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Automotive the way we see it
Cars Online 09/10
Understanding Consumer Buying Behavior
in a Volatile Market
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Contents
Introduction 2
Executive Summary 3
Developing Markets: Buying Trends Evolve Rapidly 5
How Consumers Buy: Target Your Marketing Mix 8
Green Vehicles: A Force for the Future 11
The Role of the Web: Consumer Usage Pattern Emerges 14
Online Buying: No Hassles, No Negotiations 17
Customer Interaction: Loyalty and Satisfaction Rates Improve 20
Aftersales/Servicing: Focusing on the Post-Sale Experience 24
Conclusion and Recommendations 27
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This years report focuses on bothmature and developing markets. Theresearch involved more than 3,000consumers in Brazil, China, France,Germany, India, Russia, the United
Kingdom and the United Sates.
In this edition we take a deeper lookat top-of-mind issues such as onlinebuying of vehicles andparts/accessories, alternative-fuelvehicles and aftersales/servicing. Inaddition, we asked consumers tothink about the biggest changes theyexpect to make in how they shop forand buy vehicles in the coming years.Their responses provide valuableinsight into consumer expectations
about the future of the vehicle buyingprocess. Look for their direct quotesthroughout the report.
We hope that the findings ofCarsOnline 09/10 will provide automotivemanufacturers and dealers withinsights into changing consumerdynamics in both mature anddeveloping markets, and will help theindustry gain a better understandingof consumer buying behavior in
todays turbulent climate.
Mergers and acquisitions. Bankruptcyfilings. Government intervention.
Vehicle scrapping and rebateprograms. The past 12 months havebrought fundamental changes to the
automotive industry around the globe.
Last year ushered in an unprecedentedglobal downturn that originated in2007. What started as a financialcrisis soon expanded into the largereconomy, affecting mature anddeveloping markets alike. Theautomotive industry has been one ofthe hardest-hit sectors. The downturnhas led most automotive businesses toput in place initiatives aimed at short-term survival and mid-term stability
with the focus largely on cost cuttingand cash preservation. Tomorrowswinners, however, will shift theirfocus to longer-term prosperity withthe emphasis on future differentiationand competitive advantage.
To achieve this objective and regaintheir footing, automotive companiesmust have a deep understanding ofconsumer buying behavior. CarsOnline 09/10 Capgeminis 11th
annual global automotive study aims to provide insight into howconsumers shop for vehicles, whatleads them to buy and what they arereally looking for from the full vehiclelifecycle experience.
Cars Online 09/10 2
Automotive the way we see it
Introduction
I believe the whole car industry will soon look verydifferent. Those companies owned by the government andunions will be bust. Those that listen to the public and
offer value, fair prices and the right features willprosper.
U.S. consumer
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With vehicle sales suffering in mostmarkets today and automotivecompanies focused on cost cuttingand cash preservation, its easy to takeyour eye off the consumer. But, in a
climate characterized by volatility,consumer insight is more importantthan ever as buying behavior patternsevolve rapidly. How do car buyersresearch vehicles? What types of carsare they looking for? What triggersthem to buy? Where and how dothey want to buy? How do they wantto communicate with manufacturersand dealers?
Capgeminis Cars Online research aimsto answer these questions and more to
provide insight that can helpautomotive companies respond fasterand more effectively to changingconsumer needs and demands.
Key Findings
The research uncovered a number ofkey findings:
1 Usage of the web as a keyinformation source during thevehicle buying process has become
pervasive across most markets.Almost 90% of consumers today usethe Internet to research vehicles, upfrom 61% in 2005. A clear onlineusage pattern has emerged, withconsumers turning initially to searchengines, which jumped up the list ofinformation sources this year; then tomanufacturer and dealer sites forfactual information about vehicles,prices and availability; and finally toconsumer-to-consumer tools likediscussion sites for qualitativeinformation and opinions.
The ability to interact online and holdreal-time discussions with automotive
environment as the primary reason:26%, up from 19% the previous year.This trend was particularly evident inthe U.S.
4 Improvements in brand anddealer loyalty and overallsatisfaction with the buying processbode well for the industry. Withplenty of bad news for automotivecompanies these days, our researchuncovered a bit of good news. Morethan two-thirds of respondents saidthey were likely to purchase the samemake/brand as their current vehicle,up from 61% last year. Similarly,dealer loyalty also rose, with 63% ofconsumers saying they were likely to
purchase from the same dealer wherethey bought their current car, up from59% the year before.
Satisfaction with the overall buyingprocess was also up somewhat.However, consumer approval wasmore muted in the mature markets,demonstrating that there is still workto be done to improve the customerexperience in the U.S. and WesternEurope.
5 Developing markets show earlysigns of trending toward maturemarkets, as consumers in the BRICcountries become more familiarwith buying cars. For example, thisyear the gap between the factors thatimpact vehicle decisions in mature vs.developing markets was muchsmaller. Greater convergence willlikely still take a number of years, andmarket differences will remain forsome time. For instance, maturemarkets increasingly look forinformation online, whereasdeveloping markets are still keen toget information from more traditional
3
Executive Summary
experts or other consumers in-marketis an important trend, which grewstrongly this year. Traditionalinformation sources such as TVadvertising remain important in
developing countries, however, andshould be part of the marketing mix.
2 Consumers want to buy vehiclesand parts and accessoriesonline as they look for lower pricesand an alternative to the traditionaldealer model. Nearly 40% ofrespondents said they would like tobuy a car over the Internet (thecomplete end-to-end process) and halfwould buy parts and accessories.
While lower price is the leading
reason, many respondents said theysimply did not want to negotiate priceor interact with the dealer in person.Consumers seem to be polarized intheir desire to negotiate: about one-quarter wanted the ability to negotiatea better deal, but another one-quarterfelt this was something they preferredto avoid.
3 Green vehicle ownershipcontinues to rise asenvironmental concerns grow.Consumers indicate a growingconfidence in their understanding ofso-called green vehicles. Thisincreased knowledge is influencingbuying decisions. In this years study,41% of consumers said they currentlyown a fuel-efficient or alternative-fuelvehicle, up from 36% the year before.
Another 30% said they plan to buy afuel-efficient or alternative-fuel vehicle.
Interestingly, the reasons behind thesebuying decisions are evolving. Whilefuel economy remains the leadingdriver, a growing number ofrespondents named impact on the
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Automotive the way we see it
sources such as TV advertising andtrade shows. And mature marketsfocus on permanent value whenchoosing a vehicle, whereasdeveloping markets show greater
interest in more transactionalmarketing such as cash-back bonuses.
Now is the time for automotivecompanies to focus attention onproviding a positive customerexperience in developing countrieswhile loyalty and satisfaction levelsremain higher than in maturemarkets.
6
As the duration of the vehiclebuying cycle contracts,
automotive companies have lesstime to influence purchases.Consumers today can quickly andeasily get vast amounts of informationabout the vehicles they are interestedin, resulting in a shrinking buyingcycle. What used to take six months isnow likely to take only four, withshowroom visits coming ever closer tothe point of purchase. More than two-thirds of respondents begin theresearch process two to four months
before they plan to buy and 60% visitthe showroom for the first time withintwo months of purchase.
Connecting with shoppers during theresearch period and providing themwith the right tools and information iscritical in influencing buyingdecisions. By the time they visit theshowroom it is often too late.
7
Consumers want the car buyingprocess to be easier and faster.
A number of indicators point to agrowing desire for improved ease andspeed of transaction. For example,more consumers expect a dealer or
Many of the formalities of car purchases will soon be a
thing of the past. The selection and purchase process willbe faster, easier and nicer.
