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Car Buying Journey : Case Study, Factors, Stages & More

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Car shoppers go through various stages in the buyer cycle, called the “Car Buying Journey,” before making the final purchase. To introduce your dealership to potential buyers, you can’t wait for them to come to you. Since they interact with various touch points before visiting a dealership, you need to interact with buyers early in the process.

The automobile industry has been rapidly evolving over the past few years. Innovation and digitization are changing the industry, altering consumer behavior and perception.

About 60% of consumers spend their time researching online before entering a dealership. Buying a car is one of the most important financial decisions in a customer’s lifetime. Therefore, buyers take quite a long time to consider their decision.

According to Google, a car shopper can have about 900+ digital interactions between the research to the final purchase. So, car dealerships must ensure they leverage every digital car buying touchpoint to influence buyers’ decisions.

What is the Car Buyer’s Journey?

The Car Buyer Journey is the name given to the process a consumer goes through to purchase a vehicle. Automotive businesses analyze the customer journey map for buying a car to determine important touchpoints and how they can be improved to increase sales and customer loyalty. This journey is not a sequence of linear actions; it includes dynamic stages that alter how a car is purchased and the post-sales customer experience.

2022 Car Buyer Journey Study

Over 10,000 vehicle consumers – consisting of 6,118 buyers and 4,150 shoppers – of 2022 were surveyed by Cox Automotive to make the automotive Car Buyer Journey 2022 Study. Let’s understand the top 10 trends uncovered by the study as well as their implications.

• The study found the satisfaction with the vehicle purchasing experience to be down to pre-pandemic levels, with the decile sharper in the case of used cars than in new cars. This presents an opportunity for dealerships to pacify shoppers with the help of online tools that manage inventory in real-time and transparency in pricing.
• Inventory shortages are forcing buyers to do more online research, a fact OEMs and franchise dealers can leverage to increase cross-shopping by targeting conquest audiences through online channels.
• Consumers’ preference for online car buying continues to increase, with 80% planning to buy entirely online. Thus, it’s a good idea to create digital showrooms and include omnichannel marketing in your Automotive Ecommerce Strategy.
• Trust plays a crucial role among consumers when selecting a lender, with 82% of the consumers using familiarity as a factor in decision-making. Lenders must build consumer loyalty by prioritizing trust and creating a consumer-centric culture.
• 49% of buyers are using lender websites as a source for their vehicle purchasing. To acquire new customers, lenders can include robust shopping tools in their online showrooms.
• The study found that if users complete all financing steps online, they save around 2 hours at the dealership.
• 67% of buyers purchase an F&I product and 53% research various F&I products before they visit a dealership. This means it is beneficial for dealers to include F&I products online in the form of product descriptions and online pricing.
• EV buyers prefer online shopping to save time, and ICE buyers purchase online to avoid feeling pressured or rushed. This means that sellers should ensure that customers experience a feeling of control and confidence during their EV online purchases.
• One out of every fifth new vehicle purchased in 2022 was pre-ordered. 74% of consumers chose this because of the ability to add or remove features as per their wishes. Pre-order target campaigns can be added to websites for better convenience in the buying process.
• 79% of buyers are more satisfied with pre-ordering a vehicle than buying the traditional way. Enhancing the pre-order process, which includes vehicle tracking and offering touchpoints during the waiting period, can increase consumers’ confidence in your brand.

Factors that Condition the Car Buying Journey

Although car buyer journeys can be highly diverse, three stages dictate the actions taken by the customers before making a purchase and their perception of your brand. These stages are discussed below.

Key actions triggering the Car Purchasing Journey

The reason behind the intent to purchase decides how long or urgently the purchase is made and with what search the car buying journey begins. The primary triggers have been identified as a change in lifestyle, if their car has broken down for good, for routine renovation, or just because they want to buy one.

The purchasing style will also vary depending on whether the person is an experienced buyer or a pioneering car customer.

An experienced customer is abreast of market trends and offerings, with a clear understanding of what they want. They begin the car purchase journey with a pre-selection of cars and require limited research of models. Dealerships must take action to improve engagement so as not to lose their business to the competition.

A pioneer client does extensive research to learn and discover all aspects of automobile purchasing. This type of customer can be attracted to a specific dealership or model. They may have a list of requirements for their upcoming car, but they may need something specific.

The company’s ability to identify a customer’s reason for purchase and type will impact their ability to manage their car purchasing journey.

Research and consideration of alternatives

The initial search in the car buying journey is full of optimism and excitement for finding the perfect car. A consumer will review sources, build option lists, and begin the search around them. They talk with friends, get their opinion of vehicles, and they may even rent the car they want to purchase before finalizing their decision.

The knowledge from these sources is a key factor in whether the car-buying customer journey with that model or brand continues or goes back to the beginning. Apart from the initial phase, research is also done during the car-buying customer journey to decide what options to add or remove.

Visit To the Dealership

When customers have gained confidence in their choice(s) and are ready for the next step, they visit the dealership. A dealership visit is a vital part of the car buying journey; their experience here can make or break their decision. On average, a customer visits two dealerships before making a purchase. Customers avoid dealership visits in the early stages as they are not confident in their knowledge and fear that the sales executives might mislead them.

A customer’s visit can be informational, but mostly they visit a dealership when they are ready to make the final purchase. Service quality and staff attention play a crucial role in this stage. The customer wants to be assured that their car choice is right and the dealer is trustworthy.

Three Stages in Car Buying Journey

Let’s understand the three main stages of a car buyer’s journey in detail.

Before the buyer’s journey begins, they are mostly unaware of the vehicle they want to purchase. So, they go online to find a suitable car that fits their budget and requirements.

About 95% of car shoppers use online as a source of information. During this time, buyers thoroughly research the various makes and models in different budget brackets.

In this stage, the buyer goes through various sources to find the perfect vehicle for them:

• Comparison sites
• Social media posts

During their online research, you (as a dealership) need to ensure that you can help them navigate through the journey.

Also, you need to provide detailed information regarding potential vehicles they might want to buy. This will enable them to make an informed decision and move to the next step.

Use high-quality images to help customers explore vehicles online. Multiple car images from different angles and 360 videos can provide immersive details of the vehicle, helping with the research. 90% of car buyers consider photos extremely important in purchasing.

Consideration

Before buyers reach the consideration stage, they are aware of the market’s solutions and know what can fix their challenges. In this stage, buyers will go further in determining the best deals and the options available.

The potential buyers will gather all kinds of information at this phase of the car-buying journey. By the end of it, they are aware of all the possible solutions that are relevant and fit their needs.

During the buyer’s consideration phase, car dealerships can tap the opportunity and reach out to them through Google Ads or Social media ads. Leveraging digital power can shape customers’ buying decisions in your favor.

