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DETROIT (Nov. 28, 2005) The 7th annual Cars Online study from Capgemini is showing that the Internet has become the No. 1 information source used by consumers when researching vehicles, surpassing family and friends and manufacturer-specific dealers. This is the first time this particular study has detected that significant shift, executives report. According to the study, more than 60 percent of consumer respondents said they use the Web, up from less than 20 percent three years ago. Those who conducted the study said that "the time has come for manufacturers and dealers to view the Internet as an established, mature medium and integrate the channel even further into their marketing strategy and adjust their spending accordingly." Nearly two-thirds of respondents also said that product and price information, vehicle configurations and cost calculators are key Web features they need to make their purchase decision and that having this information would "make them more likely to buy from that manufacturer." The study surveyed consumers, dealers and manufacturers in China, France, Germany, the United Kingdom and the United States. Nick Gill, global automotive leader for Capgemini, noted, "With the right customer information available in a timely fashion across the whole selling network, manufacturers can steer customer demand instead of simply reacting to dealer orders." |
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