2023 Author: Eric Donovan | [email protected]. Last modified: 2023-05-21 15:44
The Internet is the most important information channel for car buyers. However, the dealers have so far not been sufficiently aware of this, as a recent study shows.
According to a study, car dealers in Germany fail to recognize the great business opportunities of the Internet. "Customers are currently still ahead of the automobile dealers and car banks in terms of online affinity," said a study by the consulting firm Ernst & Young presented on Tuesday in Munich at the automobile summit of the "Handelsblatt". Accordingly, the network is by far the most important information channel for car buyers when it comes to questions about financing and leasing - but car dealers and banks have a lot of catching up to do online.
Strengthen online channels
For example, three out of four prospective buyers asked questions about car financing or leasing no longer from the dealer or the car bank, but alternatively from their house bank. Often this is simply due to the inadequate or missing offer. In addition, the possibility of comparison on the internet had "taken the price policy out of hand" for the dealers. The same applies to offers from workshops.
The consultants emphasize that the extensive pent-up demand is also an opportunity. If car banks and dealers coordinated more closely and strengthened online channels, they could gain market share. (dpa)