Failing the Test - BearingPoint Automotive Lead Management Survey

Car manufacturers spend millions of pounds designing, manufacturing and marketing vehicles, but when a potential customer wishes to test drive one of these new cars, it’s often an elusive, frustrating experience. Now in its third year, the latest BearingPoint survey shows that the response to test drive requests is actually worsening. In an economic environment where every sale is vitally important, this comes as a real surprise.

The challenge that the automotive industry currently faces, is how to respond to the shifting demands of the modern consumer. On the basis of results gathered from a compelling study, we take a look at how the digital sophistication of customers and their increasing expectations are outweighing the maturity of the automotive industry and what car manufacturers can do in order to rectify this, and, in turn, capitalise on the current situation.

Despite the poor performance highlighted in the survey, the results present manufacturers with a significant opportunity to turn a negative into a positive. By acting now, car manufacturers can gain a vital advantage and boost vehicle sales. We take a look at the challenges faced in more detail…