Automaker Websites Top U.K. Company-Car Shopping Tool

Automakers’ websites are the top source for information for choosing a new company car in the U.K., ranked above traditional brochures and fleet managers in importance.

Sewells Research and Insight, a provider of business intelligence on the U.K. fleet, dealer and vehicle leasing markets, says its survey finds that among the 20 sources offered, 42% of the 2,200 respondents used an automaker website as a source when searching for a new company car, with 23% stating it was very useful.

One in five respondents declare websites their primary source of information.

The traditional automaker brochure was the second most-used source. But only 6% of respondents considered this a primary source.

Sewells Research and Insight Commercial Manager Simon Staplehurst says the statistics underline the importance of automaker websites when making a first impression with potential customers.

“The typical journey now begins on a manufacturer site before customers move on to independent websites, forums and blogs to research their purchases,” he says. “Engaging with potential customers during their research phase now means making sure your website supports this shift as well as finding ways to bring customers back from third-party sites.”