The new generations of car buyers love their social media, smart phone and tablets and having a car with compatible technologies is right up their ally.
Targeting techies is an important marketing strategy for automakers, according to a study released today by J.D. Power.
The company’s 2015 U.S. Automotive Media and Marketing Report — Summer edition found that 30 percent of new-vehicle drivers cited their vehicle’s latest technology as a reason for purchasing.
J.D. Power has released the report twice a year since 1987, but this is the first time respondents were asked about technology features as a reason for purchase.
Among luxury-brand new-vehicle drivers, 43 percent said cutting-edge technology features influenced their purchase. Lincoln, Infiniti, Cadillac and Audi drivers had the highest proportions of respondents who cited technology features as a reason for purchasing.
Among non luxury-brand new-vehicle drivers, 28 percent were looking for the latest technology. Mazda, Buick and Chrysler drivers were the most interested in technology when deciding on a vehicle.
“Targeting these technology seekers with the right messaging is critical to using marketing dollars effectively to reach consumers who will actually buy new vehicles because of technology,” Arianne Walker, J.D. Power’s senior director of automotive media and marketing, said in a statement today.