Driving Towards a Digital Future - Industry Report 2021

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Excerpt:

Executive Summary

The key take outs from our latest research includes the continued growth of the online market, where the long-term trends suggest that although the automotive industry was steadily moving towards digitalisation, the pandemic accelerated this.

The majority of customers who live over 30 miles away from your dealership are going to search online for their vehicle of choice first.

However, if you your vehicles competitively on Auto Trader customers are more likely to be willing to travel further to purchase. Marketing reach is 10% lower in a 5-mile radius of your dealership than it was 4 years ago, highlighting the need to drive your business digitally.

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