10 WAYS COVID-19 HAS IMPACTED AUTOMOTIVE - CARSALES DATA REVEALS THE MAJOR IMPACT ON THE NATION'S AUTO CONSUMERS, CAR BRANDS AND DEALERS.
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ALSO INSIDE
AUSTRALIA'S
MOST WANTED
CARS IN EACH STATE
AND TERRITORY
10 WAYS COVID-19 HAS
IMPACTED AUTOMOTIVE
CARSALES DATA REVEALS THE MAJOR IMPACT ON THE
NATION'S AUTO CONSUMERS, CAR BRANDS AND DEALERS.
BUSINESS.CARSALES.COM.AU
COVER: 2020 MERCEDES-AMG A 45 S
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AND HIGH IMPACT
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and most engaged car-buying audience
2 Source: carsales internal data, May 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
FROM THE CEO
All of the team at carsales hopes this most dealers have settled into a new have also been extended to metro
Edition 20 of carsales Auto Market Watch COVID-normal operating rhythm, recent Melbourne dealers and their staff to
finds you, your family and your colleagues, times have been incredibly difficult for provide any necessary support. If you feel
safe and well. all Melburnians and, by extension, the that this sort of support would benefit
Victorian economy and automotive and you, please click here.
It goes without saying that the automotive
allied industries.
space is a very different place than it was
this time last year. To this end carsales With the introduction of stage four
ROBUST SHOPPING ACTIVITY
has stepped up to the plate to assist pandemic restrictions to metro In good news for the wider carsales
where it can. Melbourne, carsales reinstated dealer customer group including dealers,
support via a dealer fee rebate package brands and advertising partners, robust
for affected metro businesses. shopping activity on carsales.com.au has
CONTINUED DEALER FEE RELIEF continued into FY21.
The support extends beyond car dealers
Indeed, carsales has been at the forefront
and includes dealership businesses in all In August, carsales.com.au posted a
of the Australian automotive industry’s
of the carsales verticals including motor- Unique Audience (UA) of 4.65m according
response to the pandemic and, before
cycles, boats, trucks, caravans and more. to Nielsen’s Digital Ratings Monthly
that, the bushfire crisis in early 2020.
report. This result was 30% higher than
The new tranche of Melbourne dealer
From the provision of advertising at the same month in 2019, while carsales
support measures has taken the value of
CAMERON MCINTYRE no charge and fast tracking of dealer
carsales’ total support for calendar year
session metrics jumped 30% year-on-year
buy-from-home technology to offering to 31.8m.*
CEO & MANAGING DIRECTOR 2020 to in excess of $30m.
CARSALES.COM LTD access to its Employee Assistance
Both results outpaced the wider auto
Program services for affected automotive It’s heartening to hear from dealers that
category and are testament to not only
businesses, I’m proud of carsales’ these support measures have made and
the quality of our on-site experience, but
assistance efforts. are making a tangible difference.
our targeted marketing investments over
While much of Australia is seeing the And please consider that carsales’ the past few months.
green shoots of economic recovery and Employee Assistance Program services
3 Source: *Nielsen Digital Ratings Monthly, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
FROM THE CEO
DEALER AND OWNER REVIEWS
RELEASE
Our commitment to delivering the best
possible customer experience hasn’t
wavered at carsales. And it’s been
enhanced with two recent additions to
carsales.com.au; Dealer Reviews and
Owner Reviews.
Dealer Reviews empowers car dealers
Australia-wide to champion their online LEARN MORE ABOUT DEALER REVIEWS
business reputation on carsales.com.au
to better engage and influence on-site
car shoppers. enables dealers to promote their ability I want to assure all that we remain
to deliver a seamless buying experience. committed to these principles.
Our revised Owner Reviews portal
meantime enables more Australian Stay safe and enjoy the latest buyer
THE NEW TRANCHE OF
car owners to share valuable insights
OUR COMMITMENT TO YOU behaviour insights, business tips and MELBOURNE DEALER
and thoughts from their ownership In navigating the challenges of COVID-19,
carsales has been guided by the
industry news in this edition of Auto
SUPPORT MEASURES
experience, to help in-market buyers Market Watch.
make a more informed purchase decision. principles of protecting our people, HAS TAKEN THE VALUE
For more, visit our dedicated destination
These two enhancements come off the
supporting our customers and building
business.carsales.com.au for insights
OF CARSALES’ TOTAL
business resilience.
back of new dealer features that carsales and, as always, contact your carsales SUPPORT FOR
brought to market during the height of While there are some very positive representative if you require further
the pandemic, including dealer badges signs and patches of recovery, given the insights or assistance.
CALENDAR YEAR 2020
and our ‘Buy from home’ badge, which uncertainty the pandemic generates, TO IN EXCESS OF $30M.
4 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
10 WAYS
COVID-19
HAS IMPACTED
AUTOMOTIVE
CARSALES DATA REVEALS THE MAJOR IMPACT
ON THE NATION'S AUTO CONSUMERS, CAR
BRANDS AND DEALERS.
5 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
BY DAVID TOSCANO, TRADE CONTENT
EDITOR, CARSALES.COM.AU
As Australia moves towards ‘COVID-19 Then as consumer sentiment
normal’, it’s clear that lockdown and improved, new challenges emerged
other measures have had a major with fewer trade-in opportunities
impact on the nation's auto consumers, available. This saw canny dealers pivot
car brands and dealers. to source inventory via alternative
channels, learning along the way to use
Australia's #1 for cars, carsales.com.au,
new tools and data-driven processes.
has kept the Australian automotive
industry informed through this evolving As consumers re-evaluate their lifestyle
environment. And while March and and transport preferences, interest
April were undoubtedly challenging rates have hit record lows, savings rates
right across the country, the dramatic soar to a 46-year high, and government
rebound of key indicators of audience stimulus measures flow through the
and engagement in May, June and July economy, many signs point towards a
demonstrated demand and interest sustained uptick in car ownership.
from Australian auto consumers.
While the book on the full effects of
In particular for dealers, the rebound in COVID-19 on the Australian automotive
car-buying activity was an opportunity industry is yet to be penned, it’s clear
to return staff to work, to ensure that that COVID-19 has indeed changed the
inventory was effectively merchandised, industry in which we all operate.
to optimise business processes to
facilitate end-to-end online sales
transactions, and to convert and
nurture customers.
