AM Online

Test drives halve over last 12 months

The number of test drives has halved in the last 12 months.

Research by Google also shows that the number of new car buyers visiting just one dealership before making a purchase has doubled to 32% in the same period.

Adrian Joseph, director – automotive at Google, said: “We are arguably in the midst of the biggest change in recent times within the automotive industry – a change driven by significant shifts in consumer behaviour enabled by technology and, in particular, the internet.”

He added: “The influence of some traditional media is falling dramatically. In short, the car-buying process is being turned on its head.

“This toxic situation has serious implications for dealerships, and understanding the online opportunity to affect consumer choice has never been more critical.”

 

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