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The Internet’s Role in Generating New Car Sales Leads

Posted on: June 29th, 2012 by credit

 

Car dealers should realize that as the automotive industry recovers, the market for new vehicles remains lively. A recent study done by J.D. Power showed that 77% of new car buyers use the Internet to help them in the car shopping process. The Internet has been a great contributing factor in making the competition in the industry livelier and tighter. Thus, car dealers need to be more aggressive in catching new car sales leads.

Based on the study, some of the factors that affect the generation of new car leads in the Internet are the age of the car shopper and customer loyalty. The study found that the likeliness of a car shopper to use the Internet to shop for cars decreases as the age increases. Car shoppers who are in their 30s and 40s are most likely to use the Internet to shop for cars while those who are aged above 70 years are unlikely to use the Internet to shop for cars. In terms of submitting an online request or turning into new car sales leads, the same age groups who are most likely to use the Internet for car shopping are also the ones who are most likely to submit an online request. Interestingly, car shoppers aged more than 70 years, together with those who are under 30 years old, are the groups who are unlikely to submit an online request.

The study also compared the likeliness of existing or loyal dealership customers to turn into new car sales leads with that of new customers. It would be easy to assume that those who have an existing relationship with a dealership would not be interested anymore to look at other options. However, the results showed that there is a considerable number of loyal customers who are still using the Internet for car shopping, although they are still less likely to submit an online request.

Car dealers should consider these trends well in automotive consumer behavior. To keep pace, they should use all available and possible online marketing strategies to generate more new car sales leads. Moreover, the study implies that car dealers need to take care of their existing customers as customer loyalty plays an important role in keeping a dealership alive. According to the study, the common reasons why new car buyers purchase from a certain dealership are their prior experience with it, recommended by friends, and the information they got from the Internet, which appears to be the most influential reason outside dealership experience.

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