6 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
10 COVID-19 IMPACTS ON AUTOMOTIVE
INCREASED INTEREST IN
AUTO-BASED TRAVEL 10 1 CAR USAGE INCREASES
RECORD VOLUME OF SALES
PROSPECTS FOR DEALERS 9 2 NON-CAR OWNERS SURGE
INTO THE CAR MARKET
ONLINE RESEARCH AND
SHOPPING ACCELERATION 8 3 NEW LICENCE HOLDERS
ENTER THE CAR MARKET
PRICES SURGE
FOR USED CARS 7 4 SUSTAINED URGENCY
TO BUY A CAR
INSTANT ASSET WRITE-OFF
FUELS SUSTAINED LCV INTEREST 6 5 SUPERANNUATION WITHDRAWALS
FUND AFFORDABLE CARS
7 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
1 81% OF RESPONDENTS...
Concerns around hygiene, contact with others and convenience made
Australians reconsider their transport preferences during COVID-19. In
July 2020, 81% of respondents to a carsales survey responded that they
ARE MORE LIKELY TO USE
CAR USAGE INCREASES are more likely to use their car now than before COVID-19.1 Mobility data
THEIR CAR NOW THAN
from Apple also revealed that driving emerged as a more preferred mode BEFORE COVID-19.1
of transport in Australia between April–August 2020.2
2 63% OF NON-CAR
For consumers reliant on public transport and ride-sharing, concerns
around hygiene saw more non-car owners enter the market. In July 2020,
63% of non-car owners indicated in a carsales survey that they were
OWNERS... WERE MORE
NON-CAR OWNERS SURGE more likely to consider buying a car now,3 up from 58% in April 2020.4
LIKELY TO CONSIDER
INTO THE CAR MARKET This presented dealers and brands with a new target audience over the BUYING A CAR NOW.3
second half of the year.
3 47% OF SURVEYED NEW
The same public transport and hygiene concerns also convinced more
Australians to get their licence. 47% of surveyed new licence holders in
July agreed that COVID-19 had accelerated their need to get their driver
LICENCE HOLDERS...
NEW LICENCE HOLDERS licence,5 delivering opportunities for dealers and brands to target a new
AGREED THAT COVID-19
ENTER THE CAR MARKET and highly-motivated audience of car buyers. ACCELERATED THEIR
NEED TO GET THEIR
DRIVER LICENCE.5
Sources:
1. carsales post COVID transportation follow up survey, “Q: How has the COVID-19 climate impacted how you feel about future use of these forms of transport?”
16–21 July 2020, n=1,755. Filtered by car owners who take public transport options, n=332. 2. Apple mobility data available, https://covid19.apple.com/mobility,
April–August 2020.
3. carsales onsite survey, COVID-19 transportation, 16–21 July 2020, n=1,755 (filtered by non car owners n=138). 4. carsales onsite survey, COVID-19 transportation,
18–27 April 2020, n=2,983 (filtered by non car owners n=191).
5. carsales onsite survey, newly licenced drivers, 23–25 July 2020. Filtered by respondents who had recently obtained their licence, n=588.
8 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
4
As social distance restrictions eased across Australia and consumer
optimism increased, so too did consumers’ urgency to buy a new car. In
September 2020, 27.9% of respondents to a carsales consumer survey
SUSTAINED URGENCY indicated that they were ‘ready to buy now’,6 up from 26.8%7, 20.6%8 and
TO BUY A CAR 16.8%9 recorded in July, May and April respectively.
27.9% OF RESPONDENTS...
INDICATED THEY WERE
'READY TO BUY NOW'.6
Sources:
6. carsales.com.au onsite surveys, 14–16 September 2020 (n=3,222); 7. 27–28 July 2020 (n=3,013); 8. 1–3 May 2020 (n= 3,462); 9. 16 April 2020 (n=1,816).
9 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20
5 15% GROWTH IN ENQUIRIES
In April, the Federal Government announced new support measures for
consumers impacted by COVID-19, granting them early access to two
$10,000 parcels of their superannuation in FY20 and FY21. The effects of
ON USED CARS UNDER $10K.10
SUPERANNUATION WITHDRAWALS this announcement were felt immediately on carsales, with demand for
FUND AFFORDABLE CARS affordable cars increasing. In April 2020, carsales saw 15% growth in
enquiries on used cars under $10,000, compared to April 2019.10
BETWEEN APRIL–AUGUST
6
Announced in April, the Federal Government's Instant Asset Tax
Write-off Program for assets up to $150K stimulated strong and 2020, FORD RANGER,
sustained demand for LCVs on carsales. Between April–August 2020,
INSTANT ASSET WRITE-OFF MITSUBISHI TRITON AND
Ford Ranger, Mitsubishi Triton and Toyota HiLux were the most searched
TOYOTA HILUX WERE THE
FUELS SUSTAINED LCV INTEREST new cars on carsales.com.au while the LCV segment was the most
viewed new car segment.11 MOST SEARCHED NEW CARS
ON CARSALES.11
7 AN UNEXPECTED IMPACT
COVID-19’s effect on Australia included an unexpected impact on the
volatility of pricing and inventory availability of used cars, with strong
ON THE VOLATILITY OF
demand sending the level of discounting to unprecedented low levels.
PRICES SURGE FOR USED CARS The supply of used cars also fell sharply for Australian dealers with many
PRICING AND INVENTORY
vehicle owners choosing to retain their existing car, which would AVAILABILITY OF USED CARS.
otherwise have been traded or sold privately.
Sources:
10. carsales internal data, April 2020.
11. carsales internal data, April–August 2020.
10 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 208 77% OF RESPONDENTS...
The shift to online research and shopping further accelerated. In April
2020, 77% of respondents to a carsales survey indicated they would
conduct more research and purchases online, and visit fewer dealer-
WOULD CONDUCT MORE
ONLINE RESEARCH AND ships.12 In June 2020, a combined Unique Audience of 1.4m consumers
RESEARCH AND PURCHASES
SHOPPING ACCELERATION interacted with written and video reviews, comparison tests and news ONLINE, AND VISIT FEWER
content across carsales.com.au and motoring.com.au13—a new record. DEALERSHIPS.12
9 UNIQUE AUDIENCE OF 4.9M
Pent-up demand for cars and eased social distancing measures pushed
carsales to a record Unique Audience of 4.9m consumers in June 2020,
CONSUMERS IN JUNE 2020...
40% higher than June 2019.14 Shopping momentum continued in July,
RECORD VOLUME OF SALES with sessions served totalling 34.7m sessions—another carsales record
34.7M SESSIONS IN JULY
PROSPECTS FOR DEALERS and up 40% on July 2019.14 Overall, the record period of mid-year car- —NEW CARSALES RECORDS.14
shopping activity delivered dealers with an unprecedented volume of
sales opportunities to convert and short-term prospects to nurture.
