Page 8 - On The Move - Volume 17, Issue 4

By Ilana Shabtay,
Director of Marketing
AutoLeadStar

It’s Time to Act Fast.

As a company that lives and breathes data, we turn to the
numbers in times of uncertainty. When we need answers, we
rely on data, not gut, to guide us for the smartest decisions. It
allows us to gain full transparency into what’s working, and
what’s not, and in turn, act fast.

In a world that has completely shifted to an online buying
process, acting fast has never been more relevant. This shift
in consumer behavior has highlighted for dealers and OEMs Business commuters may return to driving
the splintered state of their digital infrastructure and placed a for short-haul work trips:
spotlight on solutions that serve a new wave of online shoppers.
• With surveys showing that the majority of vehicle
owners will rely first on their private vehicles
With digital sales in full motion, your dealership’s website has for transportation, we can speculate that short
become the most competitive space to win market share and distance business trips that used to be by plane
shows that the battle for the sale, which used to take place in will now be replaced with private vehicles.
the showroom, is now taking place online. And we’re seeing
this confirmed in the data.
Millennials may buy a car earlier post-crisis:
New Market Segments • Millennials are speculated to play a big part in
automotive recovery from COVID-19. Millennials that
are Emerging Post-COVID hadn’t prioritized buying a car with the convenience

of Uber or Lyft, are now looking into purchasing or
Interestingly, shopping engagement has remained robust during leasing a car in the next five years.
the 2020 pandemic. Specifically, new buying behaviors from
markets that wouldn’t be looking for a car pre COVID-19, are These millennials, for example, represent 25% of the total US
now interested. population, encompassing all those from age 21-38, a total
of 82 million consumers. Car ownership in this demographic
Here’s what we’re seeing: has been surveyed at 75%, with a skew toward non-
urban consumers. The average first-time car buyer from this
Single-car suburban families may demographic is 29 years old and male. With a decrease in
become two-car suburban families: comfort with public transportation and ridesharing, it’s possible
• With safety and hygiene top of mind, families that to envision an increase in buying interest from this demographic.
only owned one car will now be in the market for A 5% increase in ownership would equate to approximately 4
a second car so they can enjoy family trips in their million more shoppers in the market.
private vehicle.
6 www.maada.com
6 www .maad a. com