Car Brands Online: the year in review has become sophus3’s ‘annual report’ on the state of the car market and the industry’s digital activity. The perspective of the report is twofold.
‘The year in numbers’ provides a detailed overview of car brands’ performance in Europe — online and offline — during the past twelve months. Using a wealth of digital, campaign and sales data, this section provides a set of key performance indicators against which car brands can benchmark their own progress. The purpose is to suggest an objective framework to measure performance so as to be able to isolate and understand the factors that lead to success.
The second section of the review — ‘The year ahead’ — looks at the issues that will affect the car market in 2017. Political change in Europe and the US both threaten a wider instability that could be detrimental to car makers. But the industry is also facing severe structural disruption — the result of technological innovation and new market entrants — that is moving from being a distant, to an imminent threat. There is much talk of car brands needing to ‘adapt or die’, through rethinking their business model and their relationship with customers. But what does that ambition mean in practical terms for those working at the sharp end of the car industry? What is the roadmap that those in digital roles within or supporting the industry should be following?
London, February 2017