Russian consumermanufacturer to respond to an onlineinquiry within four hours. In China,consumers are even more demanding,with more than half expecting aresponse within an hour. In addition,
almost one-quarter of respondentspoint to ease and speed of transactionas the key reason for buying a vehicleonline, and 30% say it is the drivingfactor behind their desire to purchaseparts and accessories over the web. Itis important to note that most of thesefactors leading to consumerfrustration seem to be down to poorbasic management and are in theindustrys own hands to resolve.
8Less than half of consumers
with cars still in-warranty havetheir vehicles serviced at thepurchasing dealership. Thisrepresents a significant missedaftersales opportunity for dealers.
And it may also impact repurchasedecisions, as consumers tend to bemore likely to buy their next vehiclefrom the servicing dealer rather thanthe prior purchasing dealer.
While this topline review provides a
summary of key findings from thisyears Cars Online study, the sectionsthat follow offer more in-depth dataand analysis focused on key topicssuch as buying behavior patterns, webusage, online buying, customerinteraction and aftersales/servicingexpectations.
About the Study
Capgemini worked with SmartRevenue,
a Ridgefield, Connecticut-based
research firm, to conduct the survey for
Cars Online 09/10. All analysis and
interpretation of the data has been
made by Capgemini in collaboration
with the Car Internet Research Program
(CIRP) of the University of Ottawa,
Canada. In total, more than 3,000
consumers were surveyed in eight
countries: Brazil, China, France,
Germany, India, Russia, the United
Kingdom and the United States.
The composition of the consumer
sample in each country was based on
projectable national samples
representative of the population in termsof region, age and gender. All
consumers surveyed were in-market
(24% plan to buy or lease a vehicle
within three months; 29% in four to six
months; 11% in seven to nine months;
and 36% in 10 to 12 months).
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Developing Markets: Buying Trends
Evolve RapidlyDeveloping markets are not alike in every respect, as our research identifiesvariances in buying behavior from one country to another.
Dont Call Them Emerging
On a recent visit to a large Chineseautomotive manufacturer, wediscussed the market and its potential.During the conversation, a company
executive took issue with the termemerging, often used to describe theChinese market. He noted that giventhe size and growth of the automotivebusiness in his country, emerginghardly seemed accurate anymore.
We took his point. This year we referto the BRIC countries as developingmarkets, because as the Chineseexecutive pointed out, these marketshave already emerged.
In this years study we again trackconsumer buying behavior in thedeveloping markets of Brazil, Russia,India and China. The findings fromthe four BRIC countries offer a glimpseof how these dynamic and growingautomotive markets are evolving.
The developing markets have seenstrong vehicle sales growth in recentyears. However, just like the maturemarkets, they have suffered somewhatin the past 12 months. For example,
according to the Association ofEuropean Businesses, Russian carsales fell by 49% in the first half of2009, and a similar drop is projectedfor the second half of the year. InBrazil, ANFAVEA (the BrazilianNational Association of Motor VehicleManufacturers) expects car sales to fallthis year for the first time since 2003.1
The picture is brighter in China andIndia. Nevertheless, the potential forsignificant long-term growth remainsstrong in all four markets.
Following are some of the key trendsnoted in the developing regions.
Additional variances by market arediscussed throughout the full report.
Signs of Convergence Appear
This year we found early signs ofconvergence in Russia, Brazil andIndia as consumers in these marketsbecome more familiar with buyingcars. As a result, some of the trends
are beginning to move closer towardthose in the mature markets. We haveseen a similar rationalization in Chinain recent years too.
For example, this year the gapbetween the factors that impactvehicle decisions in mature vs.developing markets was muchsmaller. Last year, consumers in theBRIC countries tended to rate all ofthe factors as more important thandid respondents in mature markets.This year, the numbers were much
1 April car sales in Brazil fall 13.7% from the previous
month, http://en.mercopress.com/2009/05/08/april-car-
sales-in-brazil-fall-13.7-from-the-previous-month,
May 8, 2009
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Automotive the way we see it
closer to those in the mature markets,with the exception of short-termfactors such as low financing andcash-back incentives, which are stillmore important in developing
countries than in mature markets.
Customer loyalty and online buyingtrends also show signs of convergence,with slight declines in some of thedeveloping markets as they begin tomove closer to the levels typicallyseen in the mature markets.
The shift toward convergence isparticularly pronounced in Russia,where many vehicle buying patternsresemble those in western markets, a
trend that was apparent last year aswell. For example, Russian consumersare more likely than those in the otherdeveloping markets to rely on web-based information sources and less soon traditional sources such as TVadvertising and auto shows. This patternmirrors consumer behavior in themature markets, particularly the U.S.
A similar trend is apparent in the typeof vehicle consumers plan to buy.
Russian respondents are more likelythan their counterparts in the otherBRIC countries to want to buy a usedvehicle, no doubt helped by recentgovernment tax changes. About one-quarter said they plan to buy a usedcar, which is about the same as thenumber in the U.S. The stronger usedcar market in both the U.S. andRussia likely accounts for the fact thatconsumers in those countries aremore inclined to use service stationsand auto repair shops for servicing. Inaddition, Russian consumers showstrong interest in buying a sportsutility vehicle, again similar toconsumers in the U.S.
Differences Between Developingand Mature Markets Remain
Despite the trend toward convergence,significant differences betweendeveloping markets and maturemarkets remain. For example,consumers in most of the developingcountries are more likely to rely ontraditional information sources suchas TV advertising when researchingvehicles. Respondents from maturemarkets primarily use web-basedsources. This is likely due to the factthat consumers in the developingmarkets are still new to the car buyingprocess and want as muchinformation as possible from a widerange of sources.
Consumers in Developing Markets Consider More Vehicles (% consumers saying)
0%
20%
40%
60%
80%
100%
Mature Markets
How many different makes/models of vehicles
are you currently considering?
More than 7
6-7
4-5
2-3
1
816
67
14
12
60
27
41
Developing Markets
Source: Capgemini
I have confidence thatwe will see big changes inthe kinds of cars we buy;
they will be friendly to the
environment and to my
pocket.
Brazilian consumer
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Interestingly, however, respondents indeveloping countries who do use theInternet are more likely than theircounterparts in mature markets toturn to new tools such as blogs, videosites and RSS feeds. They may be newto the vehicle buying process, but notto technology.
Consumers in developing markets arealso more likely than those in maturemarkets to consider a greater numberof makes and models before buying.One-third of respondents from theBRIC countries look at four or moremakes/models, compared with only17% in the mature markets.
In addition, consumers in developingmarkets are prepared to spend asignificantly higher proportion of theirincome on a vehicle. In the U.S., forexample, the majority of respondentsexpect to spend less than 25% of theirannual income on their next vehicle,
compared with the developingmarkets where the majority ofconsumers will spend up to 50% oftheir income. In Russia, one-third areprepared to spend more than 50%.
Variances in Buying BehaviorAmong BRIC Markets
It is important to note that alldeveloping markets are not alike inevery respect and that we seevariances in buying behavior from onecountry to another.
Brazil stands out in a number ofrespects. For example, Brazilianconsumers are more likely than theircounterparts in the other developingcountries to look at a greater numberof vehicles. More than half said theywill consider four or moremakes/models.
Russian consumers tend to visit moredealers than do shoppers in the otherdeveloping markets. Almost one-thirdof respondents in Russia said they willvisit four or more dealers beforebuying, compared with only 7% inBrazil, 13% in India and 4% in China.This may be due to the fact that there
are more dealerships in Russia tochoose from than in countries such asIndia and China.
