The purchase journey of a modern day automotive shopper is centered around ease and immediacy with the internet making up the majority of the process.
Getting behind the wheel for a test drive can be a stressful experience for the customer: unfamiliar vehicle, chatty pressuring salesman in the passenger seat, and a huge financial decision on the line. Which makes it no surprise that consumers are turning to YouTube to help assist their decision on what type of vehicle to purchase.
All these figures show a clear upward trend that people want more video content and fewer test drives. Could it be that customers are already making up their minds before they even pull into the dealership? Do you think YouTube is eventually going to replace the in-person test drive altogether?
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