Automotive Industry Digest

Latest Fleet News For The Automotive Industry


When it comes to buying a used car buying people still want to speak to a person

The move to online for used car buying has eased in a post-lockdown environment and expectations of what can be done online have declined from last year. These are some of the key findings of motonovo Finance’s latest research programme.

Undertaken independently by leading research agency Quadrangle in July/August, amongst the range of findings into used car buying and financing, it was evident that online is not yet consumers’ preferred medium for contact – they still want to speak to a person.

While online is seen as the place people research their options and discover the vehicle that is of interest to them, the appetite to complete the purchase entirely online is low, albeit it has risen slightly compared to the pre-pandemic era. However, expectations for the ability to complete the car buying journey online is declining.

One fascinating digital trend is the low levels of engagement with apps. Only dating apps featured lower than car buying. The feedback pointed to the infrequent desire for this service, meaning people were not comfortable using such apps combined with a lack of functionality.

Commenting on this aspect of what has been a comprehensive research programme, motonovo MD Karl Werner reflects;

“Online clearly has a critical role in the car buying journey, but very largely, regardless of age, it is very evident from this research that the majority of people prefer to talk to a person about a used car purchase. This does not mean that dealers should ease up on digitisation, far from it; it is a critical part of customers’ discovery phase, but what it does highlight is the importance of high quality, tailored personal service.”

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Automotive Industry Digest

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