Differences were also apparent interms of the types of vehiclesconsumers plan to buy. Brazilianrespondents show a much greatertendency toward buying smaller carsand place greater emphasis on hybridor other alternative-fuel cars.
Dealer Visits Vary in Developing Markets (% consumers saying)
Total U.S. WesternEurope
Russia Brazil India China
How many dealerships will you visit before purchasing/leasing your next vehicle?
Dont know
More than 5
4-5
3-4
2-3
1-2
1
0%
10%
20%
30%
40%
50%
60%
Source: Capgemini
I would like to see a
point system for providing
feedback on a blog or
forum site, which would
enable you to get some
kind of discount from the
dealer or manufacturer.
Indian consumer
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Automotive the way we see it
Vehicle Buying Cycle Shrinks
Traditionally, the vehicle buying cyclehas been shown to last about sixmonths. Our research indicates thatthis period is compressing as consumers
are able to gather significantinformation about vehicles quicklyand easily over the web. More thantwo-thirds of respondents begin theresearch process two to four monthsbefore they plan to buy and 60% visitthe showroom for the first time withintwo months of purchase. This patternis fairly consistent across markets.
Understanding the shifting timeframeis vital, as the research period is thecritical time to reach in-marketconsumers with the right informationand the right response mechanisms.
By the time a consumer visits theshowroom, it is often too late toinfluence the vehicle decision.
What triggers a consumer to movefrom the research stage into theshowroom? It is not so much aparticular point in time but rather ashift in mindset.
The Shrinking Vehicle Buying Cycle (% consumers saying)
TotalTotal
How long before your planned vehicle purchase/lease
did/will you begin to research vehicles?
How long before your planned vehicle purchase/lease
will/did you visit a dealership showroom?
12 months
12 months
611
22
27
23
11
31 1 1
14
23
25
17
7
3 3 20%
5%
10%
15%
20%
25%
30%
0%
5%
10%
15%
20%
25%
30%
Source: Capgemini
How Consumers Buy: Target Your
Marketing MixVehicle buyers are taking less time to research and visit showrooms and areincreasingly turning to web-based information sources.
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In earlier consumer research conductedby the Car Internet Research Program(CIRP) and Capgemini, we found thatthe switch from researching to dealervisits typically occurs when enough
information has been gathered and aconsumer feels ready to negotiate. Ofcourse, what constitutes enoughinformation will vary from one buyerto another. However, from a power-struggle perspective, it typically meansthat the customer knows what hewants and how much he is ready topay. When that state of mind isreached, the buyer is ready to enterthe showroom.
Ensuring that your showroom isamong those visited by consumers is achallenge as consumers visit fewerdealerships today than in past years.
About one-quarter of respondents said
they visit only one or two dealershipsbefore buying a vehicle.
The Search for Information
Where do consumers go for theirinformation during the research stage?Most turn to the web. Almost 90% ofconsumers say they use the Internet toresearch vehicles. This year, the use of search engines
jumped considerably, moving up tothe third spot from seventh positionlast year. Search engines areincreasingly becoming a key startingpoint for consumers as they search fornew models and brands, as well asinformation about automotive-relatedblogs, reviews and other types ofresources that might help them duringthe research process.
Usage of manufacturer websites aswell as automotive blogs, forums anddiscussion groups also increased.
While most web-based sources showgains in mature markets this year, the
use of more traditional sources suchas TV advertising and auto shows,continues to decline among Westerncar buyers. In contrast, whileconsumers in developing markets usethe web to research vehicles, they stillrely on traditional sources too. This isparticularly true in Brazil, India andChina, though less so in Russia. Forexample, 30% of consumers in theBRIC regions use and value TVadvertising, compared with only 16%
of respondents in the mature markets.
These trends point to the importanceof targeting your marketing mix to thespecific market. This approach has
Expected Use of Information Sources (% consumers saying)
0% 10% 20% 30% 40% 50% 60%
Dealer websites
Manufacturer
Internet sites
Search engine
Family and friends
Information websites
Independent car
valuation services
Manufacturer-specific
franchise dealer
Used car dealer
Specialist motoring/
automotive press
Internet news sites
Print advertising
Independent
e-tailer sites
Auto shows
TV advertising
Web forums, blogs orInternet discussion groups
Mature Markets
Developing Markets
Source: Capgemini
There should be a real
price for a vehicle and a
real warranty with no fine
print.
U.S. consumer
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Automotive the way we see it
already resulted in some significantshifts in spending. For example, in theU.S. local broadcast TV spending inthe automotive category fell morethan 50% in the first quarter of 2009,according to the Television Bureau of
Advertising.2
Reliability and Safety
Matter Most
Once the research process is complete,what factors ultimately determine the
vehicle that a consumer chooses? Asin prior years, the top four factorsacross the board are reliability, safety,price and fuel economy. In acontinuation of our findings fromlast year, consumers in developingmarkets are more likely than theircounterparts in mature markets toemphasize transitory factors, such ascash-back incentives and coupons/
options for third-party providers.
Importance of Factors in Consumers Choice of Vehicle
(% consumers saying important/very important)
Reliability of brand
Safety
Price of vehicle
Fuel economy
Vehicle availability and/or reliabilityof sales and delivery date
Quality of interior styling
Aftersales service
Brand name of vehicles,products and services
Extra options at no cost
Treatment by the manufacturerduring my previous ownership cycle
Treatment by the dealer duringmy previous ownership cycle
Ability to research informationon the Internet
Low emissions
Product features/optionsto fit my needs
0% or low financing
Cash-back incentive
Option for additional warrantycoverage or service credit
Coupons/options forthird-party providers
Hybrid or otheralternative-fuel cars
Mature Markets
Developing Markets
0% 20% 40% 60% 80% 100%
Source: Capgemini
2 A World Without Local Car Dealer Ads? Advertising Age, June 12, 2009
Petrol vehicles willbecome a thing of the pastand more emphasis will be
placed on safety, the
environment and
economical vehicles. I will
concentrate more on
manufacturer and
government websites for
information.
UK consumer
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Time We Got Off the Oil
Wagon
When consumers were askedabout the changes they expect to seein the way they buy vehicles over
the next decade, mentions of moreenvironmentally friendly cars viedwith online buying as the majorchange. I am hoping that soon mychoices for alternative-fuel/green vehicleswill be much larger. Its time we got offthe oil wagon, said one respondentfrom the U.S.
That sentiment was echoedthroughout the eight markets studied.Even in Germany, where vehicleperformance was a key factor for
many consumers, one respondentnoted that A fast car is not exciting if itconsumes a lot of fuel.
Considerable focus today is being puton developing more fuel-efficient andalternative-fuel vehicles by most majorcar manufacturers, as well asgovernments, energy companies andother industries. This growing focuson green is being strongly fueled byconsumer demand stemming from
economic and environmental factors.In our research, 41% of consumerssaid they currently own a fuel-efficientor alternative-fuel vehicle, up from36% the year before. And another30% said they plan to buy a fuel-efficient or alternative-fuel vehicle.
Consumer Confidence About
Green Knowledge Is High
Consumers in most markets today aregaining a better understanding ofwhat green really means. Three-quarters of all respondents say theyare confident or very confident intheir knowledge of green vehicles.The degree of confidence is highest in
Brazil, which is not surprising giventhat ethanol-based and flex-fuelvehicles have been sold in that countryfor a number of years. Almost 90% ofBrazilian respondents say they have a
strong understanding of green vehicles.
