Dealer Internet LeadsDealer Internet LeadsStudyStudy

TopTop--line Resultsline Results

August 2005

Internet Generated Sales ~ What percentage of your dealership sales are generated via the Internet?

1-5%31%

11-15%16%

6-10% 24%

16-25%16%

26-50%7%

Don't Know 5%

More than 50%1%

(n=100)

• 94% of respondents said that less than 50% of sales are generated via the Internet

• 55% of respondents said that between 1%-10% of sales are generated via the Internet

Quality of Internet Leads~ How would you rate the quality of Internet leads received for…?

(n=100)

17%

26%

33%

41%

38%

29%

39%

34%

17%

0% 20% 40% 60% 80% 100%

Leads from yourown website

Leads from themanufacturer's

site

Leadspurchased from

third parties

Bottom Box (Very Low to Low)

Moderate

Top Box (Somwhat High to High)

Shared Leads ~ When you have too many leads from the Internet department to handle, are they shared with others in the sales department?

Never 40%

Sometimes 20%

Often 40%

(n=100)

25%

44%

41%

21%

20%

23%

0%

54%

36%

36%

43%57%

0% 20% 40% 60% 80% 100%

30-50

51-150

151-250

250+

Often Sometimes Never

Segmented by number of units sold per month

8%

16%

5%

16%

2%

1%

4%

21%

27%

0% 10% 20% 30% 40% 50%

2 weeks

3 weeks

1 month

2 months

3 months

4 to 6 months

7 to 9 months

Customer for life

Don't Know

Length of Follow-up~ Once you receive a sales lead online, how long does your dealership continue to follow-up with that prospect?

(n=100)

Length of time dealerships continue to

follow-up with prospects fell at both ends of the

spectrum

Sales Conversion Rate~ What would you estimate is your sales conversion rate of Internet leads annually?

(n=100)

13%

5%

6%

8%

10%

16%

19%

23%

0% 5% 10% 15% 20% 25% 30%

0-5%

6-10%

11-15%

16-20%

21-25%

26-34%

35%

Don't Know

%

15%

1%

6%

47%

31%

0% 10% 20% 30% 40% 50%

StronglyIncreased

ModeratelyIncreased

No change

Decreased

Don't Know

Changing Importance of Internet ~ Compared to a year ago, how has the Internet changed in importance for your dealership?

(n=100)

78% of respondents

said the importance of the

InternetINCREASED

Changes in Internet department~ Thinking about the way your Internet department operates, what one thing would you like to change?

(n=100)

5%

5%

5%

30%

3%

6%

17%

7%

3%

0% 10% 20% 30%

Nothing

Better Leads

Better screening of leads/more customerinformation/description

Update/Upgrade software

To be able to spend more time in the Internetroom

Have our own website/Not be a part of corporatewebsite

Have a full time Internet department

More interactive site

More inventory to be able to close sales

Internet Utilization ~ For sales and marketing, do you feel your dealership is fully utilizing the Internet?

YES 52%

Don't Know 4%

NO 44%(n=100)

Real-time Trade-in Service ~ Does your dealership currently have a “real-time” trade-in appraisal service available on its website?

YES, currently

have 40%

NO, but currently

considering 22%No, and not

considering 29%

Not Sure 9%

(n=100)

Fair Value ~ In general do you think offering the customer a fair value for their trade helps get more sales?

Don't Know 8%

No impact 11%

Moderately helps 30%

Strongly helps 51%

(n=100)

Future Growth of Internet ~ Over the next year, to what degree do you plan to grow your Internet sales area?

Moderately increase 57%

Large Increase 35%

No change 7%

Don't Know 1%

(n=100)

Sales Leads ~ What types of sales leads do you prefer or want more of?

(n=100)

32%

4%

65%

41%

0% 20% 40% 60% 80% 100%

Leads frommanufacturer

Leads from ownwebsite

Leads fromanother source

Don't want moreleads

Enhancing Internet Initiative~ Which of the following would strongly enhance the Internet initiatives of your Internet department/personnel?

(n=100)

20%

33%

18%

62%

16%

0% 20% 40% 60% 80% 100%

Better quality leads

More training

More Internet "savvy"personnel

Higher commissions

Less employeeturnover

More Support ~ In what areas do you feel manufacturers should provide more support for dealers?

(n=100)

19%

22%

19%

69%

0% 20% 40% 60% 80% 100%

Pre-qualification/screening

of leads

Lead managementtraining

Increase in leads frommanufacturers website

Supplying astandardized lead

management system

Dealership Profile: Vehicle ~ What make does your dealership sell?

20%

11%

10%

8%

8%

6%

5%

4%

4%

4%

3%

3%

0% 5% 10% 15% 20%

Ford

Chevrolet

Toyota

Chrysler

GMC

Cadillac

Volkswagen

Buick

Dodge

Pontiac

BMW

Honda

(n=100)

51-150 units 45%

30-50 units 24%

Don't Know 2%

251+ units 7%

151-250 units22%

Units sold per month

Respondent Profile ~ Title

(n=100)

1%

1%

1%

1%

1%

2%

3%

12%

16%

62%

0% 20% 40% 60% 80% 100%

Internet Manager

Sales Manager

General Manager

Business Development Manager

IT Manager

Dealer Principal

Fleet Manager

Marketing Manager

Controller

Finance Manager