Jd power stats online car buyers

J.D. Power and AssociatesJ.D. Power and Associates
2002 New Autoshopper.com2002 New Autoshopper.comSMSM
© 2002 J.D. Power and Associates. All Rights Reserved
Steve Witten
Senior Director
J.D. Power and Associates

2002NewAutoshopper.com
AIUs Remain Younger, More
Educated, with Higher Incomes
AIU NIS NIU
Age (median) 45 50 58
Income (median) $81,300 $75,300 $54,100
Education
(% College Grad)
58% 43% 25%
% Small City or
Metropolitan
74% 69% 61%
Demographic Profile

The Top 5 & Bottom 5 Makes in AIU RateThe Top 5 & Bottom 5 Makes in AIU Rate
Based to Total New-Vehicle Buyers
Based to total respondents
81%
81%
78%
52%
51%
41%
39%
82%
82%
41%
Audi
Acura
Porsche
BMW
Volkswagen
Dodge
Mercury
Lincoln
Cadillac
Buick
Industry Average
60%

Luxury Makes Appealing to Younger Buyers have Highest AIU RatesLuxury Makes Appealing to Younger Buyers have Highest AIU Rates
Based to Total New-Vehicle BuyersBased to total respondents
81%
81%
77%
75%
72%
71%
70%
68%
66%
41%
41%
82%
82%
71%
Acura
Audi
Porsche
BMW
Saab
Volvo
Infiniti
Land Rover
Jaguar
Luxury Average
Lexus
Mercedes-Benz
Lincoln
Cadillac
34%
24%
47%
23%
13%
23%
25%
34%
63%
37%
23%
31%
77%
73%
% Change from 1999

Highest AIU Rates of Non-Luxury Makes
Makes with less than 30 respondents not shown
78%
76%
71%
70%
69%
68%
67%
65%
64%
61%
60%
60%
59%
Volkswagen
Subaru
Isuzu
Mazda
Honda
Toyota
Nissan
Hyundai
Suzuki
Jeep
Mitsubishi
GMC
Non-Luxury Average
% Change from
1999
31%
20%
32%
54%
32%
42%
45%
74%
60%
25%
49%
67%
50%

59%
56%
55%
54%
54%
54%
53%
52%
52%
51%
39%
Non-Luxury Average
Chrysler
Pontiac
Kia
Saturn
Ford
Oldsmobile
Chevrolet
Dodge
Mercury
Buick
AIU Rates of Non-Luxury Makes (Continued)
Makes with less than 30 respondents not shown
% Change from
1999
50%
33%
42%
60%
28%
59%
45%
77%
40%
69%
76%

Highest Rate of AIUs by Model
*Caution: Small Sample
Models with less than 30 respondents not shown
Volkswagen EuroVan* 88%
Toyota Highlander 87%
Mazda MPV* 86%
Toyota Sequoia* 86%
Isuzu Axiom* 86%
Audi A4 86%
Subaru Impreza 85%
BMW Z3* 85%
Acura MDX 85%
Acura TL 84%
Honda S2000 84%
Lexus IS 300* 84%
Porsche Boxster* 84%
BMW 3 Series 83%
Volkswagen GTI* 83%
Ford Crown Victoria* 38%
Chevrolet Malibu 38%
Cadillac Seville* 37%
Oldsmobile Intrigue 37%
Buick Regal 36%
Mercury Grand Marquis 36%
Buick LeSabre 35%
Chevrolet Prizm 34%
Dodge Neon 34%
Cadillac DeVille 33%
Buick Park Avenue33% Lincoln
Continental* 30% Lincoln
Town Car 30%
Cadillac Eldorado* 28%
Buick Century* 24%
Top 15 Model in AIUs Bottom Model 15 in AIUs

