Consumer Center: Background & demographics

In May 2024, we surveyed 1,200 potential new car customers across three European markets to

  1. understand their preferences throughout the salesjourney
  2. identify differences in their buying behavior depending on the sales model and OEM type

Discover here …

Demographics of this survey

Were you able to further negotiate the offer?

Further insights from the survey

72% of customers want fixed and transparent prices across sales channels
62% of customers find price negotiations stressful
Only 15% of customers believe the initial price offered by the dealer is not fair

What will be most important when choosing your next car?

Further insights from the survey

Preferred financing type for next vehicle

  • Direct purchase
  • Financing
  • Leasing
  • I'm not sure
  • Subscription

Preferred engine type for next vehicle

  • Electric
  • Petrol
  • Hybrid
  • Diesel
  • I'm not sure

Which channel do you prefer along the buying journey?

Further insights from the survey

D2C customers are 1.8x
more likely to transfer their configuration to the dealership electronically
Wholesale customers are 1.9x
more likely to print their configuration and take it to the dealership
93%
of customers would appreciate being proactively invited to a test drive by the OEM after researching online

Where did you start your buying journey?

Further insights from the survey

D2C customers are 1.3x
more likely to visit only one showroom
Only 6%
of customers are not willing to share data with the manufacturer
D2C customers are 1.2x
more loyal in aftersales