Category
Autos
Driverless Expansion
Trend cluster
Category
Intensified Test
Drive
Automakers use augmented trials to capture buyer interest.
2.7
Trend score
Trend
What is the Intensified Test Drive trend?
Intensified Test Drive: Because buying a car is a big decision, automakers know that they must do everything they can to ease customer apprehension. While consumers have traditionally made their decisions via test drives around the neighborhood, today’s car brands are offering a much more intensified trial experience, including virtual test driving apps and even full indoor race tracks. In such a competitive industry, any way a brand can give consumers more peace of mind—as well as an exciting experience, if possible—will give it a leg up above the rest.
Trend themes
Themes within the Intensified Test Drive trend
Three behaviours holding the trend together01
Intensified Test Driving
The trend of offering intensified trial experiences, such as virtual test driving apps and indoor race tracks, is providing consumers with more peace of mind and an exciting experience, giving car companies a competitive advantage.
02
Augmented Reality Driving
Automakers are using augmented reality driving apps to engage directly with consumers, allowing them to experience new car models and innovations through print ads and keeping them up-to-date on new information.
03
Interactive Auto Ads
Projected publicity stunts like the Hyundai Accent 3D Projection Mapping video are becoming increasingly common as auto advertisers look for new, interactive ways to stand out in an increasingly crowded market.
Industry implications
What the Intensified Test Drive trend means for industry
Where the trend changes the playbookFor
Automotive Industry
Companies in the automotive industry are embracing technology like augmented reality apps, indoor test tracks, and stat-tracking auto trials to offer more engaging and interactive experiences for customers.
For
Advertising Industry
The advertising industry can take advantage of advancements in technology to create more interactive and engaging auto ads that stand out to consumers.
For
Eco-Friendly Industry
Car sharing networks tap into the eco-friendly movement and offer financial incentives for consumers, providing companies in the eco-friendly industry with opportunities to introduce an eco component into their brand identity.
Trend signals
Trend signals for Intensified Test Drive
Trend score 2.7 out of 10, from popularity 48%, activity 24%, freshness 8%.
Popularity48%
Activity24%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Intensified Test Drive trend
6 featured examples from Dec 16, 2010 to Oct 31, 2011CategoryAutos
Augmented Reality Driving Apps
The Volkswagen Norway App Guides You Your Way
Integrating augmented reality technology in the automotive industry to enhance the car shopping experience.
CategoryAutos
Revived Ride Pop-Up Parties
Buick Regal Amazes All at Wired Store ‘Regal Remix' Event
The Buick Regal's revitalized features open up disruptive innovation opportunities in the luxury car industry.
CategoryAutos
Off the Wall Auto Ads
The Hyundai Accent 3D Project Mapping Video Spotlights the 2012 Accent
Car companies can explore projection mapping as a unique advertising tool to create excitement around their vehicles.
CategoryAutos
Indoor Test Tracks
The Audi 2011 Frankfurt Auto Show Pavilion Blows Competitors Out of the Water
Car companies can incorporate indoor test tracks, experiential marketing, and interactive displays in their pavilions to enhance customer engagement and gain a competitive advanta…
CategoryAutos
Virtual Test Driving Sites
The Collaborative Fund Teaches About Car Sharing
Car sharing networks and virtual test driving sites present disruptive innovation opportunities in the automotive industry.
CategoryAutos
Stat-Tracking Auto Trials
The Ford Get More than a Test Drive Event Adds a Competitive Element
The Ford Get More than a Test Drive event presents opportunities for automobile manufacturers to enhance the test drive experience by incorporating interactive technology and gami…
