Car retailers' online sales leads rose by 34% during December as the sector experienced an 8.5% rise in used cars during the final month of 2017, according to enquiryMAX.
The internet helped dealers to an 8.5% rise in used car sales in December according to the sales lead management specialist, as its data showed a 14% drop in new car sales across a sample of 700 UK dealers.
Alongside the growing interest in used vehicles, sales leads from services also increased 16%, it reported.
David Boyce, managing director of enquiryMAX, said: “The dealer groups ramped up their used car offerings in 2017, and 2018 looks set to be the year of the used car.
“It is difficult to overestimate the role of digital marketing in bringing customers to the forecourt but equally cross-selling between sales and service teams is a highly efficient way to drive sales. These trends look set to continue this year.”
Finance penetration continued to rise with an 18% jump in PCP sales between December 2016 and 2017, according to enquiryMAX, with Motability sales also increasing 38% over the period.
Boyce said that efficiency would be essential in current market and dealers should be attempting to make the customer journey as seamless as possible in order to maximise every potential sales lead.
He added: “Our experience shows that data will underpin this journey and drive more sales-focused culture.”