Würzburg/Germany, 10 October 2007
The internet constitutes an important source of information for 53 percent of potential car buyers in Germany. Nevertheless, it is not used for the actual purchase of new cars. That is something which oversteps the mark for buyers. The reason for this is that „buying via the internet is too impersonal“ (in the opinion of 70 percent) and „there is a lack of adequate purchase advice“ (in the opinion of 68 percent). Instead, around 60 percent of the (male and female) car drivers questioned in the survey go and get the information they need directly from car dealers before buying their next car. The reason for this being: regardless of whether the car is brand new or second-hand, they want to give it a proper hands-on inspection and take it for a test drive (91 percent). In contrast to this, only one in six potential buyers will turn to relevant popular magazines and the automobile columns in daily papers as their source of information when buying a car. These are the results of a survey performed by the Santander Consumer Bank in conjunction with Germany’s motor trade magazine, »kfz-betrieb«.
The internet is primarily of significance as a source of information to the young generation of car drivers. At the same time, owners of German and Japanese cars use the internet more intensively than drivers of French makes of car. The older the car driver, the less likely it is, however, that he or she will use the internet: only 19 percent of today’s 45 to 59 year-olds do their research on the internet prior to buying their next car.
When asked: „Have you ever bought products or financial services via the internet?“, only 12 percent replied in the affirmative. This minority, however, had primarily ordered spare parts for their car (45 percent), car accessories (37 percent) and tyres (26 percent). Only 14 percent had bought a second-hand car on the internet. Most of the spare parts and car accessories ordered online were then fitted either by the car owners themselves or by „moonlighters“ (74 percent).
These are the findings of the „Trend-Tacho“ analysis tool which surveys the German motor trade sector. The survey will be published in issue no. 42 of Germany’s motor trade magazine, »kfz-betrieb«, which is due to go on sale on 18 October. 1,000 car drivers were surveyed by ABH Marketingservice and BBE Unternehmensberatung (management consultancy) in a representative random selection process. The „Trend-Tacho“ surveys are commissioned by the German motor sector magazine »kfz-betrieb« together with the Santander Consumer Bank.
»kfz-betrieb« is a specialist magazine published by Vogel Auto Media, Würzburg. It is the most widely read specialist magazine in the German car trade, delivering all the relevant information to people in the automobile trade and service sector for the last 97 years. »kfz-betrieb« fulfils the role of official publication of the German vehicle trade association (ZDK), which represents the interests of over 40,000 car deal businesses and repair garages. Current daily news from the entire motor sector is available at www.kfz-betrieb.de and also in the newsletter issued daily.
If you have any queries, please feel free to contact:
Norbert Rubbel
„Services & Technology“ Department
Editorial office of »kfz-betrieb« – weekly journal & website
Vogel Auto Medien
97064 Würzburg
Germany
Tel. +49 (0)931 418-26 34
Fax +49 (0)931 418-20 60
Email: norbert_rubbel@vogel-automedien.de