10 67% RESPONDENTS... ARE
More Australians are now considering domestic car-based travel such as
caravan-based holidays. 67% of respondents to a June survey from
caravancampingsales.com.au said that they are more likely to consider
MORE LIKELY TO CONSIDER
INCREASED INTEREST buying a caravan as a result of the COVID-19 pandemic,15 presenting
BUYING A CARAVAN AS A
IN AUTO-BASED TRAVEL dealers and brands with more SUV and tow vehicle sales opportunities. RESULT OF THE COVID-19
Over the April–August 2020 period, the caravan-friendly Toyota PANDEMIC.15
LandCruiser was Australia's most searched vehicle on carsales.com.au,
achieving almost 4m more buyer searches than the second-placed
Toyota HiLux.16
Sources:
12. carsales post COVID transportation survey, 18–27 April 2020. Q21 “How has COVID-19 changed how you are shopping for your car?” n=2,983.
13. Nielsen Digital Content Ratings, June 2020.
14. Nielsen Digital Content Ratings, June–July 2020.
15. caravancampingsales onsite consumer survey, impact of COVID-19, June 2020, n=569. 16. carsales internal data, April–August 2020.
11 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20BY DAVID TOSCANO, TRADE CONTENT
7X
EDITOR, CARSALES.COM.AU
The results are in: carsales data-backed way to quickly generate exposure and
Promote Automation is the most interest in dealer inventory by surfacing
powerful way to generate more exposure stock for sale in the prime positions of a
on dealer inventory. 1
buyer’s relevant search results.
And in 2020 both Promote Automation1
DRIVING QUALITY LEADS
and manual Promote2 are even more
effective than they were in 2019,
AND APPOINTMENTS
MORE
according to the latest carsales data. “Promote is a key element of our digital
marketing strategy and we’re seeing great
Between July 2019–June 2020, inventory
results from our investment,” says Robert
with Promote upgrades automatically
Maiolo, General Manager at Paradise
VIEWS
purchased by Promote Automation
1 received an average of 7x more views
Motors Mazda, a leading dealer in
Paradise, Adelaide.
than unpromoted inventory on carsales.¹
“In a competitive metro market like
Inventory with manually-purchased Adelaide, consistent Promote investment
Promote upgrades received an average ensures that we generate a supply of
of 5.5x more views than unpromoted quality leads for our sales team to follow
inventory on carsales, across the same up. This supply of quality leads is enabling
GENERATE MORE SALES period. 2
us to achieve high-level results across key
metrics such as appointment ratio and
OPPORTUNITIES WITH PROMOTE
These results are a significant
sales closing ratio,” explains Maiolo.
improvement on the same analysis
conducted between July 2018–2019. They According to Maiolo, working closely with
validate that Promote is the most effective the business’ carsales Account Manager
Sources: 1. carsales internal data, July 2019–June 2020. Uplift from Promote Automation calculated by comparing (i) dealer inventory upgraded by Promote Automation between July 2019–June 2020 and (ii) dealer inventory without any
Promote activity during the same period. 2. carsales internal data, July 2019–June 2020. Uplift from Promote calculated by comparing (i) dealer inventory upgraded manually with Promote between July 2019–June 2020 and (ii) dealer listings
without any Promote activity during the same period.
12 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 205 TIPS FOR DEALERS USING PROMOTE
helps Paradise Motors Mazda maximise Dealers can elect to invest a set monthly
1
results from Promote. sum with Promote Automation, which
uses real-time carsales data to
“Each month, we review our Promote
automatically purchase Promote
results and the latest consumer data with
upgrades on new and aged inventory on
our carsales Account Manager. It helps us
behalf of the dealer. Alternatively, dealers
to better understand the models in
demand with South Australian consumers
can choose to manually apply Promote
upgrades to specific inventory items.
Merchandise inventory effectively
and ensures that we continue to invest
Promote on inventory that maximises “Whether you choose Promote
interest, appointments and sales Automation to do the hard work for you,
Effective photos, videos and comments is a great and trustworthy place to visit
opportunities for our business.” or prefer to use the service manually,
are critical building blocks to maximising and do a deal,” Heggie adds.
Promote can help you generate more
Paradise Motors Mazda’s success with the effectiveness of Promote.
exposure and as a consequence, more Heggie also reminds dealers that they
Promote is no accident. Matt Heggie,
sales opportunities to convert,” says “A consumer may look at your can now upload video to inventory on
General Manager – Automotive at carsales,
Heggie. Promote item but remember without carsales at no extra cost—via the
has seen dealers’ success firsthand.
quality photos they may not take AutoGate mobile app or AutoGate
“Promote results over the past Financial further action,” says Heggie. desktop application.
Year have been remarkable,” says Heggie.
“Professional photos and videos that Dealer cars that contain a video in
“Our data shows dealers that consistently IN A COMPETITIVE METRO MARKET show off a vehicle’s key features and their carsales listing achieve a 54%
invest in Promote are reaping the LIKE ADELAIDE, CONSISTENT benefits and can help highlight and increase in details page views,
reinforce that you are delivering a compared to cars without video.²
benefits in the form of greater awareness, PROMOTE INVESTMENT ENSURES
consideration [detailed views] and great car at the right price. They also
THAT WE GENERATE A SUPPLY OF “For dealers that need assistance in
enquiries in their inventory.” provide more incentive for a buyer to
QUALITY LEADS FOR OUR SALES get in touch with you.
creating compelling photos and videos,
our professional Visual Media team
Via AutoGate, dealers can flexibly TEAM TO FOLLOW UP.
purchase Promote to suit their strategy “And consumers love to read offers efficient, cost-effective
— ROBERT MAIOLO, GENERAL MANAGER,
and budget. PARADISE MOTORS MAZDA comments to verify that your business solutions,” says Heggie.
13 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 202 3
Apply a price that’s ‘just right’ ‘Time’ your use of Promote
Correct pricing can help a Promote- “Prospective buyers spend an average Holding costs can be a major drag on In addition, Heggie points to timing the
boosted inventory item to achieve of almost 40 minutes on carsales each dealer profitability. Heggie reminds application of Promote to coincide
even more engagement. month researching, considering and dealers to take this into account when with the lead up to the weekend.
acting on inventory items that interest assessing the best vehicles to upgrade
Heggie points to data-driven pricing “Many consumers undertake research
them. They can quickly recognise a fair with Promote.
solutions such as LiveMarket to take and ‘watch’ the cars they’re interested in
price and a great deal when they see
the guesswork out of arriving at an “Getting your inventory working hard during the week, waiting until Saturday
one.
eye-catching, market-driven price. from day one is critical to ensuring to contact the dealer,” says Heggie.