KBB is the Most Frequently Visited Site
2%
6%
9%
9%
9%
10%
11%
12%
12%
13%
14%
19%
19%
20%
21%
26%
44%
Audi
Volkswagen
Cars.com
Car & Driver Online
Microsoft CarPoint
NADA.com
AOL Autos
AutoTrader.com
Autobytel.com
Honda
Chevrolet
Yahoo! Autos
Toyota
Consumer Reports Online
Ford
Edmunds.com
Kelley Blue Book (kbb.com)
Mean
Usefulness1
7.6
7.9
7.2
7.5
7.3
6.7
7.4
7.5
6.0
6.6
6.3
6.9
7.0
6.8
6.7
7.3
7.2
Based to AIUs
1
Based to those visiting each individual site. Based on a 10-point scale, where 1 is
Unacceptable, 10 is Outstanding, and 5 is Average
Percent of AIU Visiting Site

Usefulness Rating by Web Site Category forAIUs1
Based to AIUs
1
Based to those visiting each individual site. Based on a 10-point scale,
where 1 is Unacceptable, 10 is Outstanding, and 5 is Average.
2
Sub component of Independent Site Category (weighted mean)
*Caution: Small Sample, #N/A: Insufficient Sample
5.7
6.3
5.8
6.5
6.5
7.3
7.4
6.0
6.3
6.4
7.1
7.4
5.4
4 5 6 7 8
Newspaper Web Site
Dealership Web Sites
Chat Room/Bulletin
Board Web Sites
Lead Generator Web
Site
Portal Web Site
Research Web Site
Manufacturer Web Site
Euro-Luxury
AIUs
Luxury AIUs
2
2
2
#N/A
*

Usefulness Rating by Web Site Category forAIUs1
Based to AIUs
1
where 1 is Unacceptable, 10 is Outstanding, and 5 is Average
2
Sub component of Independent Site Category (weighted mean)
5.4
5.5
6.4
6.4
6.5
7.3
7.4
5.4
6.2
6.4
6.5
7.3
7.6
5.5
4 5 6 7 8
Newspaper Web Site
Chat Room/Bulletin
Board Web Sites
Dealership Web Sites
Portal Web Site
Lead Generator Web
Site
Manufacturer Web
Site
Research Web Site
Non-Luxury AIUs
Total AIUs
2
2
2
*
*

GM BuyPower, Edmunds, and Saturn Rate as the Most Useful Web Sites
Based to AIUs
1
where 1 is Unacceptable, 10 is Outstanding, and 5 is Average
7.2
7.3
7.5
7.5
7.5
7.6
7.6
7.6
7.7
7.9
7.9
8.3
6 7 8 9
Audi
Volkswagen
Jeep
Lincoln
Mercedes-Benz
kbb.com
BMW
Acura
Isuzu*
Saturn
Edmunds.com
GM BuyPower*
Web Site Usefulness (Top 10)

The Majority of AIU’s Pre-Negotiation Occurs Over the Phone:
Dealer May Not Realize the LeadDealer May Not Realize the Lead
Occurred from the InternetOccurred from the Internet
1
2
Based to those respondents who pre-negotiated by telephone or e-mail.
Multiple responses allowed.
79%
21%
AIUs YES
Pre-Visit Negotiation1 Negotiation Method2
YES
39%
85%
Phone
E-Mail
Phone
Phone

2.2%1.9%
7.3%
30.0%
22.4%
15.3%
9.0%
12.0%
13 or
More
Weeks
9 to 12
Weeks
5 to 8
Weeks
3 to 4
Weeks
1 Day to
2 Weeks
1 Day to
1 Week
2 Weeks 3 or
More
Weeks
Before Visiting First DealerBefore Visiting First Dealer After Visiting First DealerAfter Visiting First Dealer
89% of AIUs Go Online Before Visiting a Dealership…89% of AIUs Go Online Before Visiting a Dealership…
59% Go Online 3 weeks, or more, before visiting a dealership59% Go Online 3 weeks, or more, before visiting a dealership
Based to AIUs
When Auto Shoppers First Go OnlineWhen Auto Shoppers First Go Online

