In today’s rapidly evolving world, luxury automotive brands face immense pressure to keep up with changing customer expectations. As consumers experience luxury brands in other industries, they expect an omnichannel experience that is seamless and consistent across departments. According to McKinsey’s China Consumer Survey, almost 80% of luxury car customers are seeking this type of experience, with almost 70% demanding new channels and new ways to obtain existing products and services.
To provide a superlative customer experience, automotive manufacturers need to align with the ever-changing needs of their customers. Most established luxury car brands make distinctive claims centred around individual luxury, performance, or both. However, newcomer marques are differentiating themselves by heavily focusing on the power of technology.
Luxury automotive companies can also take inspiration from brands in other industries that have committed to social responsibility. For example, many fashion brands have made significant strides in reducing their carbon footprint and promoting sustainable practices. They have also ended the use of leather and animal furs, showing a dedication to ethical behaviour.
Leading luxury-industry players consistently offer a globally consistent brand while also reflecting the unique style of a given region. In the automotive industry, this could mean standardizing brand treatments globally while offering unique local features like special vehicle colour schemes or local-connectivity options.
To remain relevant in the twenty-first century, luxury car brands must prioritise the customer experience and learn from luxury brands in other industries. By creating a globally consistent brand with unique regional offerings, they can keep up with evolving customer expectations. Additionally, delivering an exceptional customer experience can result in improvements in customer satisfaction and sales conversion performance, creating a virtuous cycle.
