Our View of the Purchase Funnel

Conventional thinking about the holy grail of the automotive industry – the purchase funnel – works on the belief that the funnel works in a linear, top down progression, largely driven by the marketing & ATL activities. And consumers are expected to be influenced mainly by how engaging the manufacturer’s messaging is.

Awareness/Familiarity

Overall Opinion

Consideration
        (Top3)

Intention
  (Top1)

CONVENTIONAL THINKING

But in reality, it works in the shape of an hour glass.

Messaging (and product) is important, but they mostly influence the upper funnel measures only.

The lower funnel measures are driven by dealer interactions, peer-talk, and previous ownership.

In essence, the dealer-consumer touch points are crucial in entrenching positive experience.