Dealerships remain destination for 55% of drivers

More than two thirds of car buyers would not consider buying a car online, with the dealership remaining fundamental to most people.

This is according to a new study by CitNOW. It found that 55% of drivers will step onto the forecourt during the car-buying journey, but only a third 34% of motorists are considering buying their next car online.

Carol Fairchild, commercial director for CitNOW, said, ‘Online buying will never work for everyone as many customers rightly value the dealership experience. Car retailers need to strike a balance; building a tailored digital journey for their online customers while ensuring a personal experience on the forecourt.

‘With personalised video and mobile technology becoming the norm, the online research and purchasing process can be as transparent and trustworthy as going to a dealership.’

The research was conducted as part of CitNOW’s ‘Evolution of the Car Buyer’ report launched this week. It surveyed 1,000 drivers across the UK, examining how car-buying preferences have evolved. 

It also revealed a North-South divide when it comes to adopting online car buying, with drivers in Northern Ireland (53%) and the North West (42%) of England most likely to buy a car entirely online. Buyers in the east Midlands are least likely to consider a purely digital purchase.   

Thanks to the rise of mobile technology and services in the dealership, including personalised video, the digital experience is far more transparent, making purchasing online a viable option for all age groups, especially 35-44 year olds (43%). 

In contrast, over 55s were least likely to consider purchasing their next vehicle online (25.96%), closely followed by the more digital-savvy 18-24 year old bracket (25.97%).