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There are many dealers who have strong criticisms regarding Edmunds.com, but regardless of whether you consider Edmunds an asset or a liability to the retail auto industry there is little debate about their unique position within the vehicle buying process for many millions of automotive consumers...

The stark reality for car dealers seeking greater understanding of how car buyers shop online in 2013 is that Edmunds.com has the ability to paint a vivid portrait of today’s online car shopper... Which includes 9 out of 10 new and used vehicle buyers!

About 18 million visitors use the Edmunds.com site every month to shop for their next new or used car, and this gives the Edmunds team an unparalleled insight into the car buyer's research and shopping process.  For as many years as I can remember, Edmunds has used the online automotive consumer activity to generate extensive research data and analysis to drive the sort of car buying insights that would establish itself as one of the more valuable resources for car companies and dealers to better understand car shopping and the way buyers use automotive information.  Historically, Edmunds has made the analysis and insights available to their business partners and to the public through academic inquiries and media requests.  However, Edmunds has not previously assembled together the complete volume of current time period data and the analysis and insights gleaned in one coherent piece.

By publishing and making available the 2013 Edmunds.com Car Shopping Trends Report, they have provided the auto industry and especially dealers and automotive marketers with a true gem of a document.  The report which ADM Professional Community members can download using the link at the bottom of this blog post, shows the results of extensive data mining within the Edmunds.com’s extensive database to reveal the most relevant car shopping and purchasing trends in America today.  These trends offer direct clues toward ways that the automotive industry can move forward by empowering a more engaging car shopping experience.

 
Throughout the 2013 Edmunds.com Car Shopping Trends Report, you’ll also find references to a 2011 survey conducted by "Added Value" on behalf of Edmunds.com that asked 2,476 online car shoppers representing the U.S. car shopper population to describe their expectations for their next car purchase.  Edmunds correlated these responses to real-world buying data to see if shopper expectations match reality. In preparing their analysis and conclusions, the Edmunds market research team found many striking consistencies between the two sets of market research data. These surprisingly strong correlations between the two reports suggest that car shoppers have a strong sense of the automotive marketplace and that they know how to set reasonable expectations around price, availability and product performance.


By evaluating this wealth of data provided by the Edmunds team, you will find a story about car shoppers that is often surprising and counter-intuitive to many dealers and automotive professionals.  While at other times, the Edmunds data reinforces critical theories held by car dealers, automotive sales professionals and throughout the auto industry. Some of the key findings in the 2013 Edmunds.com Car Shopping Trends Report include:

  • Two out of every three car shoppers consider themselves highly engaged in the car shopping process, and they turn to a variety of information to help them decide on a new or used car. Time spent on Edmunds.com is up 2 percent from 2011 to 2012. And the most-viewed elements by new car shoppers on Edmunds.com are reviews, pricing information and photos. 
     
  • Mobile access is becoming a powerful tool for car buyers. Traffic to Edmunds.com’s mobile site spikes on the weekends – and especially on Saturdays – when the bulk of car buying takes place. 
     
  • Shoppers are very good at anticipating how much they’ll pay for a new car. New car shoppers told us in 2011 that they plan to spend $30,500, on average, for their next vehicle. In fact the average transaction price for a new car the following year was $30,803.
     
  • The average age of a new car buyer is about four years older than the average age of a used car buyer.  

  • Shoppers are turning to leases now more than ever. And the difference between the average monthly lease payment ($433) and the average monthly finance payment ($468) is greater than at any time since Edmunds.com started keeping records.  

  • About 44 percent of all trade-in vehicles last year went toward a new car by the same brand, which is consistent with our 2011 survey that found that 49 percent of shoppers say they “plan to stick with a brand that has worked in the past.” 
     
  • Luxury car owners and shoppers are buying and considering more nonluxury cars. The trend speaks to the improved quality of non-luxury vehicles.  

