2016年全球新车电商市场研究（2016年）.pdfVIP

Online Sales of New Cars Study Munich, January 2016 Management summary How the world is today The way cars are sold is changing, putting market models under pressure. Customer expectations are shaped by retail experiences in other industries, while advanced technology opens up new opportunities within traditional retail approaches About 10%1) of new cars are sold online today – High growth rates expected by market experts, at least doubling todays volume by 2020 Within the German market, there are several dominant players – Four archetypes to be distinguished, each one with its own raison dêtre Marketplaces for comparing prices of different dealers – High degree of transparency Brokers as mediators between authorized dealers and end customer in selling process – High degree of convenience Special concepts being a one-stop-shop solution for car leasing – High degree of convenience OEMs/dealers where the online shop presents a further customer touchpoint within the multi-channel approach – High degree of trust Two types of customers within the online market for cars: the informed saver and the multi-channel customer. Whereas the informed saver has long been a priority for existing archetypes, the focus is increasingly shifting to multi-channel customers; not least because they account for almost half of the market. Hence, online portals focusing on one-stop shops are currently receiving a strong push Nevertheless, all of the big players in the German market display some gaps in fully capturing the convenience-seeking customer – Reason: customer journey not entirely integrated seamlessly (discontinuity within ordering process, missing link between online and offline world) Result Increasing number of start-ups are surging onto markets, especially from the US. Whereas some business models aim at taking the customer journey to the next level, others focus on enhancing specific steps. Both price and convenience seekers are targ