July 2016 management briefing: Johnson Controls on redefining European car buyer groups
Concerned that the traditional car model segmentation is an outdated means of describing target groups, Johnson Controls Automotive Seating worked with researchers from Concept M institute for market psychology to define a set of more meaningful categories that pinpoint the diverse needs and wants of today's European drivers. The supplier used a recent press gathering in Berlin to explain its approach, findings and practical relevance to automakers.
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