This is also the stage where customers should be confident about their purchase decision. They usually prefer visiting dealerships, but 40% of buyers are likely to purchase a vehicle based on images they view online without seeing the vehicle in person.

This allows dealerships to use high-quality photos and videos to influence car buyers’ purchase decisions.

• Use high-quality, sleek, and clean car images.
• Display multiple car angles for a better perspective
• In the case of used cars (use hotspots to highlight scratches and dents)
• Use 360 interior and exterior spin videos for immersive experiences

What kind of images are essential in a car buying journey?

For new car buyers, cockpit and dashboard images are most important, while used car buyers rank images of odometer and car condition as the essential points.

Decision (or Final Purchase)

This is the last stage in the buyer’s car buying process. By this point, the buyer is ready for the purchase. However, some are still considering where and how to buy the car. More than half of the shoppers prefer buying from a dealership that offers their preferred experience (including aftermarket), even if the prices are higher.

Also, buyers don’t want any hassle or wait for hours at the dealership to complete the paperwork. Over 70% of buyers like to complete credit applications & financing paperwork online.

Use this as a guide to develop strategies for every car buying stage. These insights from top industry surveys will help you connect with your target audience at every touchpoint, digital or otherwise, of their buying journey.

At the end of this stage, the buyer eventually makes the purchase and takes the delivery of the vehicle.

Here are a few things to consider in the buyer’s decision phase:

• Make the buying process hassle-free
• Move your paperwork entirely online
• Deliver timely

“Given the short time that the buyer is willing to spend at the dealership, being efficient with the processes may endear the dealer to the potential customer.” – Deloitte.

Marketing for the Car Buyer’s Journey

After understanding the automotive customer journey, it is time to see how to design a marketing strategy around it, guiding customers to your dealership. The best method would be to appeal to all three stages, which opens up many options.

It is a good idea to include both pushes and pulls in the marketing strategy in the form of inbound and outbound marketing. You help customers understand their needs, consider your business, and make decisions.

Both new and old customers can be targeted through mailers, postcards, newsletters, relevant content, or offers. QR codes and personalized URLs can be used to direct them to your new or Used Car Website or landing page. Banner ads and social media posts should also be included in the marketing strategy.

Both digital and direct mailers should contain calls to action, so clients know what to do. Informative content like blogs and ebooks can be included to help them learn and consider your business. After contact through mail or ad, nurture the lead with targeted emails after they have engaged with your campaign. These tools serve as signposts in a customer’s car purchase journey.

Example of a Car Buyer Journey

The average time it takes a customer from looking for a car to buying one is one month. This period is made up of micro-moments of decision-making and doubt. Doubts such as whether or not the car is safe, which car has the lowest monthly payment, etc.

As stated above, the car-buying journey begins with an internet search and is divided into 3 stages – awareness, consideration, and decision. Let’s take a look at an example to understand these stages better.

James’ Car Buyer Journey

James finalized his decision to purchase in two months. He had around 600 digital interactions, ranging from Google, YouTube, car brand visits, car websites, and Used Car Dealership sites while searching for information, and deciding whether to lease a car or buy it. 70% of the search was done with a mobile device. This is a summary of his micro-moments.

• Which car is the best?: 3 out of 5 buyers begin their car purchasing journey without a particular car in mind. James’ car search focused on family safety-oriented cars, highlighting some models for him. He also looked up electric cars but removed them from consideration due to high prices. His searches included the phrases “best minivan” and “best car for family with a dog and car seats.”
• Is it the right one for me?: This is where the customer values and weighs some practical considerations, making a list of particulars he must have. James wants a car that has room for two strollers. He searched for “Brand X pictures”, “number of seats in Brand X car model”, and “Brand X models comparison.” Here, X is an example of a car brand name.
• Can I afford it?: James is at the stage of his car buying journey where he considers the price. He searches for options to pay for the car, considering the pros and cons of leasing vs. buying, etc. James’s internet searches include “brand X car price”, “get out of Current Brand lease early,” and “best car lease deals.”
• Where should I buy it?: Even though the process of buying a car has shifted online, the stage of dealership visits is still essential for many a customer. Usually, people search for dealerships near them. James also searched for special offers and availability details, with phrases such as “best dealership near Ann Harbor.”
• I’m gonna get the deal: James has researched online and offline offers and explored leading options. He compared the prices he would pay for various make and models, purchase supplies, and lease options. James’ search included “what’s a good lease money factor” and “what do you pay for Brand X make/model lease.”

From helping customers find the relevant information to assisting them in exploring vehicles online using high-quality car images until the final delivery, ensure you provide authentic details at every stage to offer an informative and engaging car buying journey. This way, you don’t just deliver vehicles but also the satisfaction that customers anticipate from the brand.

Spyne is a deep tech company that helps car dealerships with instant visual cataloging using AI-powered photography and editing technology. We enable car dealerships and marketplaces to create images and 360-degree videos using our solutions. Intrigued? Book a free demo for more information.

Q. What is the step-by-step process of buying a car?

Overall, in a car-buying journey, you will go through the following eight steps:

• Researching vehicles and their features.
• Getting approval for a loan.
• Planning your trade-in (if you want to exchange your old car).
• Locating a dealership and test-driving the car.
• Checking different prices and warranties.
• Review the deal and dealer financing.
• Closing the deal.
• Taking the car home.

Q. How long should the car buying process take?

On average, a person takes around 89 days to buy a car. Consumers shopping for a car spend around 9 hours researching vehicles and shopping online.

Q. What are five things to consider when buying a car?

Here are five things you should be aware of before going to a car dealership. 

• Know what interest rate you are approved for.
• Know the factors that will affect your payment, such as the terms, the loan, and the down payment. 
• Know the pros and cons of cash rebates and 0% APR.
• Know if a new or used car is right for your needs.
• Know the difference between a lease and a loan. 

How long should it take to buy a car?

The car buying process can vary significantly, spanning from a day to multiple weeks or even longer depending on individual circumstances and preferences.

What are the 6 steps to buying a car?

The 6 best steps to consider for buying a car are:

1) Set a budget and adhere to it.

2) Examine your spending plan to see how much you can afford to spend each month for a car loan.

3) Look up vehicles that fit your needs.

4) Be pre-qualified for financing.

5) Check around, after a test drive, thoroughly investigate the vehicle.

6) Make the car purchase

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How to use google’s new micro-moment automotive study to inform your digital strategy.

Google recently adapted its highly influential Zero Moment of Truth concept to the automotive industry, calling the decision-making, car-buying journey a series of micro moments , or key behaviors that led, or didn’t lead, to a purchase.

In their research, Google determined five micro moments where car shoppers asked themselves:

­– Which car is best?

