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Smart Insights: Automotive

The global automotive industry is facing change on two fronts: a shifting industry landscape of emerging markets and increasing environmental regulations, and evolving consumer behavior and expectations.

To remain competitive, automotive manufacturers and retailers need industry insights that provide clear direction on today’s markets and the consumer demands of tomorrow.  

Our automotive market research experts deliver smart insights across all areas: From optimizing new concepts and product design (for example through car clinics), identifying precise actions to improve car brand perception or experiences, to tracking automotive aftersales.

GfK, Norway
GfK, Norway

DAT cooperation

Deutsche Automobil Treuhand GmbH (DAT) and the market research company GfK are cooperating in the field of vehicle data. The aim of the cooperation is to create new products for various stakeholders in the automotive industry, as well as for end consumers. For the first time, this cooperation will enable the two market research companies to offer vehicle data over the entire life cycle of a vehicle. Data will consist of vehicle information prior to market introduction, data regarding configuration of new vehicles, valuations for used cars, repair cost calculations, and data on vehicle recycling.

The cooperation between both companies shall initially cover four fields:
New cars, used cars, fleet business, after-sales retail.

Read more about the DAT and GfK cooperation

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Discover latest industry insights, market data and how Auto and Consumer trends will affect your business.

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • Trends & Forecasting

    Trends & Forecasting

    ​Today’s steady stream of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead. Consumer purchasing behavior shifts more rapidly than ever.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Geomarketing


    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Mystery Shopping

    Mystery Shopping

    Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

Latest insights

Here you can find the latest insights for automotive industry. View all insights

    • 05/20/16
    • Technology
    • Automotive
    • Norway
    • English

    Think Big With These Five Guiding Principles of Innovation

    At last week’s Front End of Innovation (FEI) conference, Vijay Govindarajan of Dartmouth’s Tuck School of Business and the author of The Three Box Solution said “The future comes to us in daily doses”.  This point was driven home for me in the recent announcement that came from GM and Lyft, about their plan to test autonomous self-driving cars as taxis as early as 2017.  Not only did this give us a glimpse into the not-so-distant future, but it is a great example of a business following our five guiding principles of innovation: Think big, Understand shifts, Look outside-in, Fuse trends, and Think about the “Perfect Storm”.

    Thinking Big: The driving factors behind Lyft’s innovation

    The most obvious fundamental force behind this announcement is the technology — because without that the dream of an autonomous car would simply be the stuff of science fiction.  However, technology itself is not the only factor.  Way back in 2000, a third of all Americans1 told us that they would be interested in a car that drives for you when you don’t feel like driving — clearly an early, weak signal that this type of technology was at least intriguing to consumers.

    The Perfect Storm: A market poised for growth

    The second (and also somewhat obvious) driver behind this announcement is the rapid expansion of the sharing, or access, economy.  Back in 2010, we told our clients that the “for now” economy – predicated on consumers’ increasing interest in experiences and liquidity and a shying away from ownership and long-term commitments – was poised for growth.  Flash forward to today and we have a world where 59% of global consumers have at least heard of the access economy1 (and 12% report that they have engaged in it). Lyft is one of the dominant players in this marketplace.

    Understanding Shifts: What the future will look like

    Perhaps not so obvious are some other fundamental forces.  By the year 2050, 70% of humankind is projected to live in urban areas1.  This is a huge driver with implications across a wide-range of platforms, not the least of which is related to transportation.  Beijing has already reported traffic jams lasting 3 days or more – what could those traffic jams look like when that urban population doubles from where it is today?  The need for more efficient ways to get from point A to point B is only going to grow.

    Looking Outside-In: Giving consumers what they want

    Another force is that of an aging population.  In most developed markets, we’ve been experiencing aging populations for more than a generation.  The real change is going to come in the future, when markets like China and India report their highest ever numbers of consumers age 65 and older.  Couple that with the trends of ‘aging my way’ and aging with vitality, and we see the opportunity for autonomous vehicles – ending the need for anyone to have their keys taken away due to physical or mental impairments.

