Six Months into Pandemic TrueCar Study Finds Vehicle Affordability Now Tops Car Shopper Concerns
“At the six-month marker, it’s encouraging to see that fewer shoppers now report being less likely to purchase a vehicle due to the pandemic than at any point during our research series,” said
“As affordability concerns rise and new car inventory shortages continue, we can expect to see more consumers gravitating toward the used market where strong sales the past three to five years as well as high leasing adoption have resulted in a strong supply of late model used vehicles” said
Highlights from the Study Include: Study fielded
- Shoppers’ concerns about being exposed to COVID-19 during their shopping process fell to the lowest point since March, when widespread shutdowns began. While the 50% who state they’re very or extremely concerned about being exposed to COVID-19 is still a sizeable number, it’s down significantly from 56% in July and 62% in April.
- Although concern over virus exposure is ebbing, shoppers still desire a comprehensive online shopping experience; 41% state they would be encouraged to work with a dealer that allows them to configure their deal online, and more shoppers than ever state they are doing more of their shopping online (35%), and visiting fewer dealerships (33%).
- Two-thirds (68%) of shoppers say they would be more likely to shop with a dealership offering online payments, trade-in and financing.
- Vehicle affordability concerns are at their highest levels across five waves of the study; 51% state they’re very or extremely concerned about being able to afford the vehicle they plan on purchasing or leasing.
- Consumer desire for lower interest rates and incentives as a factor to encourage vehicle purchasing are at their highest point (61%), across study waves.
- 29% of consumers surveyed say inventory availability is a factor that might deter a purchase.
- Fewer shoppers than at any other point during the study say the pandemic makes them less likely to purchase, now 20% versus a peak of 36% in April.
- Since wave four of the survey was fielded two months ago, shoppers’ need for a vehicle has held; with 82% of shoppers stating their need for a vehicle remains the same or has increased, despite the pandemic.
“Fewer car shoppers are now expressing concern over being exposed or exposing others in their vehicle shopping than at any other point in our COVID-19 research series,” added McMullin. “Despite this, consumers’ desire to do more online and visit fewer dealerships is at its highest point now, hinting at a longer-term trend beyond the pandemic.”
Graphis accompanying this announcement are available at:
TrueCar is a leading automotive digital marketplace that enables car buyers to connect to our nationwide network of Certified Dealers. We are building the industry's most personalized and efficient car buying experience as we seek to bring more of the purchasing process online. Consumers who visit our marketplace will find a suite of vehicle discovery tools, price ratings and market context on new and used cars – all with a clear view of what's a great deal. When they are ready, TrueCar will enable them to connect with a local Certified Dealer who shares in our belief that truth, transparency and fairness are the foundation of a great car buying experience. As part of our marketplace, TrueCar powers car-buying programs for over 250 leading brands, including
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Source: TrueCar, Inc.