Car buyers' reliance on dealerships is falling. More new car buyers who purchased a car less than three years ago used online sources to gather information before purchase.
The Germany car market remains under strain from limited consumer budgets, with fewer buyers in the market. However, looking ahead, social media and AI will become crucial research tools in the car purchasing process.
Car consumers’ reliance on dealerships is falling. More new car buyers who purchased a car less than three years ago used online sources to gather information before purchase. While visiting the website of a car brand is the most common online activity, the importance of social media content creators on car choice should not be underestimated.
Consumers are increasingly researching and buying cars online. While dealerships are crucial for product interaction and dominate as a purchasing channel, consumers’ increasing reliance on online sources poses a future threat to dealerships, who must adjust to this shift to remain relevant.
It remains important for dealerships to prioritise a stress-free and convenient purchase experiences. This can be achieved by incorporating digital solutions and enhancing interaction with cars.
Venkatesh writes reports covering both the automotive and technology industries. During his studies, he gained practical experience in automotive market research, working at Volkswagen AG in Germany and India. He holds a Masters in Management & Engineering in Technology, Innovation, Marketing & Entrepreneurship from RWTH Aachen University.
Car buyers are spending more time researching online and demand a seamless transition between channels to drive convenience and reduce stress.
Venkatesh Modi
Automotive Research Analyst, Germany
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