Marketing, customer satisfaction and loyalty
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Cars will be the next theatres: the upcoming media revolution
Mar13

Cars will be the next theatres: the upcoming media revolution

How will media entertainment look like in 10 years from now ? How will autonomous vehicles transform our in-car experience and drive our need for media entertainment ? I attended a presentation given by Michael Zink, a Vice President at Warner Bros, that provided an outstanding overview of some disruptive concepts that may become reality in the future. In particular I was very interested (and somewhat puzzled) by the perspectives...

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Audi e-tron : a track to test it at Munich airport
Mar08

Audi e-tron : a track to test it at Munich airport

The new Audi e-tron is the first 100% electric SUV of the Ingolstadt-based brand. It’s quite unique and competes head-to-head with the new Jaguar i-Pace (which just got the prize of Car of the Year 2019). Audi promoted its new vehicle in a very clever and spectacular way at the Munich airport. While on business trip in Bavaria I was pleased to discover a temporary installation outside the airport terminal. Audi had installed a...

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Market research : how do sales of electric vehicles in Europe look like?
Feb26

Market research : how do sales of electric vehicles in Europe look like?

The European Automobile Manufacturers Association (ACEA) released recently an interactive maps that presents the state of the market for electric vehicles in the European Union. The figures presented refer to Electric-Chargeable Vehicles (ECV’s) sold in Europe in 2016. The numbers remain fairly low, even negligible in most countries. Yet there are some striking differences from one country to the other. The TOP 3 countries with...

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BMW associated to Kuka in a marketing operation
Oct03

BMW associated to Kuka in a marketing operation

BMW launched a marketing operation with industrial robot manufacturer Kuka in its Brussels flagship store (located Boulevard de Waterloo 23-24). A giant transparent glass cube, ca. 3 m wide, has been installed at the entrance of the store to operate demonstration of the robot capabilities. A Bavarian co-branding initiative It seems that co-branding initiatives are popular currently. We just reported on the Dandoy / Delvaux initiative...

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Augmented Reality used at BMW flagship store. Guess for what …
Jun27

Augmented Reality used at BMW flagship store. Guess for what …

BMW has opened a while ago a flagship store in Brussels which welcomes some top-notch models as well as temporary exhibitions. Currently it hosts an exhibition dedicated to the i8 electric car on the first floor. On the second floor some more “regular” models are exhibited along with a range of interaction devices. Among them a very interesting (and quite entertaining) augmented reality device. Get into the engine The augmented...

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New technologies in car manufacturers’ flagship stores
Dec05

New technologies in car manufacturers’ flagship stores

During a market research trip in Paris we visited several of the car manufacturers’ flagship stores on the Champ Elysees (see also our individual report on the Citroën store) and were amazed by the numerous technologies implemented to amaze future customers. Besides attractive models on display (see for instance the new Alpine by Renault), Renault and Toyota used a wide range of the newest interactive technologies to let the customers...

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Low-cost and high-profits: business models reshaped
Apr10

Low-cost and high-profits: business models reshaped

In times of economic crisis it is well known that price sensitivity increases. One visible consequence is that low-cost business models like Ryanair, Aldi, Colruyt, Ikea and the like are doing very well. They outperform actually older players and you just have to look at European airlines to feel the disruptive power of low-cost players. The airline industry is further consolidating like never before; I dare to say that even the...

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Rolls-Royce mixes references in the drophead coupé
Apr04

Rolls-Royce mixes references in the drophead coupé

I was privileged recently to attend a Rolls-Royce event and to try one of their vehicles. Don’t worry, I didn’t buy one. I was really impressed by the Drophead coupé, an amazing hand-crafted vehicle full of refined details. One of them really struck me; it’s the rear part behind the passengers seats, a veneer-coated wooden part. You may not even notice it but this part was really interesting from a marketing...

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The Mercedes House: a flagship store in Brussels
May13

The Mercedes House: a flagship store in Brussels

To follow up on my post about the Citroen Flagship store in Paris, here’s what Mercedes did in Brussels. Actually this store was opened already a few years ago downtown and has successfully managed to become a trendy place. Unlike other flagship stores, the Mercedes House combines temporary exhibitions (in the basement) with a few almost permanent dream cars on the first floor (just like the one depicted in this post). It is...

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Citroën flagship store
May06

Citroën flagship store

Car manufacturers show a tremendous imagination to find new clients. In an industry where customers are pretty loyal to a given brand, and in a saturated market, brands must be especially creative and persuasive to find new clients and tend to associate by all means their brands to desirable social codes. Flagship stores represent one way to convey these values. Here’s Citroën’s flagship store on the Champs-Elysées Avenue in Paris....

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To be passive or pro-active, that’s the question
Sep27

To be passive or pro-active, that’s the question

This is a strange title, isn’t it? And the link with the accompanying photograph is even stranger. Here’s the story. You have heard that Ferrari has recalled the 1200+ exemplars of its latest car, the 458 Italia. But have you an idea what the impact of this recall would be on the share price (assuming that Ferrari would have its own outstanding shares). The answer to this question is given in a recent study. In an article entitled «...

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