– is it right for me, – can i afford it, – where should i buy it, – am i getting a deal.

For decades, savvy auto retailers and industry vendors have almost intrinsically known that shoppers are asking themselves these questions at pivotal moments along the car-buying process. Google’s study reinforces the importance of these critical moments with consumer data.

But what the industry is now adapting to a new sales strategy, one that embraces shoppers’ desire to do more of the shopping process online, and is backed by groundbreaking technology to help customers get the best possible answers to their most important questions.

Here’s how to put Google’s five key micro moments into the context of building a strategy using digital marketing and digital retailing to generate automobile leads :

1. Advertise where car buyers perform research.

Whether it’s a paid search or audience targeting campaign , the Google micro-moment study reminds us that strategic digital advertising, a service that Dealer.com offers as a sort of personal automotive advertising agency for your dealership, can help you capture the attention of shoppers who are in the information-gathering phase of the car-buying process.

2. Create content on your website that compares your models to those of key competitors.

Shoppers are looking for the right information to help them reach a buying decision. And we know that as research and decision-making has moved online, the days of shoppers having to visit multiple dealers are long behind us. If your brand and models are cross-shopped, create video and write blog content on your website and for social media that provides side-by-side comparison and analysis to tell the story of why your car is right for car buyers.

3. Use Digital Retailing tools.

Answering the question of affordability begins with payment (italicized because you’ll read that word a lot in the next sentence). The payment affordability experience should begin on your website with real finance payments and leases, the ability to search by payment, and self-pencil alternative down payments, terms, trade values and credit tiers.

4. Be transparent online and in every step of the selling process.

Digital Retailing allows you to create a unique car buying experience for shoppers that choose to save time by doing some of the work online. Not everyone will want to leverage these transactions tools – especially since as many as 43 percent of buyers see the dealership as a place to learn .

But by creating a transparent shopping and buying experience, your nurturing trust, establishing true partnership with your customers, and making great leaps into the future of car buying and selling.

5. Use marketing campaigns to drive awareness and visibility into your car-buying process.

Now that you offer an experience that differentiates your business, let it. From retargeting, to updating your brand-oriented display advertising, to slideshows, to social media, even a YouTube channel – the sky’s the limit on how to disseminate the message that your business is equipped to meet, and exceed, shopper expectations.

While other dealerships may continue to implement an outdated sales model, you can market your dealership by selling your car-buying experience, and value, and orienting your business around time savings, transparency, and convenience.

Dealers will never make every deal, or sell every opportunity. But by taking key industry research like the Google Micro-Moment Automotive Study and aligning your strategy with those learnings, you are establishing your business to continue to thrive in this digital age.

Are you using Google’s Micro-Moment Automotive Study to help guide your digital strategy? Comment below to let us know.

Patrick Wyld is an enterprise performance manager at Dealer.com

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16 must-know stats and quotes on the car buying customer journey

The car buying customer journey is long and winding, with many speed bumps and sharp turns you have to navigate before you finally put pen to paper on the car of your dreams.

Buying a car is a significant investment – one of the biggest you can make. Not just in terms of money, but also in terms of time and effort it takes to whittle down your list down to one.

With so many options at car shoppers’ fingertips, Customer Experience (CX) professionals face increased pressure to design positive, informative and memorable experiences that drive in-market shoppers to the dealership and turn customers and loyal brand advocates.

So, what is the key to designing these experiences? A lot of it comes down to knowing your customers, inside and out, wherever they are in the customer journey. Not only that, but understanding their needs, their expectations, their preferences, and especially their perceptions of your CX as they travel along their journey.

Let’s look at 16 key car buying customer journey statistics and quotes every Automotive CX professional can use to drive their CX strategies.

More and more of the car buying customer journey is spent online

95% of vehicle buyers use digital as a source of information . This includes general searches, but especially online video.(1)

"Through online video, they’re now able to experience parts of the shopping journey that previously could only be done on the lot , including vehicle walkarounds, product demonstrations, and video test drives."(2)

Car buyers (both new and used) spend 61% of their time online when shopping/buying a vehicle.(3)

Only one in three car buyers know the exact vehicle they want to buy when they start the shopping process.(3)

Thanks to continuous advancements in technology, car shoppers nowadays can access nearly any type of information they need, wherever they are in the customer journey. It’s a luxury that car shoppers nowadays have, and naturally, one they are leveraging heavily throughout the customer journey.

Online sources of information especially come in handy at the research stages of the customer journey, not only to identify vehicles that meet the list of criteria you have in mind, but also to narrow your list down until you are ready to step into the dealership.

Think With Google did an interesting examination of one car shopper who leveraged online sources throughout the research stages of the car buying customer journey, which resulted in over 900 digital interactions .

The purchase horizon is getting shorter

Research from multiple sources shows that the purchase cycle for car shoppers takes a bit less than three months to complete:

Over two-thirds of US customers now spend less than three months and ten total hours to research their vehicle purchase.(4)

The purchase cycle for Canadian car shoppers is about 62 days , of which 17 of those are spent researching, 35 days of thinking, and ten days of buying.(5)

Car shoppers spend about 108 days in-market before they make a purchase.(3)

"This reduction in time researching vehicles only serves to highlight the importance of getting the digital experience right , helping to ensure the right content and shopping tools are available, and providing the customer with the right insights to move down the virtual funnel."(6)

With car shoppers now having easier access to the information they need than ever before, you can naturally expect they would need less time before putting pen to paper.

As pointed out in the quote from Dinsdale and Berdichevskiy above, this quick purchase cycle only increases the need for CX professionals to design experiences that help their brands stay top of mind for car shoppers. This means staying on top of what car shoppers need and expect at each step of the customer journey, and identifying opportunities where brands can elevate the experience to either drive people to the dealership, or reassure shoppers that they choose their brand.

Car shoppers’ expectations are getting harder to meet

55% of Automotive OEM websites met US consumer expectations in 2018.(4)

53% of Automotive dealer websites met US consumer expectations in 2018.(4)

61% of buyers rated their most recent purchasing/leasing experience as being either the same or worse than their previous experience.(7)

It’s hard to deny that we, as consumers, are spoiled. Technology has made us want access to anything, anytime we want. With Gartner reporting that 81% of marketers expect to be competing based on CX in the coming years, many companies are happy to oblige.

This leaves brands with little room for error when it comes to the CX they deliver throughout the car buying customer journey. Unfortunately, it appears brands are currently coming up short in providing experiences that meet these ever-growing expectations, both online and at the dealership. This signals a disconnect that CX professionals have to address.

They need measures to identify the friction points in the CX that are causing these unmet expectations. Plus, they must have the processes in place to alert the right people at the right time so they can fix these issues as quickly as possible.

