Recent efforts to gain brand appeal and loyalty have seen OEMs adapting their dealerships to give their customers a more personal approach, but the car industry may still be falling short of truly understanding motivation, personalities and emotions and their impact on retaining and attracting new clients. In a study entitled ‘The Importance of Neuroscience in the Car Industry’, neuroscientist and psychologist Dr Lynda Shaw noted that concepts and techniques derived from brain research and psychology can play a crucial role in improving individual and business performance in the automotive industry….