Participants were asked about the latest model of car buying being more of an online transaction, with the option of having your car delivered directly to your door without any in-person viewing or test drive. When asked ‘Do you think that the automotive industry should adapt to an online business model, where you purchase online and have the car delivered directly to you?’ the majority, 60%, said no, with some of the participants agreeing ‘test driving a car and seeing it in reality is part of the experience.’ One individual amusingly commented, ‘There is no substitute for sitting in the vehicle.’ ‘Marketing information rarely says, “If you are over 6’2” your head will be squished against the roof,” “there is nowhere to rest your foot when not on the clutch,” “your arse is too fat for the seat.”
When asked ‘Do you feel there is still a need to have as many physical dealer locations as there are now, in virtually every town?’ 68% of participants said yes.
As part of profiling the study, participants were asked to comment on their age range to identify if there was a correlation between age and the preference to purchasing a car online, as opposed to visiting a dealer. The general opinion is that millennials have boosted the online economy with their preference to purchasing online. But does the same opinion apply when buying a car? Interestingly, no it doesn’t. 64% of participants aged 18-25 stated that they will visit a dealer to purchase their next car, with 73% of participants aged 25-35 saying the same.