Consumers Gravitating to Online Auto Process
The survey questioned 2,500 owners of various vehicle brands in the U.S., Germany and China.
Pexels/Mikhail Milov
A recent survey Mercedes commissioned found that 70% of consumers in the U.S., Germany and China can see themselves completing financing, a lease contract, vehicle subscription or a direct purchase on a carmaker’s website without consulting with a salesperson.
The survey of more than 2,500 owners of various vehicle brands was conducted by research company Kantar for Mercedes-Benz Mobility.
It found that consumers who can’t imagine a purely online process for those shopping tasks could see themselves completing an online contract if a salesperson was available to them through the process.
“The study results show that we are on the right track with the introduction of our digital purchase process, among others in Germany and China,” said Mercedes-Benz Mobility CEO Franz Reiner in a press release on the findings. “Our customers can now conclude leasing contracts online, but we always offer the option of personal consultation if desired by the customer.”
When it comes to the purchasing process, the study found that the share of consumers who consider online sources of information as important as in-person dealership salespeople has increased, up from 52% in the U.S. in 2022 to 76% this year.