February 2022 ICDP Webinar: Different types of new car buyers, and their impact on channel change

In recent years we have seen significant evolution in consumer behaviour across all sectors, driven by technology and digitalisation, and the process of buying a car is no exception with the growth of third party disruptors, omni-channel, and more general innovation. To capture these changing behaviours, last year we conducted both a dedicated car buyer survey and held focus groups exploring how real customers feel about the car buying process and ownership more generally, and we have already presented some of our findings to our members at both the Autumn Meeting and a dedicated webinar on ownership.

In our second webinar on consumer behaviour, based on these results, we continued to explore both our 2021 survey and the focus groups held with new car buyers to examine how customers view the buying journey, the challenges they have along the way, and in particular how they see the dealer and the role they play in this process. We looked at how different types of customer approach the buying journey differently, and how dealers and OEMs will need to cater for these different customer needs.

We also explored a range of quantitative results from our survey, and provided qualitative assessments and quotes from real car buyers.

The presentation shown is available below as a pdf, and as a video recording.