How can you sell luxury cars to a younger demographic? (2024)

A luxury car brand, has a perfect opportunity to craft a truly exceptional and personal customer experience (CX) that elevates its brand image and fosters loyalty. As it pertains to a younger buyer, there are nuisances to their consumer and shopping behavior that need to be considered. Their beliefs, and in general beliefs, drive product engagement. If consumers lack excitement about a product or perceive a violation of ethical standards, it may lead to decreased engagement. Aligning a product with consumer values and maintaining a positive perception are crucial for sustained engagement. I believe this is true with consumers in GEN Z and Millennial categories.

In the early beginning, it's essential to understand their values, preferences, and lifestyles. As we know, sustainability, transparency, and public responsibility are crucial for a younger demographic. Highlight advanced green technologies within the cars, such as energy-efficient systems, recycled materials, or solar-powered accessories.Communicate the brand's commitment to ethical and environmentally friendly practices. And follow them. Engage in environmental and community projects. Demonstrate a commitment to making a positive impact beyond the product itself.

When discussing new vehicles, younger buyers are more inclined towards the cosmetic style of the vehicle opposed to how the age old features and benefits of how, what and when. Processes need to slow down in order that the buyer can engage, acknowledge and understand what the vehicle will do. Always reiterate and make sure that your actions and words make sense. Always remember to keep your notes to follow up to ensure that deadlines are met and also ensure that the communication between all parties is clear and consistent. Don’t cut corners, don’t assume, don’t just tell them what they want to hear and finally share information and instructions clearly.

With young buyers I think the car need to follow the field of interest of their customers.Added value of the new onboard technologies (safety, connectivity, autonomous driving systems) are more likely to be a buying criteria.

Highlight the benefits of luxury cars that resonate with a younger demographic. Emphasize advanced safety features, cutting-edge technology, and sleek design. Showcase eco-friendly options and fuel efficiency to align with environmental consciousness. Highlight the unique driving experiences and performance capabilities. Offer customization options to cater to individual style preferences. Position the luxury car as a symbol of success and achievement, appealing to their aspirations. Provide flexible ownership options and emphasize the long-term value of the investment.

As opções flexíveis precisam ser derivadas do desenho de modelo de negócio proposto. Se faz necessário compreender primeiro qual valor ou qual o significado para esse público o produto tem (no caso o carro) e para isso pode ser utilizada a ferramenta de Design Driven. O modelo de negócio precisa contemplar outras formas de "posse" o que se relaciona com um dos tópicos abaixo que é a experiência memorável. É preciso considerar o antes, durante e depois dessa "posse" para cada uma das opções que for definida a partir do modelo de negócio. Quanto mais inovador o modelo, mais aderente às demandas e ao público.

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Siempre a tener muy en cuenta, las personas jóvenes no tienen el sentido de la propiedad como la tenían nuestros padres o abuelos, es el momento del precio por servicio, tenemos que tener unas muy buenas condiciones en nuestro sector de vehículos de lujo para que el cambio se produzca o genere cada poco tiempo. Para que así un mayor grupo demográfico pueda disfrutar de nuestras experiencias.

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Il semble que les jeunes acheteurs sont très actifs et influents sur les plateformes de médias sociaux. Ils les utilisent pour obtenir des informations, des opinions et des recommandations de leurs pairs, d’influenceurs et d’experts. Ils les utilisent également pour partager leurs propres expériences, avis et commentaires avec d’autres.

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Hoy en día las redes sociales juegan un papel muy importante en la sociedad, siendo los jóvenes los más activos en las mismas, y con grandes aspiraciones… sin duda alguna este tipo de vehículos tendrán gran difusión y su demanda se incrementaría al ser un artículo que para ellos los haría diferentes a los demás, buscando nuevas experiencias.

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Younger generation consumers react positively to easy and efficient customer service.A concierge style approach that reduces there effort but maximises there user experience and ensures a trusted buying decision can be made.Expectations on product knowledge and demonstration are usually higher and a polished and informative sales journey often lead to a positive buying decision.

Il me semble avoir remarqué que les jeunes acheteurs ne sont pas seulement à la recherche d’un produit, ils sont en fait et surtout à la recherche d’une expérience. Ils veulent se sentir valorisés, appréciés et ravis de chaque interaction qu’ils ont avec vous et votre concessionnaire Automobile.

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Selling luxury cars to a younger demographic requires a strategic approach that resonates with their values, lifestyle preferences, and financial capabilities.Technology and Innovation: Younger buyers are often tech-savvy and appreciate the latest advancements.Leverage Social Media and Influencers: Use platforms popular among younger audiences, like Instagram, TikTok, and YouTube to showcase the luxury cars.Highlight Sustainability: Many younger consumers are concerned about environmental issues. Let them know all sustainable aspects of the luxury cars, such as fuel efficiency, eco-friendly materialsDevelop a Strong Brand Narrative: Younger audiences often seek brands with authentic stories and values that align with their own.

Os jovens de hoje são muito mais rápidos na busca da informação. Então conhecer o seu produto e os seus concorrentes é mais do que fundamental pois os jovens clientes sabem muito mais do que você.

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