Understanding the Two-Step Journey of UK Car Buyers: Manufacturer vs Dealer Websites

In today’s digital-first world, new car buyers divide their online journey into two distinct phases. They begin with manufacturer websites for research and brand exploration, before transitioning to dealer websites to finalise their purchase decisions.

Here’s a concise summary for senior management in franchised car dealerships and marketing experts:

Manufacturer Websites: The Research Hub

Detailed Vehicle Information

• Buyers explore comprehensive details on performance, safety features, and customisation options.
• Early-stage research is conducted here, focusing on comparing brands and models.

Brand Engagement:

• Manufacturer websites play a key role in showcasing the brand's full range, including new models and innovative concepts.
• they foster an emotional connection, influencing they buyer's perception of the brand and it's vehicles.

Reviews and Media Sites:

• These websites are primarily used at the start of the buying process to build a shortlist of potential vehicles and brands. 
• Buyers trust them as the official source for accurate unbiased information and specifications.

Dealer Websites: The Decision-Making Hub

Vehicle Availability:

• Buyers use dealer websites to check the availability of their preferred models locally.
• These sites are essential for identifying specific cars available for purchase nearby.

Pricing and Offers:

• Dealer websites enable buyers to compare prices, find promotions, and explore finance options.
• Pages showcasing vehicle details (Vehicle Description Pages or VDPs) are particularly valuable during the decision-making phase.

Final Stages of the Buying Journey:

• Dealer websites are pivotal in the middle to late stages of the buying process, helping buyers confirm their choices and complete their purchase.
• Visitors often focus on special offers and real-time stock updates rather than general browsing.

Insights from CaboodleCode 2.0 Data

Traffic analysis of 30 franchised UK dealer websites reveals:

• 68% of visits focus on used cars, demonstrating strong interest in second-hand vehicles.
• Only 2% of visits are to new car pages, with most traffic directed towards special offers (9%) rather than general exploration.
• Other categories include aftersales (11%), Motability (1%), and general homepage visits (9%).

Key Takeaways for Automotive Websites

Manufacturer Websites:

• Deliver rich, engaging content to inform and captivate early-stage buyers. 
• Provide advanced vehicle configurators, detailed specifications, and immersive brand experiences.

This two-step process highlights the complementary roles of manufacturer and dealer websites. By optimising both for their respective purposes, car dealerships can guide buyers seamlessly from research to purchase, building trust and driving sales in the competitive UK market.