It has been doubted that reaching the goal of zero emissions by 2035 in the transport sector is feasible. Modera’s CEO Raido Toonekurg weighed in on the matter, stating that the worry of the politicians is based on European car manufacturers’ inability to keep up with the Chinese manufacturers. 

The European Union has set an objective to ban the registration of new cars with internal combustion engines by 2035. As much as it’s an ambitious plan, it seems doable. The only question is — at what price? 

The current state of the car market shows that Tesla along with various Chinese car brands has become a force to be reckoned with.  Within the last few years, Chinese car manufacturers have shown a strong growth outside of their home market, which has gotten both European car manufacturers and state leaders on their tip toes. Their fear is justified, as Chinese manufacturers are ahead of Europe both technologically and in terms of pricing. Their cheaper price is a result of a cheaper production environment as compared to Europe. 

Car market statistics reflect consumers’ preferences and it’s clear that electric vehicles are here to stay. Last year, 14.6% of all new cars registered in the European Union were electric. This was a huge milestone for electric vehicles, as they finally surpassed diesel cars, which made up 13.6% of registrations. The trend also shows that people who have gone the electric vehicle route, are not coming back to cars with internal combustion engines. 

Consumers can’t keep up with EU’s expected pace 

Unfortunately, the purchasing pace is still not as fast as the EU had hoped. This is also clear from Germany’s expected decrease in the interest for EVs. Thus far, Europe’s biggest car market has been a brilliant example of welcoming electric vehicles, however, it is predicted that this year, for the first time, there will be a 14% drop in EV sales compared to last year. Inflation, high car prices and insufficient charging infrastructure are to be blamed for the expected decrease.

For a long time, car manufacturers have tried to convince politicians that it is imperative to give a reasonable timeframe for the transition from internal combustion engine cars to EVs and it seems their pleas are finally being heard. The automotive industry is directly linked to the economy of Europe’s leading countries. This means that if production decreases then taxes resulting from car production as well as labor taxes will decrease drastically. Current statistics show that consumers are also not running to get electric vehicles, despite the looming ban. This step will only be taken once consumers have truly sold themselves on the idea. There’s no denying that the regulation to ban the registration of new internal combustion engine cars by 2035 has helped a lot in explaining the opportunities and concerns regarding EVs to the public. What is more, it’s made people seriously consider buying an EV and forced car manufacturers to rethink their approach. At the same time, it is obvious that the public’s interest and the abilities of car manufacturers are not aligned with the expectations of the politicians. This means that the EU must introduce a level of flexibility to their plans and not turn the idea of banning internal combustion engine cars by 2035 into an obsession. 

The post As European Car Manufacturers Fail to Keep up with Chinese Manufacturers, the EU Is Forced to Change Plans appeared first on Modera.

There’s a raging debate out there. Whether we believe it or not, we’re part of the debate and there’s no other option than to choose sides as the outlook for the future is changing rapidly and so is the automotive industry. Over the last couple of years, hybrid work models have become increasingly popular, not only thanks to the balance they can create in an employee’s work life, but also for how they can provide businesses an upper hand in multiple ways. However, it is really important to look at dealerships specifically and determine whether or not a hybrid work model can be efficient in such a setting. 

Without further ado,  let’s explore some of the ways car dealerships can adopt and implement a hybrid work model to simplify processes and improve their level of efficiency. 

Sales and customer service professionals

The personnel at a dealership includes a lot of sales and customer service professionals, as the main goal of a dealership is to execute sales. A hybrid model can perfectly align with the needs of sales and customer service representatives, given that the majority of their day-to-day involves dealing with customers via email and over the phone, answering inquiries or questions regarding specific vehicles. However, at the same time, they need to be present and available for on-site activities as well. To execute those tasks in the most efficient way, they should be given complete autonomy when it comes to setting up their schedule. A hybrid model is in fact a great way to establish the perfect balance between the two tasks. There’s no denying that sales and customer service reps have a tough job and a hybrid model will allow them to significantly improve their performance.

Another important factor to consider, is that a hybrid model can be amplified using virtual sales and consultations. Sales consultants can leverage technology to showcase vehicles virtually and even close deals. Of course, your team must be trained before this transition towards a hybrid model can be done successfully.

Marketing in the digital world

A dealership’s marketing team will work best within a hybrid model, since most of marketing these days is done through online means. The hybrid model allows the marketing team to work both remotely as well as in-person, depending on the setup of a dealership. However, traditional marketing is still relevant and shouldn’t be neglected. A hybrid model will work best for the marketing team at a dealership, as it allows the team to make the most of both traditional and digital marketing and combine them into one, winning approach.

