Your Messaging Matters for Marketing to Car Buyers

Freckle and Killi recently launched the latest footfall report in a series focused on the automotive market in the U.S. and Canada. The Freckle IoT: Path to Purchase Automotive Report for Q4 2018 highlights key trends about the changing demographic of car buyers in both markets. Marketers must remember that they are not the only game in town and thus must remain hyper-focused on how their messaging will resonate with car buyers.

This report includes valuable insights from the People of Killi with over 8,000 survey respondents over the course of the 3-month period. When in the market for a new car, we found:

  • 36% visit 5+ dealerships
  • Online advertising the most influential
  • Promos is NOT what drives buyers into a dealership

We also asked what influences that final decision to purchase. When it comes to features, most respondents identified performance and looks as the top priority. They also identify price and reliability as top factors that help close the deal.


To learn more about how your marketing can better target consumers in the market for a new car view the full reports:

U.S. Path to Purchase Q4 2018

Canada Path to Purchase Q4 2018