3 minute read
Consideration with Consumers
memorabilia for friends and business associates back home. You’ll find T-shirts, hats, bags and more at each store. A portion of the proceeds from every sale is donated to SEMA Cares charities.
LVCC Loop West Hall, Central Hall, Lower South Hall
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Walking the SEMA Show floor can eat into valuable time, so Showgoers looking to maximize their efficiency during Show Week can take advantage of the new LVCC Loop. A 1.7-mi. subway tunnel that connects West, Central and South Halls at three dedicated stations, the Boring Company-built Loop can save time by transporting attendees from one end of the Convention Center to another in roughly four minutes, and the system can transport more than 4,000 passengers per hour.
While all of the information contained in this article was accurate at the time this issue went to press, be sure to visit www.SEMAShow. com or the SEMA Show app for the latest updates and schedules.
Source: SEMA
Even though Apple has yet to announce plans to produce an automobile, the brand already has some of the highest future brand consideration among recent new vehicle buyers, according to Strategic Vision’s New Vehicle Experience Study (NVES).
NVES is the largest, most comprehensive survey of new vehicle owners in the U.S., and these findings indicate that if Apple builds it, customers will come. For nearly 30 years, Strategic Vision has asked new vehicle owners whether they would consider and how they feel about the quality of over 45 automotive brands, including some not available in the US. In 2022, a potential Apple-branded vehicle was introduced to that list.
“Apple is the third-highest brand consideration, with 26% of customers stating they would ‘definitely consider’ an Apple branded vehicle in the future, just behind Toyota (38%) and Honda (32%), followed by Ford (21%) and Tesla (20%),” said Strategic Vision President Alexander Edwards. “However, Apple’s strength doesn’t end here. “What should be concerning to others is that Apple generates a greater amount of love than any other automotive company, double that of strong brands like Honda, Toyota and Tesla,” Edwards said. “For example, more than 50% of Tesla owners would ‘definitely consider’ a future Apple vehicle; everyone should be prepared.”
Apple has the greatest combined score when looking at the top-box responses of two key measures: Future Consideration (“definitely consider,” 26%) and Your Impression of Quality (“I love it,” 24%). “Of course, what Apple ultimately presents in terms of styling, powertrain, product and other key features will finally determine the level of interest generated among car shoppers. However, their brand awareness and reputation provide a formidable platform that automotive manufacturers should brace themselves for accordingly,” said Edwards. Combined with recent news of the next generation of its CarPlay system, Apple has within its brand arsenal the ability to take a moonshot among automotive manufacturers. Of course, this depends upon how established competitors respond as potential newcomers like Apple navigate their way into the market.
“If others don’t prepare today for this type of disruption, they may find themselves wondering ‘What happened?,’ similar to when Tesla entered the market,” said Christopher Chaney, Strategic Vision senior vice president. “All the current players in the industry mostly hold their own destiny. If they simply stay lulled into spending all their ingenuity chasing electric motors, LED lighting and flat screens with thousands of apps and every high-tech feature you’ve never dreamed about, Apple may land the moonshot right in their sales backyard.”
The only weak spot in Apple’s position is they haven’t yet produced a vehicle, leaving 34% of new vehicle buyers to state they “don’t know enough about” what an Apple product might be like. “The good news for current automotive brands is that Apple’s road to destiny isn’t a given,” said Chaney. “Designing future strategy and building cars based on ‘true innovation’ involves rich and impactful impressions, a blend of art and science. Having highly motivational features that are each linked to the customer’s values and emotions is what will keep a potential Apple car on a relatively level playing field.”
Source: Strategic Vision
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