Car shopping can be overwhelming for consumers, but what if their next car found them? On the latest episode of CBT Now, Colin Carrasquillo, digital marketing partner at Nielsen Auto Group and the host of Marketing Matters, unveils DriveSona, an AI-driven platform built to connect consumers with vehicles that match their lifestyles.
According to Carrasquillo, DriveSona is a free AI-powered platform that matches consumers with vehicles based on lifestyle preferences. The platform is designed to make car shopping more personal, efficient, and consumer-friendly.
"DriveSona is the first AI-powered vehicle recommendation and discovery platform for consumers that actually focuses on the consumer."
DriveSona allows consumers to select lifestyle categories such as family-oriented, pet-friendly, adventure-seeker, eco-conscious, tech enthusiasts, and budget-conscious. The AI then scans participating dealer inventories to recommend vehicles that best align with shoppers’ lifestyles.
Currently, the platform is live with Nielsen’s 14 dealerships, with plans for national expansion. Consumers can use DriveSona for free, while dealers participate through a subscription model. Paid listings are not permitted, ensuring that recommendations remain authentic.
Dealers subscribing to DriveSona gain access to dashboards featuring consumer insights, lifestyle preferences, and lead information. Carrasquillo plans future integration with APIs to incorporate trade valuations and digital retailing tools, moving the platform from discovery to full-funnel sales. Early adopters may receive geographic exclusivity, which allows them to dominate markets where the platform launches first.
Moreover, the platform arrives amid a challenging market. Carrasquillo describes automotive retail in the Northeast, particularly New Jersey, as highly competitive, with affordability concerns pressing as the average new vehicle price nears $49,000. He expects pent-up demand to eventually drive a surge of buyers.
On the electric vehicle front, Carrasquillo notes no significant sales spikes despite the upcoming expiration of the $7,500 federal tax credit. Nielsen is developing an EV hub to position itself as an authority, targeting enthusiasts and hesitant shoppers alike.
Ultimately, Carrasquillo envisions DriveSona as the next-generation shopping platform, calling for dealer collaboration and feedback to refine its AI. His long-term goal is a national rollout, broad dealer participation, and integration into more comprehensive retailing solutions.