The experience at the dealership is becoming more critical

Car shoppers are visiting an average of 2.3 dealerships before making a purchase , down from 2.7 in 2017.(7)

79% of consumers in Canada rate CX as being either somewhat or very important in their decision of where to buy a vehicle.(8)

54% of consumers would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price.(9)

“ Consumers want to complete parts of the car buying process online prior to visiting the dealership and engage with digital technology while at the dealership so they’re not sitting idle for hours waiting for the paperwork to be finalized.”(10)

54% of Gen Y/Z car shoppers in Canada find it useful to gather information using their mobile device at the dealership – vs. 25% of Pre/Boomers.(8)

Car shoppers are spending more of their customer journey on digital channels. Research also shows that they would complete even more of the customer journey online if they could. With car shoppers making fewer visits to the dealership, it highlights the importance of dealerships making every experience informative, memorable, and convenient for car shoppers.

In other words, to make every dealership visit count.

Are you listening across the entire car buying customer journey?

The Automotive customer journey is packed with experiences that can mean the difference between winning and losing a customer.

From the time a car shopper starts their research, to when they step into a dealership, all the way to when they bring their car in for servicing. Every interaction between a car buyer and a brand provides an opportunity for CX professionals to design experiences that will leave other brands and dealerships in the dust.

Leveraging a Voice of Customer solution to collect customer feedback across the entire customer journey allows CX professionals to keep a finger on the pulse of car shoppers. Their needs, their expectations, their preferences, their perceptions – having these insights for each stage of the customer journey can be extremely valuable to inform your customer experience management strategies.

At Emplifi, we work with leading auto brands improve the end-to-end customer experience. Set up a time to review your current initiatives and learn how Emplifi's unified CX platform can help you deliver the experiences car shoppers desire today.

Google/comScore “Automotive shopper study” , as reported in Think With Google: “The auto dealer’s guide to moving metal in a digital world”

Think With Google : The auto dealer’s guide to moving metal in a digital world

Cox Automotive : Car Buyer Journey Study 2018

Deloitte , as reported in the Wall Street Journal: “Shift Auto CX Into High Gear”

Google , as reported by Strathcom Media

Andrew Dinsdale and Andrey Berdichevskiy (Deloitte ) : “The Future Is Now: Transforming the Automotive Customer Experience”

Cox Automotive : 2019 Car Buyer Journey Study

Deloitte : 2018 Global Automotive Consumer Study – Canada

Autotrader : Car Buyer of the Future Study

Cox Automotive : Top Insights Shaping the Automotive Industry

Editor's Note: This article was originally published on iperceptions.com and astutesolutions.com. Any statistics or statements included in this article were current at the time of original publication.

By : Emplifi - Leading customer engagement platform

ARTICLE PUBLISHED : JULY 11, 2019

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Car Buyer Journey: Definition, Stages & Examples

Did you know that the current car buyer journey can have up to 900 interactions with the consumer on digital channels? Major changes in technology and easy access to information have transformed the way customers buy cars. 

For many years, the notion of the purchase journey was similar to a funnel with different stages. In the case of the car-buying journey, this implied the existence of a static consideration stage, where progress by stage is inevitable, where the customer has an active role that culminates in the decision for a single option that meets their needs.

In this article we will review what exactly is the car buyer journey, the three main phases that condition the development of the car buying trip, and some examples of the customer journey focused on a car purchase. 

Don’t forget to download the free template: Customer Journey Map , available toward the end of this guide!

Content Index

What is the Car Buyer Journey?

Key actions that trigger the car buyer journey, the research and consideration of alternatives, the visit to the dealership, sarah’s car buyer journey, free customer journey map template.

The Car Buyer Journey is the process a consumer goes through that involves the purchase of a car from a customer experience standpoint. 

In other words, an Automotive brand looks very closely at the customer journey to identify and analyze how the interactions with their brand in each of their touchpoints condition the experience of a consumer.  

The ultimate goal of having a car buyer journey in place is to identify what are the most important touchpoints in their journey and how they can be improved to increase sales and customer loyalty. 

Keep in mind that the CBJ should not be defined as a linear sequence of actions, but rather as a set of dynamic stages that condition the way a customer finally acquires a car and the post-sales customer experience.

3 stages that condition the Car Buyer Journey

While a Car Buyer Journey can be as diverse as the number of cars on the market, we have identified three major phases that determine the course the customer can take and directly affect their perception of the brand: Key actions that trigger the CBJ, the research and consideration of car alternatives, and the visit to the dealership.

The reasons why a customer embarks on a car-buying journey determine the length and urgency of the journey and have implications for how the customer begins their research and inquiry process.

Some main reasons or triggers for the Car Buyer Journey are:

• Lifestyle change: A new family member, moving to a new place, job promotion.
• Car service: Getting to 100,000 KM, end of warranty. 
• Car breaks for good: Their car stops working or an accident makes the consumer need to purchase a new one.
• Routine Renovation: Vehicle change every 2 or 3 years.
• Just because: No specific need, just a pure wish to acquire a new car.

Do you want a head start on building your customer journey? Here you will find a completely free template:

Customer Journey Canvas

Another thing to keep in mind is what type of customer the automotive brand is trying to sell to: an experienced or pioneer car buyer customer.

Both types of clients share the goal of finding the right car, the difference between them lies in the purchasing style:

Experienced customers: They are usually regular car buyers and/or may have a special taste for them, which makes them be at the forefront of what the market can offer them. This type of client has a clear idea of what they want. 

Because of it, they have a pre-selection of cars that fit their needs and have enough knowledge to trust themselves during the process. 

This type of client requires a limited investigation of the models of their interest, due to their previous experience with this type of purchase. 

In order for brands to reach (and retain) this type of customer, they must take engagement and customer delight actions that ensure that this type of customer will not migrate to a competing brand.

Pioneer clients: This type of client relies heavily on their research throughout the entire journey. They need help to learn and discover all the aspects contained in the purchase of a car. This is the type of customer that presents the best opportunity to be attracted to a specific brand or model.

While this type of customer may have a list of items required for their next car, they are less likely to have a specific car in mind or have previous experience with any other vehicle. While this type of customer may be a first-time or infrequent buyer, seasoned customers can become early adopters due to a change in style or stage in their life.

The ability of companies to understand the differences between both types of customers and their reasons for starting their purchase journey is the key to being able to manage the specific journey of each one.

If you are on you’re way to start building your car buyer journey, you might find it useful to review the 10 best customer journey mapping tools .

When purchasing a car, buyers begin their initial search process with a sense of optimism, as they are wrapped up in the excitement of finding the perfect car for them.

