Auto Shoppers Dumping Dealers for Online Buying

During the COVID-19 pandemic, 65% of automotive shoppers’ decision to purchase a vehicle was affected and 40% of shoppers delayed making a new vehicle purchase, according to the J.D. Power 2020 Manufacturer Website Evaluation Study.

As a result, more buyers are now willing to purchase their vehicles online instead of at a dealership. Is this a long-term trend or a temporary fad? The answer has significant financial, marketing and job implications for the auto industry.

“There is no mistaking that the pandemic has put a sizeable dent in the automotive market,” said Jon Sundberg, senior manager of digital solutions at J.D. Power. “As government regulations have affected the ability for people to go into a dealership on top of people becoming wary about venturing out to a dealership to purchase a car, it is more imperative now than ever that manufacturers better equip their online retailing presence to cater to this change.”

This year’s study finds overall satisfaction of 835 (on a 1,000-point scale) in the segment for luxury manufacturer websites and 825 in the segment for mass market manufacturer websites. Mercedes-Benz ranks highest among luxury manufacturer websites with a score of 850, followed by Land Rover (847) and BMW (846). Chevrolet and Ram rank highest in a tie among mass market manufacturer websites with a score of 843, followed by Toyota (840).

The Manufacturer Website Evaluation Study – Summer, initially released in 1999, is based on responses from 13,451 vehicle shoppers (desktop and smartphone) who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded in April-May 2020.

About Ken Zino

Ken Zino is an auto industry veteran with global experience in print, broadcast and electronic media. He has auto testing, marketing, public relations and communications expertise garnered while working in Asia, Europe and the U.S.
This entry was posted in customer satisfaction, marketing, people and tagged , , , , , . Bookmark the permalink.

1 Response to Auto Shoppers Dumping Dealers for Online Buying

  1. Pingback: Covid Casualties – GM US Q3 Sales Drop Year over Year | AutoInformed

Leave a Reply

Your email address will not be published. Required fields are marked *