In December 2018, WUA let 857 consumers perform an online search for a private lease car at 22 leading car brands. Toyota was considered to provide the best customer experience; one of the reasons they win first place in this study. This large-scale benchmark study is proactive, and conducted by WUA for the second time, meaning the study is available for all car brands.
Study Private Lease AutomerkenTime: December 2018Country: Netherlands
- Total Desktop Smartphone
- 1 Toyota.nl 65 65 65
- 2 Volkswagen.nl 63 67 60
- 3 Renault.nl 63 63 62
- 4 Hyundai.nl 62 63 62
- 5 Peugeot.nl 62 63 62
- 6 MINI.nl 62 63 60
- 7 Skoda.nl 61 60 62
- 8 SEAT.nl 60 62 59
- 9 Opel.nl 60 61 59
- 10 Audi.nl 59 59 59
- 11 Mazda.nl 59 57 61
- 12 BMW.nl 58 60 57
- 13 Mercedes-Benz.nl 58 58 59
- 14 Ford.nl 58 57 59
- 15 Nissan.nl 57 56 59
- 16 Fiat.nl 57 56 58
- 17 Citroen.nl 57 52 62
- 18 Kia.com 56 56 57
- 19 Volvocars.com 56 53 58
- 20 Suzuki.nl 55 55 56
- 21 Honda.nl 55 52 57
- 22 Dacia.nl 55 50 59
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital CX-Score: a representation of everything a visitor of a website experiences on that website. The score zooms in on the different themes regarding Brand, Offer, and Look & Feel.
- Highest total score
- Highest score on device
Toyota.nl offers a relevant private lease offer quickly
What do consumers pay attention to in private lease? The offer itself, of course. Toyota.nl, the winner of the study, is especially appreciated for the way it presents its offer, and the cars with the contract itself. Especially on the small mobile phone screen, Toyota.nl overtakes the competition, and they succeed in quickly guiding consumers to the right pages.
Consumer on Toyota.nl: “The first information is right there on the homepage, so you don’t have to search and click for long. They immediately announce the prices, even if they are entry-level prices.”
Volkswagen.nl climbs 1 position compared to six months ago
Volkswagen.nl advances one position, ending up in second place. For Volkswagen, it’s the desktop version of the website especially that’s appreciated by consumers, most notably the information provided on the private lease contract which is often mentioned as a positive aspect. Of course, the strong reputation Volkswagen has, and the popular car models, also help Volkswagen.nl rank high. The experience on smartphone, however, is slightly disappointing. The configurator doesn’t seem to function well on smartphone. Renault.nl drops one position to third place. Even though its website is considered to be lower quality than those of Volkswagen.nl and Toyota.nl, Renault.nl does get chosen as favorite most often. Consumer on Volkswagen.nl: “The website looks very well-organized. Logical, clear points/headers.”
Suzuki.nl, Honda.nl, and Dacia.nl bring up the rear of the benchmark
Where in the previous study, Dacia.nl ranked 19th, it now drops down to the 22nd position. Consumers say they feel the offer is very limited, and basic functions such as a search option are missing. There’s also work to be done on the website’s design, as the study shows that at the moment, the visual allure is absent.
A number of insights from the study
The top 5 consists of 1 Japanese (Toyota), 3 French (Renault, Peugeot, and Citroën), and 1 German (Volkswagen) brand(s).
The overwhelming majority of consumers say they want to see the car in person at a (local) car dealership before actually ordering it.
The premium brands: Audi, BMW, Mercedes, and Volvo score lower because it’s often hard to find the private lease options here. There seems to be less focus on private lease here compared to other brands. This study only focuses on private lease.
Majority of consumers (73%) say they still prefer buying a car over private lease.
>>> Meer resultaten lees je in de Private Lease Captives Insights Update December 2018.
Goal & Relevance of this study
The goal of this study is to map the digital experience of customers orienting themselves on private lease cars, which brands they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues the companies may have. For this study, a custom-made report, including an action workshop on location and presentation, is available for the following brands: Volkswagen, Renault, Opel, Peugeot, Ford, Toyota, KIA, BMW, SKODA, Mercedes-Benz, Audi, Citroën, Hyundai, Volvo, Nissan, Fiat, Dacia, Seat, Mazda, Mini, and Honda. Contact us for more information.
Mitchel verdiende zijn sporen als digital marketeer bij Samsung en ging vervolgens bij WUA aan de slag als onderzoeker.
Hij houdt zich dagelijks bezig met het bestuderen van consumenten en hun klantreizen op allerlei verschillende websites.