Evidence of rationalization betweendeveloping and mature markets isapparent in this area. Confidence ingreen knowledge was up in the U.S.and level in Western Europe, but downsomewhat in developing markets.
Green Vehicles: A Force for the Future
11
I think the auto industryis going to make acomplete change within 10
to 15 years. I hope there
will be no emissions, 100%
clean fuel.
U.S. consumer
Growing interest in fuel-efficient and alternative-fuel vehicles will lead to
fundamental shifts in consumer buying behavior over the coming years.
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Why Consumers Buy Green
While fuel economy remains thenumber one reason that consumersown or plan to buy a fuel-efficient oralternative-fuel vehicle, environmentalimpact is a growing factor. Anincreasing focus on environmentalissues overall, combined with lower
fuel prices during the past year are thelikely drivers. The trend wasparticularly apparent in the U.S.where 20% of respondents said theenvironment was their primary reasonfor choosing a fuel-efficient oralternative-fuel car, up from just 9%the previous year.
Consumers in Western Europeremain the most focused on theenvironment, with 31% indicating
that environmental impact is theprimary reason for owning orplanning to buy a fuel-efficient oralternative-fuel car. This number isup from 22% the year before.
Cars Online 09/10 12
Automotive the way we see it
Ownership of Green Vehicles Increases (% consumers saying)
2009
2008
41
36
30
30
16
19
13
15
Own a fuel-efficient/alternative-fuel vehicle
Plan to buy a fuel-efficient/alternative-fuel vehicle
Thinking seriously aboutbuying a fuel-efficient/alternative-fuel vehicle
Do not own/not interestedin buying a fuel-efficient/
alternative-fuel vehicle
0% 10% 20% 30% 40% 50%
Source: Capgemini
Most of the developing markets alsosaw an increase in the focus on theenvironment. In India, for example,32% of respondents pointed to theenvironmental impact, up 10 percentagepoints from the prior year. Similarly inChina, 32% identified environmentalimpact as the primary reason behind
green vehicle decisions, an increasefrom 20% in 2008.
Hybrids Lead the Way
According to our research, gas/electrichybrids are the primary type ofalternative-fuel vehicle that consumerscurrently own or plan to buy. This isparticularly true in the Westernmarkets. In the U.S., for example,60% say they own or plan to buy agas/electric hybrid car, up from 52%
in 2008. Gas/electric hybrids are lessdominant in the developing markets,where consumer interest is alsofocused on natural gas or natural gashybrids and all-electric vehicles. In
Brazil, ethanol or gasoline/ethanolflex-fuel cars are popular.
It is not surprising that electric vehicles,particularly hybrid gas/electric cars,
would be at the top of consumerslist of alternative-fuel choices. Theyare the most commercially matureand viable of the various kinds ofalternative vehicles and havedemonstrated the potential toreduce fuel consumption andexhaust emission.
I think we will start seeing an awful lotmore cars available in electric form,said a consumer from the UK. And
greater pressure will be put on drivers to
be more green aware.
Although sales of hybrid electricvehicles still represent only a smallshare of overall car sales and despiteslower sales this year, future demandis expected to grow. This isparticularly true in markets like theU.S. and Japan as prices of hybrid andother types of electric vehicles beginto drop. By some estimates, globalsales of hybrid electric vehicles may
surge at a compound annual growthrate as high as 12% over the next fewyears. Developing markets like Brazil,India and China are also expected tocontribute to this growth as they putmore focus on environmental issuessuch as CO2 reduction.
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Will Consumers Pay for Green?
While consumer interest in green
vehicles is strong and growing, costremains an issue. Our research foundthat consumers show somewillingness to pay for improved fuelefficiency, although about 70% ofrespondents said they would pay nomore than 10% extra for a fuel-efficient or alternative-fuel vehicle.
And in the mature markets, close to20% said they were not prepared topay any premium at all.
I will purchase an alternative-fuel car asI am very concerned about theenvironment, said a U.S. consumer.
But I hope that prices will come down asit will encourage others to purchase this
type of vehicle as well.
Prices are expected to drop over thecoming years, but it is still early in thecost-reduction curve. Government-sponsored programs in the form ofboth consumer credits/rebates andbattery development incentives in theelectric vehicle business provide somecost relief. However, the price gapbetween gas-powered and alternative-fuel vehicles will need to shrinkconsiderably if the mass market is toaccept green cars.
I would consider ahydrogen-powered sedan.The maintenance is
affordable and its good for
the environment too.
German consumer
Why Consumers Buy Green Vehicles (% consumers saying)
Total U.S. Western
Europe
Russia Brazil India China
Other
Preserve residual value of vehicle
Cost
Tax credit
Impact on the environment
Fuel economy
0%
20%
40%
60%
80%
100%
57
63
46
69
59
54 52
2620
31
19
22 32 32
4 23
26
3 6
11
2
13
11
17
3 1 2
9
11
11 64
Source: CapgeminiBase: Consumers who own/plan to buy a fuel-efficient or alternative-fuel vehicle
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Use of the web during the vehiclebuying process is now at nearly fullsaturation in most markets. Theexception is China, where Internetpenetration remains low in some
regions. A clear pattern has emerged,with many consumers starting theirresearch with search engines, thenmoving to manufacturer and dealersites, and finally to consumer-to-consumer tools like blogs anddiscussion sites.
What Consumers Want
from the Web
As Internet sophistication grows,consumers look to different kinds ofsites for targeted information. From
manufacturer and dealer sites,respondents say they want to find afull range of product information andbase pricing above everything else.This has been the case now for anumber of years.
Cars Online 09/10 14
The Role of the Web: Consumer Usage
Pattern EmergesAs Internet sophistication grows, consumers look to different kinds of sites fortargeted information.
Automotive the way we see it
Wide Use of the Internet to Research Vehicles (% consumers saying)
0%
20%
40%
60%
80%
100%
Tot al U.S. Wester n
Europe
Russia Brazi l India China
2009
2008
2007
2006
2005
Source: CapgeminiNote: Russia, Brazil and India were not included in the research until 2008
The importance of features such ascomparators and configurators wasdown somewhat this year. Leastimportant to consumers are featuressuch as dynamic graphics, the ability
to check dealer inventory, availabilityof a website in their native language,and online information about thelatest ads and promotions.
Some differences were apparent bymarket. For example, comparatorsand cost calculators were somewhatmore important to consumers in themature markets, especially the U.S.Respondents in the developingmarkets, particularly those from India,were interested in the ability to get
guidance and advice over the web andto communicate with their dealer orcar company online to solveproblems, buy accessories, etc.
I want to look for avehicle that is more fuelefficient and will be
researching at green
websites and different
car blogs because
consumer opinions
really matter to me.
U.S. consumer
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New Tools Provide New
Information
After doing research via manufacturerand dealer websites, an increasingnumber of consumers are turning to
online consumer-to-consumer toolssuch as automotive blogs, forums,discussion groups, video sites and RSSfeeds. The use of these tools duringthe research process has grown inrecent years and is particularly high inthe developing markets.
Indian consumers are among the mostlikely to use automotive blogs (46% ofIndian respondents vs. an average of40%), online video sites (50%, comparedwith the average of 32%); and RSS
feeds (28% vs. 12% overall). Respondentsfrom Brazil are the most likely to usesocial messaging/micro-blog sites likeTwitter (30% vs. the average of 13%)and mobile phone applications (27%,compared with 10% overall).
