Technology Features Included in Non-Premium Automotive Brands

July 28, 2015 / Automotive, Link, Sales / 0 Comments /
Back Up Camera

The trend for technology in today’s automobiles is still high on the list of buyers, especially those who own what J.D. Power identifies as the “non-premium” vehicles. In reading an article reviewing their 2015 APEAL Index survey, there was one point that jumped out to me and it is certainly information to be shared with salespeople.

J.D. Power spokesperson Renee Stephens, in noting that more non-premium brands are available with tech features that used to only be found in premium brands, explained: The positive impact these technologies have on owners is more pronounced among non-premium owners. In fact, owners of non-premium vehicles that include the latest technology register higher APEAL scores by 50 points, compared with just a 29-point increase among owners of premium vehicles with the same technologies.”

Technology comes with a price, which is exactly why premium brands introduced tech features first. But to see that non-premium owners are so satisfied with tech features in their vehicles is a positive selling point, worthy of mentioning in the walk-around of the non-premium vehicles. There are so many different attitudes towards technology especially by age group. These are the kind of numbers that overcome objections.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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