A survey of UK car buyers has revealed that dealership visits continue to play a significant role despite an increasingly multi-channel approach to purchases.
Codeweavers, Cox Automotive’s retail software brand, found that 59.5% of UK buyers went to dealerships during the purchase process, while 47.3% went to retailer websites and 43.1% to manufacturer websites. Social media was part of the research process for 26.3% of buyers.
Codeweavers argued that its findings showed ‘increasingly mature’ buyer behaviour, with digital channels supporting dealerships rather than replacing them.
Ensure you always get AM insight. Make us a preferred source of news on Google.
It said buyers wanted consistency across channels, with consistent offers and pricing online and in person a priority for 44.8% of buyers, while 44.1% wanted the ability to switch between digital and physical channels without having to repeat information.
Affordability was found to be buyers’ main priority, with 50.8% saying they wanted to be able to see which vehicles they could afford based on a monthly payment. Codeweavers said this highlighted the importance of providing clear finance information and affordability guidance early in the buying process.
Interest in finance growing
Codeweavers said its research also suggested growing demand for vehicle finance, with 67.6% of those surveyed saying they would be open to using it in the future, compared with 41.3% who used it for their most recent purchase.
Codeweavers also surveyed buyers in other European countries, and found that UK buyers were among the most confident in their understanding of vehicle finance, with 44.2% saying they were very confident about this, compared with 27.7% in Spain and 25.8% in Italy.
The research was conducted for Codeweavers’ new report on car finance market trends and buyer behaviour.
Related reading: Car buyers still favour dealerships over online sales
Paul Humphreys, managing director – retail at Cox Automotive, said: “Consumers are not necessarily asking for a fully digital journey every time, but they do expect the digital part of the experience to work harder.
“If a buyer wants to compare options, check affordability or understand eligibility online, the journey needs to support them before they reach the showroom.”