UK car buyers are embracing an omnichannel purchasing journey and placing importance on affordability, pricing transparency and seamless movement between online and in-person experiences, according to Codeweavers who analysed over 5,000 European consumers.
In the UK, dealership visits continue to play a significant role, with 59.5% of respondents heading to the forecourt for their latest vehicle purchase. This was followed closely by reviewing retailers’ websites (47.3%) and manufacturer websites (43.1%).
Over one in four buyers (26.3%) used social media during their vehicle research process.
Buyers are relying on multiple touchpoints, suggesting digital channels are supporting rather than replacing the role of the dealership.
UK respondents said connected retail experiences, pricing transparency and affordability information would add the most value to the buying journey.
Consistent offers and pricing across online and in-person channels were a top priority (44.8%), while 44.1% wanted the ability to switch between digital and physical channels without having to repeat information.
More than half of respondents (50.8%) said they wanted to see which vehicles they could afford based on a monthly payment.
Paul Humphreys, managing director – Retail at Cox Automotive, said: “Consumers are not necessarily asking for a fully digital journey every time, but they do expect the digital part of the experience to work harder.
“If a buyer wants to compare options, check affordability or understand eligibility online, the journey needs to support them before they reach the showroom.”
While 41.3% of UK respondents used finance for their most recent vehicle purchase, 67.6% said they would be open to using it in the future.
UK buyers are among the most confident in Europe when it comes to understanding vehicle finance.
Around 44.2% said they were very confident in their understanding of vehicle finance, compared with 27.7% in Spain and 25.8% in Italy.