“A market-driven price using that holding costs are minimised,”
And applying a market-driven price “Given this buyer behaviour, we
LiveMarket or perhaps a special says Heggie.
does not mean leaving profit on the recommend that dealers promote
‘haggle-free’ price, can give dealers the
table, as the latest carsales research “That’s why it’s often a great strategy to their inventory during the week, to
opportunity to shift an inventory item
highlights. promote an inventory item as soon as ensure adequate exposure prior to
much faster and minimise holding
it’s published for sale on carsales.” each weekend.”
”Today’s buyers are prepared to put in costs,” adds Heggie.
the time required to get a better
understanding of what constitutes a
fair price,” says Heggie.
5 TIPS FOR DEALERS USING PROMOTE
14 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 204 5
Understand what Promote aged, clearance
buyers want to buy and unique inventory
In the midst of strong car-buying work-and-play vehicles continues to Looking to quickly clear the showroom
activity, some brands, models and gather market momentum—especially or forecourt of aged or clearance
segments are proving to be in greater with government instant asset write- inventory? Or stocking a vehicle that
demand than others. Over 40% of offs still in play until December 2020,” has been optioned with the features
sales in June were SUVs, while prestige explains Heggie. and specifications that buyers value?
brands continue to resonate with car
“We advise dealers to take this into Heggie reminds dealers that these
shoppers.
account when assessing inventory types of inventory items are excellent
“Certainly these types of in-demand items to upgrade with Promote,” upgrades via Promote.
body types can find a buyer even Heggie adds. Monthly search
“An aged inventory item that has been
quicker when backed by the power of behaviour reviews are accessible on
available on carsales for more than 90
Promote,” explains Heggie. business.carsales.com.au.
days may require a promotional kick in
“SUVs of all sizes are increasingly in conjunction with a discounted price, to
vogue and the popularity of LCVs as generate enough interest to be sold.”
“The same applies for a run-out or
clearance model,” says Heggie.
5 TIPS FOR DEALERS USING PROMOTE
15 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20SAVE TIME, SAVE MONEY AND GENERATE
MORE VIEWS ON YOUR INVENTORY
THREE REASONS WHY PROMOTE
7x Promote
AUTOMATION GETS BETTER RESULTS
more views than Automation
unpromoted inventory1
1 Promote Automation uses real-time
carsales market intelligence to
automatically purchase Promote 5.5x
more views than
Promote
upgrades for you on new and aged
inventory. Unpromoted unpromoted inventory2
inventory
2 Every Promote purchase is data-
backed, aligns with your strategy
and is within your set budget—
saving you research time and
eliminating gut-feel decision making.
3 Promote Automation creates a daily
spend target to ensure that your
budget is spent evenly over the
course of the month.
UPGRADE TO PROMOTE
AUTOMATION TODAY IN
AUTOGATE
UPGRADE NOW Sources: 1. carsales internal data, July 2019–June 2020. Uplift from Promote Automation calculated by comparing (i) dealer inventory upgraded by Promote
Automation between July 2019–June 2020 and (ii) dealer inventory without any Promote activity during the same period. 2carsales internal data, July 2019–June
2020. Uplift from Promote calculated by comparing (i) dealer inventory upgraded manually with Promote between July 2019–June 2020 and (ii) dealer listings
without any Promote activity during the same period.
16 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20BUYER BEHAVIOUR OVERVIEW
AUGUST 2020
ENQUIRIES BY SOURCE ENQUIRIES BY HOUR
TRADITIONAL BUSINESS
HOURS (9AM-5PM)
41%
EMAIL
32%
PHONE
41%
of dealer enquiries
REST OF DAY
occurred outside of
traditional 9am–5pm
business hours
27%
SMS
12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
TRAFFIC BY DEVICE SESSIONS OUTSIDE OF TRADITIONAL BUSINESS HOURS
80%
of the traffic to
carsales was via
a mobile device
20% 37% DIGITAL SHOWROOMS
DESKTOP MOBILE
NEVER CLOSE 45%
of carsales sessions
Australian car buyers are
occurred outside of
researching and searching for traditional 9am–5pm
cars day and night on carsales. business hours
12% 31%
ANDROID IOS APP
APP
17 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20DIGITAL AUTO LANDSCAPE
AUGUST 2020
MONTHLY UNIQUE AUDIENCE1 MONTHLY TIME SPENT PER PERSON1
CARSALES IS CARSALES IS
LARGER BY x 1.9 x 2.3 x 2.9 x 7.5 x 8.8 LARGER BY x 1.7 x 3.8 x 5.1 x 5.7 x 8.0
4,645,299 34m 06s
2,496,584 19m 46s
2,016,017
1,622,146
8m 56s
6m 39s 6m 1s
615,286 528,016 4m 16s
CARSALES GUMTREE CARSGUIDE CARADVICE DRIVE AUTOTRADER CARSALES GUMTREE AUTOTRADER CARADVICE CARSGUIDE DRIVE
AUTO AUTO
71% 79%
of the carsales audience does not visit of the carsales audience does not visit
CarsGuide in the month, but 54% of CarAdvice in the month, but 45% of
their audience visits carsales2 their audience visits carsales2
18 Sources: 1. Nielsen monthly tagged Digital Content Ratings August 2020. 2. Nielsen Digital Panel July 2020, updated quarterly. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19GOVERNMENTS FAIL
EV REPORT CARD
BY BRUCE NEWTON, CONTRIBUTOR, An Electric Vehicle Council report card has “Australia still lags behind the developed The EVC identifies high purchase costs,
CARSALES.COM.AU given the federal government an F for its world in implementing policies that concerns about accessible charging
lack of progress on EV policy. support the uptake of electric vehicles,” infrastructure and insufficient awareness
the EVC report stated. as barriers to increasing car buyers
Awarded ahead of World EV Day this
interested in EVs.
week, the report card dishes out a “The last 12 months have seen some new
similarly abysmal rating to Western policies emerge at the state level but It also identified the restricted availability
Australia and the Northern Territory. there have still been no significant policy of EV models—especially lower priced
developments federally. models—in Australia because of the lack
At the other end of the scale the
of government support that would justify
Australian Capital Territory is best-rated “It remains critical that governments at all
marketing such models here.
with a B and New South Wales and levels adopt policies that reduce barriers
Queensland score a C rating. Victoria, to consumers and signal market viability “Those markets with government policies
South Australia and Tasmania were to international car-makers.” in place that encourage or mandate
awarded Ds.
19 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20emissions reductions from vehicles are infrastructure along its Electric Super
the markets that attract electric vehicles. Highway.
