Research by Google into the car-buying process has revealed that an increasing number of consumers are now visiting just one dealership before making a purchase, and that the number of test drives taken in the last year has dramatically fallen.
The findings will be announced in full at the forthcoming conference, ‘Driving Business – opportunities for profit and growth in an uncertain market’, being staged by automotive intelligence experts EurotaxGlass’s on 13 November at the National Motorcycle Museum, Birmingham.
Speaking ahead of the conference, presenter Adrian Joseph, Director – Automotive at Google, said, “We are arguably in the midst of the biggest change in recent times within the automotive industry – a change driven by significant shifts in consumer behaviour enabled by technology and, in particular, the internet. Understanding these changes, and the opportunities they present, is key to managing business in a tough trading environment.”
Among the many startling findings of Google’s research is the fact that, in the last 12 months, the number of new car buyers visiting just one dealership as part of their decision-making process has doubled to 32 per cent. Moreover, the number of test drives taken has halved.
“The influence of some traditional media is falling dramatically,” added Joseph.
“In short, the car-buying process is being turned on its head. This toxic situation has serious implications for dealerships, and understanding the online opportunity to affect consumer choice has never been more critical.”
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