A recent study conducted by AutoScout24 and the Zurich University of Applied Sciences (ZHAW) reveals which marketing channels are most effective in the automotive sector – and where dealers’ perceptions diverge from those of their customers. The findings offer valuable insights for data-driven lead management in automotive marketing.
AutoScout24 and the ZHAW presented a joint study during their summer event in Rapperswil. The research focused on the quality, usage and cost-efficiency of leads in the Swiss car trade. Commissioned by AutoScout24, the study was carried out by Dr Andreas Block and Dr Anna Zakharova from the ZHAW School of Management and Law. Two separate surveys formed the foundation: one among car dealers, the other among car buyers. The goal was to bridge the gap between subjective perceptions and actual consumer behaviour – and to identify the channels that truly lead prospective buyers to make a purchase.
AutoScout24: A popular source for leads
According to the dealers surveyed, more than one-third of all leads originate from AutoScout24 – over twice as many as any other channel examined. Online marketing plays a key role in dealer success, with AutoScout24 standing out not just quantitatively, but also qualitatively. Only the platform itself and dealers’ own channels were rated highly in terms of lead quality. In line with this, 65% of dealers see AutoScout24 as the most effective channel for lead volume, while 45% rate it as particularly efficient.
AutoScout24 excels in lead quality and efficiency
Although online sources account for only around one-third of all leads, their impact on final sales is significant. Nearly every second car sale that began as an online lead can be traced back to AutoScout24. Moreover, these leads are significantly more cost-efficient than anticipated: while dealers estimate the average cost per lead at CHF 188, AutoScout24’s internal data places it at just CHF 17. This striking difference underscores the importance of reliable tracking. Based on an average of 3.2 leads per sale, this translates to a cost per sale ranging from CHF 54 to CHF 147.
Consumers Use Fewer Channels
Around 77% of consumers use AutoScout24 for research and 73% for comparing offers – with many returning to the platform multiple times. The perceived quality is high: 63% find AutoScout24 helpful during the research phase, and 61% see it as a real asset when comparing listings. The study also reveals that consumers make use of far fewer channels than dealers assume. Instead of casting a wide net, they focus on two main sources: AutoScout24 and dealer websites. This finding holds significant implications for marketing strategy in the automotive trade. Targeted investments in high-performing platforms like AutoScout24 are more effective than spreading the budget across a wide range of channels. „The future of car retail is data-driven, customer-centric and digital. Those who understand how to convert initial contact into long-term customer relationships will have a clear advantage over their competitors”, says Alberto Sanz de Lama, Managing Director of AutoScout24.
Saskia Iten
PR & Communication Manager
