2016年-数据局_罗兰贝格：2016年全球新车电商市场研究_29页_1mb

Summary of "Online Sales of New Cars" Study

Core Content

This document provides an in-depth analysis of the current state and future trends of online sales of new cars in the German market, highlighting the evolving customer behavior, the role of different market archetypes, and the challenges and opportunities in the digital transformation of the automotive industry.

Main Viewpoints

• Changing Customer Behavior: Customers are increasingly expecting digital experiences in car purchasing, similar to other industries like retail, media, and travel. The majority of customers prefer convenience over price negotiation, and online research is widespread.
• Online Sales Growth: Online car sales currently account for about 10% of new car purchases in Germany, with market experts predicting a doubling by 2020.
• Customer Segmentation: Two primary customer types are identified: "the informed saver" and "the multi-channel customer". The latter is becoming more significant, as they make up almost half of the market.
• Market Archetypes: Four archetypes dominate the online car sales landscape in Germany:
  • Marketplaces: Focus on price comparison and transparency.
  • Brokers: Act as mediators between dealers and customers, offering convenience.
  • Special Concepts: Provide one-stop-shop solutions, particularly for leasing.
  • OEMs/Dealers: Integrate online sales into a multi-channel strategy, emphasizing trust and brand identity.
• Challenges in Integration: The current customer journey is not fully integrated across online and offline channels, leading to discontinuities in the buying process and limiting convenience.
• Role of Technology and Innovation: The use of technology is essential for enhancing the online buying experience, including digital configurators, real-time communication, and integrated services.

Key Information

Current Market Landscape

• Marketplace Dominance: Marketplaces like AUTO SCOUT 24 and Mobile.de account for the majority of online sales, with Mobile.de having a broader reach in terms of unique visitors.
• Broker Presence: Brokers such as MeinAuto.de and autohaus24.de offer convenience and support, often through partnerships with third-party services.
• Special Concepts: Platforms like Sixt Neuwagen focus on leasing and provide a one-stop-shop experience.
• OEMs: Premium OEMs like Tesla, BMW, and Mercedes are integrating online sales into their multi-channel strategies, though the level of integration varies.

Customer Behavior

• Digital Expectations: Over 97% of customers use the internet to research vehicles, and many prefer a test drive experience different from traditional methods.
• Convenience Over Price: While price is a key factor for some, convenience is becoming more important, especially for multi-channel customers.
• Mobile Usage: 42% of customers use multiple devices during the car buying process.

Success Factors

• Transparency: Marketplaces are known for their high transparency, but others like OEMs and brokers also emphasize this.
• Trust: Customers value trust, which is often associated with OEMs due to their brand reputation.
• Ease of Use: Intuitive design and clear structure are crucial for customer satisfaction.
• Seamless Integration: Integration of online and offline touchpoints is a key challenge and opportunity.
• Services: Additional services such as financing, insurance, and aftersales support are important for customer retention.
• Flexibility: The ability to scale and adapt to new technologies and customer needs is vital.

Future Trends

• New Entrants: Start-ups, especially from the US, are entering the market with innovative business models that focus on enhancing the customer journey.
• Global Phenomenon: Online car sales are becoming a global trend, with new models like TRUECar and Carmony reshaping the industry.
• Shift in Dealer Role: Dealers are expected to shift from being the primary sales point to offering services around the purchase, such as financing and aftersales support.

Conclusion

The automotive industry in Germany is undergoing significant transformation due to digitalization. Online sales are growing rapidly, driven by customer demand for convenience and transparency. While existing market archetypes have their strengths, the integration of the customer journey remains a key challenge. Future success will depend on innovation, seamless integration, and the ability to adapt to new customer expectations.