Consumers rely on these sitesprimarily to gain more qualitative,objective information about vehiclesand dealers. This year respondentsplaced growing emphasis on
interactive discussion sites, ratherthan static information such as vehiclenews. For example, 29% said theylook for discussions with otherconsumers, up from 21% in 2007;and 28% participate in discussionswith automotive experts, an increasefrom 20% two years ago.
Not only do these kinds of toolsprovide consumers with additionalinformation as part of the research
Reasons for Using Consumer-to-Consumer Online Tools (% consumers saying)
2009
2008
2007
Opinions/reviews about
specific car brands/makes
Discussions with other consumers
News about new vehicles
Helpful hints
Discussions with automotive experts
Information about vehicle recalls
Opinions/reviews about
specific car dealers
Personal stories
Discussions about a
specific automotive topic
Information about automotive
events/auto shows
Other car images/videos
Spy photos/videos
0% 10% 20% 30% 40% 50% 60%
Source: CapgeminiNote: Multiple responses allowedBase: Consumers who use consumer-to-consumer online tools to research vehicles
I would like to see one centralized website where itwould be possible to find information on all offers for allbrands. It would be a more flexible and simple way to
choose a car.
Russian consumer
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Automotive the way we see it
Building Relationships Via the Web
What if consumers had the chance to speak to a vehicle manufacturer adviser as they
narrowed down their vehicle selections? Someone who could help them by answering
technical questions, or identifying resolutions to their specific needs (as a hotline would);
or by being reassuring offering an ear, a human voice and advice (like a coach).
In research conducted by the Car Internet Research Program (CIRP) and Capgemini, we
found that consumers saw value in pioneering flexible web services, such as virtual
assistance, particularly during the critical time period during the research process before
they enter the dealer showroom.3
Our research made it clear that implementing a service like a Virtual Adviser into a
manufacturers web model can engage early-phase shoppers interactively and set the
stage for building a superior customer relationship experience. This can provide the
following benefits:
Enhance the probability of a shopper choosing your brand as one of the two models
they will closely examine.
Increase the likelihood that your dealership will be the one they visit.
Improve the chances that the shopper will arrive at the dealership feeling more
comfortable, with a greater level of trust.
Complement the dealership distribution model by providing broader consumer
coverage, particularly in new or expanding markets.
Most importantly, we found that a Virtual Adviser program has the potential to drive an
enhanced prospect funnel with improved conversion rates.
3 Before the Door, Car Internet Research Program (CIRP) and Capgemini, 2009
process, they can influence buyingdecisions. More than two-thirds ofconsumers said they would be morelikely to purchase a particular vehicleor buy from a certain dealer if they
found positive comments posted onblogs, forums and the like. Thenumbers were even higher in Braziland India.
Conversely, 57% of respondents saidthey would be less likely to buy aparticular make or from a specificdealer if they found negativecomments on these kinds of sites.
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Western Europe and Russia, theresults were consistent with last year.
Consumers are more likely to want tobuy a new rather than a used car over
the Internet. This is no doubt due tothe fact that new cars are presumed tobe of a high quality and in good workingcondition. Consumers are less willingto buy a used car sight unseen.
Why Buy Online?
While price discount is the leadingreason consumers are interested inbuying a car over the Internet, morethan one-quarter said they wanted toavoid interaction or price negotiationwith the dealer in person. Consumers
also expect an online transaction to beeasier and faster.
In India and China, respondents wereparticularly inclined to prefer theInternet in order to avoid interactingwith the dealer. In those markets, aprice discount was a secondary reasonfor buying a car online.
It is important to point out that whilemany consumers dislike the price
negotiation that typically goes oninside the dealership, others actuallyenjoy bargaining over price and saythat the inability to negotiate pricewould be a barrier to buying online.
This dichotomy in negotiationpreferences was apparent in earlierresearch published by the Car InternetResearch Program (CIRP) andCapgemini.4 In that study, we foundthat the process of negotiating thepurchase or lease of a vehicle arousesstrong emotions and correspondingreactions. Different consumers adopt
In 10 years, I expect buying a car onlinewill be more like buying a replacementmirror on eBay. Choose which one youwant, pay for it and have it shipped to
your front door. No hassles and no
salesman negotiations. U.S. consumer
It will be possible to order a car and allthe necessary features online pay, get aloan, insure and arrange a pick-uplocation (delivery to home or a salescenter). All this without leaving yourhouse. Russian consumer
There is no question that consumersexpect to buy their vehicles over theInternet in 10 years time. But manyare not willing to wait that long.
Consumers today have demonstrateda clear interest in online buying of
cars and parts/accessories, a trend webegan tracking in our Cars Onlineresearch two years ago after nothaving focused on it for a number ofyears. This year, we explored the topic
more deeply.
Nearly 40% of consumers said theywould buy a vehicle online (thecomplete end-to-end transaction) ifthat capability existed. This was downa few percentage points from last year,reflecting a rationalization in thedeveloping markets. Brazil, India andChina all experienced a drop in thenumber of respondents saying theywere likely to buy a vehicle online,although the rates are still far higher
than those in the mature markets. Thenumber increased to 21% in the U.S.,from 17% the previous year. And in
Online Buying: No Hassles,
No Negotiations
17
Consumers want a cheaper, faster, easier way to buy cars.
Their answer: the Internet.
Likelihood to Purchase Vehicle Over the Internet (% consumers saying)
Total Consumers
intending to
acquireNEW vehicle
Consumers
intending to
acquire
USED vehicle
5 (Very likely)
4
3
2
1 (Not at all likely)
0%
20%
40%
60%
80%
100%
12
25
23
18
22
14
27
21
17
21
8
17
25
22
28
Source: Capgemini
4 Am I Being Taken? Inside the Dealership: The Impact of Consumer Negotiation Preferences and Strategy, Car Internet Research Program (CIRP) and Capgemini, 2008
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different types of negotiation strategies;in some cases they are more opaqueand in others they are fairly transparent.
Transparent shoppers are at ease withthe salesperson and are open abouttheir interest in the vehicle as well aswhy they like it. They are more likelyto enjoy the negotiation process.Opaque consumers, on the other
hand, are less confident in their abilityto get a good price, and so do notenjoy the bargaining process. Thissecond group of car buyers representsa potential market for online vehiclebuying.
Barriers to Online Buying
Again this year, we asked respondentsto identify the barriers they see toonline vehicle buying. And again, wewere struck by the fact that the
primary hurdles such as theinability to test drive a vehicle, seephotos/video of the vehicle or receivefull product and price information are clearly surmountable.
Cars Online 09/10 18
Automotive the way we see it
Primary Reason to Purchase Vehicle Over the Internet (% consumers saying)
Price discount
Do not want tointeract/negotiate price
in person with dealer
Ease and speedof transaction
Ability to purchasevehicle that is not
available locally
Do not want to betalked into buying something
I do not want
0% 10% 20% 30% 40%
36
28
22
8
6
Source: Capgemini
I would like to buy a cartotally on the Internet andhave it delivered to my
home. Perhaps there
would be only one
dealership in town with
one of each model for test
drives and to look over.
Then you would go home
and order over the Internet
the car you want with the
options you want.
U.S. consumer
For example, a car could easily bebrought to a consumers home for atest drive. Some consumers evensuggested using virtual reality tools tomake online test drives possible.
Some differences by market wereapparent, with test drives being moreof a concern in mature markets andthe lack of information about a
vehicles history a greater concern indeveloping regions.
