Car buyers driving online shift

New research has found the majority of car buyers now complete most of their buying journey online.

While the shift to digital was already in motion before Covid-19 struck, the pandemic has accelerated the trend. According to the CarGurus 2021 Buyer Insights Report, 63% of car buyers surveyed during the pandemic said they were now open to buying a car online, up from 43% before the pandemic.

The research also highlighted both the extent to which consumers seek out information online prior to engaging with a dealership, and the impact on their purchasing decision that such research can have; 71% of buyers reported exhaustively researching and comparing vehicles, while 45% will wait until they are very or extremely certain a vehicle is a good fit before contacting a dealership on an online car buying site like CarGurus.

Despite 72% of buyers admitting that they began their search undecided on where to buy, half of those who would ultimately buy from a dealership (50%) revealed they visited just one dealer during the buying process.

With such an emphasis now placed on the impression buyers form during their research, the report highlights both the impact of a trustworthy digital presence for dealers and the importance to consumers of doing business in a transparent online environment.

The CarGurus report analysed the digital purchasing paths of over 1,500 car buyers in the UK to investigate consumer trends, attitudes, and the continued evolution of the market during Covid-19.

Wendy Harris, CarGurus, UK managing director said: “The car buying journey has evolved rapidly over the past year, largely influenced by the limitations imposed by the pandemic. The good news is that many dealerships are embracing this shift toward digital and they have used this time to adapt their processes to meet the expectations of today’s car buyers.

“We are seeing evidence of pent-up demand building with consumers actively researching their next car purchase on CarGurus and PistonHeads. It is a critical time for dealers to focus on their digital presence in order to build pipeline ahead of dealerships reopening.”