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Online Car Sales 2023

The new Online Car Sales Study 2023:
Digital readiness put to the test

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Status quo in retail vs. customer expectations

Car sales through online channels continue to be one of the big topics for the future of retail. After all, these days, selling products such as clothing, books or electronics online is the norm for a large number of people. Why shouldn't the same be true for car sales? With the third edition of the Online Car Sales Study Series, the management and IT consultancy MHP publishes findings and recommendations for action for manufacturers and dealers in the ongoing transformation.

In cooperation with the Nürtingen-Geislingen University of Applied Sciences, consumers and car dealers were surveyed on the topic of online and offline car sales in order to identify customer requirements and dealer needs, derive implications for the design of future sales models, and uncover and analyze changes from the last study. The figures collected reveal trends that are necessary for the strategic planning of future sales models.

Key findings of the Online Car Sales Study 2023:

  • 22 percent of respondents bought their car online, up from 9 percent in 2020
  • 85 percent of dealers plan to invest more in online car sales in the next two years
  • Opportunities for online sales solutions largely unknown among dealers
  • Supply bottlenecks leave seller's market in place in the coming years
  • Direct sales losing importance - leasing, subscription and financing models on the rise

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