damien field & ana ramirez aguirrezabala
TRANSCRIPT
Engaging New Style Consumers & Creating Buying Journeys That
Match Their Expectations
Ana Ramirez, Jaguar Land RoverDamien Field, MM-Eye
The new style automotive consumer
Source: Frost & Sullivan, IBM, Google
Would they prefer to buy and own a car
from Apple?
What would they think of the current
automotive customer
experience?
But there’s something special about cars,
right?
What do current premium automotive
owners around the world say about the
journey?
Are Tesla showing us the road to the
future?
Some ways in which Jaguar Land Rover are responding…
JLR Experience
Land Rover Experience
‘Capability in
Action’
Jaguar Experience
‘Excite the
Senses’
Handover Facility
Luxury handover facility at the Solihull factory, opened January 2013
New Retail Environment
The Old The New
Digital
By 2020, the customer will
manage 85% of the
relationship with an
enterprise without
interacting with a human
Gartner
Ask 100 automotive marketers to describe
the customer journey…
Briefs clients should be writing… and
solutions agencies should be providing