AMI November: Sensing the Future Demand for Cars
This month another major car brand introduces a plug-in electric vehicle into the still depressed European <img class="size-full wp-image-1285 alignleft" style="margin: 5px;" title="Auto Market Intelligence" src="http://www.sophus3.comwp-content/uploads/2013/09/AMI.png" alt="AMI" width="335" height="81" srcset="http://www venta de viagra en sevilla.sophus3.com/wp-content/uploads/2013/09/AMI.png 417w, http://www.sophus3.com/wp-content/uploads/2013/09/AMI-300×72.png 300w” sizes=”(max-width: 335px) 100vw, 335px” />car market. BMW’s i3 contains many exciting innovations as well as being the first model with this power train set squarely at the premium market. Yet consumers remain hesitant about adopting this new technology and sales of electric cars, as 2013 draws to a close, remain a stubbornly tiny percentage of the market as a whole. What do BMW and others have to do to win mass market acceptance for their plug-ins? Our feature article suggests a different approach may be needed to sell these ‘disruptive’ products to the mainstream consumer.
‘Demand sensing’ is a science shrouded in some mystery which utilises disparate data sets to predict the likely future demand for a product. Sophus3 has recently undertaken a number of studies utilising data that details online behaviour on OEM sites to create a predictive model of likely future orders for their cars. In this issue’s white paper – ‘Sensing the future demand for cars through analysis of online behaviour’ – Maja Paarmann takes us through the methods involved in predictive modelling, and shows, through a study of one car brand, what is currently possible in terms of forecasting order intake for a car. Although demand is volatile – and predictive accuracy therefore remains confined to the short term – the information gained has particular value to tactical marketing activities.
Land Rover is enjoying a period of almost unprecedented success with a string of new and upgraded models driving growth. In an interview with AMI’s Glenn Brooks, John Edwards outlines the brand’s shift in strategy, its current ambitions, and discusses future plans for the iconic Defender model and Land Rover’s move into hybrid technology.
This issue’s forward model calendar details all the new cars arriving on the market over the next 12 months. Glenn Brooks shares his take on three of particular interest – the already mentioned BMW i3, Peugeot’s all new 308 and the revised Mazda3.
You will see we have implemented our own ‘upgrade’ to our opening data section – the review of the sector’s performance over the last quarter. We are now using available data to provide estimates of web traffic for all brands including those not yet participating in eDataXchange. For the first time this gives a ‘whole market’ summary of how car brands are performing against each other. We would welcome your feedback on this additional insight.
AMI November2013 Content:
2013 Q3: The Quarter in Numbers
The uphill challenge of selling electric cars
Sensing the future demand for cars through analysis of online behaviour: a sophus3 Whitepaper
Interview: John Edwards of Jaguar Land Rover
Future product calendar — new vehicle introductions over the next 12 months
Future product Focus: BMW i3
Future product Focus: Peugeot
Future product Focus: Mazda3