Auto brands have recognized the need to integrate local dealerships in their online presence: 90% allow users to request a quote from local dealerships and 83% present location information of local dealerships. However, the handoff process could be much smoother as just 38% hand off browsers to dealerships.
There’s a lot more auto brands could do to drive browsers down the purchase funnel. For example, the option to schedule a test drive via the brand website could increase the odds of purchase, but only 25% of brands in L2’s 2016 Auto study provide that feature.
Land Rover sets an example in this regard as the only brand to incorporate all the handoff methods to dealerships on its website. The Land Rover website enables customers to schedule a test drive, locate local dealerships by zipcode and check out offers from local dealerships. Other brands should follow and strengthen their links to local dealerships as they continue to rely on them for sales.
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