How can used car brands differentiate themselves in an increasingly competitive market?
Firstly, with used car sales being historically targeted at males, we suspected there was a huge missed opportunity within this industry and were keen to learn more. Secondly we recognised that brands who focused on solutions and listening, rather than the stereotypical product and sales, would appeal to those perhaps less confident used car purchasers.
Our challenge was to identify a new target audience, learn what makes them tick, and ultimately uncover how used car brands need to reposition themselves in order to grow and overtake competitors.
We conducted in-depth secondary and primary research, speaking to nearly 1,500 UK consumers via an online survey, to delve into the often anxious minds of used car purchasers.