SUNNYVALE, Calif. — In a new survey on Internet-based car sales, half of the dealers surveyed said they expect Internet sales to represent more than 30 percent of their total car sales in 2010.
The survey, conducted by ResponseLogix, a provider of Internet leads management software, also revealed dealers believe that consumers are expecting ever faster response times on requests for quotes. Whereas in 2009, 46 percent of respondents believed their customers sought a price quote in 10 minutes or less, 67 percent of respondents (an increase of 45 percent) believe consumers will have this expectation in 2010. A whopping 96 percent of respondents say that car shoppers in 2010 will be unwilling to wait more than one hour for a quote.
“Today, the Internet has empowered consumers to expect instantaneous information at their fingertips. Car shoppers demand information that is comprehensive, detailed and directly responsive to the questions they posed,” said Tom Mohr, CEO of ResponseLogix. “Our customers realize that by creating a favorable first impression with the car buyer, they will jump ahead of their competitors, increasing sales at their expense.”
Nearly 41 percent more dealers predicted that Internet sales will represent at least 30 percent of their business during 2010, compared to their 2009 sales. Looking into 2010, 49 percent of respondents project that Internet sales will comprise over 30 percent of their total car sales, compared to only 35 percent in 2009, who indicated that Internet sales represent one third of their business.
Auto dealers stated in written comments that the most important challenges facing them this year include converting more leads into sales, realizing better results from the Internet, and staying ahead of their competition.