Everyone would appreciate a crystal ball to provide an insight into the future, and the motor industry is no exception. Understanding how and where different types of car buyer will be shopping this year, and how to convert those not visiting dealerships into sales, is a top priority all round. Research from Motors.co.uk shows there is still a clear gender and generational divide among shoppers at dealerships, as traditional consumer perceptions of the industry remain. The latest insight from Motors.co.uk shows that, while the majority of car buyers consider using an independent (54%) or franchised dealership (50%), over a third (34%) would consider purchasing from a private seller. Interestingly, it’s men who are more likely to purchase a car from a franchised dealership. Women are more likely to buy from a private seller (39%) compared to men (30%), or an independent car dealership, 57% compared to 52% of men. Car buying is also a generational game. Those aged 35-54 are more likely to buy from an independent car dealership than any other source, while almost half (49%) of younger buyers, those aged 18-34, are willing to consider buying from a private seller. In fact, 18-34 year olds are almost twice as likely than those aged 45-54 (14% compared to 26%) to go down the private seller route. This research shows that there is a continued need to attract more women and younger buyers into dealerships and this will mean overcoming existing perceptions. Peter Watts, director of dealer insight at Motors.co.uk, said: “These findings reaffirm that many younger and female buyers still feel that dealerships can be daunting places which are the domain of older males experienced in purchasing cars. A sales team that reflects and can relate to its existing and growing consumer base across all demographics, along with targeted marketing activity, will help to alleviate these anxieties and dispel the myths associated with the showroom environment. “Our younger generation is going to be buying cars for years to come, so that first point of contact on the forecourt or in the showroom to the growing number of independent female consumers and younger millennials needs skills aligned to the way they research and shop online.” Watts added: “We would all like to see a greater number of buyers perusing forecourts and completing sales and there is a clear opportunity to make this a reality if we appeal more to female and young buyers.” Motors.co.uk carried out this research with more than 700 consumers across the UK to uncover the reasons behind their car buying decisions.
Motors.co.uk is celebrating again after signing a new partnership with Auto Clubs International (ACI) as part of the ongoing expansion of its network. Vehicles from dealers advertising with Motors.co.uk began appearing on ACI’s network of websites from October, which helps to further expand the reach of vehicle adverts within the Motors.co.uk network to over 3.5 million monthly unique visitors*. Some of the key websites include petrol-head favourites fordownersclub.com and jaguarownersclub.com. Daniela Menzky, chief executive at ACI, said: “We’re excited to partner with such a forward-thinking and innovative business as Motors.co.uk. This is a major move for our network of online platforms for car owners and enthusiasts and we believe it will allow our members to have quick and easy access to some of the best matched cars on the market.” Phill Jones, managing director at Motors.co.uk, added: “We are excited to work with Daniela and the team at ACI. They are experts in creating highly engaged online communities, passionate about car ownership. We are proud to be able to present this knowledgeable audience with our depth of stock and search tools. This expansion shows our ongoing commitment to help advertisers sell the smart way and put their stock in front of consumers at every stage of the search process.” The past few months has seen Motors.co.uk greatly expand its network with major partnerships with Carfused.com, (part of Confused.com) and Motoring.co.uk. The Motors.co.uk Network also includes: Sunday Times Driving, Parkers, HonestJohn, Carsite Network, Desperate Seller, Drive24, and more than 300 regional newspapers and classified sites. The ACI network includes sites such as: