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Capgemini Automotive Marketing Research Publications - Downloadable PDF Files for use by ADM Members

In 2004 I was working for Reynolds and Reynolds as an OEM Partnership Executive. There was myself and 3 other full time P/E's assigned to the West Coast based team led by Lance Tebay. Our job was to find ways to establish partnerships with Asian OEM's and thereby create revenue producing opportunities for Reynolds shareholders... For awhile, my role was that of a utility player, I would support my 3 team mates in developing revenue based on Web related marketing solutions and CRM focused solutions. Since I was able to visit and work with all the Asian OEM's I was also able to see certain patterns emerging... One of those patterns was the consistent presence of Capgemini business consultants who were embedded at each car company, with offices onsite at each OEM's headquarters. This struck me as odd, but impressive... Later I came to learn that Capgemini does a phenomenal job of researching and assembling data. Their ability to implement processes and strategies based on that data is certainly subject to debate, but they are known for their data collection and analysis. When you use any of the data or charts in these publications, it is important that you always "source" the information by clearly stating that it comes from Capgemini. So, here are a few selected Capgemini automotive research reports in PDF format that ADM members can download and use to develop their own strategies and tactics:

TechnoVision 2012
The move from Information Technology to Business Technology. TechnoVision 2012 addresses our clients’ key questions:
How is technology evolving?
Where should we invest?
What is the best business and information technology strategy for our business?

Am I Being Taken?
Inside the Dealership: The Impact of Consumer Negotiation Preferences and Strategy. Due to the considerable amount of information that can be researched on the Internet, car buyers now enter a dealership with a level of knowledge that provides a position of power that can be on par with, or even exceed, that of the salesperson. This increase in knowledge comes into play particularly in the most crucial part of the buying process: the negotiation. This study, from Capgemini and the Car Internet Research Program, examines the role that a consumer’s negotiation preferences and tactics play in the buying process.

Automotive CRM Shared-Service Centres: Enabling Customer Dialogue
A smart approach to fast, efficient and high-quality CRM execution. By bundling and transforming processes, technology and human resources into a CRM Shared-Service Centre, OEMs can take the lead in the successful implementation and execution of a CRM strategy.

Anatomy and Physiology of the Used Car Business
An in-depth analysis of the used vehicle market with a particular focus on four key markets: U.S., Canada, France and Germany. This study is published by the Car Internet Research Program and Capgemini.

The used car business is here to stay and will increasingly impact the new vehicle market in a variety of ways, including residual values, pricing, brand strength and customer relationships.

As a result, manufacturer involvement in inventory management and used vehicle branding is crucial for enabling dealers to carry out successful remarketing programs.

Cars Online 2006/2007
Understanding the dynamics of consumer buying behaviour and customer loyalty. Consumers are increasingly driven by their hearts as well as their heads, according to a new global automotive survey. Capgemini’s eighth annual Cars Online study — which surveyed consumers in China, France, Germany, UK and US — examines trends in consumer buying behaviour, Internet usage and customer loyalty.

Optimisation of Dealer-Focused Operations
Improving automotive performance through collaboration. Retail integration has become a key point of differentiation in the battle for customers and sustainable profits in the automotive industry. This point of view explores the benefits that can be realized by creating efficiencies and enhancing integration in transactions between manufacturers and dealers.

Inside the Customer/Dealer Relationship
Qualitative study examining the shift of power and the influence of the Internet on the vehicle buying process in dealerships. The rapid pace of consumer change signals a major shift in the automotive buying process. Vehicle dealers have failed to keep pace as the balance of power shifts, according to a new study from the Car Internet Research Program and Capgemini.

End-to-End Lead Management: Transformation Through Improved Integration
Driving revenue generation and sales effectiveness. Successful vehicle manufacturers are transforming their demand chain by working more closely with their national sales companies (NSCs) and dealers using streamlined processes and integrated technology. Their objective is to accelerate both sales efficiency and sales results. Lead management has become the core process to initiate this transformation.

Cars Online 2008/2009
10th Annual Global Automotive Study: Tracking Consumer Buying Behavior in Both Mature and Emerging Markets.
Capgemini’s annual Cars Online global automotive study highlights how consumer vehicle buying behavior across both mature and emerging markets is changing and how manufacturers and dealers must respond to these changing dynamics to maintain a competitive advantage.

All of the above files and many more, along with their summary descriptions are available online at Capgemini's web site. Here is a direct link:

About the Automotive Digital Marketing Professional Community

The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually expandable "Viral Expansion Loop" Networking Platform and serves Car Dealers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers and Sales Managers. ADM is also a proven resource for OEM Interactive Media and eBusiness Managers who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics. ADM is a great place for Tier 1, Tier 2 and Tier 3 Automotive Advertising Practitioners, as well as Web Site Managers, automotive software Developers and Solution Designers to get new ideas and stay up to date. ADM also serves Automotive CRM and Lead Management Tool developers and their sales professionals as an online exchange for strategy, tactics, best practices, files, resources and contacts within the auto industry.

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If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to:

The ADM Professional Community is about automotive Internet sales and digital marketing professionals working with Acura, Audi, BMW, Chrysler, Dodge, Ford, Toyota, Chevrolet, Chevy, Honda, Nissan, GMC, GM, Mercedes-Benz, Mopar, Lincoln, Mercury, VW, Volkswagen and other car company brands.

ADM is also proud to serve as an online meeting place and idea exchange for web solution providers such as ADP Dealer Services, The Cobalt Group, The Reynolds and Reynolds Company, BZ Results, ADP Dynamic Websites, Automotive Websites, Dealerskins, Izmocars and Izmo CRM, TK CarSites, Autobase, DealerTrack, Arkona, Reynolds Web Solutions, Clickmotive, Xi Group and other technology suppliers and vendors.

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