A NEW commissioned by automotive digital marketing firm, Marketing Delivery, has highlighted a looming challenge for dealers looking to attract younger potential car buyers into physical showrooms.
Three-quarters of 18- to 25-year-old motorists said they ‘agree’ or ‘strongly agree’ with the statement: “When I next shop for a new or used car, I would prefer not to visit a showroom at all”.
Older prospective buyers are currently far more willing to visit dealers’ showroom facilities. The proportion indicating they would prefer not to do so falls to 29% among 25- to 34-year-olds, 15% among 45- to 54-year-olds, and as little as 7% among those aged over 65. Looking at responses from all age ranges, 58% on average indicate they would want to visit a showroom before buying a car.
“Across all age ranges, the findings point to the importance of digital communication for engaging with prospective buyers,” said Jeremy Evans, Chief Executive at Marketing Delivery. “Most customers want an omnichannel experience and dealers need to reflect that in their interactions via email, SMS and social channels.”
The same survey reveals that 64% would conduct most of their research online, only visiting a showroom once they are ready to buy.
Evans added: “Digital plays a vital role but the majority still want to touch, feel and drive a car before committing. Dealers can do more to deliver aspects of the showroom experience within a digital realm, guiding decision making while also still prompting the physical visits that remain vital for converting a large proportion of leads,” Evans concludes.
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