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Car buyers are looking to ‘shop local’, says heycar

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Car buyers across the UK are following the national trend of keeping their spending locals, according to insights identified by heycar.

The online automotive marketing portal has seen a 207% increase in leads resulting from people including 'near me' in their car searches; along with an 89% uplift in impressions – indicating a shift towards car shopping closer to home. 

Specific location queries are also surging, it said, prompting an 84% leads uplift as well as a 43% increase in impressions.

At the same time, interest in the car market in general is also on the increase with search terms including ‘car dealerships’, ‘used cars’ and ‘car buying’ on an upward curve and approaching pre-COVID levels of use.

Vik Barodia, heycar’s chief operating and product officer, said: “It comes as our selected dealers have told us how they are listening to their customers and adapting the way they operate.

“We’re seeing 91% of them offering virtual appointments, 89% offering a click and collect service and 83% will allow customers to enjoy unaccompanied test drives.

“Showroom visits by appointment are offered by 77%.”

Barodia said: “It’s clear that the nation’s shopping habits are changing and that dealerships in general are responding quickly with a host of innovations and initiatives to accommodate customers' new expectations and to keep everybody safe.”

Matt Moakes, chief executive at HeycarBack in April, AM published a ’10 minutes with…’ interview with heycar chief executive Matt Moakes.

Moakes said that the digital marketing business had been launched to drive “greater trust and transparency” in the sector.

He added: “Dealers are rooting for heycar to work. People are actively willing us on to make an impact.”

AM100 2020 revealed

The annual AM100 list of the biggest and best in automotive retail was revealed at an AM100 webinar by AM and our new research and analysis partners, accountancy firm BDO.

Joining BDO's head of motor retail Steve Le Bas and AM editor Tim Rose to discuss the 2020 AM100 findings and the critical issues that motor retailers have been overcoming are three special guests from large AM100 groups were:

  • Darren Edwards, chief executive of Sytner
  • Stuart Foulds, chief executive of TrustFord
  • Peter Smyth, director of Swansway Group

Watch the recording now at the link below - and read the AM100 supplement

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