“These policies include emissions “The ACT is progressing on meeting its
reductions targets, fuel efficiency strong targets to electrify its own fleet,
standards, and average OEM fleet including its bus fleet and has committed
emissions regulations. Australia currently to making its buildings electric vehicle
has none of these in place.” ready.”
The closest Australia comes to a fleet The report notes hopefully the Victorian,
emissions target is the voluntary SA, WA and NT governments have EV
agreement recently announced by the policies due over the next 12 months that
manufacturers themselves as the federal should lift their grades.
government has been unable to move
But on the Morrison government in
forward on its mandatory scheme.
Canberra it was more circumspect.
The EVC reported NSW had made the
“The federal government was due to
most progress in advancing EV policies in
release an electric vehicle strategy in
Australia over the last year, bringing it
mid-2020 but has not.”
more in line with the standard set by the
ACT and Queensland. The report did point out the federal
government increased the threshold of
“NSW recently announced commitments
the Luxury Car Tax, which will aid some
to further invest in public charging
EV buyers.
networks, provide co-funding for fleets to
transition to electric vehicles, and electrify The federally-backed Australian
Sydney’s bus fleet,” the report noted. Renewable Energy Agency (ARENA) and
Clean Energy Finance Corporation (CEFC)
“The Queensland Government has
have also provided some funding to EV
continued to implement The Future is
projects over the last 12 months.
Electric: Queensland’s Electric Vehicle
Strategy and invest in public charging
20 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20BUYER ANALYSIS BY STATE CARSALES INTERNAL DATA TO GIVE YOU A BETTER IDEA OF BUYER ACTIVITY IN YOUR STATE BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE 21 BUSINESS.CARSALES.COM.AU
NSW BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 MAZDA CX-3 MAXX SPORT 2020
TOYOTA HILUX 02 HYUNDAI I30 ACTIVE 2018
VOLKSWAGEN GOLF 03 HYUNDAI I30 ACTIVE 2019
2,827,501
FORD RANGER 04 HYUNDAI I30 ACTIVE 2020
HOLDEN COMMODORE 05 MITSUBISHI OUTLANDER ES 2019
MERCEDES-BENZ C-CLASS 06 MAZDA CX-5 MAXX SPORT 2020
MONTHLY USERS
TOYOTA COROLLA 07 NISSAN X-TRAIL ST 2019
MAZDA3 08 KIA CARNIVAL S 2018
FORD MUSTANG 09 MITSUBISHI OUTLANDER ES 2020
BMW 3 SERIES
TOYOTA LANDCRUISER PRADO
TOYOTA RAV4
10
11
12
TOYOTA CAMRY ASCENT 2019
VOLKSWAGEN T-CROSS 85TSI LIFE 2020
MAZDA CX-9 AZAMI 2020
10,411,144
MONTHLY SESSIONS
FORD FALCON 13 TOYOTA COROLLA ASCENT SPORT 2018
HYUNDAI I30 14 MITSUBISHI ASX ES 2019
PORSCHE 911 15 TOYOTA COROLLA ASCENT 2018
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
22 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19ACT BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 HYUNDAI I30 ACTIVE 2018
VOLKSWAGEN GOLF 02 ALRA ROMEO STELVIO 2018
TOYOTA HILUX 03 KIA CERATO S 2019
130,830
FORD RANGER 04 MAZDA CX-3 MAXX SPORT 2020
HOLDEN COMMODORE 05 TOYOTA COROLLA ASCENT 2018
MERCEDES-BENZ C-CLASS 06 TOYOTA RAV4 GX 2018
MONTHLY USERS
BMW 3 SERIES 07 KIA CARNIVAL S 2018
FORD MUSTANG 08 KIA RIO S 2019
FORD FALCON 09 KIA CERATO S 2018
MAZDA3
TOYOTA COROLLA
TOYOTA LANDCRUISER PRADO
10
11
12
HOLDEN COMMODORE RS 2018
TOYOTA COROLLA ASCENT 2017
TOYOTA COROLLA ASCENT SPORT 2018
419,165
MONTHLY SESSIONS
SUBARU FORESTER 13 TOYOTA KLUGER GX 2018
PORSCHE 911 14 HYUNDAI TUCSON ACTIVE X 2017
SUBARU IMPREZA 15 TOYOTA CAMRY ALTISE 2015
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
23 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19VIC BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 HOLDEN COMMODORE RS 2018
HOLDEN COMMODORE 02 TOYOTA CAMRY ASCENT 2019
TOYOTA HILUX 03 HYUNDAI I30 ACTIVE 2020
1,923,472
FORD RANGER 04 TOYOTA CAMRY ALTISE 2017
MERCEDES-BENZ C-CLASS 05 MITSUBISHI OUTLANDER ES 2019
FORD FALCON 06 NISSAN X-TRAIL ST 2019
MONTHLY USERS
VOLKSWAGEN GOLF 07 TOYOTA COROLLA ASCENT 2017
FORD MUSTANG 08 HYUNDAI I30 ACTIVE 2018
PORSCHE 911 09 KIA CERATO S 2019
BMW 3 SERIES
TOYOTA LANDCRUISER PRADO
NISSAN PATROL
10
11
12
MG MG3 CORE 2020
HYUNDAI I30 ACTIVE 2019
TOYOTA KLUGER GX 2018
7,180,441
MONTHLY SESSIONS
MERCEDES-BENZ E-CLASS 13 TOYOTA CAMRY ASCENT 2018
NISSAN NAVARA 14 KIA CARNIVAL S 2018
MITSUBISHI TRITON 15 NISSAN X-TRAIL ST 2020
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
24 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19TAS BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 SUZUKI SWIFT GL NAVIGATOR 2019
TOYOTA HILUX 02 NISSAN X-TRAIL ST 2019
FORD RANGER 03 MITSUBISHI ASX ES ADAS 2019
75,281
HOLDEN COMMODORE 04 SUZUKI BALENO GL 2019
FORD MUSTANG 05 NISSAN QASHQAI ST 2018
VOLKSWAGEN GOLF 06 MITSUBISHI OUTLANDER ES 2019
MONTHLY USERS
