

editorial content, automotive brands can

deliver highly relevant and personalised

experiences across websites, in-dealer and

any other digital screen. The result is a more

authentic, connected customer experience

helping to drive car purchase consideration.

Porsche have been working with

StoryStream globally to help bring the brand

to life through real-time digital content.

It has helped them address one of their key

content marketing challenges; enabling rapid

and controlled content distribution across

every Porsche customer channel including

global, market and dealer.

Using the StoryStream enterprise

technology, Porsche power their global

websites, live product launches, campaigns,

internal communications and dealer screens

with a unique mix of live content. This

approach ensures every customer

experiences a consistent, localised and highly

engaging Porsche story at all points of their

buying journey.


Car buying innovation: harnessing advocacy and instilling trust with customer reviews

REEVOO & LEXUSReevoo has pioneered a new and improved

approach to ratings and reviews based on

independent validation. They provide

consumers with peer reviews directly from the

website of the manufacturer, instilling trust and

giving potential customers the information they

need to convert.

They have worked with a number of major

OEMs across the automotive industry to help

them harness the voice of their customers

across the multichannel purchase journey. One

of the clients benefitting from this unique

approach is Lexus.

Whilst awareness of the Lexus brand is high

among consumers, the company felt that it

could do more to feature on the consideration

list for UK buyers. The solution, using Reevoo,

was to use existing owners as a voice for the

brand, capturing their enthusiasm and using it to

influence people considering a Lexus.

Lexus enlisted Reevoo to begin collecting car

reviews from verified Lexus owners. Reevoo’s

Ask-an-owner feature was also part of the

implementation, allowing potential Lexus

customers to quiz existing owners. The Lexus

range received an average score of 9 out of 10

across all vehicles. Reevoo’s SEO Boost feature

embedded the review content on individual

product webpages, enriching Lexus’ website

with natural language perfect for search

engines.

The level of detail Reevoo is able to collect in the

reviews has also provide Lexus with valuable

customer insight which is now used regularly in

the development process.


Retail innovation: revolutionising the experience of buying a car both online and in store

ROCKARSimon Dixon spent 20 years building the UK’s

third largest car retail group, Dixon Motors

PLC. Over time, he saw the frustrations that

his customers experienced with the car

buying process and, upon selling his company

to RBS, set out to challenge the car buying

process in every way possible.

Together with a team of like minded

individuals, they created Rockar, a new way to

buy cars designed from the customer’s point

of view. In the way that Apple revolutionised

the technology retail space, Rockar’s aim was

to revolutionise the way cars are bought

today.

Rockar empowers the customer to take

charge at every step of the buying process.

Rockar’s unique website allows the user to

search from a full selection of Hyundai

models, sell their old car, choose a finance

option to suit their needs, build their new car

including custom features and design and

once purchase is complete, to track delivery

every step of the way – all of this without

speaking to a single salesperson.

The next challenge was accessibility, bringing

the Rockar ethos in store to major shopping

centres across the UK with a unique retail

design that allows customers to browse as

they wish aided by engaging digital content to

explain the journey ahead.

In store are the Rockar Angels, whose mission

is not to sell but rather to inform and help

customers book test drives and arrange

services. Rockar is a company built with the

purpose of continuously challenging and

improving themselves to match the needs of

customers present and future.


MethodologyDEFINITIONS

For the purpose of this research we focus on Millennials aged 19-34

years-old in the UK. Some charts in this report include different age

groupings, where the data is from external sources e.g. National

Travel Survey and we have been unable to obtain data in different

formats. All charts are clearly labelled and sourced.

RESEARCH METHODOLOGY

We used a combination of quantitative and qualitative research

approaches to create this report with a total sample size of 33,521.

1.  Audience profiling through GlobalWebIndex survey data from a

representative sample of UK internet users.

2.  Deep dive research panel of UK Millennials

3.  Reevoo Car Buyers Panel survey

4.  Analysis of publically available data on driving trends in the UK

Further detail on methodology is provided at the end of the report.


