Our Digital IQ Index: Auto report – released last week – shows luxury and ultra-luxury brands have invested the least in their sites of all auto categories. For example, less than 25% of ultra-luxury auto sites enable users to compare models, live chat a customer service rep, or schedule a maintenance service. And just 25% of ultra-luxury sites offer test-drive booking through their website. Luxury auto companies are similar in lack of investment, with a few exceptions. 50% support live chat and more than 75% enable customers to schedule an maintenance service via their site.
Considering the average consumer visits just 1.6 dealerships before making a purchase, online research tools are becoming increasingly important. Most consumers have almost decided what car to purchase by the time they visit the dealership, but 50% are open to any car brand in the beginning of their search. And 73% of time spent shopping for a vehicle is spent online, making a brand’s site presence one of the most important components of making a sale.