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Automotive Tag

3 Facts About the Female Car Buyer

Automakers serious about long-term success need to adapt their marketing and customer experience strategies to the values and preferences of female consumers. Are car companies missing an opportunity among female consumers? Recent data suggests they are: according to separate studies by the University of Michigan Transportation Research Institute and the National Automobile Dealers Association, while female drivers now outnumber their male counterparts (105.7 million to 104.3 million), men represent 91% of salespeople at franchised car dealerships. No matter how you want to look at it, that's a serious disconnect - especially...

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Apr 14 2014

Know Your Audience: Automotive Training Tips for Europe (Part 2)

Chris Harbowy, Instructional Designer/Writer at Jackson Dawson, offers additional tips for writing automotive educational content for the European market in this continued blog post. For more information, check out Part 1 of this two-part series.European ConsumersThis second installment takes a look at the European consumers who purchase the vehicles you create training for.Differences in the MarketGermans will pay more for a larger, more-powerful engine, whereas Italians prefer smaller, more fuel-efficient powertrains. Europeans in general prefer small station wagons much more than we do here in the U.S. In...

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Apr 11 2014

Know Your Audience: Automotive Training Tips for Europe (Part 1 of 2)

Writing training materials for the European automotive market requires additional steps compared to writing for the U.S. domestic auto market. Listed below are some issues that may need to be addressed.ProductThis first installment takes a look the physical differences between European vehicles and those sold domestically.Vehicle ContentFirst off, you’ll need to reference the appropriate ordering guide for the chosen country. You must also make sure you take into consideration localization. Localization (spelled localisation in Europe) is the term for unique equipment configurations for...

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