Research
 
2007 Dealer eBusiness Performance Study:
 The New Buying Influences (WHITEPAPER)
Presented by Cobalt, in partnership with Yahoo!, and R. L. Polk & Co.

The Cobalt Group, together with Yahoo! and R. L. Polk & Co. present the 2007 Dealer eBusiness Performance Study, the most comprehensive research initiative in the automotive industry. A sequel to Cobalt’s 2005 Industry and Dealership eBusiness Performance Study, this study takes a closer look at car shopping from the consumers’ perspective to understand the new buying influences. The study covers the following:
  • How consumers use search and consumer generated media to pre-shop and select a dealership
  • The amount of lost opportunity that occurs at the dealership level and the leading reasons why
  • What factors lead to brand defection and how OEMs can help increase brand loyalty
  • The impact of dealership reputation, sales staff and vehicle pricing on consumer purchase decisions
  • Best practices of the most successful dealerships at converting online leads into sales
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 Previous Webinars
Cobalt/ Yahoo! Webinar Recording from the 2007 studies

Tuesday, January 15, 2008
Registered Attendees Click Here for webinar playback
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Register and to view the webinar playback
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Download PDF Presentation
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Tuesday, December 11, 2007
Registered Attendees Click Here for webinar playback
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2007 Dealer e-Business Performance Study:
 The New Buying Influences (PRESENTATION)
Presented by Cobalt, Yahoo! and R. L. Polk & Co. at J.D. Powers Automotive
Internet Roundtable (Oct 2007)

This presentation, jointly sponsored by The Cobalt Group, Yahoo and R. L. Polk & Co., reviews research findings from multiple 2007 studies encompassing over 1500 consumers, 1 million 3rd party leads, and 2100 dealerships that identify changes in automotive consumer online shopping practices and the impact of dealership lead handling on Internet sales conversion rates. Highlights include:
  • The rapidly increasing role of user generated content in influencing the consumer’s OEM and dealer preference
  • Changing consumer practices in shopping OEM brands and visiting dealerships
  • Continuing issues with dealer responsiveness to leads resulting in lost sales
Download Download Presentation
(Print-ready PDF)
 Local Automotive Dealerships: The Role of
 Interactive Media in the Local Car Shopping Process
Presented by Cobalt and Yahoo!

First released in July 2007, this study set out to answer the following:
  • How consumers use the Internet and search to shop for a dealership
  • How a dealer can engage with their customers before they walk on the lot
  • The impact of social networks on the car shopping process
  • The impact of quoting price
  • The role of brand advocates and how they impact their networks

Download Download Executive Summary
(Print-ready PDF)
 
Cobalt's 2005 Industry and Dealership
 eBusiness Performance Study
Presented by Cobalt

The 2007 Dealer eBusiness Study is a sequel to Cobalt’s 2005 Industry and Dealership eBusiness Performance Study. The 2005 study took a closer look at car shopping from the consumers’ perspective to understand the new buying influences. The study covered:
  • How consumers use search and consumer generated media to pre-shop and select a dealership
  • The amount of lost opportunity that occurs at the dealership level and the leading reasons why
  • What factors lead to brand defection and how OEMs can help increase brand loyalty
  • The impact of dealership reputation, sales staff and vehicle pricing on consumer purchase decisions
  • Best practices of the most successful dealerships at converting online leads into sales

Download Download white paper
(Print-ready PDF)

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