Many respondents do not rule out arole for the dealer in online vehiclebuying. Close to one-third said pricenegotiation would be the primary roleof the dealership, while 28% pointedto test drives and 17% said providingservice packages. Additional functionsincluded serving as a location to pickup a vehicle after buying it online, as
well as a place to view the vehicle inperson and to acquire additionalinformation before buying online.
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A similar sentiment was echoed by arespondent from the U.S., who said,Talking one-on-one with a real person to
finalize a purchase is invaluable. I doubtthat I would ever purchase a vehicle fromthe Internet, no matter how easy it is toresearch makes, models, pricing, extras.
Significant Interest in Buying
Parts/Accessories Online
This year we took a closer look at thebusiness of selling parts and accessoriesover the Internet, an area of considerableinterest to consumers. Half ofrespondents said they would like tobuy parts and accessories online. Aswith online vehicle buying, the trendis growing in the U.S., is consistent in
Western Europe and Russia, and is
down somewhat in the otherdeveloping markets.
Price discounts and dissatisfactionwith the dealer/retailer process are thekey reasons consumers want to buyparts and accessories over the web.Overall, 35% of consumers expect a
price discount when they buy vehicleparts and accessories online; 30%point to ease and speed of transactionas the key reason; 21% look for widerselection and availability; and 10% donot want to interact in person with adealer or parts retailer.
These reasons are fairly consistentacross markets, with a few exceptions.In Russia, the wider selection andavailability of parts and accessoriesresonated most strongly with car
buyers. In India, ease and speed oftransaction was somewhat moreimportant than price discount. And inChina, 31% of respondents said theydid not want to interact in personwith a dealer or parts retailer.
Practical Items Lead the List
Overall, respondents want to buypractical items such as seat covers,floor mats and tires online rather thancustom accessories like spoilers,
specialty headlights/taillights andcustom wheels. There were somenotable market differences, however.
For example, in-car entertainmentdevices and systems lead the list inRussia, named by about half ofrespondents, compared with anaverage of 34%. Consumers in Indiawere also more likely than average toconsider buying in-car entertainmentsystems over the web, while theseitems were at the bottom of the list forChinese respondents.
However, many consumers do notexpect to see dealer lots full of cars ifonline buying takes off. There will beonly test cars, said a U.S. respondent.Cars will be made to your specifications,thus eliminating dealer inventory on thesales floor.
Some respondents see a grim futurefor dealers. Dealerships will becomehistory, said a consumer in India.Everyone will buy their cars online andhave them delivered at their doorsteps.
Not everyone is sold on onlinebuying, however. I hope that well stillhave our local dealers because of their
proximity and their knowledge of theircustomers, said a consumer from
France. I think that most of the researchwill be done on the Internet but finalizingthe deal will be face-to-face with thesalesman. Its too important a purchase
for everything to be done virtually.
Barriers to Online Buying (% consumers saying)
Mature Markets
Developing Markets
Inability to test drive vehiclebefore making final decision
Inability to see photos/videoof the vehicle inside and out
Inability to receive fullproduct/price information
Inability to negotiate pricing online
Inability to receive a reportdetailing the vehicles history
Inability to contact and interact witha representative online or by phone
Inability to match a vehicleto my exact specifications
Inability to conduct final negotiation online
Inability to negotiate trade-inof old vehicle online
Inability to apply for financing andconduct financing approval process online
Inability to have vehicledelivered to your home
Other
0% 10% 20% 30% 40% 50% 60%
Source: CapgeminiNote: Multiple responses allowed
It will soon be possible to order everything online,
starting from the build and color and finishing with
accessories.
Russian consumer
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of consumers are likely to return tothe same dealer, and where, in fact,one-quarter of consumers wouldactively search out a new dealer fortheir next vehicle purchase.
Building Loyalty Through
Communication
So what can dealers and manufacturersdo to maintain customer loyalty?Communication is key. Consumersshow a strong receptivity to a widerange of communications, such asbrochures about the vehiclebought/leased, service reminders,post-test drive surveys, welcomepacks, satisfaction surveys andpersonalized repurchase offers.
However, those items that areintrinsically most useful, such asservice reminders and personalizedrepurchase offers near the end of alease or warranty period, are morelikely to influence future buyingdecisions. For example, 30% ofconsumers said these two items wouldmake them more likely to buy theirnext vehicle from the same dealer ormanufacturer, the highest rating for
any form of communication.Personalized repurchase offers areparticularly influential in the U.S.,
Western Europe and Russia, but lessso in the other developing markets.
Some consumers suggested thatmanufacturers go even further in theircommunication initiatives and involveconsumers in the development of newvehicles. It would be good to use onlinesurveys to get views and guidance fromexisting users before manufacturing newvehicles, said a respondent from India.
Automotive companies could use a bitof good news and our researchprovides it in the form of improvedcustomer loyalty. This year we saw aspike in brand loyalty in most
countries, perhaps a reflection of theever-increasing reliability of mostvehicles on the market today as wellas improved lead management andcustomer communication programs.
Overall, 68% of respondents said theywere likely to purchase the samemake/brand as their current vehicle,up from 61% last year. Improvementswere seen in the mature markets aswell as most of the developingcountries, with the exception of India.
Similarly, dealer loyalty also rose,with 63% of consumers saying theywere likely to purchase from thesame dealer where they bought theircurrent car, up from 59% the yearbefore. This may be due to thecontraction in the dealer business aswell as improvements in quality andservice resulting from investments incustomer lifecycle managementsystems.
Some variances by market areapparent. The U.S., Western Europeand Russia all registered smallincreases in dealer loyalty, whileChina saw a bigger jump. However,both Brazil and India recorded smalldeclines, which again may be a sign ofconvergence beginning to occur insome of the developing markets.
Despite this years gains, dealer loyaltystill remains lower than brand loyalty,indicating that consumers are morelikely to trade dealers than tradebrands. This is particularly true inmature markets, where less than half
Cars Online 09/10 20
Customer Interaction: Loyalty and
Satisfaction Rates ImproveIn a year full of bad news for the automotive industry, our research found brightspots in brand and dealer loyalty and customer satisfaction with the vehicle
buying process.
Automotive the way we see it
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possibility to schedule serviceappointments online, and onlineavailability of a vehicles servicehistory. Less important are invitations
to owners club events and thepossibility to meet, blog or chat withother owners.
Consumers in the developing marketsshow a much greater willingness topay for these kinds of features,compared with their counterparts inthe U.S. and Western Europe.
Speed Is of the Essence
While consumers demonstrate awillingness to interact withmanufacturers and dealers, theyexpect responsiveness when they do.Every year, consumers become moredemanding about the speed of
In addition to various types ofcommunications, some companiesrely on member clubs to drive loyaltyand a positive customer experience.
Consumer interest in these kinds ofclubs varies by country, withconsiderably less interest in themature markets. For example, only24% of U.S. consumers and 22% ofthose in Western Europe say they arecurrently or would consider becominga member of a vehicle owners club.This compares with 76% ofrespondents from Brazil, 64% fromIndia, 56% from Russia and 47% fromChina.
The features of an owners clubdeemed most valuable or useful tendto be practical items, such as vouchersfor service and accessories, the
Consumer Views on Communication (% consumers saying)
0% 20% 40% 60% 80%
Valuable/useful
More likely topurchase as a result
Brochures about the vehicle bought/leased
Service reminders
Post-test drive survey
Welcome pack after purchase/lease
Customer satisfaction survey after purchase
Customer satisfaction survey after service
Personalized repurchase offer 2 years after purchase
Personalized communication/gift after a complaint
Brand magazine
Newsletters
Invitations to special events, clubs, open-house days
Other sales offers
Source: Capgemini
Buying a car will bemore convenient andquicker. There will be moreservices but fewer
documents, and a shorter
waiting period for vehicle
delivery.
