Damien Field & Ana Ramirez Aguirrezabala

Engaging New Style Consumers & Creating Buying Journeys That

Match Their Expectations

Ana Ramirez, Jaguar Land RoverDamien Field, MM-Eye

The new style automotive consumer

Source: Frost & Sullivan, IBM, Google

Would they prefer to buy and own a car

from Apple?

What would they think of the current

automotive customer

experience?

But there’s something special about cars,

right?

What do current premium automotive

owners around the world say about the

journey?

Are Tesla showing us the road to the

future?

Some ways in which Jaguar Land Rover are responding…

JLR Experience

Land Rover Experience

‘Capability in

Action’

Jaguar Experience

‘Excite the

Senses’

Handover Facility

Luxury handover facility at the Solihull factory, opened January 2013

New Retail Environment

The Old The New

Digital

By 2020, the customer will

manage 85% of the

relationship with an

enterprise without

interacting with a human

Gartner

Ask 100 automotive marketers to describe

the customer journey…

Briefs clients should be writing… and

solutions agencies should be providing