The advent of the digital age has fundamentally changed the customer journey in all sectors, including the automotive industry, where product is bulky and testing is key. The electric vehicle, which is service-oriented, exacerbates this phenomenon. There are more and more sources of information on the Internet : six on average for an electric car versus four for a thermal car. Model importance also decreases and the consumer evaluates on average three electric models, against only two for the thermal selection.
” Car brand loyalty is lower with the electric car. Comes out on the 32nd % vs. 47 % for thermal models »shaded Isabelle Alanche, Head of Automotive Industry at Google. The rating of the most popular electric brands is also useful.
>> Also read: Google Auto is seeing an increase in traffic to car dealerships
>> Also read: Google Auto is seeing an increase in traffic to car dealerships
The most searched brand on Google for EV
|
Rank |
Marker |
Evolution 2022 vs. 2021 |
|
1 |
Are you here |
+12% |
|
2 |
Renault |
+ 57% |
|
3 |
Audi |
– 1% |
|
4 |
Citroen |
+24% |
|
5 |
Dacia |
+81% |
|
6 |
Kia |
+ 162% |
|
7 |
BMW |
+97% |
|
8 |
Volkswagen |
+44% |
|
9 |
Peugeot |
+66% |
|
10 |
Fiat |
+142% |
|
11 |
Mercedes Benz |
+49% |
|
12 |
Hyundai |
+139% |
|
Source : google auto france |
Lots of general VE inquiries
Google teams report Strong growth in electricity demand : + 30 % between 2022 and 2021 even if it still represents only 6% of the total volume. “ It is interesting to note that a quarter of requests are generic, that is, they are not related to a brand or model. And therefore , Search queries for “cheap electric car” jumped 424 %. Top-up inquiries are also booming »shaded Charlotte RochfieldDirector of Automotive Industry at Google.
Among the most promising offers are search engines (Note: knowing that Google has almost 100% market share in France when searching), Video clips (including so-called “video clips”) The real life »from experts or enthusiasts, growing rapidly), manufacturers sites, then dealer sites.
YouTube as a lever for advertising efficiency
YouTube is especially popularConsidering that overall, 40 million French people go to YouTube for information or entertainment with an average daily duration of 26 minutes! “ This is a real lever for advertising efficiency today »Charlotte Rochfield confirms. Some manufacturers are not wrong.
This is the case of a Volkswagen with a process on the ID.4 that has mated 24 variations to reach different targets, with very good results. “ We must bear in mind that 70 % of electric vehicle buyers are new to the Volkswagen brand »Goal Antoine Gaston Breton, Marketing Director of Volkswagen France. And to add: “ We depend on Google for its connection strength, but also for targeting accuracy ». Also within the Volkswagen Group, Skoda has collected 4 million “views” with its YouTuber challenge series. in another record, with his campaign good news Michelin scored 84 degrees % preference.
An increasingly pushy client
Loyalty is still a topic, Google experts note 44 % of consumers can switch brand choices during a new customer journey. This is the principle of the “messy middle” that Google has been working on extensively. The challenge is therefore very great and the quality of follow-up and response is critical.
In conclusion by adding that omnichannel has become the norm. In fact, if 100% of customer journeys are about digital, 7 only % of all NV transactions take place entirely online in France. It is higher in Germany, the UK or even the US (14%), but it remains largely a minority.
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