{"id":70162,"date":"2016-10-04T16:18:37","date_gmt":"2016-10-04T15:18:37","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/uk-brand-sensitive-country-comes-cars\/"},"modified":"2025-03-07T17:28:58","modified_gmt":"2025-03-07T17:28:58","slug":"uk-brand-sensitive-country-comes-cars","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/uk-brand-sensitive-country-comes-cars\/","title":{"rendered":"UK is \u2018most brand-sensitive\u2019 country when it comes to cars\u2026"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-19810\" src=\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2016\/10\/hood-1662450_640-1-300x200.jpg\" alt=\"hood-1662450_640\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2016\/10\/hood-1662450_640-1-300x200.jpg 300w, https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2016\/10\/hood-1662450_640-1.jpg 640w\" sizes=\"auto, (max-width: 639px) 98vw, (max-width: 1199px) 64vw, 300px\" \/><br \/>\nThe way people buy cars has changed. While it\u2019s true that many people will continue to head to their nearest showroom for their new car, for the rest it\u2019s a whole new ball game. And content marketing, of course, has a role to play in what influences the buying decision.<br \/>\nInformation is king, and the tables of power have turned. Rather than go fact-finding from one dealership to the next, shoppers typically visit showrooms already knowing what they want and how much they should expect to pay. If they\u2019re deliberating between a few models, the key differentiators are likely to be price, online reviews, in-showroom service, and brand.<br \/>\nConsidering that <a href=\"https:\/\/www.theguardian.com\/money\/2013\/oct\/08\/why-britain-cant-stop-buying-new-cars\">the UK is the most brand-sensitive country of all when it comes to cars<\/a>\u00a0(according to Chas Hallett, former Editor in Chief of What Car?), motor manufacturers need more than just a strong model line-up or outstanding warranty to soar in the sales charts. The brand really needs to chime with the target customer, so your marketing strategy needs to be just-so.<br \/>\nIn today\u2019s connected world, content marketing is a marathon, not a sprint. A strong, structured and consistent content plan is the easiest way to ensure your brand\u2019s at the forefront of people\u2019s minds when trade-in time rolls around every few years.<br \/>\nThis is especially true with sites like What Car? and AutoExpress providing no shortage of advice and guidance on the best models to pick. If your shopper hasn\u2019t already thought of your cars before starting the search, you run the risk that they\u2019ll be talked into something else.<br \/>\nAnd it\u2019s certainly not about hammering home selling messages in every piece of content. It\u2019s vital your content strategy feeds into a happy ownership experience long after leaving the lot \u2013 the natural conclusion being that contented customers will return to the same brand when it\u2019s time to shop again. Aligning your brand with your owners\u2019 lifestyle through your choice of content is a key way to achieve that \u2013 be it music, drama, comedy, fashion, art, or anything else. Lexus\u2019s L Studio is a great example.<br \/>\nQuality copy is required at every step, from script writing to compelling on-site copy and a strong tone of voice, and it pays to engage <a href=\"https:\/\/www.strattoncraig.com\/sectors\/automotive\/\">writers with experience in the automotive sector<\/a>. <a href=\"https:\/\/www.strattoncraig.com\/us\/case-study\/citroen\/\">Read more<\/a> about how we\u2019ve been working with Citro\u00ebn on all their written communications since 2007.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The way people buy cars has changed. While it\u2019s true that many people will continue to head to their nearest showroom for their new car, for the rest it\u2019s a whole new ball game. And content marketing, of course, has a role to play in what influences the buying decision. Information is king, and the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[271,314,438],"tags":[470,595,454],"class_list":["post-70162","post","type-post","status-publish","format-standard","hentry","category-automotive-copywriting-us","category-copywriting-us","category-retail-copywriting-us","tag-automotive-content-us","tag-citroen-us","tag-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>UK is \u2018most brand-sensitive\u2019 country when it comes to cars\u2026<\/title>\n<meta name=\"description\" content=\"The way people buy cars has changed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/uk-brand-sensitive-country-comes-cars\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UK is \u2018most brand-sensitive\u2019 country when it comes to cars\u2026\" \/>\n<meta property=\"og:description\" content=\"The way people buy cars has changed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/uk-brand-sensitive-country-comes-cars\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting &amp; 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