Vehicle Options and Pricing Information are the Most Important Information Found OnlineVehicle Options and Pricing Information are the Most Important Information Found Online
5.7
6.3
6.8
6.9
7.3
7.5
7.7
7.7
7.7
7.8
8.1
8.1
8.2
8.4
8.5
8.7
Referral w/Best Price
Local Dealer Info
Dealer Inventory Info
Monthly Payment Calculator
Road Tests and Reviews
Trade-In Values
Safety Info
Photograph of Exterior
Side-By-Side Comparison
True Market Price
Vehicle Specs
Discount Info
Reliability Ratings
MSRP Calculator
Dealer Cost/Invoice
Options and Features
1
Based on a 10-point scale, where 1 is Not at all Important, 10 is Extremely Important, and 5
is Average
Importance Rating of Online Information (Top 16)

40%
17%
19%
69%
32%
60%
75%
73%
25%
60% 8%
6%
0
7%
8%
0% 20% 40% 60% 80% 100%
Online Dealer
Referral*
Discount
Information
Dealer Invoice
Options and
Features
Most Helpful
Overall
% Trust Most for Info
AIUs Trust Manufacturers for Accurate Option
Info and Independents for Pricing Information
Based to AIUs
*Online dealer referral does not include dealer sites
1
Based on a 10-point scale, where 1 is Not at all Important, 10 is Extremely
Important, and 5 is Average
Manufacturer
Site
Independent Site Dealer Site
8.7
8.5
8.1
5.7
Importance
Rating1

Internet's Impact on Car Buying Decisions
4%
5%
4%
3%
4%
3%
3%
4%
3%
9%
11%
9%
7%
8%
7%
12%
8%
9%
20%
21%
33%
32%
33%
32%
32%
31%
31%
28%
33%
37%
37%
37%
37%
43%
36%
40%
Chevrolet
Ford
Honda
Nissan
Toyota
Nissan
Subaru
Toyota
All AIUs
% Big Impact
Fair Price
Make/Model
Dealer
Lender
Based to AIUs

60%
55%
54%
52%
52%
52%
52%
50%
49%
48%
46%
46%
45%
44%
41%
39%
39%
38%
37%
37%
37%
36%
36%
36%
50%
Hyundai
Kia
Jeep
Subaru
Honda
Mitsubishi
Chevrolet
Suzuki*
Pontiac
Volkswagen
Nissan
Ford
Saturn
Dodge
Toyota
Acura
Mercury
Porsche
Land Rover
Mercedes-Benz
Lexus
Infiniti
GMC
Jaguar
Audi
Based to AIUs
% of Web Site Visitors% of Web Site Visitors
That Purchased MakeThat Purchased Make

41%
39%
38%
37%
37%
37%
36%
36%
33%
33%
29%
22%
34%
Acura
Porsche
Land Rover
Mercedes-Benz
Lexus
Infiniti
Jaguar
Audi
BMW
Cadillac
Volvo
Saab
Lincoln
Based to AIUs
% of Site Visitors Purchasing Make% of Site Visitors Purchasing Make
(Top 10 Luxury(Top 10 Luxury))

Well Over Half of Visitors Who Rated theWell Over Half of Visitors Who Rated the
Web Site 8 or Higher Purchased the MakeWeb Site 8 or Higher Purchased the Make
0%
10%
20%
30%
40%
50%
60%
70%
1 to 5* 6 or 7* 8 or 9 10*
Web Site Rating by Car Buyer
%PurchaseMake
Based to Volkswagen Web site visitors
Web Site’s Influence on Purchase

There is Interest in Online Vehicle LoansThere is Interest in Online Vehicle Loans
21%
26%
20%
20%
24%
22%
15%
0% 5% 10% 15% 20% 25% 30%
Chrysler
BMW
Ford
Honda
Nissan
Toyota
General Motors
% Definitely/Probably Will Use Online Lender
Based to AIUs
Models with less than 30 respondents not shown

High Interest in Online Vehicle Loans for Their Next PurchaseHigh Interest in Online Vehicle Loans for Their Next Purchase
23%
23%
26%
20%
20%
20%
24%
22%
21%
0% 5% 10% 15% 20% 25% 30%
Acura
Audi
BMW
Ford
Honda
Mazda
Nissan
Toyota
Volkswagen
% Definitely/Probably Will Use Online Lender
Based to AIUs

