A new approach is required to attract the next generation of car buyers. They have different needs, are facing different challenges and show different behaviour compared to their elders.
With a fragmented automotive stakeholder landscape communicating in an uncoordinated way and competing for attention, it’s hard to reach these generations consistently, and with relevant and personalised messages.
The first step is to apply a 'Triple A' approach. And, we'll need to take a trip to the Dominican Republic.
