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Digitalization of Car Retail & Aftersales, 2021
Quantitative Analysis on the Interest Level in Digital Retail and Aftersales and Impact of Covid-19 on the Customer Journey in Europe and GCC Regions
16-Aug-2021
Europe
Market Research
MG3D-01-00-00-00
AU02198-EU-MT_25681
As more digitally native customers look to purchase a vehicle, industry players are ramping up digital enhancements in the customer journey relating to the purchase of new and used cars or in aftersales services. COVID-19-induced social distancing norms are changing "business as usual", acting as an accelerator for more dealerships, OEMs, and traders to explore aspects of an omnichannel system that can be automated or performed online. Most OEMs use a trial and error approach when introducing digitalized retail models, for instance, the various agency models being piloted in selected countries. A multinational end customer view to identifying the aspects of the journey the customer wants to have digitalized is an extremely powerful knowledge base.
This study captures the interest level and customer readiness for a digitalized retail and aftersales journey. With a quantitative research setup, the report includes findings from comprehensive customer research on 610 respondents from selected countries in Europe and GCC regions. It also analyzes how COVID-19 affects customer purchase processes. Besides identifying the key customer groups willing to purchase their next car online, the study also examines the essential elements of a digital customer journey and matches them with the end customer interest. This includes new customer journey concepts and customer feedback on used car sales or digital aftersales. While demand for digital aftersales enjoys higher interest and approval rates, 15% of customers are highly likely to consider an online car purchase. Frost & Sullivan has a dedicated automotive retail research team that tracks the multiple aspects of automotive retailing, including new vehicle sales, used vehicle sales, digital retailing, new store formats, dealer networks, and branding and customer journey.
Author: Moritz Bedenk
Why Is It Increasingly Difficult to Grow?
The Strategic Imperative 8™
The Impact of the Top Three Strategic Imperatives on Automotive Retail and Aftersales
Growth Opportunities Fuel the Growth Pipeline Engine™
Research Objectives
Research Scope
Research Methodology
Survey Respondent Profiles
Current Car Profile of Respondents
Future Car Buyer Profile—Expected Type and Budget
Current and Future Car of Owners—Correlation of New and Used Cars
Impact of COVID-19 on the Next Car Purchase
Car Purchase Attitudes
Top Car Purchase Attitudes—Car Buyer Profile
Respondent Segmentation by Online Car Purchase Interest
Respondent Segmentation
Respondent Segmentation—Country Distribution
Respondent Profile Segmentation
Current Car Profile—Respondent Segmentation
Future Car Profile—Respondent Segmentation
Summary of Key Findings
COVID-19 Impact on the Next Car Purchase–Respondent Segments
Car Purchase Attitudes—Respondent Segment Overview
Car Purchase Attitudes—Respondent Segmentation In Detail
Purchase Journey Steps—Concepts Ranking
Purchase Journey Steps—Best Prospects
Digital Purchase Journey Steps—Non-Prospects
Interest in Digital Aftersales by Country
Interest in Digital Aftersales—Respondent Segments
Digital Aftersales—Likes, Dislikes, and Experience
Top 3 Digital Aftersales Elements—Respondent Segments
Digital Purchase Journey Concepts
Purchase Journey Concepts
Digital Engagement Tools—Evaluation
Extended Test Drive Booked Online—Evaluation
Car Evaluation—New Car, Used Car, and Online Contract
Car Purchase Location Considerations—Respondent Segments
Car Purchase Place Selection Criteria (Online)—Respondent Segments
Car Purchase Place Selection Criteria (Dealership)—Respondent Segments
Digital Aftersales Concept
Key Liked Aspects of the Digital Aftersales Concept—Respondent Segments
Key Disliked Aspects of Digital Aftersales—Respondent Segments
Used Elements of Digital Aftersales Concept—Respondent Segments
Growth Opportunity 1—Digital Retail to Orchestrate Vertical Business Expansion, 2021
Growth Opportunity 1—Digital Retail to Orchestrate Vertical Business Expansion, 2021 (continued)
Growth Opportunity 2—New Product Launches will be Core to Facilitate Digital Retail, 2021
Growth Opportunity 2—New Product Launches will be Core to Facilitate Digital Retail, 2021 (continued)
Summary of Findings
Summary and Conclusions
Your Next Steps
Why Frost, Why Now?
List of Exhibits
List of Exhibits (continued)
List of Exhibits (continued)
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