Stay ahead of the curve and future-proof your business with Mintel’s German Online Car Market Report 2023. Our full report is packed with consumer-led market intelligence and consumer behaviours affecting your industry. Get a 360° view of the German online car market including market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of the German online car market, including market drivers and expert insights.
- The impact of inflation on shopping for a car online in Germany.
- Car ownership details, including ownership of new or second hand vehicles.
- Consumers’ future car purchase plans: Online vs offline channels and which online channels buyers are using.
- Reasons to buy or lease a car online vs in store/in person.
- Consumer attitudes towards shopping for a car online, including attitudes towards AI chatbots and buying cars from online retailers.
An Overview of the Car Market Online
Mintel’s German online car market report predicts that the growth of AI and developments in smartphone capabilities will change how consumers research cars.
Moreover, as brands and retailers expand their online range, sales in the car market online will experience growth, with young consumers being the main driver for demand. However, offline channels will remain important to German consumers.
Shopping for a Car Online: What Consumers Want and Why
- Purchase Behaviour in the German Car Market: Although many do their research online, driven by the high cost of living, most buyers of new cars are likely to purchase vehicles from offline channels, as this allows them to experience and inspect the cars in person, take them for a test drive, and negotiate prices. 72% of consumers consider these aspects crucial before buying or leasing a car. The desire of consumers to experience a vehicle in person before purchasing poses a significant challenge that must be overcome if shopping for a car online is to achieve widespread adoption.
- Marketing Cars Online: Conversely, price-sensitive buyers of used cars may choose online channels, as this gives them access to a broader set of choices. Although most consumers prefer to buy a car in person, nearly 30% of consumers who are planning to buy or lease a car in the next three years would do so online. A wider range of models and convenience are the main drivers for this.
German Online Car Market Forecast
- To bridge the gap between on- and offline purchases, a hybrid approach is key to meeting the needs of the majority of car buyers.
- As the German online car market grows, brands can tap into opportunities to provide more convenience, enhance customer experience, and personalise vehicles through the use of emerging technologies such as AR, VR, and AI.
To learn how to connect with your audience, purchase our German Online Car Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Porsche, Hyundai, Amazon, Tesla, Mercedes, GM, ChatGPT, BMW, Honda, Polestar, Lynk and Co, Kia, Mazda, Nissan, Fiat, meinauto.de, BYD.
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Expert Insights on Shopping for a Car Online in Germany
This report, written by Venkatesh Modi, Research Analyst, delivers in-depth commentary and analysis to highlight car market online trends in Germany and add expert context to the numbers.
Our German online car market report shows that developing online sales channels while simplifying how consumers research cars, and upgrading their interaction with cars is key to enhancing the online shopping experience.
Venkatesh Modi
Research Analyst – Automotive, Germany
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: new car registrations, 2018-22
- Opportunities
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market drivers
- The German economy
- Graph 2: key economic data, in real terms, 2019-24
- Overall car sales
- Graph 3: new car registrations, 2018-22
- Smartphone usage/smartphone capabilities
- Growth of AI
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Market activity
- Sector size
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What consumers want, and why
- Online activities done when purchasing a car
- Graph 4: activities done online before purchasing a car, 2023
- Graph 5: use of online car configurator, by time of last car purchase, 2023
- Online purchase intention
- Graph 6: intention to buy or lease a car online, by age, 2023
- Channels to online purchase
- Reasons to buy or lease a car online
- Graph 7: reasons to choose online channels to buy or lease a car, 2023
- Reasons to buy or lease a car in store or in person
- Attitudes towards online car shopping
- Graph 8: attitude towards online car shopping, 2023
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launch Activity and innovation
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Appendix
- Appendix – abbreviations and consumer research methodology and language usage
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