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New car launches 'most memorable'

Highly anticipated: new car launches

Automotive product launches are more memorable to Brits than new breakthroughs in food and drink products, TV shows, video games or music.

Automotive launches are considered the third-most memorable by all Brits - after technology and new movies - according to a study of 1,070 UK consumers commissioned by Five by Five.

It found that new car launches are most important to older UK consumers. Around 6% of baby boomers (born between 1944 and 1964) and 7% of those born before 1944 say they’re most likely to be on the lookout for new cars.

By comparison, only 4% of UK consumers overall say that automotive launches are what they look out for most (and only 1% of those aged under 35), compared to 19% who most anticipate new technology products.

Five by Five’s sales and marketing director, James Roles, said: “The automotive sector is well known for doing large scale, memorable launches.

"However, there is always room for improvement and our research suggests younger generations are the least engaged in new car launches."

On social platforms, only one-quarter of consumers would share branded content or information about a new product or service launch in return for a promotional offer, while less than one-quarter (23%) would share branded content if they felt it met a friend or family member’s needs.

Roles said: “Shareable content and social buzz allow automotive brands to generate pre-launch engagement in a way no other medium can hope to match.

"However, it seems many brands have been launching online with the product in mind and not the customer. A lot of older people still rely on TV and print ads to learn about new cars they can buy.”

James Roles concludes: “The data is damning: with only one-in-four of us willing to share launch information on social media in exchange for a promotional offer, it’s clear that car brands have to get smarter at creating stand out branded content.”

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