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Hybrid cars have become a very important reference in Mexico, based on key references such as communication based on sustainability.
The sale of hybrid cars has become a unique bet and brands like Toyota lead the segment, according to INEGI.
There is a very important segment among the cars that have established themselves before the consumer and remind us how valuable communication is in the market.
Based on figures projected by the INEGIwithin this institute there have been very important trends regarding the sale of hybrid cars in the automotive market, a trend that has been successfully consolidated, as part of the new mobility decisions that have been established in the market.
According to agency projections, the toyota sienna is the best-selling hybrid car in Mexico, reaching more than eight thousand 600 units sold in 2021followed by the Toyota Pruis-C and the Ford Escape HEVwith 1,145 units sold.
There is a very clear spirit in this market and it is the one that has to do with the way in which brands end up getting involved in consumer activities determined by new transportation trends, where one aspect is tremendously valuable and that is the ability to understand the consumer in new scenarios such as the transfer on board of vehicles that are no longer powered by combustion.
Under this scheme, a very important resource in communication is defined and it is the one that has to do with the way in which brands get involved with the consumer, starting from understanding it and defining very clear bases of what this market is like, as it is shared with Merca2.0, Juan Carlos Ortegadirector of marketing of hyundai engine from Mexico.
Merca2.0 – In inflation, does it seem that there is an opportunity to acquire these vehicles?
Juan Carlos Ortega – Certainly because today what has us here at the launch of the Elantra and the Tucson Hybrid, for example, the combined fuel economy and in laboratory tests improves by 40 percent versus the gasoline engine, that should help in favor of the pocket of Mexican consumers. We have to recognize that hybrid technology is still an expensive technology and mainly to be integrated into more expensive vehicle segments.
How do you see marketing execution in the midst of this inflation?
JCO – One of the positive things that this pandemic issue that we have been isolated has left us is that at least at the Hyundai motor level in Mexico, our average talent is 32 years old and it has given us a great surprise, because far From thinking that the home office was going to be a complication to reach the objectives and continue with the operation, the team has behaved brutally and productivity has increased significantly, in general, for all of us, the time we spent in the car and traffic Part of that time is now dedicated to being more productive and achieving goals. We have been able to break sales volume records with a 3.9 percent cumulative market share nationwide.
Merca2.0 – What triggers the consumer’s purchase decision for hybrid cars?
JCO – There are several factors, today the audiences that buy from us and especially the new ones. There is a very important cultural change and the first is the balance between work and personal life, before even jokingly consider it. On the other hand, new buyers are no longer willing to sacrifice sustainability for a purchase, today this awareness is the new understanding of luxury and this economy of mobility is what today makes a customer buy a hybrid vehicle and technology in addition to security .