Training and preparing for a hybrid model

However tempting it may be, the transition towards a hybrid model is no easy feat. The fact is you need to train your employees if you want to move forward with a hybrid model and be successful. All dealerships have various intricate nuances involved in their processes and it is always a good idea to empower employees with certifications and even agile methodologies. Together, with apt training and tests you’ll be able to see if the move towards a hybrid model can be achieved and whether it will be the right step for your business.

A hybrid model can bring various benefits for a car dealership. However, it is highly important that you focus towards creating an ecosystem that supports a healthier environment. This all starts with a positive approach and asking employees what you can do to move forward towards a hybrid model together to make the most of it.

The post Can Dealerships Benefit from Using Hybrid Work Models? appeared first on Modera.

The automotive industry is one of the biggest globally, and consists of countless companies that involve design, development, manufacturing, marketing, and sales. It also generates massive yearly revenues with a massive amount of dealers, brands, and independent sellers jostling for their market share. Getting new buyers while retaining existing ones is a huge challenge, so it is imperative to create an automotive campaign that delivers.

What is automotive campaign management?

Automotive campaign management basically refers to creating campaigns for promoting and advertising vehicles and related products or services within the automotive industry. It means strategically planning and implementing various marketing techniques to lure and engage potential customers, boost brand awareness, drive sales, and build customer loyalty. This type of campaign automotive advertising includes activities like traditional advertising, digital marketing, social media campaigns, content creation, events, sponsorships, and other promotional efforts. An automotive campaign is customized to target specific demographics and meet the needs of consumers interested in automobiles. It positions a brand or a certain vehicle as a desirable choice, in a competitive market, for establishing a strong presence in the minds of potential customers.

Ideas for running automotive campaigns

Mobile responsive marketing

Did you know that an average car buyer spends 33% of their journey time on mobile devices? All content, visuals, and ads have to be mobile-friendly. Companies usually develop content keeping the desktop in mind, and then force-fit it for mobile, which is a mistake. Google has now introduced a dedicated channel that helps automotive players ensure an immersive mobile experience. Compared to conventional automotive digital marketing strategies, mobile ads can boost conversions by 45%.

Search engine optimization (SEO)

It is necessary to boost visibility online, so your automotive website has to appear on top of the search results, when users enter relevant keywords. Thus, potential customers see your website first. Using SEO techniques, you can get website pages to rank higher on search engines. Make sure to position relevant keywords throughout the site and blogs – it provides useful information to shoppers and helps in achieving higher rankings too.

Video marketing

Nowadays, video content is ruling the roost in the automotive industry, so it should definitely be a part of your automotive campaign. Potential buyers need to view the car from all its angles, and get a feel of what it would be like to own it. Create interesting videos of a particular vehicle, while highlighting its build and best features (video test drives, accessory demos, and 360 degree visuals), and upload it on your website and social media channels. The videos should be detailed and informative, so viewers engage with them instantly. By tailoring this experience, you subtly convince buyers to take a closer look at a certain vehicle. With your video doing much of the work, your on-site sales personnel will simply need to give a final push to persuade visitors to buy.

Manage reviews

Don’t neglect online reviews, as it is an excellent automotive campaign strategy that can attract more buyers to dealerships. Respond to online reviews, especially negative ones, because potential buyers need to see that you take every customer seriously, even if they aren’t happy with the product or service. You have to actively work on boosting the number of positive reviews as well. In addition to general review sites like Google and Facebook, auto marketers should also be paying close attention to feedback on auto dealership review sites. These platforms are inhabited by serious car buyers, who are more likely to visit your dealership, if customers have good things to say.

Live streaming and events

Live streaming is another potential tool to attract and engage buyers. You can talk about your car features, new arrivals or offers, conduct live sales, address buyers’ doubts and concerns, and so on. Moreover, you can collaborate and participate in other live events. Take part in webinars and discussions and expand your reach.

Remember, you can’t follow any particular formula or a fixed strategy while designing an automotive campaign. It is an ever-changing landscape, and businesses have to adapt to trends accordingly, as it is the only way to grow and stay ahead of competition. Several trends arise in automotive marketing every year – you have to stay updated and integrate them into your campaign if and when required.

The post The ABCs of Creating an Automotive Campaign That Delivers appeared first on Modera.