Further details on the research methodology used to create this report

METHODOLOGYMILLENNIALS

19-34 year olds in the UK.

AUDIENCE PROFILING

•  Profiling 19-34 year old UK internet users

against other generations

•  GlobalWebIndex survey data, collected in

waves/quarters since 2009

•  Latest data from Q3 2015

•  Based on a representative sample of

internet users

•  Sample size 32,851 Millennials

HARK MILLENNIALS PANEL

•  Deep dive qualitative research via an

invite-only online focus group platform

•  Platform developed and managed by

Different Spin and Bloom Worldwide

•  Supplemented with Skype video

interviews with some participants

•  Panel members were asked to complete a

series of tasks including online image

pinning, drawing, idea submissions and

question and answer

•  Tasks listed on next page

•  All questions were open-ended

•  Sample size 43 UK Millennials

REEVOO CAR BUYERS PANEL

•  Survey submitted to over 15,000 Reevoo

users who have opted to take part in

research

•  Closed and open-ended questions

•  Sample size 627

PUBLICALLY AVAILABLE DATA

•  Analysis of official statistics from UK

Government Department for Transport

•  National Travel Survey

•  Data collection consists of a face-to-face

interview and a 7 day self-completed

travel diary

•  Covers all age groups including children

•  In 2013 the survey coverage changed

from sampling Great Britain residents to

England residents only

•  16,000 individuals from 7,000 households

participate each year



HARK MILLENNIALS PANEL TASKSTASK 1: WHO’S LEADING THE AUTO

INDUSTRY?

Which of these brands have you used for

your transportation needs recently (in the

past month)?

Which of these brands do you expect to use

or own in the next 5 years?

Which of these brands do you consider to be

the most innovative?

Which of these brands do you think will be

leading the automotive industry in 10 years’

time?

Which of these brands do you think is least

likely to be around in 10 years’ time?

TASK 2: HOW DO YOU TRAVEL?

Which modes of transportation do you use

on a day-to-day basis? Show us how you get

around whether it's travelling to work, school

or to see friends.

Upload a photo for each kind of

transportation you use and tell us in the

caption what you use it for and how often.

TASK 3: WHAT WOULD YOU BUY?

If you were considering buying a car now

(assume you can drive), what aspects would

be most important to you?

Here are some areas that might influence

your purchase decision: cost, appearance,

practicality, speed, size, safety, energy

efficiency, fuel efficiency, technology, colour.

Consider which of these mean the most to

you at this point in time and why that might

be.

You can use whichever format you prefer to

answer this question including images, video,

audio recording and text. We encourage you

to be creative and provide a full and

descriptive answer.



HARK MILLENNIALS PANEL TASKSTASK 4: WHICH INNOVATIVE SAFETY

FEATURES MATTER?

Which of these safety features would have

the biggest positive impact on driving for

you? If you don't drive, think about what

would make you feel safest as a passenger, or

a driver in the future.

You can pin up to 3 of the semi-autonomous

safety features shown on the image.

We ask you to please add a comment to

explain your answer.

TASK 5: HOW WILL YOU TRAVEL IN THE

FUTURE?

Think about how we will be travelling around

in 10 years' time. What will have changed?

In a drawing of your own creation, show us

what you think your main form of

transportation will look like in 10 years' time.

It's up to you how you create your drawing

whether it's with pen and paper, crayon, oil

painting, photo collage, Photoshop, Microsoft

Paint or an online drawing tool like Sketch. Be

as creative as you like - we have a spot prize

available for the most creative response! But

don't worry - we won't judge you on your

artistic skills :)

TASK 6: WHAT’S THE NEXT BIG THING?

What do you think will be the most important

innovation in the automotive industry in the

next 10 years? It might already exist, it might

not.

What will change the way we get around in

2025?

Submit as many ideas as you want to, with the

option of adding images or video to bring

your idea to life.

