2016年全球新车电商市场研究（201601）_29页_1mb

Summary of Online Sales of New Cars

Core Content

The study explores the evolving landscape of online car sales, highlighting how digitization is reshaping customer expectations and business models in the automotive industry. It identifies four dominant archetypes of online sellers in the German market and discusses the increasing role of online platforms in the purchase process. The report also examines the growing influence of new entrants, particularly from the US, and their potential to disrupt the current market structure.

Main Viewpoints

• Customer Expectations: Customers now expect a seamless and convenient buying experience, influenced by digital retail in other sectors. There is a clear shift from price-focused buyers to those seeking convenience.
• Online Sales Growth: Online sales of new cars are growing rapidly, with about 10% of new cars sold online in Germany. Market experts predict this could double by 2020.
• Customer Behavior: Over 44% of customers would buy a car online, and 59% of young buyers expect a response within 24 hours. The majority of the buying process is expected to move online.
• Archetypes of Online Sellers:
  • Marketplaces: Focus on price comparison and transparency, with high traffic but limited integration with other services.
  • Brokers: Mediate between dealers and customers, offering convenience and transaction support.
  • Special Concepts: Provide one-stop solutions for leasing, with integrated services and a focus on convenience.
  • OEMs/Dealers: Emphasize trust and brand integration, often with limited online options and less transparency.

Key Information

• Market Trends:

  • Online sales of new cars are expected to grow significantly.
  • The "multi-channel customer" is becoming more important, accounting for almost half of the market.
  • New entrants are challenging traditional players by offering more integrated and customer-centric solutions.

• Customer Needs:

  • "The informed saver" prioritizes price and direct comparison.
  • "The multi-channel customer" values convenience and a seamless integration of online and offline services.

• Success Factors:

  • Transparency: Marketplaces lead in this area with a wide range of car listings.
  • Trust: OEMs and dealers are seen as more trustworthy.
  • Ease of Use: User-friendly websites and clear processes are essential.
  • Seamless Integration: A fully integrated customer journey is critical for future success.
  • Services: Tailored and innovative services enhance the online experience.
  • Flexibility: Scalable and adaptable business models are necessary.

• Pitfalls:

  • Limited real-time face-to-face consultation.
  • No visual support during configuration.
  • Incomplete integration of the customer journey.
  • Legal barriers affecting online processes.
  • Lack of integrated aftersales services.

Market Development in Germany

• 1st Wave: Marketplaces for used cars (e.g., eBay).
• 2nd Wave: Brokers for new and used cars (e.g., Carneoo, MeinAuto.de).
• 3rd Wave: Professionalization and OEM entry (e.g., AUTO SCOUT 24, Mercedes-Benz).
• 4th Wave: OEMs and dealers focusing on online sales (e.g., Volvo, Mercedes-Benz).

Leading Market Players

Future Implications

• New Entrants: Start-ups from the US are introducing innovative business models that focus on convenience and seamless integration.
• Challenges for Dominant Players: Traditional market leaders face pressure to adapt their business models to better serve the multi-channel customer.
• Recommendations: Enhancing existing models with greater integration, flexibility, and customer-centric services is crucial for future success.

Conclusion

The online car sales market is rapidly evolving, driven by customer demand for convenience and transparency. While marketplaces lead in transparency, OEMs and dealers offer higher trust. The future will see increased competition from new entrants, necessitating a more integrated and flexible approach to meet the changing needs of consumers.