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The expansion of digital technologies and the internet is eroding traditional customer loyalty to car brands and retailers, according to a new poll of industry experts.
As more motorists are using the internet to read Used Car Reviews, 79 per cent of delegates at an automotive retail conference earlier this month said that those with access to modern technologies were less likely to stick to one car brand.
The poll, carried out by EurotaxGlass's, found that 18 per cent of the industry had only spent £5,000 on a website to attract Car Loans customers, while only 26 per cent had their website linked to a search engine to make it easier for Car Finance customers to find their business.
Kevin Gaskell, chief executive officer at EurotaxGlass's, said: "The internet enables consumers to research products and services before they meet a sales executive, so it is essential that dealers communicate their key sales messages online, in front of their target audience, during the research phase."
Earlier this month, research by EurotaxGlass's found that demand for car loans for classic cars is now constant all year round, ending the traditional summer rush.
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