Cars.com knows Luxury car shoppers. With approximately 45% of our users considering Luxury vehicles, understanding how to approach this cohort of shoppers is essential to being successful on Cars.com.
A growing segment, Luxury sales were up as much as 7% last year, and they’re expected to continue to grow in 2015. So what makes this group of shoppers so unique?
Online to Offline
Luxury shoppers use an average of six sources of information when researching a new vehicle, and three of the top five most frequently referenced are online. Before Luxury shoppers go to visit their local Lexus, Porsche or Cadillac dealership, they figure out which vehicle (and dealership) is going to be the best fit for them online.
More importantly, they use what they learn online as the basis for their in-store experience. If your dealership is open, visible and informative online, the sales conversation will already be off to a good start when they step onto the showroom floor.
Mobile, Mobile, Mobile
Luxury vehicle searches are higher on Cars.com mobile apps than they are on the Cars.com wired site. They represent more than a third of all in-app searches, and it’s no surprise.
According to Pew Research, 81% of individuals with a household income of $75,000 or more own a smartphone. This means that consumers who can afford a high-end vehicle can also afford a smartphone and data plan to go along with it.
To be relevant to this group, dealers have to maintain a consistent message as Luxury shoppers move back and forth between PCs, tablets and smartphones. This includes the message your dealership communicates to prospects on Cars.com.
For more, check out our audience profiles below, and stay tuned for next week’s feature on the “Millennial” shopper.