novas tendências na distribuição de veículos
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Palestra sobre Novas Tendências na Distribuição de Veículos.TRANSCRIPT
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World Wide Strategic Partners World Wide Strategic Partners
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John Humphrey Senior Vice President of Global
Automo8ve Opera8ons
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JONIKA HOOMES
Head of Automo8ve & Emerging Business, Channel Sales Partnerships NA at Google
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Earl Hesterberg, President and Chief Execu<ve
Officer Group 1 Automo<ve, Inc.
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2012 Global Light Vehicle Forecast: 79.2M
11
Source: LMC Automotive January 2012
Global: 79.2M 5%
S. America: 5.2M 1%
Asia: 33.7M 10%
N. America: 16.4M 8%
Brazil: 3.5M 1%
Russia: 2.7M 3%
Japan: 4.8M 16%
China: 19.7M 9% India: 3.2M
11%
West & Central Europe: 18.1M
-4%
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U.S. Light Vehicle Sales History and Forecast
9.28.6
10.6
12.813.013.214.0 13.8
11.510.3
13.613.312.9
16.9 17.0 16.5 16.115.4
16.216.7
11.610.4
13.812.7
16.5
13.2
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Total Sales
Retail Sales
Sources: J.D. Power and Associates and LMC Automotive January 2012
Near/Mid-Term Growth and a Healthier Industry
12
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64
The Automo<ve Consumer Challenges and Opportuni<es
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Customer Dynamics: Auto Retail 3.0
Retail Evolution is Accelerating
• Relative retail process stasis; Customers tended to shop closest dealer
• Experience dominated by the dealer
65
Retail 2.0 Retail 3.0
The first 110 years 1995 to 2007 2008 to… § Internet comes to retail;
widely adopted by shoppers
§ ShiM in power from the dealership to customers
§ iPhones, Smartphones and Apps create fast, mobile knowledge creates greater transparency
§ Social media furthers customer power in shopping
Retail 1.0
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43%62%
25%28%
31%
49%43%
38%
33%30%
25%
51%
Gen Y Gen X Baby Boomers Pre-Boomers
Example: Buyer’s preferred method to learn more about features and controls post-‐sale by age group
Changes Required in How We Interact with Consumers
(33 & under) (34-‐45) (46-‐64) (65 & older)
Online video or text
Phone Call from Salesman
Return to Dealer for “Live” Explana<on
69
Source: J.D. Power and Associates 2011 US Sales Satisfaction Index (SSI) StudySM
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82%79%
17% 24%
64%60%60%
54%
64%67% 68%
70%75%
81%
19%
40%
50%
60%
70%
80%
90%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Perc
ent A
IUs
Automotive Internet Usage
From Showroom to Digital Shopping…
2011 Mobile Use: 24%
2011 Tablet Use: 19%
Sources: J.D. Power and Associates 2011 Sales Satisfaction Index (SSI) and Automotive Mobile StudiesSM
70
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Sources: J.D. Power and Associates/Compete Inc.’s, 2011 Website Performance ToolSM and J.D. Power and Associates 2011 Manufacturer Website Evaluation StudySM (MWES)
71
2.4
3.74.2
1.8
2.5 2.7
1
2
3
4
5
Non-AIU's AIU's Submitters
# of Dealers Shopped# of Brands Considered
39%
63%
79%
0%
25%
50%
75%
100%
DealerSites
OEMSites
ThirdPartySites
Perc
ent V
isiti
ng
Buyers Visiting an Auto Site (≤ 6 months before purchase)
Number of Brands and Dealers Shopped
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15% 18%
20%22% 24%
9%
2%
18%
2000 2005 2010 2015
Gen X Gen Y
A New Consumer is Entering the Market…
Source: J.D. Power and Associates 2011 US Sales Satisfaction Index (SSI) StudySM
72
Proportion of New Vehicle Buyers
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Auto Shoppers are Online 24 hours/day
• 35% of the time, consumers are searching for automotive answers on Google when a dealership is closed (7 pm – 7 am)
73
Source: US Google Internal Data, 2010
Mobile peaks on weekends, when people are on-the-go & away from their computers (and shopping!)
When are users on Desktop vs. Mobile?
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Schedule service Communicate in Real Time Real Time Service specials View New and Used inventory Trade in offer GPS direc<ons And much more!
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Today’s Auto Shopper Path to Purchase
One day
2% 2-‐3 days
3% 4-‐6 days
2% A week
6% 2 weeks
5% 3 weeks
4%
More than a year
7%
5-‐8 hours
0%
2-‐3 months
23% 4-‐6 months
17% 7-‐12 months
10%
A month
17%
74% of auto shoppers are in-market for
Over 1 Month
“The path to purchase in auto is extensive-‐ the vast majority of shoppers take several months to go from decision to ac8on.”
“24% of shoppers switched manufacturers based on their research.”
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Today’s Auto Shopper Picks their Dealer Online 78
say the Internet led them to the dealer they
purchased from
54%
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Auto Purchasers Turn to Search for Everything
Source: Google/Compete Buyer Flow Survey, fielded in April/May 2009 Q18p: You mentioned earlier that you used a search engine to learn about or research cars before making your recent purchase. Please indicate whether a search engine helped you to do any of the following. Base: Asked of purchasers (people who purchased a vehicle in the past 6 months) who selected search in Q15, n = 336
Of the automotive purchasers who used search engines…
Use search to find comparisons of similar vehicles
Use search to find the best deals
Use search to find a local dealership
Use search to find independent reviews of vehicles
40%
47%
28% 49%
60%
49%
79
40%
Use search to discover vehicles they are unfamiliar with
Use search to find the vehicle brand’s website
Use 10 or more Queries when searching
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Change is Inevitable, But Fundamentals S<ll Maher
Primary Reasons for Rejec<on
Dealer Treatment
24%
Inventory
12%
Price 23%
Other 12%
Brand 29%
Source: J.D. Power and Associates 2011 US Sales Satisfaction Index (SSI) StudySM
Sales Sa<sfac<on Benefits
Showroom traffic1
Units sold1
Other rejec<on reasons (product,
price, brand)
16.1%
25.8%
Most important rejec<on reason One of several
rejec<on reasons
6,000
3,600
1200
Loss due to dealership rejec<on
800 400
1 Based on assumed close rate of 20%
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Auto Retail 3.0: Challenges and Opportunities
• Challenges: – Brand Management – Performance / price
transparency – Increased cross
shopping • Opportunities
– Reduction in ad spend – Precision in targeting – Elimination of NVA – Greater productivity – Innovations in consumer
engagement
92
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