Customers start reviewing different sources to build a list of options that fit their requirements. Initially, they start looking at the cars around them, then proceed to do an internet scan and chat with their circle of friends to get their thoughts on the vehicles they are starting to consider. Some consumers even rent the car of their interest to test it before making any final decisions. 

Based on the learning acquired from these sources, the customer builds their criteria and decides whether to continue on the CBJ of that automotive brand or go back to square one and run another car research. 

Research processes are not limited to just the initial phase of the CBJ, as customers can remove or add options at any time. So it’s no surprise that customers add an option at checkout. This situation usually occurs at the dealership, when emotions are running high and you are faced with a good offer from the sales executive.

It must be taken into account that even if the client does not opt ​​for one of the cars on their initial list, their consideration process does not lose its validity since it constitutes learning that the person can use in future car purchasing decisions.

If you like reading about the car buyer journey, you might find it interesting to learn about User Journey Map .

When customers feel confident and have exhausted their search options, they feel ready to take the next step and visit a dealer.

While customer research is critically important, the dealer visit remains a key part of the car-buying journey; the experience that customers have in that interaction plays a vital role in their decision.

According to a study, on average, a customer visits two dealerships. Opting to visit a specific showroom can be a key predictor that the customer has serious purchase intent. However, there are informative visits whose purpose is to provide the client with more tools to make an informed decision.

Early customers tend to avoid dealer visits due to mistrust of their knowledge and/or fear of being misled by sales executives. And while a purchase can happen spontaneously during an informational visit, customers generally tend to walk into the dealership only when they trust your judgment and consider walking away with a new car on that visit. Dealership Marketing also plays an important role to engage with more customers and increase sales. 

Once customers have the confidence to visit a dealership, their next steps become even more critical. Customers will look to dealer ratings and reviews to find information about the quality of service and staff attention. Customers want to feel comfortable about entering into a negotiation with a specific dealer, and they need to be assured that their interests will be taken care of even after the sale.

The most crucial emotion during the car-buying journey is confidence. This is the key to a negotiation concluding in an actual purchase. Customers should be assured that they are choosing the right car and that their dealer is trustworthy enough not to cause discomfort during the process and avoid any friction.

At QuestionPro we have developed a whole system designed specifically for this type of need. If you are interested in learning more about our platform to measure customer satisfaction and evaluate each touchpoint in your customer journey, we invite you to review our page to clarify all your questions.

QuestionPro AutoX

Example of a Car Buyer Journey

People dedicated to the automotive sector know that the average time from when a person starts looking for a new car to buying it is one month. In this period, a series of micro-moments occur, such as when the buyer wonders which car will be the safest. Or which one are we going to enter the whole family better? Or which one has the lowest monthly payment? 

These moments begin in most cases with an internet search and we can differentiate them using the stages of the Buyer Journey; that is, Awareness, Consideration, and Decision. 

Now, do you know exactly what happens in that month? What kind of micro-moments make a buyer decide on one car or another? Let’s look at the following example. 

  Sarah has taken three months to make the decision. During that time, she has made 900 digital interactions where she has premeditatedly searched for information about car leasing and buying one. 71% of digital interactions are with mobile devices.

Interactions range from searches, visits, videos, click on Google, on YouTube, and visits to car brands, dealerships, and car test sites.

These are the micro-moments she has lived: 

1. Which car is the best?

  Six out of ten buyers start their journey not knowing which car to buy. In this case, Sarah began her search by focusing on family and safe cars, which led her to consider a few makes and models. She also considered the option to bet on emobility and purchase an electric car, but when she researched the prices decided to remove that option from her list. 

Sarah’s internet searches: “best minivan” “best car for families with car seats and dog”

2. Is it the right one for me?

  When the buyer begins to value and weigh more practical considerations (such as the size of the trunk, the airbags, and the seats…), he begins to determine a checklist of what he must have. In Sarah’s case, we see that she has room for three strollers.

Sarah’s internet searches: “how many seats in brand B model” “compare brand B models” “Brand B pictures” 

3. Can I afford it?

  As the buyer goes through the different stages of the Buyer’s Journey, she begins to consider the price of the car. Sarah, for example, begins to explore how to pay for it, including maximum points in her budget such as less than $30,000, comparing the pros and cons of leasing vs. buying a car, and how much they will give her for her current car to lower the total price.

Sarah’s internet searches: “brand A price” “best car lease deals,” “get out of Current Brand lease early”. 

If you like reading about the car buyer journey, you might find it interesting to learn about what a car rental survey is.

4. Where should I buy it?

Although the process of buying cars has gone online, the stage where we have to visit the dealership is still vital for the buyer. In fact, the most used keyword is “car dealer near where I am”, it has increased compared to last year. But what’s even more interesting is that Sarah gets to explore in detail the availability or special offers.

Sarah’s internet searches: “car buying” “best car dealerships near ann arbor” 

5. I’m gonna get the deal

  Although many of you think that this moment is taken and happens at the dealership, Sarah has spent time looking for offers both offline and online. He has searched all leases, as well as has been informed and documented in depth. You have surely crossed or made a dynamic table to compare the prices you would pay for each make and model, comparing the purchase and leasing of the main suppliers.

Sarah’s internet search: “what’s a good lease money factor” and “what do you pay for Brand D make/model lease”

If you like reading about the car buyer journey, you might find it interesting learning about Customer Journey vs Customer Experience .

At QuestionPro, we know that all this information can be overwhelming, and starting to create your Customer Journey without help can be intimidating.

That is why we have created a Customer Journey Map Template that we hope can help you start sketching the stages, UX and overall satisfaction of your customers with your brand.

DOWNLOAD CUSTOMER JOURNEY MAP TEMPLATE

Sarah’s Car Buyer Journey Conclusion

In the end, in the case that we have seen of Sarah, the car that she was looking for is an SUV that will fit into her search criteria, which in her words was “My most important criteria is the number of seats and the cargo space that it has so that Let’s get the whole family in with all our stuff.

While Sarah is just one person, she is one of many shoppers who are looking for answers to their questions and micro-moments. Each of its 139 Google searches and hundreds of interactions represents a series of opportunities for any customer experience professional.

As a possible starting point for your brand, we recommend that you start thinking about how you are meeting potential customers on their Buyer’s Journey.

Ask yourself if your brand is present, today, with the purchase process practically in its entirety in the online world, and if it also arrives through mobile devices. You must be where and when people are looking. Also, ask yourself if your CX plan is looking at answering the questions of people like Sarah.

LEARN ABOUT: Consumer Decision Journey

More Examples of Car Buyer Journeys

Looking for some inspiration to create your own Customer Journey? Well, look no further! We’ve got a bunch of awesome examples featuring industry-leading brands.

