Press release

Auto Trader points to 15 million fewer retailer visits since 2010

Average number of forecourt visits fall from 4.4 to 2.2, from 2010 – 2014.

  • Single site visit is increasingly the norm: buyers arrive following decisions made online
  • Steps to reduce ‘market friction’ in the online space are key to bringing more buyers and sellers together, says Auto Trader

The number of visits made by car buyers to retailer forecourts could have fallen by as many as 15 million in the last four years. That means 15 million fewer opportunities to engage with customers in showrooms every year and more buyers arriving on site having already made a decision online about which car to buy. It’s a trend that is likely to continue in the years ahead, Auto Trader asserts today.

In 2010 buyers visited 4.4 physical sites en route to their next car. Last year, the average was just 2.2, according to figures taken from the Annual Buyer Behaviour Survey undertaken for Auto Trader by GfK1. With roughly seven million used car transactions in both 2010 and in 2014 this translates to a drop from 31 million forecourt visits in 2010 to 15.4 million last year.

The numbers contrast with www.autotrader.co.uk visits which have more than doubled. There are now around 40 million each month compared with 17 million in 2010. Trade solutions director at Auto Trader, Tim Peake says: “that as more and more buyers move online, taking steps to reduce ‘friction’ in the marketplace is key to bringing buyers and sellers together.

“Today consumers operate online because they feel more in control,” he continues, “by the time they make the journey to a physical forecourt, most will have researched extensively: they will know exactly what car they want, and a lot about the retailer from which they wish to buy.

“Of course retailers have to think and lead online, but as the country’s largest online marketplace we have to take steps to smooth the journey too. An important recent step forward has been the launch of our consumer valuations’ tool which is now being used to make a million valuations every month.

“What we have done is to simplify what consumers were already doing onsite with a tool powered by comprehensive retail price data. There’s no longer any need to find equivalent models on site and make a best guesstimate of a car’s part exchange or retail value. Now they can arrive at an informed valuation that then forms the basis of a more constructive discussion with a retailer.

“Given the availability of information to consumers online, the competitiveness of the market and dynamism of retail pricing, live market data has to be the starting point for consumer valuations, but also for our dealers in powering products like Auto Trader i-Control.”

Auto Trader is looking at other areas to smooth the consumer online journey and connect buyers and sellers effortlessly. These include vehicle provenance checks, finance support and insurance partnerships

 For all trade media enquiries, please contact:

Nigel Wonnacott, PR Director at JJ Marketing, on 07802 483 971 or nigel.wonnacott@jjmarketing.co.uk

25 hours later &the brilliant #TeamAutoTrader reached Croatia for @TrustFordUK #BreakoutForBen. Congratulations guys & massive well done to everyone involved in this great cause. If you'd like to donate & help raise funds for @BenSupport4Auto just visit: https://t.co/bOlmSpzI1N https://t.co/1SV5VQbUJy
It's been a long night for #TeamAutoTrader on the @TrustFordUK #BreakoutForBen as they try to get as far away as possible for @BenSupport4Auto. But where could they be...and where are they heading 🤔 Keep racking up those miles guys 🚙 https://t.co/p1RmNsY5Uj
And they're off! Border one done for #TeamAutoTrader in this year's @TrustFordUK #BreakoutForBen. Guesses welcome for where they're aiming for...🚗 https://t.co/PWU4eLTaCW
Good luck to everyone taking part in the @TrustFordUK #BreakoutForBen event tonight, especially the brilliant (& brave!) Auto Trader team. We can't wait to see how far everyone can get in 25 hours & how much is raised for the amazing @BenSupport4Auto https://t.co/T67MO99SYN
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With new car sales falling & Sept registrations under performing how do you maximise every opportunity to reach car buyers, generate incremental leads & win in your area of influence?Join our free #ATInsight webinar at 11am Friday to find out.Register here https://t.co/JV1hbWRBFK https://t.co/MTeDLB1fu3
T-minus 10 minutes until our free Market Report webinar, during which we'll be delving into the future of car retailing and the impact (and opportunities) changing consumer attitudes towards online purchase is and will have on the industry. Tune in here https://t.co/11QovV64xq https://t.co/tDQQ1TYR16
"It's essential that the government makes a commitment to outline a clear and beneficial deal in order to ensure our industry has what it needs to secure its future success.” @RMI_NFDA Chairman Peter Johnson at tonight's RMI Annual Dinner https://t.co/mkD6wEi5be
To mark #WorldMentalHealthDay2019 today, @BenSupport4Auto has launched its first ever whitepaper on the topic - one of the biggest issues affecting the industry's workforce & could cost employers up to £1.2bn a year. Download your free copy here: https://t.co/gR9ahHXt8Z https://t.co/5VAoNDLYCt
Well done and massive congratulations to everyone at @BCA_Auctions for winning Auction House of the Year at the @MotorTraderMag #MTIndAwards 2019 🥂🥂🥂 https://t.co/3lk60FsHRw

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

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Manchester
M15 4FN
VAT number: GB 614 8918 20

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