2. DESTINATION
✤ Explore the car ownership experience and culture for
consumers in Dubai, Italy, Spain & The Netherlands
✤ Profile key consumer segments in each country
✤ Identify behaviors and processes paralleling U.S.
automotive life cycle
✤ Highlight opportunities for (auto client) world strategy
3. FUEL (METHODOLOGY)
Primary Research Sources:
•6 in-depth interviews
•155 survey respondents from countries of scope & U.S.
Secondary Research Sources:
Domestic & International Databases:
•Mintel, CMI, GMID, NU WorldCat, Euromonitor International
4. ROADMAP
✤ COUNTRY
✤ SNAPSHOT FACTS & FIGURES OF POPULATION
✤ CAR EXPERIENCE & CONSUMER SEGMENT
PERSONAS
✤ KEY DIFFERENCES
✤ INSIGHT & (AUTO CLIENT) IMPLICATIONS
✤ KEY TAKEAWAYS FOR (CLIENT) WORLD STRATEGY
6. VISITOR’S GUIDE
✤ Located in the United Arab Emirates, one of 7 Emirates
✤ Has the largest population in the entire UAE
✤ Spoken language is English
✤ Lies within the Arabian desert - average temperature of 105 F
✤ Cosmopolitan “melting pot” of cultures from around the world - 80% Expatriates
✤ TREND: Many UAE nationals are undertaking professional education - making up a
new generation of educated, working nationals, contrary to the past
7. #’s THAT MATTER
Consumer
Males comprise 68% of population
Males represent 2.2 million of the 2.6 million
employed population
Cars
Total spending on cars has grown from 3.7 billion to 7.7 billion in past
10 years
Video clip next page...
9. MEET YASIR
✤ 29 years old
✤ Local Emirate
✤ Speaks fluent English & Arabic
✤ Recently completed his Doctorate
in International Relations
✤ Just bought a new BMW and
uploaded pictures of him and
friends in front of it online
✤ Comfort of car provides “escape”
“I got the job, now I get the from hectic work day and city
traffic
car, the house and the wife!”
“...it’s like having another
✤ Loves change
degree.” ✤
10. CHANGING LANES
Dealer
determines
“do” or “don’t”!
-usually only 1 dealer per car manufacturer
“Window Shopping Socials”
11. THE INSIGHT
Why so social?
He shops for confirmation
and buys for everyone...else.
Who knows what he really wants - he listens to everyone else and goes by
what’s “new” and trendy - he’s influenced by others’ opinions more than his
own preferences...if he even still knows them.
12. GREEN LIGHTS
Target the 20%! -they’re growing
Capitalize on dealer as Brand Ambassador - do more on-
site events at dealership
Encourage a peer input platform online “Like” or
“Dislike”
14. VISITOR’S GUIDE
✤ World’s 7th largest economy
✤ 70% of population lives in urban areas
✤ Free education system, universal free healthcare
✤ Slow to adjust to technology, mistrust of companies online
✤ Country relies heavily on automobile industry
✤ Western Europe’s third largest new car market
✤ Italians like it small!
✤ TREND: New Italian 2-person family emerging
15. #’s THAT MATTER
Consumer
Number of two-person households increased by 27% in 10 years,
from 5.4 million to 6.9 million
Why?
My Hypothesis: People are apprehensive about the large financial commitment involved in getting married, so they’re
putting it off until later in life. At which point, having children may be a difficulty or maybe not an option, decreasing
household size.
Cars
2.2 million people are employed by automobile companies
“European Car of the Year Award” - Fiat Group 12 times in
40 years - more than any other manufacturer
Video clip next slide...
17. MEET ROBERTO & EMILY
Working class newlyweds, no plans for children
Have a strict budget - just invested large amount of money on wedding & family house
Share a FIAT - trying to save money on expensive maintenance and insurance
Prefer driving their car over public transportation
Hope to purchase an Alfa Romeo in the next few years
Fear embarrassment of making the wrong choice
18. CHANGING LANES...HOW
THEY SEE IT
“Italian cars are a reflection of Italian
passion, and their personality is a
reflection of ours.”
