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Nissan is one of the leading brands in the market, where important changes have been consolidated in the way of marketing a product as complex as cars.
The way of dealing with the automotive market has led to the study of new consumer habits within brands such as Nissan.
Currently there have been changes, which reveal how the consumer profile has changed, influenced by situations such as a health contingency.
When the health contingency began, the purchase of automobiles was intuited as a consequence of the demand for safe transport, to avoid contagion in means such as public transport. Previously, the purchase of electric or hybrid cars had been triggered, as a measure to take advantage of the tax benefits that are given to these models. nissan now has insights into the new habits of consumerto which we must pay attention, as Rodrigo Centeno, senior director of Marketing at Nissan Mexicana, warns in this exclusive interview with Merca2.0, which has constantly reported changes within the automotive market, such as brand value recorded by the segment participants.
Kantar’s latest projection, for example, warns that Tesla is the most valuable brand in the segment, with more than 42 billion dollars, above Toyota ($26 billion), Mercedes-Benz ($25 billion) and nissanwhich reaches 8 billion dollars in brand value within this listing.
Merca2.0 – What has been the technological impact in the face of circumstances such as those that have been experienced in recent years and that have evidently set new rules for key industries in the economy such as the automotive industry?
Rodrigo Centeno – It would not be a lie to say that most of the world’s social and economic dynamics have changed in the last two years. We can experience it in our relationship with the work space, in the way we transport or communicate and, of course, in our consumption.
The situation caused both people and industries focused on different types of productsgoods or services will enter digitization processes either from scratch or accelerate those that they were already applying in their daily lives.
Although technology has been used within industries to optimize or innovate some internal processes -from production and constant improvement in the quality of products, to communication, marketing and other administrative processes- and external processes -relations with potential customers-, previous years reaffirmed the importance of technology to learn more about the forms of consumption, tastes and needs of people.
Thanks to it, today we can understand more clearly the new normal that lies in wait for us, a concept that we have heard for months and that today we are finally beginning to see more clearly. Same as it is based on the hybrid concept, where as users we take greater care of what does deserve our attention to get out of the digital comfort in which we find ourselves.
“Within Mexico there is an important automotive demand, which largely determines value trends”
RC – The phases of the purchase process, better known as customer journeychanged radically in recent years and in the industries we had to decide how connected we wanted to be to understand and strive to meet the needs of our customers.
Despite the fact that the pandemic meant a moment of important tension for the automotive industry, the work teams managed to innovate the channels of approach with the client that at the same time provided specific information -such as tastes or concerns- that allowed us to create personalized solutions and, thus, guarantee a comprehensive service.
Among the strategies that we managed to develop at a global level was the implementation of processes for online sales. Perhaps that news does not seem so extraordinary today, but for an industry like the automotive industry, where it is more common for potential car owners to go to Authorized Dealers to learn about and test the characteristics of the vehicle, achieving it digitally was quite a challenge. milestone.
In the case of Mexico, we have a site where anyone interested in buying a vehicle can schedule a test drive -whether the authorized dealer takes the vehicle home or by visiting the dealer-, make the quotes they want as well as a virtual showroom that consists of videos broadcast live throughout the week in which superficial characteristics of the vehicle and all the technology it has are revealed. Being live, viewers can participate by expressing their doubts in real time or contact a digital advisor.
Another of our strategies was to enable online payment -through Mercado Pago- on our website when purchasing any new vehicle of the brand.this following the increase in e-commerce consumption trends left by the pandemic.
As the customer remains and will continue to be the center of decisions, our business models seek to transform at the same pace as they do. For this reason, today we find ourselves in an era where the focus lies not only on selling a car, but also on generating experiences that accompany the customer throughout their purchase process. The foregoing, attending, perhaps, to the element that gives us the greatest value: prioritizing the quality of our offer at all times.