1、WHY THE DEALERSHIP EXPERIENCE STILL MATTERSAUTOMOTIVE INDUSTRY REPORT The automotive retail landscape continues to evolve in response to significant market forces.From the lasting impacts of digital transformation to the growing influence of direct-to-consumer models and the need to create demand as
2、 well as fulfil it,the industry operates in an increasingly complex omni-channel environment.Amidst these ongoing changes,we sought to understand the dealerships role in this dynamic landscape.INTRODUCTIONIn todays market of expanding vehicle choices and high inventory levels,dealerships play a vita
3、l role in helping customers navigate their purchase decisions.The physical dealership serves as a crucial touchpoint where consumers can cut through the complexity of their options and experience vehicles firsthand.The trend toward digital car shopping continues to accelerate.New CarGurus data shows
4、 that 80%of buyers now want to do more from home(up from 69%in 2023),yet“in-person”moments matter,with the test drive being cited by 69%as the most important in 2024(up significantly from 42%in 2023).What emerged from our survey was the dealerships heightened significance in the car-buying journey i
5、ts more than just a transactional space.As the retail environment becomes more digital,dealerships serve as essential guides,bridging online research with confident purchase decisions.DO CONSUMERS VALUE OR JUST TOLERATE THE DEALERSHIP EXPERIENCE?INTRODUCTIONWe conducted an online survey in Q4 202312
6、00 Respondents Across the USAll purchased a new vehicle within the last 3 years.We excluded Tesla buyers so as not to bias results with DTC sales model consumers.Men and Women Ages 18 to 60+We balanced the sample for age and gender so that we could look for demographic differences,especially between
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