New brands entering Australia’s new-car market are doing solid trade.
Many of them have woken up to the sales power locally tuned suspension and ADAS systems can create.
And their cars are often cheaper.
But it’s not just lower prices in a cost-of-living crisis making them attractive.
Some of these new brands are now more common in local traffic.
This makes them more familiar. Familiarity makes them more likeable. And we tend to prefer things the more we encounter them.
That’s the Mere Exposure Effect at work.
It’s possibly their strongest (and most cost-effective) marketing tool.
It’s a great effect, one that’s often overlooked.
Bernie Quinn, CEO of Premcar
About Premcar:
Premcar Pty Ltd is a leading Australian vehicle engineering business that specialises in the automotive, defence and aerospace industries. For more than 25 years, global car-makers have made Premcar their go-to partner for the complete design, engineering and manufacture of niche-model new cars, full-scale new-vehicle development programs, and electric vehicle (EV) conversions and manufacturing. Premcar’s body of work is extensive. It is the name behind more than 200,000 new cars and 55,000 new-vehicle engines. The company has delivered technical advancements and sales success for major car brands from Europe, the USA, Japan, China and Australia. Visit premcar.au.