The automotive industry is rapidly evolving, with new technologies changing the way customers interact and engage with car dealerships and manufacturers. In recent years, live and video chats have become one of the most crucial tools for communication. They have revolutionized how potential buyers explore their options in the car-buying process. 

The benefits of live and video chat

Showcase inventory

Video chat allows customers to take a peek at your inventory in a more effective manner – you can provide an in-person experience by showcasing your vehicles over video and live chat and close deals faster by sending and receiving files while finalizing paperwork. On website pages that are dedicated to certain types of vehicles, have an expert on call who can answer questions and clear doubts.

Better engagement

Live chats make it quick and convenient for customers to interact with salespeople. Buyers can be provided with a voice call and video chat option. They know who is on the other end (helps to connect better) and are able to check out a live view of the car if they would like. Customers have the choice of turning their own video on and off, so they can still have a wonderful in-person experience without showing themselves on camera.

Virtual test drives

With the advent of video chat services, dealerships can offer customers virtual test drives. It allows customers to experience vehicles remotely without having to visit a physical dealership location. Sales representatives can showcase features and benefits of various vehicles, while answering questions at the same time. This personalized and interactive approach not only enhances the overall customer experience but also minimizes the reliance on physical showrooms and sales personnel, leading to substantial cost savings.

Schedule more meetings

Using live chat and video chat, more meetings can be scheduled on a regular basis. Customers will certainly appreciate the bi-directional scheduling that lets both parties proactively send and receive meeting requests. The technologies offer a streamlined, remote experience that guides customers from the very first appointment, through the paperwork, right down to vehicle registration.

Mobile service and repair support

Customers can talk to a customer support executive in real-time and show them what problems they are experiencing with the vehicle. Professionals can give detailed instructions and guide them through the maintenance steps to fix the issues. This approach is particularly advantageous for minor problems that don’t require an in-person visit to the repair shop. By leveraging video chat technology, service providers can offer personalized and interactive support, empowering car owners to develop a deeper understanding of their vehicles and proper maintenance practices. If the issue is serious, live chat can be a great customer support channel to schedule maintenance inspections. Thus, response time is minimized, while customers are content with the services.

Round-the-clock availability

Live and video chat can be used by customers to reach out personally. Custom links can be embedded in email signatures and other networks to simplify customer communication. This makes it convenient for customers to schedule appointments, start video calls, or opt for live messaging in just a single click.

Virtual auto shows

There is no need for large in-person events with overcrowding, thanks to video chats – virtual auto shows and reveals can be used to showcase products to a global audience. It reduces expenses and boosts accessibility, as anyone can tune in to watch the presentation unfold. It gives an opportunity for presenters to answer questions and interact with interested parties in real-time.

The automotive industry can work wonders if they use live and video chat technology to interact and connect with customers – it gives businesses a competitive edge when they offer personalized service, thus allowing them to expand reach and ultimately boost revenue.

The post Reimagining Car Sales with Automotive Live Chat and Video Chat appeared first on Modera.

Every business, regardless of its domain, has to function in a streamlined manner, in order to increase efficiency, reduce costs, and boost profits. Enterprise Resource Planning (ERP) software is just what you need when it comes to managing teams efficiently and bringing a high level of synchronization within cross-functional teams.

Why is ERP software required in the automotive industry?

ERP is an all-inclusive and effective solution that helps run the day-to-day operations of a business. It integrates all the departments and centralizes information, eliminating the need for disparate systems to manage different processes. You have all the information at your fingertips, from sales to service, which helps monitor the effectiveness of processes, evaluate productivity, and resolve issues in a timely manner. You save both time and effort, as you don’t have to collate data from multiple systems and generate reports from them. The automotive software empowers dealers to strategize and carry out sales and leasing processes with minimal human intervention.

How your business can benefit

Minimizes operational costs

An automotive ERP software consolidates and integrates disparate systems that exist in your business. For instance, information from departments like finance, marketing, supply chain, inventory, etc. can be gathered and made available from a single central dashboard. It eradicates the need for training employees, eases the process of resource acquisition and makes overall management much simpler. Thus, it can reduce operational costs at various organizational levels.

Inventory management

One of the most important reasons for integrating automotive ERP software into your business is for effective inventory management. This is usually a very tedious job, which can be made easier by the ERP software. It basically digitizes the inventory, so there is no need to organize and keep it updated manually. ERP software automatically keeps track of the inventory, sending out alerts whenever the stock is low.

