Future of Car Buying Thought Leadership
The automotive industry was facing uncertainty with analysts predicting the decline of the traditional dealership model, replaced with digital innovations. Cox Automotive, a key partner to dealerships and vehicle manufacturers, needed to address these concerns, so Vital Findings developed a multi-stage research program to help Cox guide the industry on how to navigate through these times.
Our approach utilized cutting-edge generative techniques and engaging multi-media outputs. Expert interviews with thought leaders in ancillary industries were used to understand innovation outside of automotive. Ideation, qualitative, and quantitative co-creation with lead users provided an in-depth perspective of the industry from multiple angles and helped make projectable consumer preference statements.
The research generated a whirlwind of media and PR buzz, with 61.8 million media impressions across USA Today, CBS, Hollywood Reporter, Automotive News, etc. The industry loved it because, “Not only were the insights new and innovative, they were practical.” A dedicated Cox website serves as a tool for the industry.