Chrome Survey Reveals Valuable Information about How Consumers Research and Choose Vehicles Online

PORTLAND, Ore.--Chrome® Systems Inc., a subsidiary of DealerTrack Holdings, Inc. and an industry leader in managing automotive data, today announced the results of a recent survey that sheds additional light on the consumer vehicle shopping and purchasing process. The online survey of adults who had purchased or leased a vehicle in the previous 12 months was conducted by Zogby International for Chrome. Among the survey’s key findings were:

• 86% of the respondents researched their new vehicle online before purchasing or leasing. They chose to shop online because it is convenient (73%), it saves time (60%), it obviates the pressure of talking to a sales person (58%), and it helps them narrow down their vehicle choices (50%).
• When asked about their motivation for purchasing or leasing a new vehicle, out of 24 reasons for making a vehicle change, the majority were needs-based. Of particular note, 23% wanted better gas mileage, 8% wanted more seating capacity, 6% wanted more leg or head room and 4% wanted off-road or towing capacity.
• 39% were brand-loyal, choosing to keep the same vehicle brand and/or manufacturer that they had before. In addition, 37% were dealer-loyal, choosing to purchase from a dealer that had sold to them or someone they knew in the past.
• 64% used a manufacturer’s website when researching their vehicle online; 54% used a search engine; 43% used a third-party or portal site; and 34% used a local dealer’s website.
• Those who used a manufacturer’s web site said the three things that most influenced their recent purchase or lease were the price of the vehicle with their preferred equipment selections, the ability to find the vehicle that matched their needs in inventory at a local dealership, and vehicle specifications.
• People who used a dealer’s website said the top two things that influenced them were the same as on a manufacturer’s site, but the third was that the vehicle looked best in side-by-side comparisons.
• On third-party web sites, vehicle specifications and positive expert ratings were the top influencers, followed by positive consumer ratings.

Raj Sundaram, senior vice president, solutions and services group at DealerTrack, commented, “While it has long been clear that many consumers prefer to use the Internet when researching a new vehicle, this survey reveals the crucial vehicle information that automotive retailing sites need to include to attract consumer traffic and prompt action. What is particularly interesting is how consumers use manufacturer, portal and dealer sites differently depending on where they are in their shopping process.”

Mr. Sundaram continued, “Our primary goal with this survey was to deliver valuable intelligence that will help automotive retailers design websites that cater to the needs of consumers. Putting consumer needs first will result in more positive experiences and help drive more vehicle leads and sales.”

About Chrome (www.chrome.com)

Chrome provides vehicle content, software, technology and services to deliver complete enterprise solutions to all segments of the automotive retail industry. Chrome pioneered the technology behind electronic vehicle configuration with the introduction of PC Carbook®, and since 1986 has collected, analyzed and enhanced “raw” automotive data from all manufacturers. Chrome Systems Inc. is a subsidiary of DealerTrack Data Services, Inc., a DealerTrack Holdings, Inc. company .