The UAE is a cosmopolitan country with a diverse population that includes residents from various nationalities and cultural backgrounds. Research shows that over 89% of the UAE’s almost 10 million population are expatriates. What does that mean when it comes to selling cars?
When it comes to car selling, understanding the unique preferences of the UAE’s multicultural consumer base is crucial. In this blog post, we will explore some key insights into the car buying preferences of UAE’s diverse consumer base and provide tips on how car dealerships can better serve their customers.
Let’s get into it.
1. Research the Demographics
Selling Cars in the UAE is much different to selling cars in other countries. The reason being, there are so many diverse and different nationals who call the UAE home. The UAE is home to one of the most diverse populations with residents from over 200 nationalities.
Before you begin selling cars in the UAE it is important that you conduct market research to understand the different demographics of the UAE. You should research break downs of different nationalities, languages spoken, income level, age, and lifestyle – all of which will impact car buying preferences.
2. Know the Popular Car Brands
Different nationalities in the UAE may have varying preferences of cars. For example, luxury brands such as Mercedes-Benz, BMW, and Audi may be more popular among Arab and European expats, while Japanese brands like Toyota and Nissan may be preferred by Asian expats.
Before you begin selling cars in the UAE it is important to research your target market and understand what type of cars different migrant groups are favouring. Understanding brand preferences will help your dealership tailor your vehicle inventory and marketing efforts accordingly.
3. Consider Vehicle Types
Following on from the point above, another important thing to consider when it comes to selling in a multicultural consumer base like the UAE is vehicle type preferences. For example, families from South Asia may prefer larger vehicles such as SUVs or vans for their extended families, while young professionals from Europe or North America may prefer sporty sedans or convertibles.
To be successful buying and selling cars in the UAE it is important that you offer a diverse range of vehicle types that meet each different migrant groups needs and purpose.
4. Language and Communication
Being a country of such diverse backgrounds means that there is not one predominant language. For example, some people will speak multiple languages like English, Arabic, Hindi, Urdu, Tagalog, among others.
When it comes to sell cars in the UAE it is crucial that you ensure your sales team can communicate effectively in different languages. Having strong communication is the key when selling anything, the better your team communicates, the more sales they will convert!
5. Customization Options
Customization and personalization are highly valued by car buyers in the UAE. To achieve on-going success in the UAE’s automotive industry your dealership needs to provide customization options for customers.
For example, your dealership should provide options like different colour choices, interior trims, or additional accessories. This way you can personalize a sale for each individual buyers needs and preferences.
6. Dealer Finance and Payment Options
Financial considerations play a crucial role in the car buying process. For most people, to buy a car they will need to gain access to a loan. Offering flexible financing and payment options that cater to diverse financial positions is essential when selling to such a diverse market.
To be successful buying and selling cars in the UAE, dealerships need to know and understand the diverse car buying preferences of their multicultural customers. The 6 tips presented are proven ways your car dealership can better understand and serve the UAE’s multicultural consumer base.
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