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Fewer car buyers are planning to buy their next car online.
According to new research by What Car? 4.2% of the 873 in-market consumers said they look forward to buying their next car completely online, with delivery to their home address.
This is down from 9.7% in June 2022, when What Car? last asked the same question.
In a recent survey, 41.1% of buyers said they were comfortable with the idea of buying a car online. This is also down from June 2022, when 49.9% of shoppers said they were comfortable with it.
While convenience with buying online has decreased, the share of shoppers who believe they can get better deals online as opposed to visiting a dealer has remained the same over the past nine months, at 22.5%.
On the other hand, the share of buyers who believe they can get a better price from dealers than online has increased from 29.5% to 33.4%.
what car? editor Steve Huntingford said: “Despite the growing presence of online specialty retailers and encouragement from manufacturers to buy online, the share of people who will buy their next car online has fallen over the past nine months.
“What’s really striking is the difference between the number of people who are comfortable with the idea of buying a car online and the number of buyers who actually plan to do so. This shows manufacturers have a lot of work to do to convince buyers they are better off buying online.”
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