Luxury brands can be intimidating sometimes, but our episode guest Morgan Jennings, the Digital Marketing Strategist at Audi of America, helps us to understand what premium/luxury car brands are truly all about. Her experiences and insights really gave us a look into what car dealerships are going through after the pandemic. From not being able to have people at the dealerships to implementing online services, it sure has been a roll. Listen to our episode to learn from Morgan about how marketing and consumer experience change from CPGs to Premium/Luxury brands.
Guest
Morgan A. Jennings
KEY POINTS:
- From ready-to-wear fashion to cars.
- The impact of COVID on the car industry.
- Luxury cars as more than just a luxury brand.
- Making the customer experience as lush as their new car.
- Importance of being flexible.
- Confidence to accomplish more as an individual.
RELEVANT QUOTES:
“So when you look through the history of cars and fashion, they’re very, very closely intertwined. We’ve been creating fashion for cars since the beginning. When we first had the cars, they had no covers. So we were creating certain coats and goggles and hats to wear for the cars that people were buying.”
“We’re not just feeling it, every OEM is feeling it from inventory shortages to part shortages, to technician shortages. I mean we’ve truly felt that the hit of it and we’re blessed to be doing so well. But COVID has been an interesting time, for sure.”
“So for us, it’s really about making sure that the dealership is making these customers truly feel special and, and making them understand that we appreciate them, and we’re going to do what we need to do to make them happy while you wait for your car.”
“It’s definitely making the dealership have to adapt and come up with processes where in-person and internet sales are both getting credit. And so, it’s definitely an interesting time. And it’s interesting to see how people are reacting to the online buying process.”
“I think it’s very, very important for these dealerships, no matter if you’re luxury versus non-luxury, it’s about creating a true organic following so that you can build rapport with your community. So you can show people that we’re more than just this brand.”
“It’s really about just being in the moment, being present, and being your biggest supporter. And I think as long as you can support yourself and you’re willing to put in the time and the effort and the hard work, you will, you can achieve anything you set your mind to.”