A new annual joint study conducted by Google in collaboration with the market research firm Kantar TNS reports that 90% of all car purchases made in India during 2018 were influenced by the Internet. The influence of the web over car purchases was 74% back in 2016.
Owing to the vast change in customer behavior, all leading automobile brands and dealerships have focused on increasing their online presence. This is not something new as almost all businesses are now focusing more on online presence to gain and retain customers.
The report, dubbed ‘The Drive to Decide 2018’ also finds that brand-switching in 2018 was 7%, which has declined from 11% in 2016. This suggests that buyers who are researching cars online are becoming more and more certain about the car brand that they want to go for. This explains why brands like Maruti and Hyundai continue to enjoy a large share of the market and internationally successful brands like Fiat and Chevrolet struggle. Even Honda is having troubles maintaining its sales, although that might change with the resurrection of the Civic, a car known for good reliability and economy.
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