In the dynamic world of the automotive industry, understanding the profile of the modern buyer is essential to the success of any dealership. Buying habits have evolved significantly in recent years, driven by technology and changing consumer preferences. In this article, we will explore how the profile of the car buyer has changed and how dealerships can adapt by using an effective automotive CRM.
1. The new profile of the modern car buyer
Today's car buyer is very different from the one from a decade ago. According to recent studies, the typical profile of a car buyer in Spain has a average age of 53, although this figure drops to 44 for some specific brands. This modern buyer is characterised by:
Preference for SUVs: There is a clear trend towards sport utility vehicles, with 30% of buyers looking for a higher driving position.
Longer buying process: On average, buyers take around 8 and a half weeks to make a final decision.
Influence of their surroundings: 9 out of 10 buyers recognise that the opinion of those close to them has a strong influence on their decision, consulting an average of 8 people before buying.
Importance of design: Over the last 15 years, concern about vehicle design has risen from 29% to 41% among buyers.
Effective lead management is crucial to attract and convert these modern buyers, who are more informed and more demanding than ever.
In addition, the modern buyer is increasingly interested in sustainability and energy efficiency. Many are looking for a car with hybrid or fully electric technologies, which represents a significant shift in market preferences.
2. Changes in the vehicle buying process
The process of buying a car has undergone a radical transformation. The main changes include:
Online research: 90% of buyers carry out online searches before visiting a dealership.
Fewer dealership visits: Buyers visit an average of 2.6 dealerships before making their purchase, a figure significantly lower than in the past.
Greater importance of the digital experience: 72% of buyers watch videos online about cars and 63% search from their mobile phone.
Consideration of eco-friendly options: 38% of those who choose electric or hybrid vehicles do so motivated by traffic restrictions in large cities.
These changes require dealerships to digitise their processes and adopt tools such as an automotive CRM to stay competitive.
The digitisation of the buying process has also led to an increase in the importance of online bookings for dealerships, which have become a crucial gateway for transactions.
3. The importance of the digital channel in car searches
The digital channel has become the preferred travel companion for Spaniards intending to buy a car. Some relevant data:
86% of buyers actively search for information about cars on the internet when deciding which is the best car for them.
43% of searches on mobile devices are perceived as very valuable by car buyers.
81% of buyers take action after watching videos about a car, from visiting the dealership website to booking a test drive.
A dealership's online presence is crucial. A well-designed dealership website can make all the difference when it comes to capturing leads.
It is important to highlight that the process of looking for a car has become more complex and multifaceted. Buyers are not only looking for technical information, but also other users' opinions, price comparisons and financing options. For this reason, dealerships must offer a complete and enriching digital experience.
4. How to adapt the sales strategy to today's buyer
To adapt to the new buyer profile, dealerships must:
Strengthen their online presence: Develop a robust digital marketing strategy that includes SEO, SEM and a social media presence.
Offer an omnichannel experience: Ensure a smooth transition between the online and offline customer experience.
Personalise communication: Use data to offer tailored recommendations to each prospective customer.
Implement digital tools: Adopt online configurators, chatbots and other tools that facilitate interaction with customers.
Train staff: Train the sales team in new technologies and in how to approach a more informed customer.
Effective lead management is fundamental to converting online interest into real sales.
In addition, it is crucial to implement remarketing strategies to maintain the interest of potential customers throughout their decision-making process, which, as we have seen, can extend over several weeks.
5. Benefits of an automotive CRM for dealerships
An automotive CRM is an essential tool for adapting to the new buyer profile. The benefits include:
Centralisation of information: All customer data and interactions are stored in one place.
Tracking the customer journey: Allows every customer touchpoint with the dealership to be tracked.
Process automation: Makes it easier to automate repetitive tasks, freeing up time for the sales team.
Data analysis: Provides valuable insights into customer behaviour and the effectiveness of sales strategies.
Improved customer experience: Makes it possible to offer a more personalised and efficient service.
A specialised CRM such as DealCar can be the ideal solution for dealerships looking to optimise their processes and adapt to the modern buyer.
An effective automotive CRM can also help dealerships manage their leads better, ensuring that no sales opportunity is lost in the process.
6. Key features of dealership management software
An effective dealership management software must include the following features:
Inventory management: To keep accurate control of vehicle stock.
Lead tracking: To avoid missing any sales opportunity.
