CRACK THE CODE:
GUIDE TO ENGAGING
4 KEY CUSTOMER
PERSONAS IN 2024
In a rapidly evolving automotive landscape, dealerships are facing unprecedented challenges –
and new opportunities. As buying behaviors, preferences and product mixes change, new customer
types are emerging.
Recognizing these increasingly important buyer personas and understanding their unique needs and
preferences is key to future dealership success.
FUTURE EV BUYERS
EV buyers have remained an elusive target for U.S. auto dealers. According to
S&P Global Mobility, EVs remain a mostly additive purchase, with 7 in 10 joining
other vehicles in the driveway instead of replacing one.
Dealerships must have the right inventory, but also with the knowledge and
expertise to speak to each customer's unique motivating factors for purchase.
» Address common misconceptions
» Highlight the benefits of EV ownership
» Provide pre- and post-sale education and support
BUYERS NEW TO YOUR DEALERSHIP'S PMA
With the rise of digital retailing there is room for significant growth. According to
U.S. census data, the share of movers from a different state or county rose by 2.4
percentage points in 2022 while the share of movers from abroad approximately doubled,
from 2.3% to 4.9% – the highest since 2018.
As new buyers move into a dealer's PMA, they likely won't have brand loyalty
established with any local dealership. This represents an opportunity to engage buyers
new to your dealership's PMA and retain customers for the long-term.
» Mine PMA for true conquest customers
» Create a strong first impression with personalization
» Build trust to retain customers with ongoing communication after the sale
