Manufacturers must take more of a lead role in helping their dealers
generate more Internet sales, says a new report from Jupiter Research.
While almost all new-car dealers have stand-alone web sites, more than
60% of research begins with undecided shoppers clicking on a
manufacturer's site.
Most auto manufacturers have tools that let customers search for
available inventory, pre-configure their dream car and locate a dealer
near them. But, says Jupiter, 71% of shoppers leave the site before
selecting a dealer.
To help prevent the loss of potential sales--and drive more leads to
their local dealers--the Jupiter report says manufacturers should do
more to help dealers promote their local web sites by including dealer
URLs in the lead submission process and dealer links on more pages on
the manufacturer's site.
"OEM sites should provide site visitors with dealer URLs along with
other dealer information after they complete a price quote request,"
says Julie Ask, a Jupiter automotive research analyst.
Jupiter says undecided car buyers are heavily influenced by the online
experience beginning on the manufacturer's site and ending on the
dealer's home page. "Moving consumers closer to dealers will drive more
car sales," Ask says. "6% of new car buyers whose dealer choice was
influenced by their online experience made a deposit online."
Back...
