Shoppers who use the build and price tool on OEM websites can increase the likelihood they will visit a dealership to test drive a vehicle, according to the recent J.D. Power 2015 Manufacturer Website Evaluation Study — Winter.
The study, based on responses from more than 9,800 new vehicle shoppers looking to purchase within the next 24 months, found 64 per cent of the new vehicle shoppers who had a satisfactory experience on the OEM’s website are more likely to then visit a dealership to test drive the vehicle of their choice.
“In fact, the build and price tool is a key differentiator in the online shopping experience for consumers, creating a more satisfying, useful experience when it is well designed,” said Arianne Walker, senior director, automotive media & marketing solutions at J.D. Power, in a press release.
“It is critical to help shoppers understand the value of a vehicle as well as the benefits of vehicle trims and accessories, and to help them identify where they can find the vehicle of interest to test drive.”
Other key findings included 35 per cent of new car buyers use the build and price tool to determine whether a vehicle fits in their budget, and 29 per cent use the tool to build a vehicle designed with the features and accessories they desire.
