Aston Barclay’s new digital trends report tracks the changing face of used car buyer behaviour
Posted 31 July 2019
Aston Barclay has released a new digital trends report that looks at the behaviour of buyers in the used marketplace.
This follows the successful launch of its Digital Solutions brand in January and the 16th release of its Buyer’s App this month (July) as it continues the roll out of its digital remarketing revolution.
During Q2 one-in-five (20.7%) used cars were bought online, while the rest were bought from Aston Barclay’s six physical auctions.
Vauxhall was the most popular used car brand in the auction hall in Q2 with 85.6% of cars bought physically and only 14.4% purchased online.
That compares with Mercedes where buyers bought more than one-in-three used cars (34.4%) online, consistently more than any other brand.
Unsurprisingly Mercedes buyers accounted for nearly 110,000 web views during Q2, more than double those received by Vauxhall, Audi and Volkswagen.
Total web views increased to 344,170 in Q2 compared with 265,157 in Q1 as buyers struggled to buy stock as vendor reserve prices adapted to three consecutive used vehicle book drops.
Looking at bid types Mercedes buyers racked up 7,168 online bids and 3,864 mobile bids in Q2, more than double their nearest rivals.
During the same period Ford and Vauxhall buyers topped the list of auction hall bidders, followed by Mercedes, Volkswagen and Audi.
Looking at model trends by bid type the Ford Fiesta was the most popular in the hall during Q2 followed by the Corsa and Golf diesel.
The Mercedes A class received the most mobile bids and the Ford Galaxy diesel the most online bids over the same period, aided by Addison Lee’s diesel MPVs continuing their healthy buyer following.
“We have been developing new digital products like the Buyer’s App that meet buyers’ ever-changing needs since 2017, and it’s nice to be able to publish our first digital trends report that tracks their changing behaviour.
“The report shows that buyers are using our online and mobile technology extensively with up to a third of cars from Mercedes now being bought online.
“We look forward to tracking these trends further over the coming months,” explained Daren Wiseman, Aston Barclay’s digital strategy director.