In May 2024, we sent professional mystery shoppers to 30 showrooms across Germany, the UK and Sweden to …
Exploration (online)
2.1
“The configuration process was straightforward. I could easily add or remove parts. I saved the configuration online and simply emailed the code to the dealer.”
67% found it easy to configure a new car online
78% were able to save or submit the configuration to the dealer
67% were able to book a test drive in advance
2.4
“There was minimal functionality on both the BYD and the local dealership’s website. I could view the different models, but not configure a specific quote.”
50% found it easy to configure a new car online
33% were able to save or submit the configuration to the dealer
67% were able to book a test drive in advance
2.6
“I was only able to contact them with the request for a consultation and a test drive.”
83% found it easy to configure a new car online
67% were able to save or submit the configuration to the dealer
50% were able to book a test drive in advance
3.2
“Fast and easy, there were no problems. Everything was easy to understand, and I could easily book a test-drive and find the car that I was interested in, on the website.”
100% found it easy to configure a new car online
89% were able to save or submit the configuration to the dealer
89% were able to book a test drive in advance
First contact
3.3
“The response was fast, and the seller was very easygoing. He said something like, ‘You decide when you want to come by and test it, and I'll make room in my calendar.’ Very impressive.”
78% were contacted within one working day
82% of showrooms used 2+ digital sales support elements (e.g., info screens, video walls, digital price tags)
5.6min average waiting time for a sales consultant in the showroom
2.9
“The response was prompt and very friendly. The seller provided me with additional information without being intrusive.”
83% were contacted within one working day
100% of showrooms used 2+ digital sales support elements (e.g., info screens, video walls, digital price tags)
5.6min average waiting time for a sales consultant in the showroom
3.7
“I received a very pleasant and personal email in which the seller expressed his willingness to assist me in finding a new car. The seller also asked about my preferred time for a test drive, assuring me that there would be no problems in arranging it.”
100% were contacted within one working day
93% of showrooms used 2+ digital sales support elements (e.g., info screens, video walls, digital price tags)
3.3min average waiting time for a sales consultant in the showroom
3.3
“The car showroom was neat and well-arranged, with the sellers' desks scattered among the cars. Overall, it was satisfactory, but not exceptional.”
78% were contacted within one working day
87% of showrooms used 2+ digital sales support elements (e.g., info screens, video walls, digital price tags)
4.4min average waiting time for a sales consultant in the showroom
Test drive
2.4
“The test drive experience was good. […] Then I got a quick briefing on how to start the car, put it in reverse, etc. […] After the test drive, I was asked how it felt. I would have liked the seller to have accompanied the test drive, at least at the beginning.”
67% were able to do a test drive during their visit
50% were able to save or submit the configuration to the dealer
78% of sales consultants talked about engine performance in the test drive context
89% of sales consultants talked about maximum range or charging in the test drive context
3.5
“The vehicle was clean, charged and already facing the direction of travel. Many of the vehicle's functions were explained to me again.”
83% were able to do a test drive during their visit
40% were able to save or submit the configuration to the dealer
67% of sales consultants talked about engine performance in the test drive context
83% of sales consultants talked about maximum range or charging in the test drive context
2.8
“I test drove the car alone. It would have been preferable to have the seller accompany me, I believe.”
83% were able to do a test drive during their visit
40% were able to save or submit the configuration to the dealer
67% of sales consultants talked about engine performance in the test drive context
83% of sales consultants talked about maximum range or charging in the test drive context
2.9
“The test drive was well-prepared. The seller first drove a short distance with me together and then let me drive alone. […] He explained everything to me very well and also paid particular attention to the things that were important to me (which he had asked about beforehand).”
100% were able to do a test drive during their visit
33% were able to save or submit the configuration to the dealer
56% of sales consultants talked about engine performance in the test drive context
78% of sales consultants talked about maximum range or charging in the test drive context
Configuration
3.5
“[…] The seller was really great at explaining what he liked about the add-ons and what he thought was not necessary for me. What I liked most about it was that he felt really honest and genuine, […] not focusing only on him getting more add-ons sold.”