“Cars have never been perfect...that’s
exactly what makes them more genuine,
more Italian”
“Cars...imagine the humanity behind their
making.”
19. THE INSIGHT
“A Sense of Home”
Supporting my own is supporting me.
20. GREEN LIGHTS
Highlight the man behind the brand
Match models with consumer personalities.
22. VISITOR’S GUIDE
✤ 9th largest economy in the world
✤ Native Spaniards make up 88% of the population
✤ Made up of 17 Autonomous Regions with separate governments, budgets & resources
✤ Spanish is the official language of the nation, but there are 5 other officially recognized
dialects of Catalan
✤ Major urban zones separated by long distances (Madrid, Barcelona, Valencia, etc.) -
increased expenditure on fuel
✤ TREND: Go Green!
✤ European leader in developing automobile environmental protection policies
✤ Just surpassed U.S. as biggest producer of solar power
23. #’s THAT MATTER
Consumer
Collective goal to have 6% of vehicles running
on bio fuel by end of 2010
Cars
93% of Spanish households own vehicles
24. HIS CAR...A CAR...JUST A CAR
“Simply a way to get me from
one place to another...
...BUT I want to be responsible
in my usage.”
25. MEET GARCIA
✤ 39 years old ✤ Beginning to use
other forms of
✤ Moved to Barcelona transportation to
7 years ago with try to save money
wife
✤ Strong supporter of
✤ Visits parents twice country’s effort to
a month in Madrid slow global
warming
✤ Concerned about
fuel & maintenance ✤ Community
expenses when advocate for Bio-
traveling Fuel Initiative
27. THE INSIGHT
If everyone has a car, why is such a low value placed
on it?
It’s not a reflection of me, or who
I’m trying to be.
28. GREEN LIGHTS
Create a longstanding relationship that links the usage of a car with the
ideals and values of the people.
Renault-Nissan, Enel & Endesa
Turn “A Car” mentality into “Purposeful Car” following green initiatives.
30. VISITOR’S GUIDE
✤ One of the founding members of the European Union
✤ One of the most densely populated countries in the world.
✤ Male/Female ration - 50:50
✤ More people live in small towns than in large cities
✤ Average adult makes his/her first major purchase in their 30s
31. #’s THAT MATTER
Consumer
88.4% of population are internet users
Cars
Car leasing makes up 50% of automotive financing business
Dutch commuters spend a total of 65 million hours stuck in
traffic jams in 1 year
Video clip on next slide...
33. MEET ISA
✤ 32 years old
✤ Grew up in Amsterdam with a family that doesn’t
brag about money
✤ Been working in the city, and occasionally
commutes to the suburbs
✤ Just got a new job and will be relocating away from
the city in 6 months
✤ Has never owned a car - company always provided
leased vehicle
✤ Likes to avoid traffic jams, so she rides her bike on
weekends and after work
✤ Views cars as luxury, but necessary in her case
34. TEST DRIVE
“Businesses can’t plan too far in front at the moment, so
the short term leasing is the way to go. It gives businesses
a chance to test the water with new members of staff or
maybe even a new venture.”
-Paul Stone, Sales Director, Cocoon Vehicles Ltd.
35. THE INSIGHT
Why consumers love leasing?
You can have an ownership experience without actually purchasing.
A longer test drive is needed before
committing.
36. GREEN LIGHTS
=
CAR + 19% SALES TAX + BPM LUXURY TAX BASED ON NET VALUE OF VEHICLE
BE UP FRONT WITH COSTS AT DEALERSHIP
&
PROVIDE ONLINE ESTIMATOR FOR VEHICLE MODELS
38. SOUVENIRS
Dubai Italy
Social assurance “The Man” behind
the brand - car
personalities
Spain The
Create Netherlands
“Purposeful Up front in total
Car” experience costs
39. MAP IT OUT (future research)
✤ Change in life stages impacting possible life cycles
✤ Attitudinal & behavioral changes that may indicate distinct phase
in automotive life cycle
✤ Impact of economic shifts on car ownership beyond purchase
✤ Cultural dynamics between urban and rural car owners
✤ Differences in length of ownership