NISSAN NAVARA 07 TOYOTA RAV4 GX 2015
TOYOTA LANDCRUISER PRADO 08 SUZUKI VITARA 2019
MITSUBISHI TRITON 09 MITSUBISHI ASX ES 2019
FORD FALCON
MERCEDES-BENZ C-CLASS
VOLKSWAGEN AMAROK
10
11
12
NISSAN X-TRAIL ST 2018
MITSUBISHI ASX ES 2018
VOLKSWAGEN GOLF 110TSI TRENDLINE 2019
215,797
MONTHLY SESSIONS
TOYOTA RAV4 13 KIA RIO S 2018
PORSCHE 911 14 TOYOTA COROLLA ASCENT SPORT 2019
SUBARU FORESTER 15 TOYOTA KLUGER GX 2018
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
25 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19SA BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 MAZDA CX-3 MAXX SPORT 2020
HOLDEN COMMODORE 02 MAZDA CX-5 MAXX SPORT 2020
TOYOTA HILUX 03 HOLDEN COMMODORE RS 2018
582,672
FORD RANGER 04 MAZDA3 G20 PURE 2020
TOYOTA LANDCRUISER PRADO 05 NISSAN X-TRAIL ST 2019
VOLKSWAGEN GOLF 06 MAZDA CX-5 GT 2020
MONTHLY
MONTHLY
AVERAGE
USERS
USERS
FORD FALCON 07 MAZDA CX-5 AKERA 2020
MERCEDES-BENZ C-CLASS 08 TOYOTA CAMRY ALTISE 2017
FORD MUSTANG 09 MAZDA3 G20 TOURING 2020
MITSUBISHI TRITON
TOYOTA RAV4
MAZDA3
10
11
12
TOYOTA COROLLA ASCENT 2017
MAZDA CX-5 TOURING 2020
SUZUKI VITARA 2020
2,110,625
MONTHLY
MONTHLY SESSIONS
AVERAGE SESSIONS
TOYOTA COROLLA 13 HYUNDAI I30 ACTIVE 2020
PORSCHE 911 14 TOYOTA COROLLA ASCENT SPORT 2018
BMW 3 SERIES 15 MAZDA CX-9 AZAMI 2020
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
26 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19WA BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 TOYOTA KLUGER GXL 2018
TOYOTA HILUX 02 HYUNDAI I30 ACTIVE 2019
TOYOTA LANDCRUISER PRADO 03 NISSAN X-TRAIL ST 2019
776,428
FORD RANGER 04 TOYOTA CAMRY ASCENT 2018
HOLDEN COMMODORE 05 TOYOTA CAMRY ASCENT 2019
VOLKSWAGEN GOLF 06 HYUNDAI I30 ACTIVE 2020
MONTHLY USERS
MERCEDES-BENZ C-CLASS 07 TOYOTA KLUGER GRANDE 2018
TOYOTA RAV4 08 TOYOTA COROLLA ASCENT SPORT 2018
FORD MUSTANG 09 KIA CARNIVAL S 2018
NISSAN PATROL
MITSUBISHI TRITON
TOYOTA COROLLA
10
11
12
MITSUBISHI OUTLANDER ES 2019
HOLDEN COMMODORE RS 2018
SUZUKI VITARA 2020
2,619,420
MONTHLY SESSIONS
FORD FALCON 13 SUZUKI VITARA TURBO 2020
NISSAN NAVARA 14 NISSAN X-TRAIL ST 2020
BMW 3 SERIES 15 HOLDEN TRAX LS 2019
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
27 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19QLD BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 HYUNDAI I30 ACTIVE 2020
TOYOTA HILUX 02 HYUNDAI I30 ACTIVE 2018
FORD RANGER 03 MITSUBISHI OUTLANDER ES 2019
1,616,789
TOYOTA LANDCRUISER PRADO 04 HYUNDAI I30 ACTIVE 2019
HOLDEN COMMODORE 05 HOLDEN COMMODORE RS 2018
VOLKSWAGEN GOLF 06 NISSAN X-TRAIL ST 2019
MONTHLY USERS
MERCEDES-BENZ C-CLASS 07 MAZDA CX-5 MAXX SPORT 2020
MITSUBISHI TRITON 08 MAZDA CX-3 MAXX SPORT 2020
FORD MUSTANG 09 MAZDA3 G20 PURE 2020
NISSAN NAVARA
TOYOTA COROLLA
TOYOTA RAV4
10
11
12
MAZDA CX-5 AKERA 2020
KIA CARNIVAL S 2018
MITSUBISHI OUTLANDER LS 2019
5,648,176
MONTHLY SESSIONS
NISSAN PATROL 13 MITSUBISHI OUTLANDER ES 2018
FORD FALCON 14 KIA CERATO S 2019
MAZDA3 15 HYUNDAI KONA GO 2020
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
28 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19NT BUYER ANALYSIS
DISCOVER THE MOST POPULAR CARS IN AUGUST 2020
MOST SEARCHED MOST DELISTED STATE AUDIENCE
TOYOTA LANDCRUISER 01 HYUNDAI I30 ACTIVE 2018
TOYOTA HILUX 02 MITSUBISHI PAJERO SPORT EXCEED 2018
TOYOTA LANDCRUISER PRADO 03 TOYOTA HILUX SR 2015
16,409
FORD RANGER 04 HOLDEN TRAILBLAZER LT 2020
HOLDEN COMMODORE 05 MITSUBISHI ASX ES 2019
MITSUBISHI TRITON 06 MAZDA BT-50 XT 2020
MONTHLY USERS
NISSAN PATROL 07 TOYOTA HILUX SR 2014
TOYOTA RAV4 08 MAZDA BT-50 XTR 2019
TOYOTA COROLLA 09 NISSAN QASHQAI ST 2019
NISSAN NAVARA
FORD MUSTANG
FORD FALCON
10
11
12
NISSAN X-TRAIL ST 2018
TOYOTA COROLLA ASCENT 2018
TOYOTA KLUGER GXL 2018
39,082
MONTHLY SESSIONS
ISUZU D-MAX 13 TOYOTA LANDCRUISER PRADO GX 2018
MAZDA BT-50 14 MAZDA CX-5 GT 2020
MERCEDES-BENZ C-CLASS 15 MAZDA CX-8 SPORT 2020
BROUGHT TO YOU BY Source stock smarter for quicker and more profitable sales. LEARN MORE
29 Source: carsales internal data, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 19The consideration stage is the key
battleground for brands and dealers
carsales.com.au is predominantly
used by shoppers in the
consideration stage1
Content drives more action in the
form of searches, views and
enquiries
BY DAVID TOSCANO, TRADE CONTENT
EDITOR, CARSALES.COM.AU
Australians love cars and cars are vital
WHY YOU NEED TO WIN THE
to the Australian way of life. For most of
us, the relationship we have with our
car is a treasured and memorable one.
CONSIDERATION
For today’s car shoppers, purchasing a
new car is a major financial and life
decision which involves moments of
inspiration, research and screen time,
STAGE
changing preferences, multiple
conversations and in some cases, even
a happy snap for social media to
validate a job well done!