Loyalty Among AIUs and Non-AIUs
37%
53%
24%
45% 45%
36%
48%
38%
57%
71%
42%
67% 67%
52%
65%
57%
0%
20%
40%
60%
80%
LuxuryChevroletChrysler
Ford
H
onda
Nissan
Toyota
Industry
Make Replaced
PercentRepurchaseSameMake
AIU's Non AIU's
1
Based to those respondents replacing same make originally bought new

Behavioral Profiles1
Automotive
Internet Users
(AIU)
Non-Internet
Shoppers (NIS)
Non-Internet
Users (NIU)
Time Investors 137 37 50
Auto Experts 113 76 85
Price Sensitive 112 73 91
Dealerphobes 112 89 74
Empowered
Negotiators
100 96 103
1
Profile Index of 100 equates to the industry average

Psychographic Profile of AIUs
129
117
111
108
117
89
108
115 113 114112
131
110 109
130
94
149
84
120
123
89
156
94
120 117
92
141
83
132
113113
137
100
112 112
81
43
100
81 82
100 100 100 100 100
0
50
100
150
200
Auto Experts Time Investors Empowered
Negotiators
Dealerphobes Price Sensitive
Psychographic Profiles
IndexScore
Chevrolet AIUs Chrysler AIUs Ford AIUs
Honda AIUs Nissan AIUs Toyota AIUs
Total AIUs Total Non-AIUs Total Total

Internet's Impact Decisions of AIUs
40%
54%
47% 47%
50%
41%
47%
35%
40%
43%
20%
30%
40%
50%
60%
Auto Experts Time Investors Empowered
Negotiators*
Dealerphobes* Price Sensitive*
%"BigImpact"
How much to pay Make/model puch
Auto Experts are Influenced the Least, Time Investors the MostAuto Experts are Influenced the Least, Time Investors the Most
Based to AIUs
* Small sample

Psychographic Profile of AIUs
117
108
129
117
111
131
109
112
130
110
149
120
94
123
84
156
120
89
117
94
141
132
92
113
83
137
112 113 112
100
0
50
100
150
200
Time Investors Dealerphobes Auto Experts Price Sensitive Empowered
Negotiators
IndexScore
Chevrolet AIUs Ford AIUs Honda AIUs
Nissan AIUs Toyota AIUs Total AIUs
AIUs Spend an Above Average Amount of Time ShoppingAIUs Spend an Above Average Amount of Time Shopping

Internet's Impact Decisions of AIUs
49%
44% 46%
38% 38%
42%
32%
39%
29% 31%
13%
11%
15%
13% 11%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110%
Time Investors Dealerphobes Auto Experts* Price Sensitive* Empowered
Negotiators*
%"BigImpact"
How much to pay Make/model puch Dealer purch from
Segments Most Influenced by the InternetSegments Most Influenced by the Internet
Based to VW AIUs
* Small sample

Submitting Purchase Requests
17%
24%
15%
18%
10%
9%
9%
9%
11%
11%
0%
10%
20%
30%
40%
Time Investors Dealerphobes Auto Experts* Price Sensitive* Empowered
Negotiators*
%SubmittedPurchaseRequest
Submitted, Not Purchased Submitted & Purchased
33%
26%
24 %
29%
21%
Dealerphobes Have a High Rate ofDealerphobes Have a High Rate of
Submitting Online Purchase RequestSubmitting Online Purchase Request
Based to All AIUs
* Small sample

Summary
• Not only do import brands have above average AIU
rates, their AIU tend to be more extensive shoppers
than domestic AIUs.
• Consider adding “selling” the low-pressure sales
experience your web site buyers go through.
– Dealerphobes make up a large portion of AIUs, these
buyers have high rates of online purchase requests.
• Look at possible improvements in payment calculator
and online dealer inventory information.
– Many buyers had a difficult time finding them online.

Summary
• Web sites would benefit from highlighting
reliability and safety information.
– These two highly important items have been
found by very fewer buyers.
– Consider providing a link to third-party sites with
reliability information. The independent source
may appear more credible to the consumer.
• Buyers rate the BMW and MBUSA sites as
more useful than other sites. Look to them as a
benchmark.
– BMW rating higher on navigation.

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