Enhanced customer support

Customer services can also be improved by using automotive ERP software. When integrated with Customer Relationship Management (CRM software), it can be utilized for following tasks:

1. Expand your target audience by widening overall reach.

2. Nurture leads captured in the sales funnel.

3. Convert leads into sales.

4. Retain customers by forging stronger relationships.

5. Communicate more effectively with customers through every phase of the buying process.

Basically, automotive software improves your understanding of your customers and their needs by analyzing their past purchases and preferences, helps provide customized services, and addresses their requirements thoroughly.

Integrating different teams

The main functionality of automotive ERP software is to bring synchronicity between several departments or teams inside a business. If ERP software is seamlessly integrated into the core of your business, various teams can be combined. For example, automotive service business operations such as supply chain, CRM, management team, and the finance team can all be managed from a single ERP software’s dashboard.

Maintain regulatory compliance

Any automotive business has to comply with numerous regulations such as Federal Information and Security Management Act, Sarbanes-Oxley Act, etc. Automotive ERP software comes with built-in modules that specifically handle regulatory compliance and ensure that the business adheres to all compliance requirements. The software automatically generates reports that have to be submitted to relevant regulatory bodies.

Generating analytics

Automotive ERP software lets you generate a variety of reports such as expense statements, inventory level status, income reports, sales reports, and a lot more. The capability of generating timely reports brings agility into the automotive business, and empowers you to make critical decisions based on data, and respond rapidly to crucial situations. You don’t have to depend on anyone to create and access reports or interpret data.

The post How Your Business Can Benefit from Automotive ERP Software appeared first on Modera.

The automotive industry has become quite competitive, especially after the pandemic, so marketers are searching for new ways to engage with customers and build brand loyalty for their car business. It is time to come up with innovative strategies to retain existing customers and also interest new ones.

Which is an effective customer engagement strategy? Let’s find out.

Personalized experiences

Personalized customer experiences can make your business stand out from the crowd. When you tailor customer experiences, it creates a lasting impression on their minds. Here are some ideas how to do just that.

1. Offer personalized recommendations based on customer data – customized interactions and content can work wonders for your brand. Use customer data for tailored messaging, and recommending relevant products and services.

2. Use personalized video messages to communicate. Videos are highly engaging, effective and shareable. Create interesting and informative videos, which can effectively capture the attention of their target audience and drive higher engagement.

3. Offer personalized test drives and vehicle customization options – create offers and promotional campaigns.

Use social media platforms

Needless to say, social media is great for keeping customers engaged and building brand loyalty. When you create compelling content on the most relevant platforms (as per target audience), and leverage social media trends, it lets you maximize engagement. Here’s what you can do:

1. Create interesting content that resonates with your customers.

2. Use social media influencers to boost your message as they have credible followers.

3. Run social media contests and giveaways.

4. Respond to comments and criticisms.

Implement email marketing

It is imperative to leverage the power of email marketing, by personalizing email content, optimizing subject lines, and segmenting target audiences. Your brand can boost engagement through effective email marketing campaigns.

Make use of user-generated content

Encourage customers to share their experiences and opinions. This user-generated content can significantly enhance engagement. By featuring user-generated content on websites and social media platforms, automotive businesses can foster a sense of community and authenticity.

Create customer communities

As mentioned above, building a community lends more credibility to your message. When you create a sense of belonging among customers, it fosters a deeper connection with your brand. For instance, you can create online forums and discussion groups, host events, offer loyalty programs and rewards, etc.

Use technology

Technology can be a powerful aid for creating engaging experiences that customers are likely to remember for a long time. Many dealerships are using augmented and virtual reality to offer immersive experiences to customers, while others are investing in mobile apps so they can cater to a certain niche. Nowadays, the usage of chatbots and AI technology in providing personalized customer service has greatly increased. This is because these technologies can be used to engage with customers in real-time, providing instant assistance and personalized recommendations. Gamification is also being used to make the buying process more engaging.

Last but not the least…

Don’t forget to measure customer engagement, or else you won’t be able to understand the effectiveness of your engagement strategies. You have to take some aspects into account such as customer satisfaction ratings, retention rates, engagement metrics that include likes, comments, and shares. You can utilize the following to measure engagement:

1. CRM and marketing automation platforms.

2. Surveys and feedback forms.

3. Website & social media analytics tools.

Have you devised a customer engagement strategy yet? Make sure you do so ASAP, so your automotive business can establish a loyal customer base by fostering long-term relationships. Marketers should invest time and effort to develop a strategy that includes a mix of articles, videos, infographics, and social media posts to resonate with their target audience.

The post Customer Engagement Strategy for Automotive Businesses appeared first on Modera.