Cars Online 2017
Beyond the Car
the way we see itAutomotive
WHAT ARE CONSUMERS
THINKING WE ASKED.
2Cars Online 2017 Beyond the Car
Cars Online 2017 presents the fndings of our survey of over 8000
consumers from eight countries. The frst part of this report covers their
expectations about cars during the four phases of the customer lifecycle:
interest, purchase, ownership, and repurchase. The second part explores
their opinions about hot topics in the industry: mobility services, the
connected car, autonomous driving, cyber security, and electric vehicles.
We found consumers who are well informed, assertively independent, and
highly opinionated about everything: about where to get information and
how to use it; about the ways OEMs and dealers could better meet their
needs; about what they value now and what they will want in the future.the way we see itAutomotive
Interest phase: Dealers are becoming
less important sources of information.
Probably not surprising, social media is becoming even more
important. Today’s consumers have access to unprecedented
amounts of information from industry experts, independent
critics, and large networks of connected groups with common
interests. The independent press is the most favored resource,
with 50% of the consumers using it for their research. The
good news is that OEMs and dealers have an active online
presence; consumers value their websites and social media
sites.
At the same time,62% of consumers are interested in
new ways, such as virtual reality, to fnd out about cars
without (necessarily) going to a showroom. This could be
an opportunity for OEMs and dealers to reach the buyer
anytime, anywhere. Even when consumers go to a dealer’s
showroom, they do so fewer times than in the past and closer
to the moment of purchase. And when they do go, they want
technical experts to help them understand their options (not a
“sales pitch”).
Purchase phase: The appetite for
online sales continues to grow.
Overall,42% of consumers say they are “likely” or “very
likely” to buy a car online in the future. In the past, this trend
was more apparent in the sale of premium cars; this year,
volume brands are in the mix. Also, buyers want control of the
transaction, including the ability to modify an order between
purchase and delivery. While this demand is potentially
challenging to OEMs, the upside is that the new car owners
are open to cross-selling and up-selling.
EXECUTIVE SUMMARY
This year’s Cars Online survey solicited the expectations and opinions of consumers from Brazil, China,
France, Germany, India, Italy, the United Kingdom, and the United States. Here is what they told us.
Customer Lifecycle
Ownership phase: Communication is a necessary,
but complicated, part of building loyalty.
How much contact is too much (or too little) Some car owners
want a lot of communication from OEMs and/or dealers; some
want none. The best way to know what a customer prefers is
to ask. One good opportunity to do that is at the dealer’s, since
the survey respondents express a high/growing appreciation of
authorized service outlets. Also, during the ownership phase,
the interest in online transactions continues for the purchasing
of parts, accessories, and digital services. Customers do not
object to sharing data with OEMs and dealers, as long as the
use of the data is transparent.
Repurchase phase: New market entrants have
taken—or are looking to take—market share.
More than half (57%) of the survey respondents say they
would buy a car from a technology company (such as Apple
or Google) if that were an option. In emerging markets, this
number jumps to 78%. Another possible threat comes from
used-car resellers using an online platform to bring together
buyers and sellers without putting the dealer in the middle. The
challenge in these trends is age-old and complex: What can
OEMs or dealers do to improve customer loyalty One positive
frst step could be to identify those 10% of very loyal car owners
who could be encouraged to act as brand ambassadors by
sharing their enthusiasm for the brand on social media.
4Cars Online 2017 Beyond the Car
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