Jonathan Browning Vice President Sales, Marketing & Aftersales General Motors Europe.
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Selling cars in a no-growth market. How to protect margins in the ultra-competitive western European market.
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Transcript of Jonathan Browning Vice President Sales, Marketing & Aftersales General Motors Europe.
Selling cars in a no-growth market.
How to protect margins in the ultra-competitive western European market.
Selling cars in a no-growth market.
How to protect margins in the ultra-competitive western European market.
Western Europe Market GrowthWestern Europe Market Growth
13.6 17.616.817.1
10
12
14
16
18
20
22
24
1995 2000 2004 2010
WE CE EE
20.6
15.5
20.1
22.0 Growth 2004-10: 1.4M units
50% in WE
Some segments show strong growthSome segments show strong growth
-1.5%
-0.7%
-0.9%
-0.5%
-0.4%
-0.4%
0.4%
0.8%
1.5%
2.3%
-6% -3% 0% 3% 6%
Mid
Large
Compact
Small
Fam Wg
Heavy Van
Medium Van
Mini
Offroad
Monocab
Variance: 2004-10 Total Europe
+ 640K
+ 300K
Older buyers become increasingly important in vehicle market
Older buyers become increasingly important in vehicle market
Population Development By Age Group, in '100,000 Persons
0%
5%
10%
15%
20%
25%
30%
35%
40%
1950 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050
% of Total PopulationTotal Europe
60-plus Source: United Nations
12%15%
20%
33%
Female buyers become increasingly important in vehicle market
Female buyers become increasingly important in vehicle market
4441
3835 34 33
30
2420
15
0
10
20
30
40
50
17-2
4
25-2
9
30-3
4
35-3
9
40-4
4
45-4
9
50-5
4
55-5
9
60-6
465
+
% of female buyers by age group among new car buyers in WE
All age
bands with 40% female
buyers =
1.7M
Protecting Margins: “Art + Science” Protecting Margins: “Art + Science”
Science of campaign effectiveness
Art of breakthrough marketing
Science of campaign effectiveness
Art of breakthrough marketing
Science: Campaign Effectiveness ToolsScience: Campaign Effectiveness Tools
Leadtime: Field Force, Dealer, Consumer Dealer Feedback
Leadtime: Field Force, Dealer, Consumer Dealer Feedback
Dealer Feedback Questionnaire
Dealer Feedback Questionnaire
MetricsMetricsToolsTools
Awareness Influence on floor traffic Influence on purchase decision Influence on sales volume
Awareness Influence on floor traffic Influence on purchase decision Influence on sales volume
POS Survey POS Survey
Like POS Survey plus Impact on opinion & consideration Quality of Test Drivers
Like POS Survey plus Impact on opinion & consideration Quality of Test Drivers
Specific Campaign Research
Specific Campaign Research
Contact Level Negotiation Rate, Closing Rate Test Drive Rate Trade-in Rate
Contact Level Negotiation Rate, Closing Rate Test Drive Rate Trade-in Rate
Customer Contact Tracking
Customer Contact Tracking
Floor Traffic Development Floor Traffic Development E - device E - device
Example: Floor Traffic Information
Art: The Incredibles
Pan-European campaign with measurable resultsPan-European campaign with measurable results
Overall Awareness
Influence on Floor Traffic
Influence on Incremental Sales
Influence on Purchase Decision
Incredibles*
76%
34%
13%
45%
Influence on pull ahead Sales 3%
*Results from Germany
Brand Development – Million Miles Test DriveBrand Development – Million Miles Test Drive
40 countries, €41Million media spend Over 700K test drive requests Up to 78% conquest Up to 55% purchase intent within next 6 months
