We surveyed over 3000 people between the ages of 25 and 55 to understand how interest in purchasing a vehicle for this core automotive buying audience has changed due to the coronavirus outbreak. While there are some significant shifts particularly in terms of delay, the dealership-based purchase process is extremely robust and more trusted than alternate channels to complete a purchase during this crisis.  
Overall, purchasing patterns for this key group have changed less than expected in key areas.
  • There has been no meaningful shift from new car shopping to used car shopping.
  • Shoppers of new and late model used have become less focused on upgrading and more focused on incentives and deals, as well as health and safety.
  • The biggest impact of the crisis is slowing down timing of their planned car purchase.
  • Online buying interest rising but is still a very small segment of buyers.
  • Despite COVID-19 fears, eighty-five percent of consumers are comfortable buying through the traditional in store process, provided that enhanced safety precautions are taken.
  • Consumers are more confident buying from a local dealer than from an online vendor.
See all of the data and details below or in the report. While the current environment is full of challenges, the opportunity for local traditional dealerships remains large. 

Intent to purchase across new and used did not shift significantly.

Ninety-seven percent of people in the market prior to the coronavirus outbreak, are still in market.