Digital marketing tools: To create and manage effective campaigns.
Integration with third-party platforms: To synchronise data with other systems used by the dealership.
Reporting and analytics: To make data-driven decisions.
Appointment and test drive management: To make it easier to schedule dealership visits.
Financing module: To speed up vehicle financing processes.
Efficient inventory management is crucial to a dealership's success, and good management software can make all the difference.
In addition, modern dealership management software must include tools to manage car sales on Google Shopping, a platform that is becoming increasingly relevant for online car buyers.
7. The importance of financing in the buying process
Financing plays a crucial role in the decision to buy a vehicle. According to recent studies, more than 80% of car buyers in Spain opt for some type of financing. For this reason, it is essential that dealerships offer flexible and attractive financing options.
An advanced automotive CRM should include tools to manage and speed up financing processes. This not only improves the customer experience, but can also significantly increase sales closing rates.
Car sales with financing require a specialised approach, and having the right tools can make the difference between closing a sale or losing it.
8. The future of car sales: towards a hybrid model
The future of car sales points towards a hybrid model that combines the best of the digital and physical worlds. Dealerships must prepare for:
Digital showrooms: Physical spaces where customers can interact with advanced technology to explore vehicles.
Virtual and augmented reality: To offer immersive vehicle experiences without the need to have them physically present.
Virtual test drives: Allowing customers to experience the vehicle from the comfort of their home.
Virtual sales advisors: Who can assist customers at any time and from anywhere.
To implement these innovations, it will be crucial to have robust and flexible dealership management software that can adapt to these new business models.
Conclusion
The profile of the modern car buyer has evolved significantly, and with it, the way dealerships must approach sales. The digitisation of the buying process, the growing importance of online research and the need for an omnichannel experience are realities that dealerships cannot ignore.
Implementing an effective automotive CRM and advanced dealership management software are crucial steps in adapting to this new landscape. These tools not only allow better management of leads and inventory, but also facilitate the personalisation of the customer experience, an increasingly important factor in the purchasing decision.
Dealerships that manage to adapt to these new trends, offering a smooth and personalised buying experience both online and offline, will be the most successful in today's and tomorrow's competitive automotive market.
In the dynamic world of the automotive industry, understanding the profile of the modern buyer is essential to the success of any dealership. Buying habits have evolved significantly in recent years, driven by technology and changing consumer preferences. In this article, we will explore how the profile of the car buyer has changed and how dealerships can adapt by using an effective automotive CRM.
1. The new profile of the modern car buyer
Today's car buyer is very different from the one from a decade ago. According to recent studies, the typical profile of a car buyer in Spain has a average age of 53, although this figure drops to 44 for some specific brands. This modern buyer is characterised by:
Preference for SUVs: There is a clear trend towards sport utility vehicles, with 30% of buyers looking for a higher driving position.
Longer buying process: On average, buyers take around 8 and a half weeks to make a final decision.
Influence of their surroundings: 9 out of 10 buyers recognise that the opinion of those close to them has a strong influence on their decision, consulting an average of 8 people before buying.
Importance of design: Over the last 15 years, concern about vehicle design has risen from 29% to 41% among buyers.
Effective lead management is crucial to attract and convert these modern buyers, who are more informed and more demanding than ever.
In addition, the modern buyer is increasingly interested in sustainability and energy efficiency. Many are looking for a car with hybrid or fully electric technologies, which represents a significant shift in market preferences.
2. Changes in the vehicle buying process
The process of buying a car has undergone a radical transformation. The main changes include:
Online research: 90% of buyers carry out online searches before visiting a dealership.
Fewer dealership visits: Buyers visit an average of 2.6 dealerships before making their purchase, a figure significantly lower than in the past.
Greater importance of the digital experience: 72% of buyers watch videos online about cars and 63% search from their mobile phone.
Consideration of eco-friendly options: 38% of those who choose electric or hybrid vehicles do so motivated by traffic restrictions in large cities.
These changes require dealerships to digitise their processes and adopt tools such as an automotive CRM to stay competitive.
The digitisation of the buying process has also led to an increase in the importance of online bookings for dealerships, which have become a crucial gateway for transactions.
3. The importance of the digital channel in car searches
The digital channel has become the preferred travel companion for Spaniards intending to buy a car. Some relevant data:
86% of buyers actively search for information about cars on the internet when deciding which is the best car for them.
