Online Consumer Behavior Changes in the Automotive Industry

Key Takeaways

Brand Awareness Tactic  — Influencer Marketing: Many luxury car companies tapped into influencer marketing as well as aspirational and value-for-money car brands. 88% of consumers trust online recommendations as much as face-to-face recommendations, making influencer marketing more powerful than ever. Influencers help to humanize the product, create aspiration and increase engagement.

Social Media Focus  — The Power of Youtube: YouTube is the most powerful channel for automotive brands to reinforce brand perception and to raise brand awareness to new audiences. According to Google, 1 in 3 auto buyers say YouTube helped change or reinforce brand perception. In addition, within  the next generation of car buyers, 70% of teens believe YouTubers are more reliable than celebrities. Car review channels on YouTube are extremely popular, with Carwow generating 59M views per month. 

Online Shopping  — Car Reviews & At-Home Test Drives: To overcome the hurdles of online shopping, car buyers are looking towards online car reviews and at-home test drives as an alternative to visiting a dealership. 33% of Canadians believe at-home test drives are the best alternative to a dealer visit.

Online Shopping  — Simplified & Convenient Experiences: When purchasing a vehicle online,  consumers are looking for the following:

• Ability to easily compare cars
• Detailed descriptions of the vehicle, accompanied by pictures and videos
• Access to independent ratings
• Pick up and delivery options
• Car reviews
• At-home test drives

‍

Digital channels have become critically important throughout the vehicle purchasing funnel.

‍

Many luxury car companies tapped into influencer marketing as well as aspirational and value-for-money car brands.

‍

YouTube is a powerful channel for automotive brands to reinforce brand perception and to raise brand awareness to new audiences.

‍

Google search and Youtube are the key elements that enable inspiration, discovery, comparison.

‍

66% of people viewed at-home test drives and digital experiences as a good alternative to visiting a dealership.

‍

46% of Canadians consider video car review to be the most popular digital alternative to visiting a dealership. 

‍

1 in 3 agreed they were influenced by YouTube to make a purchase. Top car review channels on YouTube are generating 87M views per month.

‍

Consumers have also increased expectations in other areas of the digital research journey. Their main concern are a simplified and convenient experience.

‍

Currently, only 3% of the general population bought a car online. However, 40% of millennials are wanting to purchase cars online indicating a shift towards digital channels in the near future.

‍

Currently, only 3% of the general population bought a car online. However, 40% of millennials are wanting to purchase cars online indicating a shift towards digital channels in the near future.

‍

When purchasing a car online, consumers are looking for convenient delivery options and test drives are still an important factor before committing to buying a vehicle.