09 / 10 · Industry intelligence
Automotive & Mobility
A vehicle is researched for weeks and decided on a test drive.
- Who decides
- Individuals and families, often first-time or upgrading buyers.
- What creates trust
- Independent reviews, transparent pricing, a good dealer experience.
- What creates friction
- Unclear on-road price, slow follow-up, pushy sales, waiting periods.
What is changing
Research is largely digital; dealers increasingly meet buyers who already know what they want to see.
Electric vehicles bring new questions: range, charging, total cost of ownership.
Two-wheelers, cars and new mobility services follow different decision patterns.
Observed category patterns. Sourced figures are added only where a primary source supports them.
The customer
How mobility isactually chosen.
- Discovers through
- Video reviews, search, social, dealer visibility and friends.
- Evaluates on
- Reviews, variants, on-road price, finance and the service network.
- Buys through
- Test drive and dealer booking, sometimes online reservation.
Customer journey
8 stages, and whereMaer intervenes.
Select a stage to see what the customer is doing and what we would change.
Channels that matter
KPI tree
From business objectiveto the decision.
Likes and reach are not a measurement system. Every metric here exists to change a decision.
Illustrative operating model
- 01Audience and variant map
- 02Launch narrative
- 03Digital showroom
- 04Lead routing
- 05Dealer enablement
- 06Weekly funnel review
A public, illustrative sequence. Not a client SOP.
Capabilities that matter here
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