43% of searches on mobile devices are perceived as very valuable by car buyers.
81% of buyers take action after watching videos about a car, from visiting the dealership website to booking a test drive.
A dealership's online presence is crucial. A well-designed dealership website can make all the difference when it comes to capturing leads.
It is important to highlight that the process of looking for a car has become more complex and multifaceted. Buyers are not only looking for technical information, but also other users' opinions, price comparisons and financing options. For this reason, dealerships must offer a complete and enriching digital experience.
4. How to adapt the sales strategy to today's buyer
To adapt to the new buyer profile, dealerships must:
Strengthen their online presence: Develop a robust digital marketing strategy that includes SEO, SEM and a social media presence.
Offer an omnichannel experience: Ensure a smooth transition between the online and offline customer experience.
Personalise communication: Use data to offer tailored recommendations to each prospective customer.
Implement digital tools: Adopt online configurators, chatbots and other tools that facilitate interaction with customers.
Train staff: Train the sales team in new technologies and in how to approach a more informed customer.
Effective lead management is fundamental to converting online interest into real sales.
In addition, it is crucial to implement remarketing strategies to maintain the interest of potential customers throughout their decision-making process, which, as we have seen, can extend over several weeks.
5. Benefits of an automotive CRM for dealerships
An automotive CRM is an essential tool for adapting to the new buyer profile. The benefits include:
Centralisation of information: All customer data and interactions are stored in one place.
Tracking the customer journey: Allows every customer touchpoint with the dealership to be tracked.
Process automation: Makes it easier to automate repetitive tasks, freeing up time for the sales team.
Data analysis: Provides valuable insights into customer behaviour and the effectiveness of sales strategies.
Improved customer experience: Makes it possible to offer a more personalised and efficient service.
A specialised CRM such as DealCar can be the ideal solution for dealerships looking to optimise their processes and adapt to the modern buyer.
An effective automotive CRM can also help dealerships manage their leads better, ensuring that no sales opportunity is lost in the process.
6. Key features of dealership management software
An effective dealership management software must include the following features:
Inventory management: To keep accurate control of vehicle stock.
Lead tracking: To avoid missing any sales opportunity.
Digital marketing tools: To create and manage effective campaigns.
Integration with third-party platforms: To synchronise data with other systems used by the dealership.
Reporting and analytics: To make data-driven decisions.
Appointment and test drive management: To make it easier to schedule dealership visits.
Financing module: To speed up vehicle financing processes.
Efficient inventory management is crucial to a dealership's success, and good management software can make all the difference.
In addition, modern dealership management software must include tools to manage car sales on Google Shopping, a platform that is becoming increasingly relevant for online car buyers.
7. The importance of financing in the buying process
Financing plays a crucial role in the decision to buy a vehicle. According to recent studies, more than 80% of car buyers in Spain opt for some type of financing. For this reason, it is essential that dealerships offer flexible and attractive financing options.
An advanced automotive CRM should include tools to manage and speed up financing processes. This not only improves the customer experience, but can also significantly increase sales closing rates.
Car sales with financing require a specialised approach, and having the right tools can make the difference between closing a sale or losing it.
8. The future of car sales: towards a hybrid model
The future of car sales points towards a hybrid model that combines the best of the digital and physical worlds. Dealerships must prepare for:
Digital showrooms: Physical spaces where customers can interact with advanced technology to explore vehicles.
Virtual and augmented reality: To offer immersive vehicle experiences without the need to have them physically present.
Virtual test drives: Allowing customers to experience the vehicle from the comfort of their home.
Virtual sales advisors: Who can assist customers at any time and from anywhere.
To implement these innovations, it will be crucial to have robust and flexible dealership management software that can adapt to these new business models.
Conclusion
The profile of the modern car buyer has evolved significantly, and with it, the way dealerships must approach sales. The digitisation of the buying process, the growing importance of online research and the need for an omnichannel experience are realities that dealerships cannot ignore.
Implementing an effective automotive CRM and advanced dealership management software are crucial steps in adapting to this new landscape. These tools not only allow better management of leads and inventory, but also facilitate the personalisation of the customer experience, an increasingly important factor in the purchasing decision.
Dealerships that manage to adapt to these new trends, offering a smooth and personalised buying experience both online and offline, will be the most successful in today's and tomorrow's competitive automotive market.
