New research from The Growth Distillery and The Research Agency has highlighted the need for automotive marketers to shift their focus from the car itself to how the car makes the consumer feel.

The new report, titled 'Reframe: Auto', delves into the complexities of the automotive landscape, highlighting the challenges faced by both buyers and brands.

Key findings from the research include: 64% of people feel overwhelmed by the prospect of buying a car, 59% are anxious about the car-buying journey, and 61% believe all cars and brands offer similar features and options. Almost 60% place importance on how the car makes them feel, not just what it does. These findings suggest that traditional mindsets of car buyers, 'Utility' and 'Premium', are changing. Utility buyers are now more aspirational, seeking empowerment, progress, escape, and connection. Premium buyers are no longer solely focused on status and prestige, but also value experimentation, exploration, affinity, and individuality.

The report provides marketers with a toolkit of three new territories for thinking beyond the car, aiming to deliver value in customers’ minds and align to the most important moments in the buyer journey. Following the release of this research, The Growth Distillery is holding an Impact Workshop designed to empower marketers and brands with actionable strategies tailored for the automotive industry.

Ciel Graham, Research Director at The Growth Distillery, commented on the findings, "Australian car buyers are having really different discussions about cars these days. It's never been a more important or opportune time for brands to (re)join that conversation, at every stage of the customer journey."

The Growth Distillery is an independent research think-tank owned by News Corp Australia.