Take a peek and learn from their incredible initiatives that keep their customers happy and coming back for more. Get ready to rock your own Customer Journey!

Toyota is a leading company focusing on aspects such as customer experience and employee experience. Undoubtedly, there is much to learn from them.

Tesla is a company that embodies innovation in every aspect, and customer experience is undoubtedly a key focus of its strategy. This approach has yielded significant benefits, as reflected in the loyalty customers have towards the brand.

In recent years, the way we buy and sell cars has undergone a dramatic transformation, forever changing the landscape of the automotive industry. The BMW Customer Journey is a clear example of that.

We will analyze Volkswagen’s Customer Journey and explore how they delight their users by providing a dedicated experience supported by a robust strategy.

While the car buying journey has changed, customer experience professionals can still identify the behaviors and stages that turn a purchase intent into a decision. 

It must be taken into account that in this type of customer journey map there is an emotional component that should not be ignored. 

When customers’ emotions are involved in a car purchase, and also support their decision in an exhaustive investigation, it triggers a CBJ that finally leads to the resolution of their purpose.

How QuestionPro AutoX can improve the Car Buyer Journey

With QuestionPro Autox you will be able to collect all the necessary data of your car buyer journey’s key touchpoints to evaluate the strong and weak points of your business, you will also be able to visualize them in an engaging way and take action on it.

We invite you to schedule a meeting with one of our experts and start offering experiences that impact the perception of your potential clients.

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There are now 24 touch-points in the car buying journey according to Google, Comscore & Yahoo.

Sep 29, 2019 | Digital Marketing

It’s no secret among automotive marketing people that the internet changed the way consumers search for cars.

With more access to information at their fingertips than ever before, your customers are now searching for their next set of wheels across an average of 24 touch points – 19 of which are digital! ????

Impressive, right?

Well, a recent Google study revealed some additional findings, when they followed new car buyer – Stacy across her whole car buying journey.

Stacy (her real name as we understand) performed over 900 online actions in a 3-month period! ????

How well does your online strategy cover the majority of these touch-points?

Are you missing out on valuable customers?

What’s your Youtube strategy? Content? Are you in the reviews game?

It’s getting intense, right.

So what’s the solution?

Show your adverts where the most active, in-market, automotive customers will see them. tanesha stafford, ppc jedi & armchair marketing co-founder

Don’t place your advertising net too thin.

Our advice is to think about the touch points you can see in the 24 touch point diagram above. Use it to get a feel for how to split your marketing budget.

One handy little tip is to create an advertising Spend vs Performance metrics spreadsheet to measure what’s working and create a top top 5, 7 or 10 (depending on your budget).

Advertising’s about performance, so you’re going to need to sharpen the pencil and relegate offenders, so you you can re-invest the budget into a higher performing channel on the list.

You can find more information like this, when you sign up to our Marketing Mentorship software .

Our sales team will buy you cake, and at some point they will ask us to stop writing things like this. Call them and make them work for it (your business that is – not the cake): 01604 879657.

About The Author

I'm from the Marketing Mentorship Team - here to tackle your marketing challenges. We're on a mission to help people learn, prosper & grow. Find out more about Our Mission Or join us by contributing your own articles.

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A Look Into the Car Buying Customer Journey

Written By Ted Rubin March 31, 2023

The car buying process can certainly be compared to a journey. An adventure, even.

And just like any adventure you can think of in a book or movie, the car buying journey can be filled with unexpected turns and trials to overcome. Now, that might be an exaggeration. But, between pre-research and finding a dealership, selecting the perfect car, test driving , figuring out financing - well, it's starting to sound like an adventure, right?

The car buying journey is unique for nearly everyone — because people are unique!

But, in the digital age, with online shopping and digital interactions gaining prominence even for bigger ticket items like vehicles; there are a few constants that can help car dealerships map out the automotive customer journey.

What is the Car Buying Journey?

While the name is pretty self-explanatory, the car buying customer journey goes well beyond thinking and then buying.

Generally speaking, a vehicle will be the second most expensive purchase of a customer's life and the first most emotional one. This is a heavy consideration and requires quite a bit more planning and thought to make an informed decision that makes sense for the customer, while also incorporating the emotions needed to make that final decision.

So, what is the car buying journey? Let's ask a friend!

According to LeadsBridge , the automotive customer journey is as follows:

• "Awareness , when a customer first discovers your brand
• Research , where they are considering buying options 
• Consideration , when they are actively considering purchasing 
• Purchase , where they cross the i’s and dot the t’s 
• Loyalty , where they may refer other customers to you and purchase again in the future"

The Car Buying Journey Never Ends!

As you can see, the journey...never really ends.

You'll need to ensure that every step of their customer journey, as it relates to you, has the best customer experience and customer satisfaction that would lead them to maintain long-term customer loyalty and to refer friends and family to you.

A Stellar Customer Experience is a Hybrid One

The rise of the digital age means that customers expect a seamless and personalized experience, even when shopping for a car. The vehicle buying experience is certainly not a simple snap-decision purchase, a la Amazon.

But, it's becoming increasingly important to an ever-changing world with a reliance on technology to universalize an easy digital shopping experience when shopping online.

Carvana comes to mind.

They almost went too far in the other direction with their entire process, however, and didn't consider what else the customers might need to go alongside their vehicle moving forward. Dealerships very often offer their own service and repair center. Carvana cannot say that they offer that!

Not to mention, ending the car buying process in person gives the customer hands-on assurance, and avoids a lot of back-and-forth during a very complex process!

Meet Car Buyers Where They Are in the Car Buying Process

Paying close attention to where car buyers are at in their car buyer journeys can give you an incredible edge when it comes to how to approach them. Meeting them where they are is the ultimate key to success!

In fact, noting where car shoppers are in their car buying journey can be a cheat sheet on the best way to build the most trust with a customer, and affirm their decision to work with you.

While price is still somewhat important, modern car shoppers highly value a convenient and transparent customer experience. This means they could be more willing to make a car purchase at your dealership if the process is smooth and they are treated in the best way possible.

4 Ways to Use the Car Buying Customer Journey to Your Advantage

Dealers are best primed for action and to attract customers in the Research Phase through the Loyalty Phase. Here's how you can use the car buyer journey to your advantage:

1: Attract customers in the research phase.

The research phase is important for car dealerships to capitalize on. Clearly mark what inventory is available today, or on its way in. (Make it exceedingly obvious if something is In Transit!)

If it's neither available nor on the way, have a way to display that model and allow them to communicate with you about it. You can still be a resource for the customer, and potentially look into a dealer trade or order a vehicle for them; you never know! ( Our behavioral offer tool, ActivTarget , is perfect for engaging customers and waitlisting them for something that might not be readily available!) 

