According to the new Accenture study Automotive Digital Survey: what digital drivers want most consumers, when they have to buy a car, research information online before visiting a dealership, but the digital needs would be much more ambitious: the 75% of motorists globally (the 70% in Italy) would in fact consider following up the entire online car purchase procedure, an automobile including financing, price negotiation, paperwork management and home delivery.
The study, conducted on 10.000 consumers in eight countries (Italy, United States, Germany, France, Brazil, India, Japan, China) has highlighted that 80% of motorists when buying a new vehicle, define their preferences even with the use of digital, 62% start the online purchasing process, for example by consulting social media before physically going to a dealership. In Italy it is 88% of those interviewed to declare that they take advantage of digital opportunities in choosing the vehicle to buy and over half (55%) start the search by collecting information online.
Furthermore, 75% of those who participated in the survey said that, given the possibility, they would carry out the entire procedure for buying a car online including the loan application, price negotiation, paperwork and delivery home. 69% said they have bought a car online or have considered doing so. In these respects, Italians do not differ much from international motorists: 70% were well disposed towards the entire online purchase procedure, while 63% claimed to have bought their car online or to have at least considered it.
The study also shows that consumers globally would be keen to use it new sales channels, emerging, to purchase. For example, 63% would be interested in buying a new car through an online auction, a practice which also convinces over half (57%) of Italian respondents.
According to Accenture there is a growing need for companies operating in the automotive sector (automakers, spare parts manufacturers, dealers) to pay more attention to online interaction with their customers. Over 50% of the motorists surveyed would like it to be easier to search for a new vehicle online. In particular, customers, both global and Italian, are interested in obtaining more personalized information, virtual vehicle demos and the opportunity to compare different commercial offers through comparison sites. Multi-channel is a distinctive element between the different brands.
During their visit to the dealership more than half of the respondents (53%) said they would like to have an interactive digital screen providing information on available models and 48% would like to do a virtual test drive. Important experiences also for Italian respondents (46% and 44% respectively), who however would prefer even more to have Wi-Fi in the car and receive more information on digital options for vehicle safety (52% each).
Teodoro Lio, Managing Director Automotive Lead Accenture, said: “The needs of digital consumers are increasingly affecting the automotive sector and fundamentally changing the classic car buying experience as well as the competitive landscape. This is clear from the fact that many would consider going through the whole process of buying a car online. In order to grow their business in this scenario, OEMs and dealerships for example will need to pursue an aggressive digital strategy online, in showrooms and during after-sales while simultaneously creating an integrated and multi-channel experience to meet the different needs of customers. clients."
After-sales service and choice of options are the two phases that are even more difficult online: around a fifth of respondents globally believe that these two areas need improvement.
Among the services that Italians would like to have after purchasing, there are discounts on insurance and petrol (70%).
How to buy a car around the world
Digital technology is increasingly influencing automotive markets around the world, however the results also show that there are marked differences in consumer preferences in different countries:
. I Chinese are the most interested in buying a new car online, with 92 per cent saying they have or would consider it. Conversely, Japanese motorists expressed the least interest: 80 percent of Japanese respondents said they would not consider a purchase in this way.
. 82 percent of motorists surveyed in India and 83 percent in China are interested in negotiating a loan online as part of the process of buying a car.
. Motorists US they are particularly interested in comparing commercial sites, while the Chinese are the most enthusiastic about being able to have instant access to information on a car model.
. Of all the options on offer, motorists in all countries included in the survey expressed little interest in being able to chat online with dealers.
. In deciding which car to buy, Indian motorists are greatly influenced from specialized websitesfrom online automotive publications. Instead, motorists in Japan are more likely to buy a vehicle without researching online, and the majority of motorists in Italy are influenced by the dealership visit more than anything else.
. In China, 90 percent of motorists questioned would be interested in using online auctions to purchase a new car. Drivers in Japan, France and Germany would be less attractive with rates of 80, 65 and 55 percent, respectively, saying they don't want this option.
