Autobytel, an internet and call centre-based car broker, claims it is a myth that only smaller, cheaper cars are purchased on-line in the UK.
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Analysis of customer purchases in the first half of 2004 shows that the average purchase price was over £15,000, suggesting that the convenience factor of buying online has now extended to premium brands.
The most expensive car purchased online was a Mercedes-Benz CLK for just under £38,000 while the cheapest was a Volkswagen Lupo for just under £5,000. Online purchases also included some ‘out of the ordinary’ cars including a Porsche Boxster and a Smart Roadster.
“When drivers first looked to buy cars online they were looking for the best price on an inexpensive family car” said company marketing manager Julia Odgers. “Our recent figures suggest the online buyer is maturing, they are now more adventurous with their purchases; buying high specification models from a variety of manufacturers.”
The data also showed that over 40% of purchase requests during July were submitted between 6pm and 9am when most dealerships are closed.
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