  • Many shoppers say they want just the basics in a new car, but emotions can drive buyers to add options. New car buyers are willing to spend an average of $2,200 – or about seven percent – above base model and trim prices to add more options on their cars. 

The Edmunds.com’s 2013 Car Shopping Trends Report is intended to be a free resource for ADM Professional Community members who are interested in creating a better car buying experience. This is just the first in a series of reports that the Edmunds Research team hopes will shed more light on car shopping behavior.  The team intends these findings to open up a dialogue which will contribute to the ongoing improvements within the automotive retail industry. They also want to encourage ADM Professional Community members to contact Edmunds at any time to discuss more ways that Edmunds.com can help you better understand today’s car shopper.

Here is a link to download a PDF version of the Edmunds.com’s 2013 Car Shopping Trends Report: http://static.ed.edmunds-media.com/unversioned/img/industry-center/... 

Edmunds Points of Contact

For Dealer Inquiries: 855-EDMUNDS
For Press Inquiries: 310-309-4900

Source: http://www.edmunds.com/industry-center/car-shopping-trends/ 

Edmunds Annual New Vehicle Sales Forecast for 2013 and Historical Actual Sales:

SOURCE : http://www.automotivedigitalmarketing.com/profiles/blog/show?id=1970539%3ABlogPost%3A484715&xgs=1&xg_source=msg_share_post

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"Phone Ninja" Contest Reminder

 

Hello All,

 

Just wanted to send out a reminder that the contest for all my fellow "Phone Ninja's" is going to end on December 31st, So please make sure you have submitted your best objections and rebuttals in order to win some great prizes. Just take a few moments and think of that 1 customer that really was hard to deal with and let us know how you were able to overcome their objections and get them into the dealership. So far I have received some great entries but I am still looking for some more. Hope everyone had a Wonderful Holiday and also that you have a WONDERFUL NEW YEAR! Lets work hard and make 2011 a GREAT YEAR!!!

 

Thank You,

Kristy Ehmann

Dealer Synergy

Kristy@dealersynergy.com

 

 

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I would like to start off by saying “Happy Holidays". I hope each and every one of you has a wonderful holiday season.

The "Holiday Season" is in full effect and the end of the year approaching quickly, I am hoping all of you are using this time of the year to your benefit. This is the best time of the year to set and close more appointments than any other month of the calendar year. Customer's are in "Shopping/Buying" mode during the holidays so use this mentality to your advantage!!


With that being said, my question to each "Phone Ninja" out there is this.....

 

-  What issue/objection are you hearing customers say most and trying to overcome? 

-  How and what rebuttal have you been using to overcome these objections?


In order to make this a little more interesting and to generate some feedback, I would like to make this a little contest. We are going to judge who came up with the best, well thought out rebuttal and give away a holiday prize!   

So please take a moment and think of each call you have taken and decide what is the most common objection you’re dealing with on a daily basis and how have you effectively overcame this objection. Is it the customer who is waiting till tax time to purchase a new vehicle?  Is it the customer who has to wait till after the holidays to see how much money they have left to put down on a new vehicle? 

I look forward to hearing from everyone and seeing how and what you said to help your customers and set more appointments. Once again Happy Holidays!


Thank You,
Kristy Ehmann
Dealer Synergy

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Every year, people start lining up on Wednesday to take advantage of $3 appliances and $1DVDs, 80% off electronics and deeply discounted appliances. I know that I comb the mail Sunday, looking for deals that can't-be-beat. If you plan on playing the Black Friday game and don't utilize direct mail, you are missing out. It gives you the perfect opportunity to showcase your deals and your merchandise; don't worry about being lost in the crowd. Focus on designing a unique piece and your mailer can be the difference between boom or bust. Check out www.blackfriday2010.com to further understand why mailers are so critical to Black Friday success; these blogs are scanning in your mailer for people so that they know what your deal is. No mailer = no awareness. However, in times where information flows freely, your mailer has an even bigger impact than the audience you targeted. It's just another example of direct mail's added value.


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