The Nomad Buyer

The modern automotive consumer landscape is witnessing a shift in buying behavior.   The rise of the nomad buyer, characterized by high income and a lack of brand loyalty, poses both challenges and opportunities for automakers. In this blog, we will explore how the nomad buyer is influencing the automobile industry and discuss the pivotal role that digital marketing plays in addressing their preferences.

Nomad Buyers and their Impact:

Nomad shopper represented about 38% of buyers in 2023.  About 58% of nomads left their brand in the 12 months ending July 2022, representing the highest defection rate for nomads in the last 10 years, according to data analysis by S&P Global Mobility and 6 of every 10 nomad shoppers are expected to switch brands with their next vehicle purchase, representing a huge opportunity and potential challenge for dealers in 2024.

Unlike traditional consumers who exhibit strong brand loyalty, nomad buyers prioritize experiences and features over a particular brand.  This shift challenges dealers to constantly innovate and adapt to changing consumer preferences and as Nomad customer has no problem in moving from a Mercedes to a BMW or a Nissan to a Toyota.

1. Varied Preferences:

Nomad buyers are drawn to diversity, seeking unique features and experiences rather than sticking to a single brand.  This has led to a rise in demand for customizable and personalized options.

2. Digital Influence:

The nomad buyer is heavily influenced by digital platforms. They conduct extensive research online, seeking reviews, comparisons, and engaging with social media content before making a purchase decision. Traditional marketing methods are gradually losing their impact on this tech-savvy demographic.

Digital Marketing Strategies to Appeal to Nomad Buyers:

1. SEO campaigns:

Creating high profile, high impact Model Landing Pages enables dealers to showcase the diverse features, in detail of top models and directly engage the Nomads during their search. Additionally, by creating unique engaging content your store become an authority on the makes/models for your dealership.

2. Targeted Social Media Campaigns:

Utilizing platforms like Instagram, Facebook, and Twitter enables dealers to showcase the diverse features of their vehicles. Engaging content such as interactive videos, behind-the-scenes glimpses, and user-generated content can capture the attention of nomad buyers.

3. Personalized Marketing:

Nomad buyers appreciate personalization. Digital marketing allows for targeted advertising based on consumer behavior, preferences, and demographics. Tailored messages can highlight specific features that align with the nomad buyer’s interests whether through email or direct mail campaigns.

4. Influencer Collaborations:

Partnering with influencers who align with the nomad buyer’s lifestyle can significantly impact purchasing decisions. Influencers can share their experiences with different vehicles, providing authentic insights that resonate with this consumer group.

5. Virtual Showrooms and Test Drives:

Creating immersive online experiences, such as virtual showrooms and test drives, caters to the nomad buyer’s preference for digital exploration. This not only enhances the online presence of automobile brands but also allows consumers to engage with the product on their terms.

The nomad buyer’s influence on the automobile industry is undeniable, pushing manufacturers to adapt and embrace digital marketing strategies.  By leveraging the power of targeted social media campaigns, personalized advertising, influencer collaborations, and virtual experiences, dealers can capture the attention and loyalty of this high-income, brand-agnostic consumer group.  In the ever-evolving landscape of consumer preferences, the nimble approach enabled by digital marketing is key to staying ahead in the competitive automobile industry.

At our experienced marketing team can develop specific digital tactics to address Nomads for your store.   Contact us a 800.591.5719 for more information or email:


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