Customer Personas
When marketing an automotive product or service, it’s important to know who you are targeting before you create a campaign. I’ve broken down the seven popular personas that I have personally encountered over the years being a part of European car community.
The Newbie
- Ages 16-25
- New to modding cars
- Just joined a FB car group
- Uneducated on parts and cars in general
- Doesn’t know how to search for information
- Generally seeking cheaper parts (price sensitive)
- Goes with what they read on the internet
The Seasoned Veteran
- Ages 25-35+
- Brand loyal
- Jaded, has seen it all
- DIY or die
- Still posting on forums regularly
- Willing to purchase quality parts the first time around
- Younger people in “the scene” seek their approval and guidance
The Scene Kid
- Ages 18-25
- Bags/Stance Yo
- Brand loyal
- Visual mods over performance “ruins cars”
- Spreads the word of whatever they see/hear on the internet w/o firsthand experience
- Spends $1500 on wheels outfitted with the cheapest tire they can find.
- Into audible and visual mods – i.e. exhaust, CAI, Splitters, etc
- Seek approval and attention from other enthusiasts
The Scene Kid That Wants To Go Fast
- Ages 18-25
- Lives at home and has a low paying hourly job or student
- Has very little bills or responsibilities
- Willing to throw large sums money at projects
- Wrenches at home with buddies
- Has a never-ending project car
- Image and reputation in the scene are important
- Goes cheap at first then realizes go big or go home
The Grown-Up Enthusiast
- Ages 25+
- Grown out of or not interested in “The Scene”
- Wants do things right the first time
- Can afford to pay for quality parts
- Has established career and good income
- Value performance over scene points
- Reliability is key
- Knowledgeable about cars and parts
- Passionate about cars but other hobbies/family/career take precedence
- Heavily researches products and brands before purchase
- Will DIY smaller jobs and pay shops for larger ones
The “Semi-Enthusiast”
- Ages 30+
- Enjoys and appreciates cars
- Willing to do mild mods such as a tune, wheels, exhaust
- Professional who doesn’t have time to research parts
- Not on FB Groups or Forums
- Has disposable income
- Takes advice from media and their shop
The Playboy
- Ages 20+
- Has or portrays to have endless supply of money
- Seeks attention and wants to be seen
- Wants the only the best for their vehicles