Video can be a big help when customers are researching. What a great place, on your site, to have videos of vehicles they are interested in to provide that extra rush of emotion. ( Our virtual test drive tool, MyDrive , allows us to float videos of vehicles in action right to your customers!) 

2: Accommodate car shoppers in the consideration phase.

You've piqued potential car buyer interest with your crystal clear inventory portrayal, information, and set the right expectations. Now what? Your dealership is now in consideration to do business with.

This is where ease of doing business plays a critical role. Do customers feel welcomed on your site? Do they feel listened to and regarded? Do you have tools that help them continue to the next step?

This includes having an advocate available to assist these vehicle buyers (a real person, ideally!) and a digital retailing tool option that can get them started on the path to purchase.

3: Wow vehicle buyers in the purchase process.

Buying a vehicle is a complicated process and differs greatly each time. How easy is it to get started online? Is there someone to help them go as far as they may want? Is there someone to answer basic questions and let them know what steps are next?

What needs to be present in terms of numbers will differ based on what is most important to the shopper. However, what we know is important to every person is that they are heard and assisted.

4: Foster and nurture continued customer loyalty.

Perfection is unattainable, so what is your plan to address concerns when steps may not live up to the customer's expectations? Who is responding to online reviews? What is your post-sale follow-up process ?

You've done the extremely tough work of capturing your customer initially. Now, it's time to foster and nourish that relationship beyond winning their business. Now, it's time to win future business, and peripheral business from their family and friends when you wow them enough to get referrals by word of mouth.

Level Up Your Car Buying Customer Journey Approach with ActivEngage

When it comes to having customer conversations, no other automotive live chat provider does it better than ActivEngage . 

We use 100% live customer engagement experts, no bots and/or AI, and are an effective BDC-style implement that helps support your sales and service teams. We bolster your digital dealership, and you'll never miss another opportunity with ActivEngage on your dealership website. 

Start having better conversations today, and meet your shoppers wherever they are in their customer journey with our messaging solutions. Choose from:

• Messaging Software
• Fully Managed Messaging
• Co-Managed Messaging

ActivEngage Can Help You Level Up Your Dealership Customer Experience! 

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Korolyov is a mid-sized city in North Moscow Oblast , best known as the "cradle of space exporation," as it was the center of the Soviet space program. It was also a former elite dacha location, a vacation spot for all sorts of famous Russians (e.g., Chekhov, Lenin, Akhmatova, Pasternak, Tsvetaeva, etc.). The city today has become one of the most desirable residential locations outside Moscow.

Get in [ edit ]

By car [ edit ].

Take the M8 highway. The town starts right from the highway to the right of it, opposite to Mytishchi .

By bus [ edit ]

Buses 392, 565 and 576 from VDNKh metro station in Moscow, bus 28 from Mytishchi train station (starts on east side, opposite to bus station). Keep in mind jams on M8 for all of these buses, even though they become less severe after opening multilevel traffic interchanges on M8 between Mytishchi and Korolev.

Get around [ edit ]

See [ edit ].

• House-Museum of Vladimir Lenin , ☏ +7 095 519-6265 . 11:00–18:00 .  
• House-Museum of Marina Tsvetaeva .  
• Church of the Birth of the Sacred Bogoroditsy in Kostino . (17th century)  
• Space operation center .  
• Temple Cosmas and Damian .  
• The monument to Sergei Korolev .  

Drink [ edit ]

Sleep [ edit ], go next [ edit ].

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2022 car buyer journey study released.

Wednesday January 18, 2023

The 13 th annual Cox Automotive Car Buyer Journey Study reveals that satisfaction with the car buying process declined in 2022 for the second straight year.

The 2022 Car Buyer Journey Study shows vehicle buyers were frustrated with high prices, limited availability, and the amount of time required to complete the process. Used-vehicle buyers, who are often more price sensitive and face higher interest rates, were particularly unsatisfied with the experience in 2022, the research shows.  

The 2022 Car Buyer Journey Study was created from surveying more than 10,000 consumers who were in the market for a vehicle in 2022 – 4,150 vehicle shoppers and 6,118 vehicle buyers. As part of the process, dealers were also surveyed. Most of the research was conducted during the second half of 2022. This extensive study is designed to measure vehicle buyers’ satisfaction with research and shopping as well as the dealership experience including what websites were leveraged when shopping and what digital retailing steps they completed during the transaction.

To learn more, read the press release .

Sign up here to receive bi-weekly updates on news and trends dominating the automotive industry.

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How One Family Lost $900,000 in a Timeshare Scam

A mexican drug cartel is targeting seniors and their timeshares..

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A massive scam targeting older Americans who own timeshare properties has resulted in hundreds of millions of dollars sent to Mexico.

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Katrin Bennhold is the Berlin bureau chief. A former Nieman fellow at Harvard University, she previously reported from London and Paris, covering a range of topics from the rise of populism to gender. More about Katrin Bennhold

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Sergei Korolev: Architect of Soviet Space Program

Sergei Korolev is credited as being the founder of the Soviet Union's space program. During his tenure, the Soviet Union saw many space firsts. This included the first satellite, Sputnik (1957); the first human in space, Yuri Gagarin (1961); and Luna 9, the first spacecraft to achieve a soft landing on the moon (1966).

While his name is well-known today, during his lifetime Korolev's identity was kept a secret (as were many activities of the Soviet space program.) This was in contrast to NASA and the United States, which publicly broadcast its successes and failures to the world.

Korolev was born on Jan. 12, 1907, in Zhytomyr, Ukraine — just a few years after the first airplane flights took place. Many astronauts and spacecraft engineers of the 1950s and 1960s were born around the turn of the century, when spaceflight was often considered an impossible dream.

Korolev didn't waste any time in pursuing his passion for aviation. At 17, he created his first glider,  according to the European Space Agency . He was educated at the Kiev Polytechnic Institute and the University of Moscow, where he began working on rocket propulsion (which was still a theoretical subject).

His work continued in 1931 when he created the Group for Investigation of Reactive Motion (GIRD), which created liquid-fueled rockets, ESA added. Liquid rockets have more flexibility than solid rockets because they can be turned on and off. Just two years after founding the group, the Soviet military took it over and renamed it RNII.

Then Korolev ran into bad times. The Soviet leader, Joseph Stalin, began persecuting his opponents under a program known as the Great Purge. A colleague of Korolev was arrested in March 1938, ESA said. The colleague, Valentin Glushko, mentioned Korolev's name to try to reduce his own charges. This led to Korolev's arrest in June, and he spent two years in various Soviet jails.

Starting the space program

Stalin, however, was in need of aeronautical engineers as World War II began. Korolev and other people like him were allowed to work from jail,  according to NASA ; Korolev was identified by Sergei Tupolev (a famous aircraft designer who was jailed himself), who asked for Korolev's help on his projects.

