 New Study Shows Auto Dealers How to Keep
Online Used Car Shoppers
Prices, Mileage, Options, and Pictures are Vital
CINCINNATI-November 7, 2000 - Online used car shoppers are likely
to leave an automobile dealer's Web site if they cannot easily find
price, mileage, options and accessories, and pictures of used vehicles,
according to new research released today by Friedman-Swift Associates,
a Cincinnati-based market research firm, and The Cobalt Group (NASDAQ: CBLT), a leading provider of e-business products and services to
the automotive industry.
The study indicates that auto dealers risk losing online used car shoppers
in four ways:
- By not listing prices: 85 percent of used car shoppers say they would
leave a dealer's site if prices of used vehicles in inventory were not
listed.
- By not identifying mileage of used vehicles: 82 percent would leave
if a dealership did not list a used vehicle's mileage. · By not listing
options and accessories: 75 percent would leave if used vehicles' options
and accessories were not listed
- By not showing pictures: 64 percent of used car shoppers would leave
if they did not see a picture of a used vehicle they were interested
in.
"If used car shoppers can find all this information at a dealer's Web
site, they'll be less likely to shop elsewhere." Seventy percent of used
car shoppers wanted the ability to get an online price quote from a dealer
as well, while 66% expressed interest in special prices for Internet shoppers.
Source: Friedman-Swift Associates
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