Würzburg, October 10, 2007
The Internet is an important source of information for 53 percent of people interested in buying a new car. Nevertheless, it is not used for the purchase of new cars. The inhibition thresholds are too high. Online purchases fail because "shopping on the Internet is too impersonal" (70 percent) and "there is a lack of adequate advice" (68 percent). Instead, around 60 percent of car drivers (male/female) seek information directly at the dealership before their next car purchase. The reason: they want to touch, inspect and test drive their new or used vehicle (91 percent). In contrast, only one in six potential buyers use relevant consumer magazines and car sections in daily newspapers as a source of information. This was the result of a survey conducted by Santander Consumer Bank and the trade magazine "kfz-betrieb".
The internet as a source of information is primarily important for young car drivers. Owners of German and Japanese makes use the Internet more than owners of French car brands. However, online use decreases rapidly with increasing age: Only 19 percent of 45- to 59-year-olds currently research on the World Wide Web before their next car purchase.
When asked: "Have you ever bought products or financial services online?", only 12% answered yes. However, these few "yes-sayers" mainly ordered car parts (45 percent), accessories (37 percent) and tires (26 percent). Only 14 percent of respondents bought a used car. Most of the spare parts and accessories that drivers ordered online were installed using the do-it-yourself method or in black (74%).
This is the result of the "Trend-Tacho" analysis tool for the automotive industry. The Trend-Tacho is published in the trade magazine "kfz-betrieb" issue 42 from April 18. ABH Marketingservice and BBE Unternehmensberatung surveyed 1,000 car drivers in a representative random selection. The Trend-Tacho was commissioned by the industry magazine "kfz-betrieb" and Santander Consumer Bank.
"kfz-betrieb" is a trade magazine published by Vogel Auto Medien, Würzburg. The most widely read trade magazine in the automotive industry has been informing the automotive trade and service sector for 97 years. "kfz-betrieb" is the official organ of the German automotive trade (ZDK), the professional lobby for over 40,000 car dealerships and workshops. Daily news from the entire automotive industry can be found at www.kfz-betrieb.de and in the daily newsletter.
If you have any questions, please contact
Norbert Rubbel
Service & Technology" department
Editorial office "kfz-betrieb" weekly journal & online
Vogel Auto Media
97064 Würzburg
Phone +49 931 418-26 34
Fax +49 931 418-20 60
E-mail: norbert_rubbel@vogel-automedien.de