30 Source: 1. carsales website survey, October 2019. When are you looking to buy?’ and ‘How long have you been looking?’ BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20WHAT IS THE CONSIDERATION STAGE It’s the consideration stage when
consumers read an influential review
AND WHY IS IT IMPORTANT? or comparison, binge on video content
from trusted local and international
experts, or alternatively, check up on the
When it comes to purchasing a new car, Why is this, you might ask? real-world experiences and insights from
consumers experience distinct stages in current owners.
Well, put yourself in the shoes of car
the journey. There’s the trigger that propels
buyers in Australia today. From the palm
consumers into the journey. This can be “The internet continues to transform
of their hands, car buyers can shop
due to a sudden event, or perhaps the auto transactions. Where it once
thousands of cars, from 50-plus brands
gradual recognition of a need for change. facilitated a simple price comparison,
and across 10 different segments.
the internet now empowers consumers
Then comes the need to establish a
Couple this choice with the limitless to compare and evaluate the merits of
general understanding of the car market
amount of information available on the different cars and brands in extreme
and range of models available to buy.
internet and its little wonder that the detail,” says Kellie Cordner, Chief
From here, buyers begin to eliminate
consideration stage can take unforeseen Marketing Officer at carsales.
options that don’t meet their needs and
twists and turns.
wants, and identify those that do With the evolution of the internet, has CONSUMERS WHO HAVE READ
—creating a shortlist of vehicles for a So what does the consideration stage also come the evolution of the online
CARSALES CONTENT ARE MORE
more detailed evaluation and comparison. look like? auto marketplace. No longer is it just a
transactional destination.
LIKELY TO TAKE ACTION THAN
It’s this period of evaluation and In the consideration stage, internet THOSE THAT DON'T, CONDUCTING
comparison, known as the consideration browsers are overloaded with countless Nowhere is this evolution more evident
5.6X MORE SEARCHES, 7.5X
stage, that’s the key battleground tabs pitting model against model and than Australian auto marketplace pioneer
for brands and dealers in the hyper- brand against brand. Phone calls are carsales.com.au. Over the years,
MORE VIEWS ON DETAILS PAGES,
competitive Australian automotive made to trusted friends and family that carsales.com.au has added editorial AND SUBMITTING 5.3X MORE
marketplace. think themselves as ‘auto experts’. content, inspection reports, car history SALES ENQUIRIES.*
31 *
carsales internal data, Q2 2019 (April, May, June), based on the top 5 makes for editorial views over that period. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20reports, owner reviews and dealer reviews,
alongside dealer inventory and OEM
THE ROLE OF EDITORIAL CONTENT HOW TO WIN THE
showrooms, providing consumers with
IN THE CONSIDERATION STAGE CONSIDERATION
the key tools required for richer vehicle
consideration and evaluation.
In the consideration stage, automotive increasing importance and influence in
STAGE
“carsales is used by auto shoppers content is used by consumers for a range the car-buying journey. With just one click
predominately in the consideration So, if the consideration stage is
of different purposes including discovery on carsales, buyers can transition from
stage,” explains Jeremy Moger, Head of where long shopping lists become
and inspiration, education on the merits researching a car via editorial content, to
Insights at carsales. shorter and where browsers
of different purchase options, working browsing a dealer or OEM's virtual
become buyers, it’s never been
“34% of carsales’ audience has just out budgets and validating decisions. showroom, or even clicking through to an
more important to win the
started their search for less than a month OEM's own website via a contextual and
In August, a combined Unique Audience consideration stage on
and a further 20% have been looking for relevant ad placement.
of 1.33m consumers interacted with carsales.com.au.
a little over one month.¹ written and video reviews, comparison The result of this unique connection is
tests and news across carsales.com.au that carsales content drives more action
HERE'S HOW
“In addition, 90% of searches conducted
on carsales don’t specify new or used, or and motoring.com.au. 4
in the consideration stage. Consumers
they select both.” says Moger.2 who have read carsales content are more
“Now more than ever, more Australians
And in a boon for dealers and brands,
carsales consumers in the consideration
turn to carsales content to dream,
discover and compare new cars. 65% of
likely to take action than those that don't,
conducting 5.6x more searches, 7.5x YOU CAN
ACHIEVE IT
more views on details pages, and
carsales consumers use carsales content
stage are extremely open to influence. On
submitting 5.3x more sales enquiries.6
as a tool throughout their new car buying
average, car buyers on carsales viewed 32
journey,5” says Moger.
details pages of listings, across 8 different
models, 5 different makes and 3 different Not all automotive environments are
segments before finally biting the bullet created equal. On carsales.com.au, the
to make a sales enquiry on a specific unique connection of editorial content to
model. 3
dealer and OEM inventory facilitates its
Sources:
1. carsales website survey, October 2019. When are you looking to buy?’ and ‘How long have you been looking?’ 2. carsales internal data, February–April 2020. 3. Blue Flag & carsales
attribution study 2018. 4. Nielsen Digital Content Ratings Monthly, August 2020. 5. carsales Loop, COTY survey, March 2018. 6. carsales internal data, Q2 2019 (April, May, June),
based on the top 5 makes for editorial views over that period.
32 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20BE PRESENT AND BE FAMILIAR RIGHT MESSAGE
AT THE RIGHT TIME
"The impact of just 'being present' is Another option is carsales Guaranteed
hugely underestimated,” explains Dan Consideration; which enables a brand to
Delivering the right message at the
Monheit, co-founder and strategy director seed a generic new car listing among
right time in the consideration stage
of Hardhat, one of Australia’s most search results for a rival model.
is key to driving action. The use of
innovative creative agencies.
Alternatively, you might want to attack carsales’ leading contextual targeting
“Global studies spanning thousands of and defend via primetime advertising capabilities can empower brands to
users and dozens of categories have placements in relevant buyer searches tailor messages to segmented audiences
proven that simply turning up at the right with carsales Brand Terms. For example, in the consideration stage, such as by
time is enough to deflect more than 30% use Brand Terms to disrupt and conquer their general interests or affinity for a
of preference away from a preferred, buyer attention, or choose to ‘lock up’ key particular segment.
competitive brand. It might sound ad placements in search results
obvious, but the best ideas often are. showcasing your own models, to limit
Buyers can’t choose you if you're not consumer exposure to your competitors.
there to be chosen."
Ensure that your brand is always front
and centre at key moments. On carsales,
this could involve the use of native
placements, such as video seeded among
relevant buyer search results, content
amplification or contextual placements in
key editorial reviews and comparisons –
with click-through opportunities back to
an OEM website or inventory.
