There has been a lot of reports recently that quote anecdotal evidence that customers are shopping online, rather than going to a dealership.
Dealerfloor met with Hannes Oosthuizen, Consumer Experience Manager at Cars.co.za, to find out if the research bears this out.
Cars.co.za conducts an online survey to track consumer behaviour and brand preferences for their annual Cars.co.za Consumer Awards, Powered by WesBank. This survey has been ongoing since 2015, and in 2019, over 10 000 consumers completed the questionnaire.
“When it comes to buying from a specific dealer, we ask customers if the choice was informed by reputation, convenience (that the location is easy to access or the only option), if it was based on the best deal available or if it was related to an online search or advertisement,” says Hannes.
“Over the past couple of years, and especially in 2019, the number of customers who chose a dealer based on ‘convenient location’ or ‘previous experience with the dealership’ has declined, while ‘service reputation’ and ‘online advertising and availability of a specific vehicle’ have increased.”
To better understand these shifts, Cars.co.za and their data partner Lightstone Consumer, indexed their findings in 2018 and 2019, against those of 2017. This analysis showed that online search was eight times more significant in 2019 than in 2017.
“One should keep in mind that these findings refer to our research in 2019, and that it has in all likelihood increased at an even faster rate during the lockdown period in 2020, as more customers were stuck at home and Internet research became the only way of shopping for a car,” says Hannes
The milestone 10th edition of Automechanika Johannesburg attracted 307 exhibitors and facilitated 2 959 business-matchmaking meetings, connecting buyers and suppliers from across the continent and beyond.
Volvo Car South Africa (VCSA) is closing Transport Month with a historic milestone in electric mobility: the EX30 Cross Country has become the first fully electric vehicle (BEV) to successfully ascend Sani Pass, one of South Africa’s most iconic and demanding mountain routes.
The name tells the story – Basadi Automotive Group. Basadi, the Sesotho word for women, was chosen by a woman who, against all odds but with an unwavering belief in God, decided in 2018 or so to go it alone in the male-dominated automotive industry.
Advertisement
Advertisement
You can't build a reputation on what you are going to do.
Henry Ford
The milestone 10th edition of Automechanika Johannesburg attracted 307 exhibitors and facilitated 2 959 business-matchmaking meetings, connecting buyers and suppliers from across the continent and beyond.
Stellantis has announced a new collaboration with NVIDIA, Uber Technologies Inc and Foxconn to explore the joint development and future deployment of *Level 4 (driverless) autonomous vehicles for robotaxi services worldwide.
BAIC South Africa has confirmed that the all-new BAIC B30 SUV will be assembled locally at the company’s Coega facility in Gqeberha. This step, says BAIC, marks another significant step in the brand’s long-term commitment to the South African market.
