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2008 Automotive eShopper Experience Study

The 2008 Automotive eShopper Experience Study is the largest and longest research initiative of its kind in the industry with results from dealerships representing thirty OEM brands. The 2008 Automotive eShopper Experience Study is the first comprehensive overview of the shops' results, as well as a ranking of the top five performing OEM brands for 2007 and the 2008.

Key Findings

Tough times have made dealers more responsive to shoppers. However, there remains room for improvement, especially in the area of response quality.

* Dealers do not respond, by email or phone, to one in four shoppers submitting leads.
* When they respond, dealers are following up more consistently with an average of 3.1 follow-ups (vs. 2.0 in 2005).
* Only 13% or responding dealerships provide the shopper with information about the benefits of their particular brand or vehicle.
* And much more!

Download the full report in PDF file format:

2008_Cobalt_ASES_Final.pdf

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The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisors, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds available within the ADM community.

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ADM is proud to serve as an online meeting place, networking tool and idea exchange for car dealership suppliers and automotive web solution providers such as ADP Dealer Services, The Cobalt Group, The Reynolds and Reynolds Company, BZ Results, ADP Dynamic Websites, Dealer.com Automotive Websites, Dealerskins, Izmocars and Izmo CRM, TK CarSites, Autobase, DealerTrack, Arkona, Reynolds Web Solutions, Clickmotive, Xi Group and other dealership technology suppliers and vendors.

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Tags: 2008, Automotive eShopper, Experience Study, automotive Internet, automotive marketing, car dealer Internet sales, lead management for car dealers, marketing research

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Comment by mike lesinski on January 21, 2009 at 5:18am
This study is an interesting review of the leads practice within the industry. It provides further evidence to the benefit of the appropriate platform to leverage the enterprise value exchange (OEM and dealer network) with alignment to the consumer's view of value.

All you need to do is look at the results of Chevrolet. Given the volume of leads and number of dealers in that network, clearly there is a significant force at work in order to facilitate a jump from number 15 to number 2 in the industry.
Comment by Ralph Paglia on January 17, 2009 at 7:22pm
Imagine if leads were routed TOWARDS the 50% of dealers that do a good to great job handling them, and AWAY from the 50% of dealers who chase customers away with a poor or no response to their inquiries...

A few years ago Hyundai introduced a new policy and lead handling functionality which offered unresponded leads to competing dealers after 24 hours of the original dealer not responding. Within 6 months of introducing this lead management strategy Hyundai moved their overall closing ratio up by such a degree that they achieved the highest closing ratio of any brand on Internet sales leads.
Comment by Joseph B Antley; JB ANTLEY on January 13, 2009 at 11:03am
The Cobalt report is a great evaluation or report card for our business. Thanks for posting it, Ralph. In addition to the tidbits you cite above, I found three more that are nothing short of astounding.

1. Dealerships call less than half of the Internet leads they receive, responding to the remainder in email alone.
2. If a shopper asks for the price of a new vehicle, they will be given this information less than twenty-five percent of the time.
3. The average response takes over 5 hours.

Wow! Of course, the members here are not the ones guilty of this performance and these numbers only make you all shine.

ADMPC is a Network for Car Dealers, Automotive Marketing, Advertising and Management Pros sharing Digital Strategies and Execution Tactics.

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