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ì!KICKING THE TIRES THE AUTOMOTIVE PATH TO PURCHASE
ALICE MORGAN!DOYLE RESEARCH ASSOCIATES!
Goals
2!
Understand actions at the dealership that influence consumer perceptions 1 Define key experiences that lead to engagement or kill the opportunity 2 Identify what car shoppers want in a retail experience 3
Approach
ì Webcam interviews (6)
ì In-‐home ethnographies (18)
ì Geo-‐Stories℠ (18)
ì Dealership shopalongs (6)
ì Online survey (1,300)
3!
Geo-‐Stories℠
4!
Real-time, geo-validated phone interviews conducted at the moment of product experience
Geo-‐Stories℠
5!
Roadblocks
6!
Communication
BREAKDOWN
Great
EXPECTATIONS
A Serious Lack of
TRUST
7!
GREAT
EXPECTATIONS
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New Car Buyers Seek: • Convenience • Fairness • Control • Autonomy
Great Expectations
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COMMUNICATION
BREAKDOWN
…of cases, shoppers’ first interaction with a dealership is walking on the lot
Communication Breakdown
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61%!
Communication Breakdown
11!
Vehicle!Research!
Preferred!Dealership!
Communication!
STUCK IN NEUTRAL Vehicle Purchase Phases!
Dealership !Comm.!
Dealership!Visit!
Inventory!Exploration!
Communication Breakdown
12!
Dealership Websites • Confusing • Cluttered • Intrusive • Not credible
Communication Breakdown
13!
Give Me Space • Shoppers circumvent phone
contact • Wary of salespeople on the lot • No self-guided channel exists
14!
Serious lack of
TRUST
Lack of Trust
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What Heightens Suspicion • Not asking about my needs!• Failing to post prices!• Requiring personal financial
information up-front!• Lengthy back-and-forth negotiations!
Lack of Trust
16!
TOO LITTLE TOO LATE • New car buyers avoid
interacting with the dealership until late in the process
• Buying a car from someone they just met/don’t trust further tarnishes the industry
17!
56%!...of car shoppers said they would buy a vehicle more often if the process was not so difficult.
Ripe for Disruption?
18!
① Complacent from past success!② Lost touch with their customers!③ Don’t take new entrants seriously!④ Out-of-date business model!
CAR DEALERSHIPS
Moving Forward
Dealerships working to improve the car-buying experience ì SONIC AUTOMOTIVE: shoppers get a new car in 90 minutes,
no haggling, technology facilitates a self shopping experience
ì SUBURU OF WICHITA: non-commissioned salespeople, “no gimmicks” pricing
ì AUTONATION: launching a completely online sales channel
19!
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Alice Morgan 312.863.7615 Twi9er: AliceJMorgan amorgan@doyleresearch.com
Doyle Research Associates, Inc. 20 N. Wacker Drive, Suite 2027 Chicago, IL 60606
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