CANADA  CANADA                                                                                                            ...
Brian Murphy ▪ 416-507-3253 ▪ brian_murphy1@jdpa.com                                                                      ...
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The 15 Minute Rule

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JD Power Analyst Note August 2012

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The 15 Minute Rule

  1. 1. CANADA CANADA February 28, 2012 August 14, 2011 The 15-Minute Rule doris_harrison@jdpa.com (416) 507-3256 Elapsed time vs. overall satisfaction A recent J.D. Power online survey found that new- Price Negotiation Waiting for final paperwork vehicle buyers largely view the shopping experience Completing F&I / final paperwork Vehicle Delivery as a four-step process: browsing inventory at a 900 dealership without the interference of a salesperson; Overall Satisfaction Score taking a test drive; discussing the price and final delivery of their new vehicle. 850 Moreover, when these findings are compared with 800 other J.D. Power study data, it’s clear that in each of these steps, buyers have clearly defined timelines in 750 mind, and satisfaction suffers when expectations are not met. 700 In fact, dealer staff would be wise to set the stopwatch 1 to 15 16 to 30 31 to 45 46-60 Over 60 at 15 minutes, as overall sales satisfaction with most Minutes Source: J.D. Power and Associates 2011 Consumer Retail Experience Study dealership activities drops significantly after that point. Behind the Numbers  While shoppers appreciate being greeted  Ensuring internal dealership processes / systems immediately upon arrival, 66% of them say they’d are fluid and efficient is critical. After a deal is in like to be given 15 minutes to browse through the place, buyers expect to have the final paperwork in showroom without the guidance of a salesperson. front of them quickly. Again, overall satisfaction declines if they’re kept waiting for more than 15  This is likely due to the overwhelming majority of minutes. shoppers who build and price their vehicle online before arriving at a dealership. In fact, 63% of  The business office may be a profitable place for shoppers say they knew the exact vehicle they the dealership, but customers are not inclined to wanted (including colour and options) before they spend much time there. While overall satisfaction set foot in a showroom. is acceptable from one to 15 minutes, keep a customer there any longer, and overall satisfaction  Once the test drive is complete —an activity deteriorates rapidly shoppers say is less time-sensitive, but add that they’d rather experience it without the presence of  Vehicle Delivery: The exception to the rule. a salesperson— the dealership team is well and Unlike other dealership activities, vehicle delivery truly on the clock. should be less time-sensitive, and more client- focused. According to the online survey, customers  60% of buyers would like to wrap-up the price expect this to be an opportunity to fully understand negotiation in 15 minuets or less, according to the the features and functionality of their new vehicle. online survey. This is echoed in the J.D. Power and In fact, CRES shows overall satisfaction for the Associates 2011 Consumer Retail Experience vehicle delivery process is relatively poor at a Study, where overall satisfaction dips significantly rushed 15 minutes, but improves steadily up to the after the 15 minute threshold, dropping close to 45 minute mark, before dropping off again. 100 index points. (See chart above.)J.D. Power and Associates does not guarantee the accuracy, adequacy, or completeness of any information contained in this publication and is not responsible for anyerrors or omissions or for the results obtained from use of such information. Advertising claims cannot be based on information published in this publication. Reproductionof any material contained in this publication, including photocopying in part or in whole, is prohibited without the express written permission of J.D. Power and Associates.Any material quoted from this publication must be attributed to J.D. Power and Associates. 1© 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.
  2. 2. Brian Murphy ▪ 416-507-3253 ▪ brian_murphy1@jdpa.com February 28, 2012 August 14, 2011 Vehicle Purchase Type Days to Turn Percent of Total Transactions (Past 12 Months) New Used New Vehicles Used Vehicles 70 66 3 18 62 58 46 23 59 51 54 50 Jul-11 Nov-11 Dec-11 Oct-11 Jan-12 Feb-12 May-12 Jun-12 Jul-12 Mar-12 Sep-11 Aug-11 Apr-12 Cash Lease Loan Monthly Payments MSRP vs. Transaction Price Average per Customer New Lease New Loan MSRP Transaction Price $560 $32,000 $31,500 $540 $31,000 $520 $30,500 $30,000 $500 $29,500 $480 $29,000 Jul-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 May-12 Jun-12 Jul-12 Jul-11 Oct-11 Jan-12 Feb-12 Mar-12 Jun-12 Jul-12 Sep-11 Nov-11 Dec-11 May-12 Sep-11 Aug-11 Apr-12 Aug-11 Apr-12 Percent New-Vehicle Loan Term Percent Negative Equity + Trade-In 72 Months and Greater Percentage of negative equity vehicles at trade-in % Negative Equity Trade-In % 70% 50% 57% 60% 50% 40% 40% 30% 30% 20% 10% 20% Jul-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 May-12 Jun-12 Jul-12 Sep-11 Aug-11 Apr-12 0% 2007 2008 2009 2010 2011 2012 YTDJ.D. Power and Associates does not guarantee the accuracy, adequacy, or completeness of any information contained in this publication and is not responsible for anyerrors or omissions or for the results obtained from use of such information. Advertising claims cannot be based on information published in this publication. Reproductionof any material contained in this publication, including photocopying in part or in whole, is prohibited without the express written permission of J.D. Power and Associates.Any material quoted from this publication must be attributed to J.D. Power and Associates. 2© 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.

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