0% of sales consultants offered a discount for a similar stock vehicle
0% of sales consultants pushed towards an internal combustion engine vehicle
78% of sales consultants offered to re-configure the vehicle after the consultation
67% of sales consultants tried to upsell the model specification (e.g., motorization, accessories)
2.9
“There seems to be limited ability to configure this car. Two different spec options are offered, but beyond this, there is no ability to add or remove individual elements.”
0% of sales consultants offered a discount for a similar stock vehicle
N/A of sales consultants pushed towards an internal combustion engine vehicle
50% of sales consultants offered to re-configure the vehicle after the consultation
33% of sales consultants tried to upsell the model specification (e.g., motorization, accessories)
2.8
“The seller explained everything very carefully, explained what he used in his cars, described everything very enthusiastically and really got me interested in the car and wanting more add-ons.”
50% of sales consultants offered a discount for a similar stock vehicle
0% of sales consultants pushed towards an internal combustion engine vehicle
67% of sales consultants offered to re-configure the vehicle after the consultation
67% of sales consultants tried to upsell the model specification (e.g., motorization, accessories)
3.1
“The seller looked at the configuration I had created online and went through it with me. He very cautiously pointed out additional equipment features and recommended them to me. As a result, he increased the price of the vehicle and argued that it was better for the customer.”
22% of sales consultants offered a discount for a similar stock vehicle
0% of sales consultants pushed towards an internal combustion engine vehicle
89% of sales consultants offered to re-configure the vehicle after the consultation
56% of sales consultants tried to upsell the model specification (e.g., motorization, accessories)
Offer
3.2
“The seller gave me a quote with two payment options and talked about both advantages and disadvantages of both. The seller also asked how much I am willing to pay each month.”
0% of sales consultants offered a discount upfront
22% of sales consultants offered a discount upon negotiation (e.g., lower interest rate)
56%of sales consultants offered a trade-in
80%of trade-ins would be directly deducted from the new car invoice
2.7
“I would have appreciated more recommendations on what the seller thought was best for me and why, not just the options for me to decide.”
17% of sales consultants offered a discount upfront
17% of sales consultants offered a discount upon negotiation (e.g., recharge voucher, free service)
50%of sales consultants offered a trade-in
33%of trade-ins would be directly deducted from the new car invoice
3.2
“The seller actually recommended me to lease it instead of buying it, and showed me calculations that I would probably save more money on that. He actually had a very good point that I hadn't thought about.”
0% of sales consultants offered a discount upfront
17% of sales consultants offered a discount upon negotiation (e.g., charging point, free charging)
67%of sales consultants offered a trade-in
75%of trade-ins would be directly deducted from the new car invoice
2.4
“The seller had good knowledge and described everything in detail. The seller explained both the pros and cons of the options they had.”
0% of sales consultants offered a discount upfront
44% of sales consultants offered a discount upon negotiation (e.g., 2-3%, cross-selling service/ accessories)
56%of sales consultants offered a trade-in
80%of trade-ins would be directly deducted from the new car invoice
Closing & agency sentiment
2.5
“The seller indirectly made it clear to me that he did not personally favor the model. In addition, the contractual partner is OEM, which, according to the seller, is rather inflexible and would not offer any modification options. […]”
100% of sales consultants defined clear next steps at the end of the visit
63% of sales consultants explained that the agency model changes things for the buyer
20% of sales consultants had a positive sentiment towards the agency model
1.4
“I received an email with a price quote after the consultation and test drive. The one-page document provided the cash price and monthly payment.”
50% of sales consultants defined clear next steps at the end of the visit
N/A of sales consultants explained that the agency model changes things for the buyer
N/A of sales consultants had a positive sentiment towards the agency model
2.0
“The seller likes the agency model. Instead of primarily talking to the customer about discounts, he says that selling and consulting are more in the foreground again.”
83% of sales consultants defined clear next steps at the end of the visit
50% of sales consultants explained that the agency model changes things for the buyer
67% of sales consultants had a positive sentiment towards the agency model
2.5
“The seller mentioned that the electric vehicles would be sold via the agency model. The combustion vehicles would be handled by the dealership, and he could negotiate more individual prices for these.”
78% of sales consultants defined clear next steps at the end of the visit
78% of sales consultants explained that the agency model changes things for the buyer
14% of sales consultants had a positive sentiment towards the agency model