Culture Worlds

Consequently, it is one of the most exciting and progressive spaces that we work in. The transition from storytelling to story living is a growing trend among luxury automotive and mobility brands.

As demonstrated through our collaborations with brands including BMW, Genesis, Honda, Mitsubishi, Lexus, Polestar, and Porsche, we know audience expectations have evolved. Our clients in this space are coming to us to better understand how to connect or reconnect with their audiences - whether through culture, breaking formats or building worlds through more connected storytelling.

In our Young Blood research, we found that young people are more environmentally savvy than ever before. Although this doesn’t always impact their purchasing decisions (price often trumps morals), they are aware of how their products are made and believe that brands should be doing all they can to reflect their beliefs as consumers. This combination of price and product manufacturing is potentially one of the reasons the sharing economy appeals so much to them. If they’re driving in cities, they’re more likely to be using Zipcar or hopping in an Uber, than purchasing a 4x4 (or even a Smart car).

So what would make them become car purchasers? Perhaps the answer lies in a real understanding of their lifestyle choices. In America, brands like Chevrolet are already tapping into the digital dimension of lifestyle, with ‘Shop Click Drive’. This seamless UX experience allows you to browse and select your car online, before you pick it up in-store. Forget the innovatively wry 'Lemon' Volkswagen ads of the past, now cars are marketed through ‘video brochures’. Adverts like Volvo's tap into the idea of storytelling – bringing to life Swedish footballers Zlatan Ibrahimovic's inspiring origin story. It's less about the car, and more about the message. It seems accepted logic that young people are looking to purchase from behind screens, rather than walking into dealerships. If you want to tap into this market, digital innovation and lifestyle comes first – something we found ourselves in our work for Lexus.

Find out more about what we do by getting in touch, emmaw@weareamplify.com.