Younger generations are more likely to be comfortable purchasing their vehicles online, but the growing preference for online buying is a concern for many dealerships.
The rise in online vehicle sales worries 46% of car dealers, according to a poll from Close Brothers Motor Finance, published in Automotive Management Online. However, the study also showed that 58% of dealers are putting more investments into their website to meet the growing demand of digital, while 60% spent more attention and money on their social media platforms.
“The car buying experience continues to adapt to the technological advances being made across the sector,” Sean Kemple, managing director at Close Brothers Motor Finance, told Automotive Management. “It’s never been a more critical time for dealers to embrace technology and offer their customers the high-level personal service that they can access from the comfort of their homes.”
The Dealer Satisfaction Survey also found out that approximately 30% of dealers worry about buyers turning to online car sales websites instead of showrooms, Automotive Management reported.
Consumers say they use digital channels to learn about their vehicle options, dealerships and financing choices. Only 13% of car shoppers said they would feel comfortable purchasing a vehicle online without seeing it first, and 43% said they would prefer to browse online but would have to see the vehicle before purchasing
According to the poll, men (16%) are more comfortable than women (10%) with the idea of purchasing cars online.
Alerts Sign-up