2019 CAR BUYER JOURNEY

2019 CAR BUYER

JOURNEY

APRIL 2019

CAR BUYER JOURNEY RESEARCH

BACKGROUND Cox Automotive has been researching the car buying journey for nearly 10 years to monitor key changes in consumer buying behaviors.

GOAL Inform strategic decisions for Cox Automotive and our OEM and dealer clients

Source: 2018 Cox Automotive Car Buyer Journey

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2019 CAR BUYER JOURNEY

3,086

Recent Vehicle Buyers

Purchased their vehicle within the last 12 months and used the Internet during the shopping/buying process Results are weighted to be representative of the buyer population (Note: 1,047 used-vehicle buyers and 2,039 new-vehicle buyers)

Source: 2018 Cox Automotive Car Buyer Journey

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TOP TRENDS OF 2019 CAR BUYER JOURNEY

1. Used-vehicle consideration is increasing as new vehicles become less affordable.

2. Vehicle buyers are moving through the shopping process faster than before as online engagement grows.

3. Used-vehicle buyers have experienced significantly more change in their purchase journey, compared to new-vehicle buyers.

4. Third-party sites are the top online source for driving brand awareness and influencing final new-vehicle purchase decision.

5. Digital retailing is poised to revolutionize a process that a majority of buyers feel has not improved.

Source: 2018 Cox Automotive Car Buyer Journey

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AFFORDABILITY IMPACTS THE MARKET

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CONSUMERS ARE CONCERNED ABOUT AFFORDABILITY

VEHICLE PURCHASE PRICE

20 12 20 13 20 14 20 15 20 16 20 17 20 18

0.5

47%

0.45

0.4

0.35

34%

0.3

0.25

0.2

0.15

0.1 7%

0.05

2%

24%

22%

19%

23%

16%

6%

0 < $2 0,000

$2 0,0 0029 ,99 9

$3 0,0 0039 ,99 9

$4 0,0 0049 ,99 9

$5 0,0 00+

< $30K: 2012 = 54% 2018 = 36%

Source: Kelley Blue Book

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NEW-VEHICLE PAYMENTS HAVE INCREASED TWICE THAT OF USED-VEHICLE PAYMENTS

AVERAGE MONTHLY PAYMENTS

$540.29

$447.23 $393.31

$534.10 $449.73 $393.39

$527.90 $464.84 $401.89

$547.75 $487.04 $411.04

2017 vs. 2018

+4% +5%

+2%

201 5

201 6 New Lease

201 7 New Loan

Source: Dealertrack

Used

201 8

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BUYERS LEANING TOWARD A USED VEHICLE DURING THE SHOPPING PROCESS GROWS TO NEARLY 2 IN 3

VEHICLE CONSIDERATION WHILE SHOPPING (excludes "Not Sure")

Used Only Primarily Used, Some New Primary New, Some Used New Only

23%

36% 20% 21%

2017

Used

59%

New

41%

28%

Used

64%

36%

17%

New

18%

35%

2019

Source: 2019 Cox Automotive Car Buyer Journey

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