Chinese consumer
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response to inquiries. This year is noexception. More than half of allconsumers surveyed expect to receivea response within four hours, upseveral percentage points from last
year. The increase was particularlynotable in the U.S. with a jump of 10percentage points.
China remains especially demanding,with 71% of consumers expecting aresponse within four hours. In fact,more than half of Chinese consumersexpect to receive a response within anhour, an increase from the prior year.
Fast response time has proved to be akey factor in consumers vehicle
buying decisions. Almost three-quarters of all respondents say theywill look for another manufacturer,another dealer or both if the responsetime is too slow. Consumers in Brazilare most likely to walk away, withalmost 90% saying they will goelsewhere.
Satisfaction Levels Improve
Mirroring loyalty trends, consumersatisfaction with the overall vehicle
buying process increased somewhatthis year. Overall, 69% of consumerssaid they were satisfied or verysatisfied with the buying process, up acouple of percentage points from theprevious year. Variances by market areapparent, however. The U.S. andRussia showed the greatestimprovements, with satisfaction levelsup about 10 percentage points.
Western Europe and China recordedsmaller improvements, while Braziland India showed slight declines.
While this is a trend in the rightdirection, satisfaction levels remainconsiderably lower in mature markets
Cars Online 09/10 22
Automotive the way we see it
Required Speed of Response from Manufacturer/Dealer to Consumer Query
(% consumers saying)
0%
20%
40%
60%
80%
100%
Dont know
More than 48 hours
24-48 hours
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than in most of the developingregions. And with trends in the BRICmarkets beginning to move closertoward those in the Western countries,automotive companies have cause for
concern. Maintaining customersatisfaction in those markets that offerthe greatest potential for growth isimperative for future success.
What can manufacturers and dealersdo to improve consumer satisfaction?The number one factor that consumerspoint to is a willingness to provide aprice discount, which is perhaps areflection of the current economicenvironment. But respondents are alsodissatisfied with the negotiation side
of the buying process and the amountof administrative effort involved. Theyare looking for an easier, fasterprocess, which is leading someconsumers to view the Internet as aviable alternative to the traditionalmethod of buying or leasing a car.
Said one U.S. respondent, I wouldlike the process to be much quicker, lesshaggling, less paperwork, less trying to
get us to buy extras. I dont care where
I buy it from, I just want to betreated well.
Consumers in Russia were particularlylikely to point to administrative effortas the key area of dissatisfaction. Idlike simplicity of purchase, speed oftransaction, fast and easy loan processing,said a Russian respondent.
What Would Make You More Satisfied with the Vehicle Buying Process?
(% consumers saying)
More willingness to provide a discount
Free extras with purchase
Less administrative effortduring buying process
More knowledgeable sales staff,ability to answer all questions
Shorter waiting time to receive vehicle
Faster response to inquiries fromthe manufacturer or dealer
Greater friendliness of salesstaff at dealership
Direct delivery of vehicle to my home
Better atmosphere andservice in the showroom
Follow-up call from manufacturer/dealershortly after delivery of vehicle
Improved manufacturer or
dealer website functionalityOther
50
40
35
28
27
20
20
17
16
12
8
3
0% 10% 20% 30% 40% 50%
Source: CapgeminiNote: Multiple responses allowed
How Satisfied Are You with the Vehicle Buying Process?
(% consumers saying satisfied/very satisfied)
0%
20%
40%
60%
80%
100%
2008
2009
Total U.S. Western
Europe
Russia Brazil India China
67
69
40
49 55
59
53
65
91
87
84
80
75
77
Source: Capgemini
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Purchasing Dealers Miss
Aftersales Opportunity
Overall, 40% of consumers rely forservicing on the franchised dealerwhere they bought their car, 23% turn
to a service station or auto repairshop, and 13% take their vehicle to afranchised dealership where they didnot buy their car. The pattern wasfairly consistent across markets,although consumers in the U.S. andRussia were more likely than theircounterparts in other countries to usea service station or auto repair shop.
Not surprisingly, consumers with carsstill in warranty were more likely touse the purchasing dealership for
servicing. However, the number waslower than expected, at 49%,compared with 36% of consumerswhose cars are out of warranty.
In the face of stagnant or decliningvehicle sales, many automotivecompanies are putting greater focuson the aftersales business. Whathappens post-sale can be as important
as the sale itself. For one thing,service and spare parts operationsoffer a profit margin that is typicallyup to 10 times greater than that of theinitial sale.
On average, post-sale service, partsand accessories can account for 20%to 30% of revenue and as much as50% of profits. In addition, servicecan be key to securing customerloyalty, fostering a manufacturersbrand name and maintaining
competitive differentiation.
Cars Online 09/10 24
Aftersales/Servicing: Focusing on the
Post-Sale ExperienceService, parts and accessories represent a significant profit opportunity, but whatdo consumers want from their aftersales experience?
Automotive the way we see it
Location for Vehicle Servicing (% consumers saying)
Franchised dealer wherevehicle purchased
Service station/auto repair shop/garage
Franchised dealer where didnot purchase the vehicle
Independent dealer wherevehicle purchased
Independent dealer where didnot purchase the vehicle
I service the vehicle myself
Friend/family services the vehicle for me
0% 10% 20% 30% 40%
40
23
13
11
6
4
3
Source: Capgemini
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Extended Warranty Key Feature
of Service Contracts
Service contracts represent animportant source of profit for dealers,but, in many cases, sales have sufferedalong with vehicle sales. This putspressure on companies to identify thekey features that consumers wantfrom service contracts.
Topping the list are extendedwarranties. Beyond that, however,variances exist by market. For example,providing a replacement vehicleduring servicing and the inclusion oftowing/roadside assistance are ratedhighly by consumers in maturemarkets, but are less important indeveloping countries. In contrast,
This represents a significant missedaftersales opportunity for dealers. And
it may also impact repurchasedecisions, as consumers tend to bemore likely to buy their next vehiclefrom the servicing dealer rather thanthe prior purchasing dealer.
Satisfaction levels for servicing weresomewhat higher than for the vehiclebuying process, with 72% ofrespondents indicating they weresatisfied or very satisfied with theirmost recent aftersales/servicingexperience. Consumers in Russia werethe least satisfied, while those inBrazil, India and China expressed thehighest degree of satisfaction.
What Consumers Want in Vehicle Service Contracts (% consumers saying)
Extended warranty
Vehicle insurance
Replacement vehicle whenown car is being serviced
Inspection included
Repair labor included
Wear parts included
Towing/roadside assistance included
Tire replacement included
Other repairs included
Customer care
Leasing/financing of vehicle
Other
0% 10% 20% 30% 40% 50%
48
44
34
34
32
30
29
24
24
21
20
1
Source: CapgeminiNote: Multiple responses allowed
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Automotive the way we see it
Cars Online 09/10 26
respondents in the BRIC regions aremore interested in vehicle insuranceand having other repairs included.
It should be noted that typically
manufacturers and dealers do notoffer their own vehicle insurancepolicies for consumers. However,some may cooperate with insurancecompanies and incorporate vehicleinsurance as a feature of a servicecontract. The inclusion of vehicleinsurance in service contracts wasclearly desired by consumers,particularly in developing markets,and may indicate a demand for morecomprehensive mobility services.
