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YouGov 2022 Automotive Report Of the 18 markets surveyed, the UAE, India and Australia have the highest percentages of car buyers who would consider buying from pure-play online manufacturers such as Tesla. On the other hand, Denmark, Australia, the United States and Sweden have the highest percentages of car buyers who would consider buying in person at a dealership.
The report examines whether consumers in 18 international markets are adopting new digital disruptors by examining their past and future car buying behavior and interest and interest in electrification of the global luxury and premium auto market.
Considering how they plan to buy their next car, buying in person at a dealership (42%) or from a car owner (31%) appears to be the most popular method among future car buyers in the UAE. Online preference is also high, with about one in five saying they would buy online from a manufacturer who sells both online and in-person (20%) or through an online-only platform (17%).
The younger generation in the UAE is happy to skip the showroom experience and jump online. Compared to their older peers, those under 34 are more likely to consider buying their next car online, and their level of enthusiasm for purely online car brands is evident.
Despite the intent to buy from online platforms, UAE consumers are less aware of online car buying options, with nearly half (45%) saying they don’t know enough about online car retailers and manufacturers . In addition, there is a trust challenge to overcome. 46% of UAE consumers agree that they do not trust online car retailers or manufacturers (only 15% disagree with this statement).
This may be because the online option is newer and less familiar, but the online automotive industry faces the challenge of building this trust and consumer confidence globally, especially among the younger generation – the future audience of the automotive industry.
There is no “one-size-fits-all” approach when it comes to reviewing factors that matter to prospective car buyers by buying method. However, finding the best price is the number one priority for all potential car buyers around the world, regardless of the type of buying channel they are considering.
In the UAE, in addition to price, the ability to see or test drive the car, the ability to enter into financing arrangements with the same car company is also important. Avoiding salespeople and price negotiations is also a priority for some, especially for those considering buying online and opting for a hassle-free, simpler buying model.
As consumers around the world become more open to buying online, brand marketers need to focus on creating more knowledge, communicating an enhanced customer experience, and building brand trust to fully transition to an online buying path.
Read the full report here.
method:
Insights in this report come from a recent Global Bespoke Research survey, which revealed the evolution of car buying behaviors and channels, drivers of car purchases, and interest in and demand for electrification in the global luxury and premium car market. The study covers 18 global markets with more than 19,000 respondents.
Our findings are further supported by linking research from our joint survey of YouGov Global Profiles and BrandIndex. Our survey was conducted the week of July 6-22, 2022.
The YouGov panel provides a naturally accurate and representative view of the population. The data was adjusted using a moderately weighted team that used interrelated demographic characteristics—a method considered advanced in the field of market research.
Data for the UAE is based on a sample of 1,117 respondents representing the adult population.
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