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Guiding car and automobile purchase decisions in Festive Season 2023




Cars or bikes or any automobile, for that matter, is a big ticket purchase. It is preceded by a lot of primary and secondary research. Prospective buyers explore features, reviews, recommendations, and more. And then, typically, it all comes down to getting the best price for the desired specs.

However, purchasing a vehicle is an emotional decision too, and in India, many people and their families prefer to buy an automobile on an auspicious day.

The festive season is the perfect confluence of head and heart as festive offers and festive discounts flood the market and the festivals themselves present the right occasion for an auspicious purchase. As a result, vehicle sales tend to peak during the festive season and account for about 40% of the annual business (Economic Times).

With competition heating up in the automobile industry and prospective buyers becoming more discerning, brands have realized the importance of leveraging every tool and strategy at their disposal to drive festive purchases their way.

Auto-buffs drive conversations on Quora

Quora is a popular platform for research and comparison for automobile enthusiasts. Around a third of Quora users (34.9%) are interested in cars and motoring and 31.8% drive regularly. From general queries about automobile sector trends to more specific ones, inquiring about features, brands, deals and online shopping for vehicles and more, people on Quora are curious about everything auto-related.

Top car and automobile questions on Quora in India

Auto content on Quora sees accelerated action in the festive season

As the festive season flags off, conversations around automobiles begin to rev up on Quora. Views on automobiles related content starts showing a positive trend in the months before the festivities start as interested buyers gear up to research for their most awaited auto purchases. 

Upward trend in content views on car and automobile topics

Trending car and automobile topics on Quora during the festive season

While people start their research early, engagement is highest during the festive months from September to November. The major automobile-related topics saw the interest peak in October 2022, with a 76% month-on-month increase in the number of car and automobile-related questions asked. 

Popular car and automobile topics that saw growth in question count in October:

November was the month that saw a spike in purchase intent for automobiles. Popular car and automobile topics that saw growth in question count in November:

Steer toward the holiday season on Quora

Quora offers automobile brands the unique opportunity to witness the journeys of potential customers, right from the time they begin to consider a purchase, past all the milestones of research, and finally, even the post-purchase reviews, after the grand finale purchase. 

Marketers can actually hop into the proverbial passenger seat and guide choices – using Quora tools and strategies, multiple ad formats such as Video Ads, Promoted Answers, Business Profiles, and a range of targeting tools so that automobile brands can enjoy the joyride or reaching new customers on Quora.

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Neha Chimbulkar
Head of APAC Marketing, Quora
Neha is an India-based marketing professional experienced in helping global brands and agencies achieve market growth.

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