The desire for all-around protection isthe primary reason consumers saythey purchase a service contract,followed by convenience whendriving and servicing my vehicle
and the vehicle plus service packageis a good deal. This pattern wasconsistent across markets, althoughconsumers in the U.S. and WesternEurope also expect to save money inthe long run by purchasing a servicecontract.
Service Contracts Can Influence
Future Buying Decisions
Service contracts not only offer animmediate profit contribution, butthey can also play a role in building
customer loyalty. Almost three-quarters of respondents said thathaving the right service contractsavailable would make them morelikely to buy a vehicle from aparticular manufacturer or dealer.This was especially true in thedeveloping markets. But even in themature markets, more than 60% ofconsumers reported a positive linkbetween the right service contractsand their future buying decisions.
Conversely, 55% of all respondentssaid that not having the servicecontracts that were important to themwould make them less likely to buyfrom a dealer or manufacturer. Again,this was particularly true in the BRICcountries, but less so in the maturemarkets.
Profiting From Improved Automotive AccessoriesForecasting and Planning
The accessories business represents a tremendous revenue opportunity for vehicle
manufacturers, which is particularly critical given the static sales in many mature markets
today. Yet automotive companies currently are not well positioned to take advantage of
this opportunity. Most use existing service parts models to run their accessories supply
chain. To capitalize on the accessories business, it is imperative that manufacturers stop
treating accessories like service parts.
To effectively manage the accessories value chain, manufacturers need to adopt a retailbusiness model and leverage the fundamentals of the 4P approach: Price, Promotion,
Product and Placement. Leveraging the same principles used in other best-in-class retail
channels yields more efficient planning.
Further, companies need to build an adaptive, flexible and responsive supply chain for
accessories through end-to-end integration, collaboration and visibility. The goal should
be to make it easier for dealers to sell and install accessories. To accomplish this,
manufacturers need to implement penetration-based forecasting, which uses vehicle
volume forecasts to drive accessories forecasts. This concept of market penetration-
based forecasting for accessories is new to the automotive industry but has the potential
to cause a revolutionary change in the way automotive manufacturers manage their
accessories business.
I hope that aftersalesservices get better. Somespare parts should be
replaced free and vehiclesshould be simplified
so servicing is easier.
Chinese consumer
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This years Cars Online research offersboth a quantitative and qualitativeview of changing consumers needsand buying patterns. Following arerecommendations to help companies
better meet these needs and demandsin todays volatile market.
1 Eliminate the bureaucracy andinefficiency inherent in thecurrent buying model. Consumerswant a faster, easier way to buyvehicles. Improved lead managementsystems, dealer optimization andonline buying capabilities are amongthe tools that can be implemented tohelp achieve this objective.
2 Get serious about onlineselling. Consumer interest inbuying vehicles and parts andaccessories over the Internet is real.Providing a viable online option willbe a key to maintaining customerloyalty in the coming years. Modelsmay vary ranging from servicesoperated by individual manufacturersor dealers, to sites run entirely bythird-parties such as eBay, to jointventures between the two but online
buying will become the preferredapproach for a significant group ofconsumers.
3 Focus on the aftersales andservicing experience. Keepingin-warranty consumers coming backto the purchasing dealership forservicing is imperative, particularly ata time when vehicle sales are slow.Service and spare parts operationstypically offer a profit margin up to10 times greater than that of theinitial sale. In addition, the serviceexperience can be a factor in securingcustomer loyalty and driving futurerepurchase decisions.
4 Manage your marketing mixaccording to each market. Aone-size-fits-all marketing approachwont work in todays diverseautomotive marketplace. Understand
where to spend on the web and whereto continue to invest in traditionalmedia. And be sure to incorporatenew media channels such as blogsand discussion groups into the mix.
Web-based discussion groups, inparticular, are growing in popularity.Consider how you, as a manufactureror dealer, can facilitate or participatein these kinds of discussion sites.
5 Communicate with consumersbefore they reach theshowroom. By the time vehiclebuyers enter a dealership they arelikely to have done a considerableamount of research and reduced theirlist of choices to one or two vehicles.The opportunity to influence themis nearly lost. Using new types ofsuch as a Virtual Adviser, can helpautomotive companies grab consumersattention before it is too late.
6Go green now. Consumers,
automotive companies,governments, utilities and other typesof businesses will increasingly focuson alternative-fuel vehicles. In thenear future, CO2 will become asimportant as mpg in vehicle buyingdecisions. It is becoming clear thatalternative-fuel vehicles have thepotential to be a market-changingforce. However, the continueddevelopment of this business willrequire collaboration both inside and,more importantly, beyond theautomotive industry.
Conclusion and Recommendations
27
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Global/United Kingdom
Nick Gill
+44 870 904 5699
Brazil/Latin America
Felix Massun
+54 911 4422 2442
China
Will Zhang
+86 21 6182 2688
France
Eric d'Arche
+33 01 49 67 98 91
Germany
Christian Hummel
+49 89 9400 1464
India
Floyd DCosta
+91 22 6755 7000
Russia
Lyudmila Mashkova
+7 495 980 97 [email protected]
United States
Mohit Takyar
+1 313 887 1474
Turning these recommendations intoreality is critical to future success forautomotive companies. Themanufacturers and dealers that trulybenefit from todays uncertainty will
be those that look over and beyondthe horizon.
Winning tomorrow will require adifferent mindset and a different set ofsupporting tools and techniques toimprove the vehicle buying experiencefor consumers. The good news is thatthose capabilities includingstreamlined processes, faster responsemechanisms, online buyingcapabilities, greener vehicles andimproved aftersales servicing are
entirely in the hands of manufacturersand dealers.
Capgeminis Cars Online 09/10 studypresents many of the findings of ourextensive automotive consumerresearch. Yet there is much more thatcan be explored and applied to yourown organization. For additionalinformation about our Cars Onlineresearch or on how we can help yourcompany better understand the
dynamics of consumer behavior intodays volatile market, please contact:
Cars Online 09/10 28
Automotive the way we see it
Like most things today,I feel the car buying andownership process will
become more streamlinedand tailored more to the
individual. The focus will
hopefully be on providing
excellent customer service
and working for your
business like companies
used to have to do.
U.S. consumer
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Copyright 2009 Capgemini. No part of this document may be modified, deleted or
expanded by any process or means without prior written permission from Capgemini.
Capgemini, one of the
worlds foremost providersof consulting, technology and outsourcingservices, enables its clients to transform
and perform through technologies.
Capgemini provides its clients with
insights and capabilities that boost theirfreedom to achieve superior resultsthrough a unique way of working, the
Collaborative Business ExperienceTM. TheGroup relies on its global delivery model
called Rightshore, which aims to get the
right balance of the best talent frommultiple locations, working as one teamto create and deliver the optimum
solution for clients. Present in more than30 countries, Capgemini reported 2008global revenues of EUR 8.7 billion and
employs 90,000 people worldwide.
More information is available at
www.capgemini.com
About Capgemini and theCollaborative Business Experience
About Capgeminis Global Automotive Practice
Capgeminis Automotive practice serves 14 of the worlds 15 largest vehicle manufacturersand 12 of the 15 largest automotive suppliers. The sector generates value for companiesthrough global delivery capabilities and automotive-specific service offerings such as
Integrated Lead Management, B2C Web Strategy, Service and Parts Management, SupplierTransformation, Optimization of Dealer-Focused Operations and Global Emerging-MarketSourcing. For more information: www.capgemini.com/industries/automotive/
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www.capgemini.com/carsonline
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