Beruflich Dokumente
Kultur Dokumente
We will also take a quick look at a couple of the major themes apparent at the
opening of the Detroit show early this week.
Harris/Decima
load of Canadians (with those aged 50+ beginning to realise the threat that this
poses to their longer term financial position) and shifting demographic
patterns, we may not see more than just a moderate increase in sales in 2013.
There are two transitions that will likely take place:
With the average age of a new car buyer still touching 50 and a large
proportion of buyers being over 55, we see greater reluctance
among these consumers to buy a new vehicle in the next year while
those aged 18 34 are much more likely to be in the market. At the
end of 2011, 22% of those aged 18 34 indicated positive intent to
purchase or lease a new vehicle in the next 12 months. This
increased to 26% at the end of 2012. Among those aged 55+, the
percentage dropped from 17% to 14% over the same period. This
will introduce decidedly different dynamic in the auto retailing
environment both in the decision-making process and in the
dealership itself. Auto manufacturers and dealers will need to deal
with a new cohort of customers, many of whom have different
attitudes, brand perceptions and buying preferences from their
predecessors. While this shifting of cohorts has always been there
to some extent, economic conditions that have prevailed over the
past five years have likely kept some of those younger consumers
out of the market. The change will be more keenly felt in the next
two or three years.
Well also see an increased questioning of the accepted notion that
ownership of a vehicle is something to aspire to and an automatic
part of our lifestyles. A younger, more urban buyer, different
financial priorities and the continuing shift in how consumers want
to express themselves, could have a moderating influence on sales
growth in the future. Stronger interest in car sharing will be part of
this and, although there will still be a need to have their own
transportation, many younger buyers may see this as a viable
alternative to ownership until they reach that point. Right now,
their challenge is that awareness of this option is lower among
these younger consumers but therein also lies the opportunity.
Harris/Decima
Harris/Decima
During the labour talks between the CAW and Detroit Three last year, we found
that only 51% of Canadians were even aware of the talks. Granted, the
percentage in Ontario was much higher (66%), but that still left 33% who said
they had no knowledge of the talks. All Canadians are stakeholders (literally) in
the outcome of the realignment that is taking place and there needs to be a
strategy in place to ensure that we dont get left behind.
This has clear implications for dealerships. The old tactic of pressure to buy
that day is more likely to push the customer away and salespeople need to
hone their skills in following up with the customer so that they do come back
for that second or third visit. As well, the test drive may assume even more
importance than before. The sales training curriculum will need to be updated.
These changes are clearly an outcome of the amount of information available
to car buyers and their growing confidence in using that information.
Interestingly, a relatively small percentage said they would be paying much
more attention to social media in the car buying process. The growth is
certainly there, but so are the fundamentals of a solid sales process. The key
Harris/Decima
Harris/Decima
Richard Cooper
Senior Vice President
Harris/Decima Inc.
416-355-6821
rcooper@harrisdecima.com
Harris/Decima