    Fusing Trends with the Connected Consumer Index

    Lastly, constant connectivity, and the integration with technology that this implies, speaks to the underlying need for a business model of matching unmet needs of consumers in real time. We at GfK have recently launched our Connected Consumer Index, which provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. The market for Connected Cars has shown steady growth over the past three years, especially in the more developed markets like Hong Kong and North America. The news of this week does, to paraphrase William Gibson, prove that the future is already here, although not evenly distributed.  Following the five guiding principles of innovation is one way to make sure your business is on an even playing field. Please share your thoughts in the comments below or email me at 1GfK Consumer Life (Roper Reports®)
    • 04/27/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Norway
    • English

    Connected Consumer Index

    GfK’s Connected Consumer Index provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. 
    • 10/25/16
    • Automotive
    • Media Measurement
    • Global
    • English

    Automotive marketing: Understanding the multiple touchpoints of the Connected Driver

    Today’s fragmented media landscape presents a significant challenge to automotive retailers seeking to maximize the efficiency of their online campaigns. The growing importance of online media combined with the proliferation of connected devices further exacerbates the problem. How can you influence automotive consumers in an increasingly connected world? Automotive marketers face a number of pressing concerns:
    • Which touchpoints should you activate to improve marketing communications?
    • How can you track the performance of online touchpoints?
    • Can you minimize scatter loss and maximize reach within your target group?
    • How can you get the most out of mobile?

    Understanding consumer behavior through audience measurement

    The answers to these questions lie in passive audience measurement. It reveals audience behavior, supports campaign efficiency and provides crucial insights into the purchase journey. It also allows marketers to understand consumer behavior across all channels and multiple devices. You can make informed decisions to optimize marketing strategies and to achieve growth. There are three key ways to measure your audience:
    1. For example, by revealing which websites your primary target group is using so you can plan your media spend more efficiently.
    2. By revealing the role your website plays in the purchase journey. By knowing where users are coming from, you can increase traffic to your website and optimize your impact.
    3. You can identify which online touchpoints your target groups use, how frequently, and for how long.

    Maximize the effectiveness of your campaigns

    By providing key insights into consumer behavior online, cross-media measurement enables you to maximize the effectiveness of your campaigns and prioritize future spend for maximum return on investment.  Armed with these crucial insights, you will be equipped to create compelling marketing strategies that will engage consumers and deliver a solid return to your bottom line. To share your thoughts, please email 
    • 10/24/16
    • Automotive
    • Media Measurement
    • Global
    • English

    Automotive sales: A long and winding road

    When a consumer drives a new car off the forecourt it marks the beginning of one journey and the end of another. The path to purchase is a long and winding road. In all likelihood, today’s Connected Consumer will have consulted numerous sources of both paid and earned media. They will have had multiple interactions with the brand, both online and in the showroom. Only then will they make a final purchase decision. Each touchpoint will have had an impact on the final outcome. These moments matter, both to you and to your customers.

    Consumers choose how they access information about your brand

    Consumers have a vast array of possible information sources on which to base their purchase decision. They range from popular car shows and expert reviews to banner ads and social media. But they also have a choice about how, where and when they access information about your brand. Shopping for cars is now truly omnichannel. Consumers use many channels and devices to gather information along their purchase journey. Your challenge is to understand how consumers engage with each of the channels, and to optimize your marketing across all devices.

    Car shopping goes mobile

    Ten years ago, the prospect of using a mobile device to shop for a car would have been unthinkable. Now, the smart phone is the shopper’s best friend – and the automotive sector is no exception to that rule. With online playing an increasingly important role, there is a clear need to optimize online marketing activities. These increase traffic to the touchpoints that drive purchase decisions. Marketers need to know which categories, websites, apps and content have the greatest influence over purchase decisions. Importantly, they need to understand how that varies by device.

    Understanding the customer’s purchase journey

    Our Crossmedia Link has been designed to help automotive clients understand the purchase journey. We track each and every touchpoint in the path to purchase to help you understand how, where and when consumers are encountering your brand, and most importantly, which interactions are converting into sales. This approach helps you understand your cross media exposure, optimize your media mix and realize the true value of incremental reach.

    Create compelling campaigns

    Integrating behavioral data from cross-media measurement, we can provide new insights into audience behavior, campaign efficiency and the customer journey. Using these insights enables you to understand your consumers’ media consumption by device more effectively and create compelling campaigns that will engage with consumers at key touchpoints in their decision making process. To share your thoughts, please email
Contact us
Krister Wendin
+46 104 553 662
GfK, Norway
GfK, Norway