Chrome Survey Reveals How Consumers Choose Vehicles Online

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Nov 06, 2009 (Close-Up Media via COMTEX) -- TRAK | Quote | Chart | News | PowerRating -- Chrome Systems, a subsidiary of DealerTrack Holdings, and a provider of managing automotive data, announced the results of a recent survey that sheds additional light on the consumer vehicle shopping and purchasing process.

The online survey of adults who had purchased or leased a vehicle in the previous 12 months was conducted by Zogby International for Chrome. Among the survey's key findings were:

- 86 percent of the respondents researched their new vehicle online before purchasing or leasing. They chose to shop online because it is convenient (73 percent), it saves time (60 percent), it obviates the pressure of talking to a sales person (58 percent), and it helps them narrow down their vehicle choices (50 percent).

- When asked about their motivation for purchasing or leasing a new vehicle, out of 24 reasons for making a vehicle change, the majority were needs-based. Of particular note, 23 percent wanted better gas mileage, 8 percent wanted more seating capacity, 6 percent wanted more leg or head room and 4 percent wanted off-road or towing capacity.

- 39 percent were brand-loyal, choosing to keep the same vehicle brand and/or manufacturer that they had before. In addition, 37 percent were dealer-loyal, choosing to purchase from a dealer that had sold to them or someone they knew in the past.

- 64 percent used a manufacturer's website when researching their vehicle online; 54 percent used a search engine; 43 percent used a third-party or portal site; and 34 percent used a local dealer's website.

- Those who used a manufacturer's web site said the three things that most influenced their recent purchase or lease were the price of the vehicle with their preferred equipment selections, the ability to find the vehicle that matched their needs in inventory at a local dealership, and vehicle specifications.

- People who used a dealer's website said the top two things that influenced them were the same as on a manufacturer's site, but the third was that the vehicle looked best in side-by-side comparisons.

- On third-party web sites, vehicle specifications and positive expert ratings were the top influencers, followed by positive consumer ratings.

Raj Sundaram, senior vice president, solutions and services group at DealerTrack, said, "While it has long been clear that many consumers prefer to use the Internet when researching a new vehicle, this survey reveals the crucial vehicle information that automotive retailing sites need to include to attract consumer traffic and prompt action. What is particularly interesting is how consumers use manufacturer, portal and dealer sites differently depending on where they are in their shopping process.

"Our primary goal with this survey was to deliver valuable intelligence that will help automotive retailers design websites that cater to the needs of consumers. Putting consumer needs first will result in more positive experiences and help drive more vehicle leads and sales."

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