Example slide headlines:
Nearly 4 in 10 KBB.com Shoppers are open to purchasing used
85% of KBB.com Shoppers are primarily interested in purchasing new
6 in 10 KBB.com Visitors are open to purchasing different makes during their research
KBB.com is the most visited third-party site among online auto shoppers
Pricing and Vehicle Research Tools were the most useful content to shoppers who favor KBB.com
Competing for the connected customer – perspectives on the opportunities created by car connectivity and automation
Executive summary
Competing for the connected customer – perspectives on the opportunities created by car connectivity and automation
The purpose of this report is to offer a perspective on the value that is going to be enabled by increasing in-car connectivity and automation. Based on extensive consumer and executive surveys across three geographies (Asia, Europe, and North America), we outline the impact of connectivity and automation on the automotive industry, and discuss potential strategies for automotive industry incumbents and newcomers alike.
Capgemini’s Cars Online 2014 study presents the headline findings from our annual automotive consumer research. The survey data gives rise to important insights about consumers’ expectations and desires—insights you can adapt and apply to achieve better business outcomes.
Generation Connected is about:
INFORMATION
1) The Internet turns shopping into an anywhere, anytime activity
2) Social media matters
CHOICES
3) Interest in buying a car online is increasing (but with conditions)
4) Shoppers want flexibility in buying options
5) The idea of not owning a car remains attractive among consumers
COMMUNICATION
6) Familiarity breeds desire for connected cars
7) Generation Connected has a big appetite for contact – throughout the lifecycle
Explores: Market Environment; Auto sales will remain high, growth will require conquesting from others; The conquest battle will largely take place online as brand preferences are developed online; Third-party sites are central to the online shopping experience; Cox Automotive owns the dominant properties in the market, but there are competitors that can take additional share; While most are satisfied with their overall vehicle purchase experience, the dealership experience can be further improved; Contacting the dealership; It is vitally important to continue to improve the mobilie experience, particularly for millennials and GenX.
Conclusions:
Auto sales will remain high but growth will require conquesting from others OEMs and dealers will need to find ways to improve their conquest marketing efficiency and effectiveness
The conquest battle will largely take place online, as it is the place where consumers develop their brand preferences. 3rd party sites are central to the online shopping experience so it is important that:
* OEMs and dealers find creative ways to leverage them
* Third-party sites continue to: reach out to consumers across platforms increase the ease of use
provide content that meets consumers’ current and emergent needs
Cox Automotive owns the dominant properties in the market, with KBB being the strongest, but there remains significant competitors that can take additional share
Most customers are satisfied with their selling dealer, but dealers can improve satisfaction most by decreasing the negotiation and paperwork time
Takeaways for dealers: provide an experience that will drive future business to your dealership; be aware of how long buyers have been at the dealership; be transparent about pricing, particularly with young buyers; be aware of demographics when presenting F&I options
The KBB Car Sharing Study seeks to understand the impact of Ride-sharing and Vehicle-sharing on vehicle ownership, future purchase intent and current and future transportation habits. The study objectives were to assess the awareness and use of Ride/Car Sharing services, to identify need states and occasions where car sharing services may be used as well as the impact on traditional transit options.
AutoTrader.com conducted a quantitative online survey in August 2014.
A total of 450 interviews were completed, split evenly among new, used and CPO considerers.
To qualify, respondents must have been planning to purchase a vehicle in the next 6 months.