Once you have submitted your idea, other

users can vote your ideas up or down or

contribute to them by adding comments.

Please take the time to vote on and add

comments to other users' entries as well.



HARK MILLENNIALS PANEL TASKSTASK 7: WHO ARE YOU?

This diagram shows 4 different kinds of car

consumers, ranging from car owners to shared car

consumers and from human car drivers to fully

driverless autonomous car users.

Please place yourself on the diagram, on the scale

that best represents you NOW. (Remember you

can place yourself anywhere on this scale, across

the vertical and horizontal ranges to best

represent you).


that best represents you IN 5 YEARS’ TIME.


that best represents you IN 10 YEARS’ TIME.


With thanks

Contributors

John Tews, JD Power

Professor Noreen McDonald, University of

North Carolina and Institute of Transport

Studies at the University of Leeds

Paul Syron, Statistics Travel and Safety (STS),

Department for Transport

Kelly Edwards, Bus and Local Transport

Statistics, Department for Transport

Judy Nokes, The National Archives

Paul Bloomfield, Office for National Statistics

Giles Horsfield, Office for National Statistics

Gemma Flynn, City Car Club

Anna Fireman, Mintel

Alex Vaidya, StoryStream

Geoff Turrell, StoryStream

Lexy Hall, StoryStream

Marina Cheal, Reevoo

Edwin Bos, Reevoo

Hannah Murray-Sykes, Reevoo

Daniel Thorpe, Reevoo

David Janner-Klausner, Commonplace

Patrick Morrison, Patrick Morrison Ltd.

John Davison, Studio Syrup

Hark panellists

Andie C.

Oliver G.

Hata S.

Clarence L.

Emily N.

Alejandro GF.

Tanya K.

Jackson R.

Zoe R.

Natalie L.

Melanie S.

Agata B.

Ayako F.

Melissa H.

Sonia G.

Inara M.

Rebecca S.

Carrie T.

Allison M.

Daniel S.

Maria K.

Melanie R.

Ed G.

George F.

Melody M.

Robin C.

Ros P.

Nicholas H.

Jody E.

Ed R.

Amy J.

Nicole H.

Sam Z.

Rebecca B.

Khal W.

Rachael P.

Naomi B.

Laura P.

Kelly R.

Hannah HH.

Emma P.

Jessica B.

Rebekah C.

Different Spin / Bloom

Laura Dinneen

Kate Cooper

Natasha Morrison

Mary-Ann Johnn

Dan Feane

Paul Gunn


Coming February 2016

Automotive fails womenThere is a gap between the automotive industry’s comprehension of

women and the reality. Women don't show their true experiences in

traditional focus groups and via commonplace research methods. As a

result, marketers and product developers are failing to deliver

products, communications and experiences that truly resonate with

women. And this is effecting the bottom line.

In this ground-breaking research project, we get under the skin of the

passion and pain points of four different groups of female consumer:

1. Mums

2. Millennials

3. Empty nesters

4. Professionals

Insight gathered from this extensive research project will be used by

the automotive sector to truly engage with woman in a meaningful

way and develop innovative products and solutions that solve their

problems and meet their needs.


SUBSCRIBE ATdifferentspin.com/subscribe

PRODUCT DEVELOPMENT

•  Market entry and demand studies

•  Product innovation

•  Product testing

•  Crowdsourcing product ideas

•  Trend analysis

CONSUMER INTELLIGENCE

•  Target market analysis

•  Audience profiling

•  Conversation analysis (social media)

COMPETITOR INTELLIGENCE

•  Industry analysis

•  Competitor benchmarking

•  Gap analysis

MARKETING INTELLIGENCE

•  Campaign development

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The “complicated” relationship

between the automotive

industry and Millennials

Different Spin and Bloom Worldwide 2015

different-spin.com

bloomworldwide.com

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Dude, where's my car? The "complicated" relationship between the automotive industry and Millennials

Automotive

Transcript of Dude, where's my car? The "complicated" relationship between the automotive industry and Millennials