Most consumers would consider buying cars entirely online
Nearly three-quarters of consumers surveyed globally said if they could, they would consider doing their entire car-buying process online, including financing, price negotiation, back office paperwork and home delivery. Figures are from a survey by Accenture of 10,000 consumers in the U.S. and seven other countries.
Two-thirds said they have either bought a car online or would consider doing so. Nearly that many said they would be interested in buying a new car through an online auction.
More than half the drivers surveyed said they want the industry to improve online channels to make researching a new vehicle easier. Specifically, they want more tailored information online, more virtual demonstration and more sites that allow consumers to comparison shop. U.S. consumers are particularly interested in comparison shopping sites.
In order to grow business in this environment, OEMs and dealers will need to pursue an aggressive digital strategy online, in the showroom and in aftersales, while creating a seamless, integrated experience to accommodate all customer needs, said Christina Raab, global managing director for digital consumer services in Accentureês Automotive practice.
As for dealer visits, more than half said they would like access to an interactive touch display with information on the available models during a visit to a showroom, and 48 percent want to be able to take a virtual test drive at the dealership. U.S. drivers feel the trade-in valuation needs the most improvement.
Consumers said the aftersales process and the availability of extra pricing options are the weakest links in the digital car-buying experience. About a fifth of respondents believe those areas need to be improved.Download Bulletin PDF