eBay Motors Group analysis shows dealer leads rise 16% YoY during second week of England's national lockdown
- Leads grew 16% YoY during second week of November after an initial dip in the YoY growth rate when lockdown announcement was made
- Emails overtake phone calls as customers' preferred choice of contact
- Share of views for cars over £10,000 grows, while cheaper ones fall
18 November 2020 Weekly dealer leads generated by customers searching for cars across eBay Motors Group's platforms increased by 16% year-on-year during the second week of England's national lockdown, according to eBay Motors Group's latest Market View.
The month-to-date analysis shows how growth in leads dropped during the week prime minister Boris Johnson announced England's second lockdown, down from +23% to +19% year-on-year, before falling to +2% during the first full week of restrictions and showroom closures beginning 2 November.
However, leads rallied during the second week of the lockdown, ending +16% up relative to the same week last year. eBay Motors Group has also seen emails leads overtaking phone calls to account for 52% of all in-bound customer enquiries, mirroring a trend seen in the first lockdown in March.
"We are highly encouraged by the resilience in dealer enquiries from across our platforms during the first two weeks of England's second lockdown", said Dermot Kelleher, head of marketing and research at eBay Motors Group.
"The consistency of this demand is welcome news for dealers and perhaps reflects increased consumer understanding that, thanks to options such as Click & Collect and Home Delivery, for automotive retail, lockdown doesn't mean shutdown," said Kelleher.
The research across eBay Motors Group's platforms also identified a shift in interest in vehicles by price with those costing over £10,000 attracting a greater share of vehicle views +4% year-on-year, compared with a drop of -1% share of vehicle views in the £5,000-£10,000 bracket and -3% for cars under £5,000.