Automotive Business Magazine – Q3 2026 – Digital edition - Flipbook - Page 36
OPI N I O N
RETAIL
Reimagining
car launches
T
he launch moment is one of
the most critical windows for
the commercial success of
any vehicle. It’s the moment
when a brand enjoys control
over the narrative, framing
what the car means before
the market intervenes with
reviews, social media scrutiny,
and competitor comparisons.
A well-executed reveal does more than
just get headlines; it sets the story and
the tone for what’s to follow, generating
earned media, interest and conversation.
Reaching the right audiences with
a story that resonates is crucial for a
strong return on investment.
Established playbook
There’s a well-established playbook for
launches that prioritises automotive
media, product specs, performance
and petrolheads. It’s a skew that
guarantees coverage, but not
necessarily effectiveness.
Because, while it will certainly garner
column inches in the automotive
category, it runs the risk of missing large
and increasingly valuable segments of
the car-buying public.
The demographics of car buyers have
shifted fundamentally. Two of the most
powerful consumer cohorts are not well
catered for by traditional approaches:
female buyers and older (Gen X) buyers.
According to a variety of sources,
women influence up to 85% of car
purchases, and buy 51% of new cars
sold. Yet recent research by Stellantis
found that 48% of women felt the car
purchasing experience was biased
towards men.
According to Nielsen IQ and World
Data Lab data, Gen X will command
$20tn in buying power by 2033,
and has been the highest-spending
generation globally since 2021. They're
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AUTOMOTIVE BUSINESS
Q3 2026
→ Tom Gray is global chief
strategy officer at Imagination
practical decision-makers who value
expertise, transparency, and peer
recommendations far more than
traditional advertising.
To more effectively reach and engage
these audiences, marketers need to have
a clear view on:
The ‘why’: what they care about in
evaluating a car they might buy and
more broadly in their lives
The ‘where: where they get their
information, who they trust and follow.
When they do, three clear principles
emerge for engaging these audiences.
Principle 1: Traditional media as
a baseline, then expand
Keep automotive media relations, press
events, and detailed specs. They create
credibility. But supplement this with
expert reviews, educational content, peer
testimonials, and community-focused
storytelling that reaches audiences the
traditional approach misses.
This is both/and, not either/or. The goal
is to add capacity, not replace.
Principle 2: Use lifestyle passion
points as the unlock
Instead of anchoring solely on specs,
find the lifestyle niches where these