While still a political prisoner, Korolev was sent to Germany to inspect what was left of the Nazi regime's missile operations (after the United States had taken most of the best elements). Once Korolev was freed from jail after the war's end in 1945, he was put in charge of designing a Soviet equivalent of the V2 rocket. The result was the first intercontinental ballistic missile, known as the R7. Korolev's other work was put into a design bureau, the first of many that worked on Korolev's technology once he had developed it, according to NASA.

While few people remember the R7 today, everyone in the space world knows of Sputnik 1, which launched on Oct. 4, 1957, aboard an R7. This was the first human-made satellite, and it took the world by surprise because the Soviet Union was still considered by some to be technologically inferior. 

The United States, which was already working on a satellite on its own for the International Geophysical Year, attempted to speed up its attempts to launch something into space. The first U.S. satellite, however, did not fly until January 1958.

The Space Race

Throughout the 1960s, the United States and the Soviet Union competed in space, with the Soviet Union at first taking a strong lead in terms of racking up space firsts. Yuri Gagarin was the first human to fly in space on April 12, 1961, while the United States launched its first astronaut, Alan Shepard, in early May.

The Soviet Union also accomplished the first spacewalk (by Alexei Leonov). Under Korolev, the country also did surveillance of the moon with Lunas 1, 2 and 3. This was important because both the United States and the Soviet Union were thinking about landing humans there as an ultimate proclamation of who was superior in space.

While the United States worked on its famed Saturn V rocket that eventually hefted Apollo 11 and its crew into Earth orbit in 1969 — on the way to landing on the moon – Korolev's team worked on the N-1 launch vehicle starting in 1962. The heavy-lift rocket stayed in development for a decade, but never had a successful flight; its launch attempts included a huge explosion in 1969.

Korolev himself, however, did not live to see humans land on the moon. In 1965 he was diagnosed with cancer, and he died on Jan. 14, 1966, during surgery on his colon. Two weeks later, Luna 9 landed on the moon.

Additional resource

• ESA: Sergei Korolev: Father of the Soviet Union’s success in space

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Elizabeth Howell (she/her), Ph.D., is a staff writer in the spaceflight channel since 2022 covering diversity, education and gaming as well. She was contributing writer for Space.com for 10 years before joining full-time. Elizabeth's reporting includes multiple exclusives with the White House and Office of the Vice-President of the United States, an exclusive conversation with aspiring space tourist (and NSYNC bassist) Lance Bass, speaking several times with the International Space Station, witnessing five human spaceflight launches on two continents, flying parabolic, working inside a spacesuit, and participating in a simulated Mars mission. Her latest book, " Why Am I Taller ?", is co-written with astronaut Dave Williams. Elizabeth holds a Ph.D. and M.Sc. in Space Studies from the University of North Dakota, a Bachelor of Journalism from Canada's Carleton University and a Bachelor of History from Canada's Athabasca University. Elizabeth is also a post-secondary instructor in communications and science at several institutions since 2015; her experience includes developing and teaching an astronomy course at Canada's Algonquin College (with Indigenous content as well) to more than 1,000 students since 2020. Elizabeth first got interested in space after watching the movie Apollo 13 in 1996, and still wants to be an astronaut someday. Mastodon: https://qoto.org/@howellspace

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The road to digital: How the internet is driving car purchases in India

• 96% of car buyers in India use Search during the purchase journey, according to latest Google-Kantar TNS study.
• Offline touchpoints during consumers’ car-buying journey dropped by 50%.
• 68% of car buyers start their research without an idea of the car they want to buy.

Growing data access and smartphone usage in India means there is an unprecedented number of people coming online who are searching for cars, among other things. Research that was traditionally done in person is now taking place primarily on smartphones, effectively flipping the traditional route to car buying on its head. The Auto Gearshift Study 2017 by Google-Kantar TNS surveyed consumers who were interested in buying a car in India and found that 89% of all car purchases in India were digitally influenced—up 14% from last year. The study was conducted globally across 27 markets and had nearly 14K respondents.

Here are four key insights from the study:

1) 96% of car buyers use Search during the purchase journey.

Over 9 in 10 car buyers in India use Search at some stage of the purchase journey. What keywords were they searching for? Eighty-five percent of searches in the auto vertical were for specific auto brands. But as India is a cost-conscious market, the most searched keywords within brand searches were about price. Consumers also searched for information about vehicle size, fuel efficiency, interior, brand reputation, driving experience, reviews, and financing options.

Additionally, the study showed that two-thirds of car buyers searched online to find dealerships.

2) 80% of car buyers use online video during the purchase journey.

Online video is emerging as the biggest disrupter in India’s automobile industry with watch time of auto-related video increasing by 225% year over year on YouTube alone.1 The medium is quickly becoming essential to the car-buying journey, and brands should use it to connect with potential consumers.

Over the course of just one year, there’s been an incredible 2X growth in the usage of online video in the car category research and buying phase. The study also found that 79% of all car buyers who watched online video took action (went for a test drive, downloaded a brochure, visited a showroom, etc.) afterwards.

3) Offline touchpoints during consumers’ car-buying journey dropped by 50%.

The average number of dealership visits during the car buying process has dropped from four to two in the past two years, with almost two-thirds of car buyers making two or fewer dealership visits.

Additionally, nearly 90% of car buyers take two or fewer test drives.

4) 68% of car buyers start their research without an idea of the car they want to buy.

The average car buyer’s research and thought processes are gradually evolving. The proportion of car buyers who are undecided about the car they want to buy when they start their research has increased from 55% in 2016 to about 68% in 2017, signifying the immense potential for brands to influence the buying process.

Additionally, the proportion of car buyers who are even open to buying a car online has more than doubled from 18% in 2016 to 39% in 2017. This tells us that consumers are more open to research and are aware of the online resources available for further research.

Digital is now part of the entire purchase journey for automobile buyers, and brands must quickly realise this opportunity. Brands should also consider consumers’ various lifestyles when promoting cars to specific audiences. What motivates a consumer to buy a car differs tremendously across audiences. With targeting capabilities like  custom affinity and life-stage targeting , the opportunity for brands to reach potential car buyers with relevant, customized ads has never been greater.

Download more insights on auto consumer behaviour here:

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How digital is changing the game for India’s auto and retail industries

What is india searching for insights for brands, 3 ways indian auto brands can shift gears to reach female car buyers, how kia is boosting business by focusing on first-party data, how kia unified its data strategy and drove consumers to their dream cars, 3 ways you can work smarter, not harder, and drive results with ai in marketing, sridevi sarkar, anosh gupta, sources (1).

• Google Internal Data, 2017, India.

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