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Automotive industry research

7 Sep 2020
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Automotive industry research

  1. Research questions: ü How many dealerships will customers visit before taking a decision to buy the car? ü Which stage of the choosing process customers consider the most important? ü What disappoints the respondents in the dealerships? ü The role of the salesperson in sales process? ü The main reasons to buy brand-new cars? ü Why people buying used cars? ü What respondents relying their choice on while choosing brand-new and used cars? ü How important is it to answer customers emails/calls? ü Who is reading magazines with the test- drive results and how trustable are they? ü Can customers rely on other customers reviews? ü Cars advertisement, is it works? Number of the respondents: 182 respondents took part in the poll Date: July 2020 Geography: 34 countries Goals of the research: • Determine the attitude and reasons of purchase • Analyze the brand awareness of the top line within the industry RESEARCH PARAMETERS
  2. Have never worked in auto industry 88% Are car owners, and additional 5% are planning to buy one 91% Have more than 1 car in their household 60% The current car is not their first one For 76% PARTICIPANTS’ DEMOGRAPHY 182 participants 51% males and 49% women took part with the average age of 39 y. o.
  3. DEALERSHIP of the respondents visited the dealership at least once86% 35,7% 28,6% 14,3% 7,1% 7,1% 7,1% The reasons of dissatisfaction with the dealerships Salesperson is not interested in sales Service in general Pushy salesperson Prices Too long purchase process Other 35,5% 25,7% 21,5% 15,5% 1,9% Test-Drive Cosultation Sitting inthe car at the dealership Reviews on the web sites Other The stages which helped to take a decision to buy the car 46% 30% 16% 8% After consultation the respondent Ordered with more options The same as planned No choice for other options With less options 36,8% 27,2% 21,9% 14,0% more than 3 2 dealerships 3 dealerships 1 dealership How many dealerships customers visited before taking a decision? Of the respondents are not satisfied with service level they faced in the dealerships. 67%
  4. NEW CARS always visit website of the car brand they plan to buy79%30% 26% 22% 12% 9% 1% The reasons of choosing brand-new car Guarantee Sure in quality Reliability Docs Easy credit Other 28,2% 26,7% 22,0% 13,7% 6,7% 2,7% Prices Car photos Auto configurator Trim level descriptions Feedback form Chat-bot The most useful website options 48% 38% 14% New or used car? prefer to buy used cars prefer to buy new cars cosider buying both new and used cars
  5. USED CARS 74,0% 15,0% 9,4% 1,6% The reasons of choosing used car The cost Expluatation/ maintenance cost Insurance cost Other 28,8% 27,3% 21,7% 13,5% 8,6% While choosing used car respondent pay attention to Technical condition The age of the car Mileage of the car Model of the car Brand name Faced difficulties buying or choosing used cars 17% 20% 14% 14% 13% 12% 12% 11% 4% The oldest car customers considering to buy over 10 years old 3-4 years old 10 years old 5 years old 7 years old 8 years old 6 years old 9 years old 27% 27% 20% 13% 6% 3% 3% The highest mileage of the car customers considering to buy (in 1000 km) 100 - 150 150 - 250 50 - 100 250 - 350 350 - 450 450 - 500 over 500
  6. BRAND AWARENESS / ADVERTISEMENT read/watch official test-drive results before choosing the car 73% Not trusting both official and customers reviews for the cars 5% 21,5% 18,2% 16,9% 14,2% 12,0% 10,4% 5,3% 1,6% Which benefits are the car advertising Comfort Safety Quality Image Prestige Speed Service Other participate in discussions /forums/social groups 34% Trust rating of the customers to the test-drive results and reviews 10 9 8 7 6 5 4 3 2 1 Official test-drive results Customers reviews *where 10 – absolutely trust and 1 - not trusting at all
  7. Lets move to better service together!
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