Definition: A car clinic is a quantitative method of collecting data through head-to-head comparisons of competing models or brands in the automotive industry. Usually, to conduct a car clinic, 4 to 8 competing cars are displayed in a windowless (or one-way) exhibition or showroom with full security and audio-visual equipment and target customers (potential buyers) are present at the exhibition to view cars (or trucks) and provide their preferences and opinions, through testing the design and internal and external performance of tested cars and competing cars. Car clinics are implemented in both static and dynamic ways. In the static method, the cars are fixed, and in the dynamic method, it is possible to move the cars by the participants.
Purposes: Car clinics are run at different times and for different purposes. The most common goal is to evaluate and understand how to improve new models. The second goal is production line planning and production line optimization, where all models of a brand are displayed and evaluated. The third goal is to optimize pricing and the fourth goal is to predict sales volume. Another important goal of the car clinic is to understand the buying process among competing car models.
Car selection: Cars can be divided based on type, size, price, and physical characteristics. For example, SUVs, luxury cars, sedans, etc.
Competing cars at the same level are recommended as the best benchmark for comparison. For this purpose, it is not necessary to display all competing cars on the same level. But at least 3-4 main competitors should have initial credit. Competitors should be as similar in size, color, and price to the test car as possible.
Selection conditions: The target market should be between 75 and 125 in terms of category development index and brand development index. To avoid false data, it is best to avoid very low or very high CDI and BDI. Also, to avoid data bias, it is recommended to set up a showroom or exhibition in a city outside of where the car is manufactured.
Exhibition and car display conditions: An ideal showroom has the right lighting for the proper display of cars. Also, a showroom needs two or more focus group rooms with a one-way window (mirror) so that the cars cannot be seen from outside the showroom, and needs smaller rooms for individual interviews and rooms away from the car display With multiple computers to perform selective modeling checks and experiments. If the client intends to listen to face-to-face interviews, it is necessary to provide portable microphones for each respondent. Cars should be polished and clean, and the amount of lighting should be evenly distributed in all cars. The order in which respondents view the cars should be randomized or systematically rotated to minimize bias.
Selection of respondents: If the purpose of the car clinic is to evaluate a new model, participation should be limited to those who plan to buy a car in the next year or two. Also, low-income people who cannot afford a car will be removed from the list of respondents. Depending on the circumstances, people who are not interested in the type or level of the car being tested are left out.
Chances of Car Clinic Success: Although car clinics are usually expensive and time-consuming, they provide valuable information. This method can improve future car design, targeting, competitive insight, messaging, market positioning, and car pricing. Therefore, car clinics significantly increase the chances of success.
It should be noted that the car clinic is also offered online; Some of the applications of the online car clinic: are exterior design evaluation, car interior equipment evaluation, market positioning, and evaluation of items that may not appear during the static car clinic.
