Disruptive automotive brands are transforming traditional showrooms into dynamic lifestyle destinations known as "customer hubs". These hubs transcend the typical car-buying experience, doubling as social hubs where communities gather to engage with the brand on multiple levels. Visitors immerse themselves in brand experiences, from test-driving vehicles to attending workshops and events that showcase the brand's ethos and values. These spaces foster a sense of belonging and connection, redefining the relationship between consumers and automotive brands in the modern era of experiential retail.
Role: Cultural Analyst
Client: CUPRA
Industry: Automotive
Project: Trend & Cultural Analysis
Location: Barcelona
Year: 2023
THE CHALLENGE
The challenge was to create a trend and cultural insights report targeting Millennials and GenZ, specifically emphasising unconventional experiential retail trends and understanding the evolution of the next automotive showrooms into brand sensory experience spaces.
The Learning
Automotive brands should transform their in-store experience from a transactional one to an experiential one and engage with customers across all touchpoints, physical and digital.
This shift is fueled by a deep-seated desire among consumers for experiences that transcend the ordinary a craving for authenticity, connection, and emotion.
Experiential in-store experiences provide an opportunity for brands to showcase their values, personality, and innovation in tangible ways. By creating memorable experiences that align with their brand identity, automotive brands can differentiate themselves from competitors and build emotional connections with people.
Methodologies
• Qualitative / Quantitative Research
• Desk Research
• Cultural Analysis Frameworks
• Trend Forecasting
• In-depth Interviews
• Consumer Research
• Desk Research
• Cultural Analysis Frameworks
• Trend Forecasting
• In-depth Interviews
• Consumer Research
• Benchmarking
• Social Listening
• Scenario Planning
