If you were an executive choosing your company car from the options available in the late 1990s, a Mercedes-Benz C-Class might just have been within reach of your budget.
For some, it was their first chance to get behind the wheel of a car bearing the famous three-pointed star. There was just one small catch. Some of the entry-level models didn't come with luxuries like air conditioning.
And that created a rather amusing situation.
On a sweltering summer's day, some drivers would apparently sit in traffic with their windows firmly shut, rather than risk anyone noticing their Mercedes wasn't quite as well equipped as it looked. Presumably arriving at meetings looking like they’d just stepped out of a sauna.
Whether it actually happened or became one of those stories that gets better with every telling, it’s easy to believe. After all, they weren’t just driving a car. They were driving a Mercedes.
And apparently that was worth a bit of heatstroke.
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You can compare the cars. But can you compare the feeling?
We compare prices, read reviews, check specifications and convince ourselves we’re making a carefully considered decision. Then we buy the thing we wanted in the first place. Psychologists have a theory called the extended self, which suggests that certain possessions become part of how we see ourselves.
It might help explain why someone can spend more than 25 years driving BMWs, knowing perfectly well that other manufacturers offer equally capable cars, and still have absolutely no intention of changing. They’ve driven plenty of alternatives. Some are more practical, others offer similar equipment for less money. But there’s something about getting back into their own BMW that just feels right.
Ask them why, and they’ll probably start talking about the driving position or the handling. Keep asking, though, and eventually you’ll get the real answer.
“I don’t know. I just like them.”
Not particularly scientific. But probably more honest than most car reviews. And it shows that emotional attachment isn’t always about impressing other people. Sometimes it’s simply about how something makes us feel.
People buy cars, not spreadsheets
For many people, a car is one of the biggest purchases they’ll make. And there’s often more behind that decision than price or equipment. It might be someone’s first new car, a reward for years of hard work or the model they’ve wanted since they were a teenager.
A good sales executive understands that. They know when to talk specifications and when to stop talking and listen. They recognise hesitation, ask questions and understand that sometimes a customer needs reassurance rather than another explanation of the finance figures.
It’s difficult to put those skills into a process chart, but they can make a real difference to the buying experience.
So, where does AI fit in?
There’s no doubt AI has plenty to offer automotive retail. It can summarise enquiries, prepare information for appointments, handle routine administration and identify customers who need follow-up. All useful stuff.
But there’s a difference between knowing what a car can do and understanding why someone wants it.
AI can compare vehicles, answer questions and even recognise clues about what matters to a customer. But the person asking whether the monthly payments are affordable might not really need another calculation. They might need reassurance that they’re making the right decision.
That’s where a good sales executive can take the conversation further, picking up on concerns and understanding what matters to that individual.
The opportunity with AI in lead follow-up isn’t to remove people from the buying process. It’s to take some of the routine work off their hands so they have more time for customers.
Of course, someone has to make the call
There’s no shortage of technology helping customers find their next car. But what happens once they’ve found one they’re interested in?
Did someone follow up? Did they try again if the customer wasn’t available? Did an actual conversation take place?
That’s the part of the journey TrackBack helps automotive brands understand. Working alongside existing CRM and lead management systems, TrackBack makes follow-up performance visible, helping brands and retailers see what’s working and where customers might be missing out.
It’s about supporting better processes and giving sales teams more opportunities to have the conversations that matter.
Because understanding why someone wants a particular car is important. But first, you have to speak to them.
People might compare cars with their heads, but they don’t always buy them that way.