Consumers are turning to a variety of online and offline services to help them make car-buying decisions because industry websites do not satisfy their needs, a global survey by Accenture has revealed.
The survey, which involved 13,000 drivers from 11 countries who were aged 18 and up and owned a car, found that consumers believe the car-buying process would be easier and quicker if auto industry website content was customised to be more relevant to their specific buying preferences and if online innovations such as web chat and mobile-friendly websites were employed.
In Malaysia, where 1,000 respondents took part in the survey, car buyers visit an average of 11 different websites prior to making a purchase, with almost 10% visiting over 21 websites. 81% review other consumers’ feedback online, 78% look at Google ads and 70% visit manufacturer’s websites.
With 80% of Malaysian respondents agreeing that car dealers have not utilised online digital marketing to its full potential, Accenture believes the findings show a lack of integrated digital marketing in the industry.
“A consistent customer experience is vital to the online-offline sales process, an area in which the auto industry is notably lagging other sectors in the eyes of the consumer,” said Accenture ASEAN products operation MD Lee Won-Joon. “At a time when digital marketers are utilising algorithms to predict what online visitors want to know, automakers should be better able to shape web content that is more user-centric.”
The survey also found that Malaysian drivers want easier and clearer pricing (88%), intuitive communication (80%) and easier configuration/tailored offers (77%), as well as to see special offers (80%), after-sales extras (78%), part exchange upgrades (77%) and special maintenance offers (72%) made available online.
Factors that influenced car-buying decisions for those surveyed in Malaysia include offline information reviews (60%), social media (59%) and advice from friends and family (53%).
“In our experience, car buyers are open to post-sales activities such as loyalty programme memberships and enrolment in maintenance plans,” said Accenture Malaysia auto industry MD Terence Foo. “Success with these programmes can be enhanced through the use of customised landing pages that are based on customer demographics, personal preferences and previous interactions.”
Better use of digital marketing, Accenture says, could increase auto sector topline sales by 1-2%. It adds that in each of the markets polled (which included both developed and emerging) the level of digital penetration has created an appetite among buyers for using digital channels.
Accenture concludes that carmakers must tap into the power of mobile internet and enable their dealers to embrace digital technologies to eventually create a ‘virtual dealership’ that will provide an end-to-end purchase capability online.
Other Malaysian findings include:
- Malaysians are less inclined to use online information compared to respondents from other countries, indicating a need for carmakers and dealers to improve customer online experience.
- 24% (compared to 18% globally) visit a dealer and do additional web-based research before making their decision.
- Lower satisfaction levels of online communications with a dealer than in other markets.
- 14% (compared to 29% globally) willing to skip dealer contact, 57% fairly willing, 70% fairly willing if fully dedicated information via a website or call centre was available.
- 58% interested in chatting with dealers online to make purchase process easier (Germany 81%).
- 50% would consider car buying, financial and whole transaction online.
- 65% would possibly undertake the purchase process online (South Korea 96%).
while the breakdown of the Malaysian respondents polled is as follows:
- Age of respondent – 18-24 (22%), 25-35 (33%), 36-45 (28%), 46-55 (8%), 56-65 (5%), over 65 (4%).
- Age of car owned – under 1 year old (7%), 1-2 years old (47%), 2-3 years old (18%), over 3 years old (28%).
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the worst ever consultant that i ever work with… never on time for meeting, most of their workers are foreigners that really hard to understand what they are talking about.. no experience at in auto industries
Accenture noting better to do. Waste of time survey. Isn’t better to come out with a survey on car prices and how its affecting the lifestyle of every Malaysian in Malaysia?
No amount of nonsence online experience can compensate for the heavy monthly downpayments every single Malaysian pays for his car that is 3 x the world prices.
Mainstream car prices
(world Prices VS Msian prices)
Honda Accord 2.4
US$21,480 (RM64,440) RM175,000
Honda CRV
US$22,495 (RM67,485) RM150,000
Honda Civic
US$15,955 (RM47,865) RM115,000
Toyota Altis
US$16,130 (RM48,390) RM112,000
Toyota Camry
US$22,055 (RM66,165) RM180,000
Kia Sorento
US$23,150 (RM69,450) RM160,000
Hyundai Tucson
US$19,245 (RM57,735) RM140,000
Hyundai Sonata US$20,895 (RM62,685) RM150,000
Hyundai Elantra 1.8
US$16,695 (RM50,085) RM118,000
Luxury car prices
BMW 328i
US$36,500 (RM109,500) RM300,000
BMW 528i
US$46,900 (RM149,000) RM400,000
BMW 535i
US$52,500 (RM157,000) RM600,000
BMW X5
US$47,500 (RM142,500) RM580,000
Mercedes E350
US$51,000 (RM153,000) RM400,000 (In M’sia for only CKD E250)
Jaguar XF
US$53,000 (RM159,000) RM500,000
Jaguar XJ
US$73,700 (RM221,000) RM1,000,000
Porsche Cayenne
US$48,850 (RM146,000) RM570,000
which country world price? y u don compare singpore(world price) vs boleh or thai vs boleh or philip vs boleh or indo vs boleh or korea vs boleh angola vs boleh trinidad vs boleh…or euro/us/jp/rich arab/bru(world price) vs rest of the world price
The same issues highlighted in various car related online portals, e.g Australia.
They love to compare prices with US without (or just plain-ignorant) realizing that US market is very huge and competitive. The car manufacturers have to greatly compete with each other in terms of price, specs, after-sales services, reliability etc etc.
Don’t u hate to see an ad somewhere (e.g. paultan) and clicked to the original site (e.g. VW) and all it said was “check with nearest branch to know anything about the offer”.. what the hell is that?
alot are like that. basically marketing managers are so used to print media advertising… you cannot click print media to go anywhere, just push it to dealerships. so, online they do the same…
nah… just cut off the bloody tax car in malaysia.
and those greedy dealer!!!
noted with thanks.
nexttttttt
As for me , online is only an additional information and feedback to the traditional visit to the showrooms and testing the cars out first before making a decision . After that is done , we normally will negotiate the price and freebies available to us. Nothing beats a face to face with the sales consultant. we are , after all, humans that need to interact
how about after sales service?
sales service is good. but when there’s a defect on the or you need to send the car for servicing at the dealership, it’s a harrowing experience, esp when you need to get something major fixed.
this is true even for premium makes like BMW, Mercedes.
for after sales service go to service center lah.. itu pun mau online kah… aiyoooo…. if your child is sick… you go to the hospitals or online chatting with the nurse to register….
Who is this Accenture to automotive world??? What do they know…gathering data n tell this and that? We all can do that..
I don’t trust Accenture. A bunch of people who are good at talking only.
HAhahahahaha this must be a tactic for Accenture to get consultation work to make an online system for automative firm.Hahaha sembang kuat Accenture.LOL
I think this Accenture research on this online things is only follow what the world tendency is, what is form of service would be look alike currently in the world. Believe me, this is current mainstream.
Ps: am not accenture fan boy or employee :)