33 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20DIAL UP SOCIAL PROOF REDUCE RISK BUT DIAL DON’T KEEP HUNGRY
UP THE URGENCY BUYERS WAITING
Many consumers prefer to reduce “Knowing that people similar to us have
research and consideration effort by already made the choice we're
Experiment with messaging and creative Once a consumer takes direct action and
following the popular or award-winning considering signals safety and security,
that reduces purchase risk for a confused makes contact with you, speed is of the
choice. On carsales, this can be making social proof a very powerful
or overwhelmed car shopper, such as ‘try essence. For example, dealers are
achieved by dialling up your ‘social motivator."
before you buy’ or ‘extended warranty’. advised to act on sales opportunities
proof’, such as highlighting the happy
The latest enhancement to Alternatively, dial up the pressure and within a 30 minute timeframe to ensure
experiences of existing owners or
carsales.com.au, Dealer Reviews, also fear of missing out through messages that prospective buyers spend more time
amplifying key content published by
empowers dealers to promote their such as ‘special one-off’, ‘weekend-only’ engaging with you, and less time re-
trusted and independent carsales
aggregated star rating of customer and ‘limited to’. considering alternative and competitor
experts—such as reviews, comparisons
reviews from Google, Facebook, purchase options.
and awards including carsales Car of "Leaning into natural biases, like the fear
Product review, alongside inventory for
the Year and Best Used Cars. of loss (limited time offer), the power of
sale on carsales, delivering ‘social proof’
"Inclusion within a group or tribe was of the business’ ability to deliver
free (extended warranty) and risk
aversion (capped price servicing) can
REVIEW, COMPARE
once a matter of life and death. Whilst
this isn't necessarily the case today,
satisfying sales transactions.
often be enough to turn a browser into a AND OPTIMISE YOUR
we're still hardwired to be social
buyer,” Monheit says.
MESSAGING
creatures,” says Monheit. “Studies have shown that appeals to
these biases can also be layered on top of
Compare your messaging and creative
one another for maximum effect. In many
against that of your main competitors.
cases, appealing to a handful of biases
The consideration stage is marked by
was enough to draw more than 50% of
comparisons across key criteria that
preference away from a competing
matters to your target audience. If these
brand," he adds.
comparisons fall in your favour, it’s
important to highlight these strengths to
prospective buyers in a way that’s clear
and easy to understand.
34 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20REAL CAR RIVALS
Forget assumptions made on size,
price or badge.
Discover the real rivals of some of
the most iconic nameplates in the
marketplace, from the perspective of
car buyers on carsales.
BROUGHT TO YOU BY
AUGUST 2020
CROSS VIEW ANALYSIS: MODEL RANK VIEW MODEL RANK VIEW
KIA SELTOS
Kia Sportage 1 17.1% Mitsubishi ASX 6 11.8%
#1 RIVAL:
KIA SPORTAGE Toyota RAV4 2 14.0% Kia Cerato 7 11.3%
Of the 23,106 visitors that viewed Hyundai Tucson 3 13.9% Volkswagen T-Cross 8 11.1%
a new Kia Seltos listing, 17.1% also
Hyundai Kona 4 13.7% Volkswagen Tiguan 9 10.8%
viewed a new Kia Sportage listing.
Mazda CX-5 5 12.0% Mitsubishi Outlander 10 9.2%
35 Source: RedBook IQ, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20REAL CAR RIVALS
Forget assumptions made on size,
price or badge.
Discover the real rivals of some of
the most iconic nameplates in the
marketplace, from the perspective of
car buyers on carsales.
BROUGHT TO YOU BY
AUGUST 2020
CROSS VIEW ANALYSIS: MODEL RANK VIEW MODEL RANK VIEW
MERCEDES-BENZ A-CLASS
Mercedes-Benz C-Class 1 19.9% BMW 1 Series 6 9.4%
#1 RIVAL:
MERCEDES-BENZ C-CLASS Mercedes-Benz CLA-Class 2 14.8% Mercedes-Benz GLA-Class 7 9.1%
Of the 54,131 visitors that viewed Volkswagen Golf 3 13.4% BMW 2 Series 8 8.5%
a new Mercedes-Benz A-Class
Mercedes-Benz GLC-Class 4 11.8% Mercedes-Benz E-Class 9 7.9%
listing, 19.9% also viewed a new
Mercedes-Benz C-Class listing. BMW 3 Series 5 10.9% Audi A3 10 7.8%
36 Source: RedBook IQ, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20REAL CAR RIVALS
Forget assumptions made on size,
price or badge.
Discover the real rivals of some of
the most iconic nameplates in the
marketplace, from the perspective of
car buyers on carsales.
BROUGHT TO YOU BY
AUGUST 2020
CROSS VIEW ANALYSIS: MODEL RANK VIEW MODEL RANK VIEW
TOYOTA RAV4
Mazda CX-5 1 12.5% Toyota Kluger 6 9.4%
#1 RIVAL:
MAZDA CX-5 Subaru Forester 2 10.3% Nissan X-Trail 7 9.2%
Of the 52,677 visitors that viewed Mitsubishi Outlander 3 10.0% Honda CR-V 8 8.3%
a new Toyota RAV4 listing,
Volkswagen Tiguan 4 9.9% Toyota Corolla 9 8.1%
12.5% also viewed a new
Mazda CX-5 listing. Hyundai Tucson 5 9.8% Toyota Camry 10 7.9%
37 Source: RedBook IQ, August 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20TOP 10 MOST POPULAR CARSALES REVIEWS CLICK ON AN
IMAGE TO READ
THE ARTICLE
AUGUST 2020
03 07
Fresh Toyota HiLux Rugged X Best look yet at
and Rogue utes revealed new Nissan 400Z
01 04 08
Smarter, safer, pricier new
Isuzu D-MAX unveiled Why the new Isuzu D-MAX will Ford Ranger Raptor and
outsell the new Mazda BT-50 Wildtrak updated for 2020
05 09
New Isuzu D-MAX targets
Holden Colorado Workmate and Wildtrak,
gets 550Nm upgrade ‘Warrior’ to come
06 10
02
More powerful Toyota
Prado coming October Ford F-350 Super Duty New Toyota Tundra
Lariat 4x4 2020 Review looking good for Australia
38 BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20HELPING YOU ACHIEVE
YOUR BUSINESS GOALS
BUSINESS.CARSALES.COM.AU
FOLLOW US ON
LINKEDIN FOR THE
LATEST INSIGHTS
FOLLOW
CARSALES INSIGHTS
Source: xxx
39 Source: carsales internal data, May 2020. BUSINESS.CARSALES.COM.AU CARSALES AUTO MARKET WATCH | EDITION 20You can also read
