DAT-Report 2021 Marktforschung Automobilindustrie

Chapter 3: Buying a car

Customer journey of used-car
and new-car buyers


The third chapter of the DAT Report is entitled “Buying a Car”.

It has been one of the central chapters in the DAT Report for 47 years now. All relevant aspects of the purchase of used and new cars are analyzed in detail and compared with each other. It starts with a basic market overview, moves on to car buyers’ so-called “predecessor cars” (the passenger cars that are replaced when a car is bought), and culminates with the actual buying process. Here, information sources play just as important a role as the car buyers’ relationship with their car brand.

DAT-Report 2021 Marktforschung Automobilindustrie

This chapter provides an in-depth and above all representative insight into the car buying behavior of end consumers in Germany. Key findings of the customer journey are presented in detail for new and used car buyers.

Martin Endlein
Head of Corporate Communications

It also deals with numerous issues that are highly relevant to new and used car buyers. These include the test drive, use of the Internet, purchase prices according to different subgroups and, of course, the question of which criteria were particularly important for the car and the dealer.

Matters such as returning customer relationships, satisfaction, recommendations but also types of financing are dealt with here. The chapter also looks more closely at the importance of the dealer, whether by analyzing the distance between the car buyer and the dealer or the number of dealer contacts.

SilverDAT customers

SilverDAT customers can order a single copy free of charge by quoting their customer number.

Media representatives are requested to contact unternehmenskommunikation@dat.de to place their order.

DAT Report print copy

You can order the DAT Report 2022 for a fee via the web store of the German Association of the Automotive Trade (ZDK). Automotive businesses that belong to a guild of the ZDK can purchase it there at a preferential price.

DAT Report PDF

The entire DAT Report 2022 is available for the first time as a paid PDF in German. This can be ordered and downloaded from the DAT web store.

To use the store, you must register once.

DAT Report short version

n the short version of the report, which is available free of charge, you will find a range of information and diagrams from the current DAT Report 2022.

Topics include the continued high importance of the automobile, the end consumer’s perception of electromobility, and the general conditions surrounding the complex car purchase process in 2021.


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