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World
Wide
Strategic
Partners

World Wide Strategic Partners


John
Humphrey

Senior
Vice
President
of
Global

Automo8ve
Opera8ons


JONIKA
HOOMES

Head
of
Automo8ve

&
Emerging

Business,
Channel

Sales
Partnerships

NA
at
Google


Earl
Hesterberg,

President
and
Chief
Execu<ve

Oﬃcer
Group
1
Automo<ve,
Inc.


2012 Global Light Vehicle Forecast: 79.2M
Global: 79.2M
5%

West & Central
N. America: 16.4M S. America: 5.2M Europe: 18.1M Asia: 33.7M
8% 1% 10%
-4%

Russia: 2.7M
3%

Japan: 4.8M
16%

China: 19.7M
9%
India: 3.2M
11%

Brazil: 3.5M
1%

Source: LMC Automotive January 2012

11

Near/Mid-Term Growth and a Healthier Industry
U.S. Light Vehicle Sales History and Forecast

16.7 16.9 17.0
16.5 16.1 16.2 16.5
15.4
Total Sales
13.8
13.2
12.7
14.0 13.8 11.6 13.6
Retail Sales 13.2 13.0 12.8 10.4
13.3
12.9
11.5
10.6 10.3
9.2
8.6

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Sources: J.D. Power and Associates and LMC Automotive January 2012

12

64

The
Automo<ve
Consumer

Challenges
and
Opportuni<es

Customer Dynamics:
Auto Retail 3.0
Retail Evolution is Accelerating

Retail 1.0 Retail 2.0 Retail 3.0

The first 110 years 1995 to 2007 2008 to…
•  Relative retail process §  Internet
comes
to
retail;
§  iPhones,
Smartphones
and

stasis; Customers widely
adopted
by
shoppers
Apps
create
fast,
mobile

tended to shop closest knowledge
creates
greater

dealer §  ShiM
in
power
from
the
transparency

•  Experience dominated dealership
to
customers

by the dealer §  Social
media
furthers

customer
power
in

shopping

65


Changes
Required
in
How
We
Interact
with

Consumers

Example:
Buyer’s
preferred
method
to
learn
more
about
features
and
controls
post-‐sale
by

age
group

38% Online
video

43%
51% 49% or
text

31% Phone
Call

28% from
Salesman

25% 25%
Return
to
Dealer

for
“Live”

62%
43% Explana<on

30% 33%

Gen Y Gen X Baby Boomers Pre-Boomers
(33
&
under)
(34-‐45)
(46-‐64)
(65
&
older)

Source: J.D. Power and Associates 2011 US Sales Satisfaction Index (SSI) StudySM

69

From Showroom to Digital Shopping…

Automotive Internet Usage
90%

80%
82% 81%
79%
Percent AIUs

70% 75%
70%
67% 68%
60% 64% 64%
60% 60% 2011 Mobile Use: 24%

50% 54% 2011 Tablet Use: 19%

40%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
17% 24%
19%

Sources: J.D. Power and Associates 2011 Sales Satisfaction Index (SSI) and Automotive Mobile StudiesSM

70

Buyers Visiting an Auto Site Number of Brands and
(≤ 6 months before purchase) Dealers Shopped

# of Dealers Shopped
100% # of Brands Considered
5
79% 4.2
Percent Visiting

75% 3.7
63% 4

50% 39% 3 2.7
2.4 2.5

2 1.8
25%

0% 1
Dealer OEM Third Non-AIU's AIU's Submitters
Sites Sites Party
Sites

Sources: J.D. Power and Associates/Compete Inc.’s, 2011 Website Performance ToolSM and J.D. Power and Associates 2011
Manufacturer Website Evaluation StudySM (MWES)

71

A
New
Consumer
is
Entering
the
Market…

Proportion of New Vehicle Buyers
Gen
X
Gen
Y

22% 24%
20%
18%

15% 18%
9%
2%

2000 2005 2010 2015


72

Auto Shoppers are Online 24
hours/day
When
are
users
on
Desktop
vs.
Mobile?

Mobile peaks on
weekends, when
people are on-the-
go & away from
their computers
(and shopping!)

• 35% of the time, consumers are searching for
automotive answers on Google when a
dealership is closed (7 pm – 7 am)

73

Source: US Google Internal Data, 2010

Schedule
service

Communicate
in
Real
Time

Real
Time
Service
specials

View
New
and
Used
inventory

Trade
in
oﬀer

GPS
direc<ons

And
much
more!


Today’s Auto Shopper Path to
Purchaseast

“The
path
to
purchase
in
auto
is
extensive-‐
the
v
majority
of
shoppers
take
several
months
to
go
from

decision
to
ac8on.”

74% 5-‐8
hours

of auto shoppers
are in-market for 0%

One
day

Over 1 Month 2-‐3
days

2%

4-‐6
days

A
week

3%

3
weeks

2
weeks

6%
2%

5%

A
month

4%

17%

2-‐3
months

4-‐6
months

More
than

7-‐12
months

17 %
23%

a
year

10 %
“24%
of
shoppers
switched
manufacturers

7%
based
on
their
research.”


78

Today’s
Auto
Shopper
Picks
their
Dealer
Online

54%
led

say
the
Internet

them
to
the
dealer
they

purchased
from


Auto Purchasers Turn to Search for Everything
Of the automotive purchasers who used search engines…

Use search to find the
40% Use 10 or more Queries when
searching 49% best deals

Use search to find comparisons
47% 60%
Use search to find a local
dealership of similar vehicles

28% Use search to discover vehicles
they are unfamiliar with 49% Use search to find independent
reviews of vehicles

40% Use search to find the vehicle
brand’s website

79
Source: Google/Compete Buyer Flow Survey, fielded in April/May 2009
Q18p: You mentioned earlier that you used a search engine to learn about or research cars before making your recent purchase. Please indicate whether a search engine helped you to do any of the following.
Base: Asked Megadealer Network Development
© Copyright of purchasers (people who purchased a vehicle in the past 6 months) who selected search in Q15, n = 336

Change
is
Inevitable,
But
Fundamentals

S<ll
Maher

Sales
Sa<sfac<on
Beneﬁts

Primary
Reasons
6,000 400
for
Rejec<on
800
16.1%

Most
3,600
important
25.8%

rejec<on

Brand
reason

One
of
several

rejec<on

29%
reasons

1200
Dealer

Treatment

Other
Loss
due
to
Other

12%
24%
dealership
rejec<on

rejec<on

reasons

(product,

Price
price,
brand)

23%
Inventory

12%
Units
sold1

Showroom

traﬃc1

1
Based
on
assumed
close
rate
of
20%


91

Auto Retail 3.0: Challenges and
Opportunities
•  Challenges:
–  Brand Management
–  Performance / price
transparency
–  Increased cross
shopping
•  Opportunities
–  Reduction in ad spend
–  Precision in targeting
–  Elimination of NVA
–  Greater productivity
–  Innovations in consumer
engagement

92


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