DAT
REPORT
2019

DAT-REPORT 2019

A consumer perspective of the car purchase and workshop behaviour

The DAT Report has been published regularly since 1974 and has since become the reliable and impartial source of information on consumer behaviour when purchasing used and new cars, and workshops. It is considered a standard reference of the automotive industry that annually provides accurate information on automotive issues in Germany in a unique manner. Since the inception of the DAT Report, the market behaviour of German drivers has become transparent and perceptible.

DAT-REPORT 2019

A consumer perspective of the car purchase and workshop behaviour

The DAT Report has been published regularly since 1974 and has since become thereliable and impartial source of information on consumer behaviour when purchasing used and new cars, and workshops.

read more

 It is considered a standard reference of the automotive industry that annually provides accurate information on automotive issues in Germany in a unique manner. Since the inception of the DAT Report, the market behaviour of German drivers has become transparent and perceptible.

1. Taking stock

In taking stock, the essential facts about cars are analysed, including attitudes, use, readiness to invest, buying criteria and trim.

2. The car purchase

The entire buying process of new and used cars, including all the individual steps, both online and offline, supplemented with market data and characteristics of car buyers.

3. Maintenance checks and repairs

Maintenance checks, repairs, accident repairs, oil and tyres are analysed here. Customer behaviour with regard to workshops is also examined in detail.

1. Taking stock

In taking stock, the essential facts about cars are analysed, including attitudes, use, readiness to invest, buying criteria and trim.

2. The car purchase

The entire buying process of new and used cars, including all the individual steps, both online and offline, supplemented with market data and characteristics of car buyers.

3. Maintenance checks
and repairs

Maintenance checks, repairs, accident repairs, oil and tyres are analysed here. Customer behaviour with regard to workshops is also examined in detail.

Click here for your DAT-REPORT

You may purchase the DAT Report 2019 from the online shop of the Zentralverband des Deutschen Kraftfahrzeuggewerbes e. V. (ZDK). Automotive companies that are members of a trade association of the ZDK may purchase it here at a discounted price.

DAT customers automatically receive the DAT Report free of charge in line with the SilverDAT licence. Media representatives, educational institutions and employees of DAT shareholders VDA, VDIK and ZDK may order the DAT Report here, free of charge.

You may purchase the DAT Report 2019 from the online shop of the Zentralverband des Deutschen Kraftfahrzeuggewerbes e. V. (ZDK). Automotive companies that are members of a trade association of the ZDK may purchase it here at a discounted price.

read more
DAT customers automatically receive the DAT Report free of charge in line with the SilverDAT licence. Media representatives, educational institutions and employees of DAT shareholders VDA, VDIK and ZDK may order the DAT Report here, free of charge.

Objective

At the beginning of each automotive year, DAT publishes facts from the DAT Report that can be used as the basis for strategic decisions. In particular, these are intended for automobile companies, manufacturers, importers and suppliers, as well as the media and political and association representatives. It also serves as a source of information for trainees and students in the automotive industry. For more than 40 years, the DAT Report has been consistently based on a representative consumer survey conducted by an impartial market research institute on behalf of DAT.

Objective

At the beginning of each automotive year, DAT publishes facts from the DAT Report that can be used as the basis for strategic decisions. In particular, these are intended for automobile companies, manufacturers, importers and suppliers, as well as the media and political and association representatives.

read more It also serves as a source of information for trainees and students in the automotive industry. For more than 40 years, the DAT Report has been consistently based on a representative consumer survey conducted by an impartial market research institute on behalf of DAT.

Figure of the Month

AUGUST

Figures in percent
Brand switcher
Brand loyal
Car owners and car buyers and their relationship to the car brand 2018
Learn more
A7
July
Brands are looked upon as strong, stable systems of trust in an increasingly complex world. To determine the relationship of car buyers and owners to the brand of their car they drive, they were asked for a self-assessment for the DAT Report 2019. Loyalty to a single brand is relatively high among new-car buyers at 34%. It is less pronounced among used-car buyers (23%) and car owners (21%). When it came to making the decision, i.e. at the actual point of purchase, significantly more people did in fact remain loyal to their brand than had initially said they would: 51% of new-car buyers and 25% of used-car buyers. Some interesting insights resulted from a question about what buyers and owners would do if their vehicle were stolen and they were reimbursed the full purchase price. Of the car owners whose personal experience of the brand extends back about 4.5 years at the time of the survey, 74% said they would remain loyal to their brand when buying again. For the buyers of new or used cars, who only had a few months’ brand experience with the current car, these figures were much higher at 99% and 95% respectively.
Car owners and car buyers and their relationship to the car brand 2018
A7

AUGUST

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JULY

Learn more
W30
Dealing with accident damage
Figures in percent
no accident
did not repair
repaired
August June
Dealing with accident damage
According to the DAT Report, 18% of all car owners surveyed reported accident damage to their car in 2018. And yet only 12% of all motorists had the damage repaired. This means that 6% of vehicles have accident damage that has not been repaired. There is plenty of sales potential slumbering here for garages, especially since this even represents a slight increase in non-repaired damage compared with 2016, from 5% to 6%. Considered by vehicle age, it can be seen that less accident damage was repaired on older cars than on newer ones. This kind of repair was performed on 14% of the vehicles aged two to four and four to six years, but on only 11% of those aged 10+ years. This is understandable in that cosmetic repairs are not carried out or requested for older vehicles as often as for newer ones.
W30

JULY

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JUNE

Learn more
P23
Figures in percent
P23: Market shares of used-car business
Franchised dealers
Independent dealers
Private market
July May
Market shares of used-car business
There are basically three places a used car can be purchased: from a franchised dealership, which means all dealers who are tied to a specific brand and have a contractual distribution relationship with a car manufacturer and/or importer; from an independent dealership, i.e. dealers not bound by contract to a manufacturer or importer; or on the private market. According to the DAT Report, most cars (51%) were bought from franchised dealers in 2018 too. Franchised dealers have managed to significantly expand their position in recent years – to the detriment of independent dealers. The independent trade was pushed back into second place for the first time in 2015, and that’s how it has stayed ever since. In 2018, independent dealers claimed a market share of 33%, followed by the private market at 16%.
P23

JUNE

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MAY

P25+P42
Average price in euros
Car prices over time
Used car prices
New car price
Learn more June April
Car prices over time
To determine the price they paid, new-car buyers are asked the following question each year for the DAT Report: “What was the purchase price – including VAT – of your car, including transport costs and accessories already installed when the car was delivered?” The purchase price rose again in 2018 to an average of EUR 31,130. The relatively low price in 2009 (EUR 22,520), however, can be explained by the impact of the “scrapping bonus” scheme. Used-car prices are well below the prices for new cars. But the average used-car price of EUR 11,780 is also steadily rising. In times of continuing economic stability in Germany, car buyers are willing to invest heavily in their personal mobility. In addition, the higher prices are due to ever better equipment, but also to the great popularity of SUVs.

MAY

P25+P42
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APRIL

A6
Figures in percent

Used-car buyers

New-car buyers

Emotions in car purchase in 2018 (2016)

Excitement/fun

No special experience

Necessary evil

Learn more MayMarch
Emotions when buying a car
Emotions always play a significant role in purchasing decisions. In order to analyse these emotions more precisely, the survey for the DAT Report 2019 asked car buyers to assess their car purchases: Was it an exciting and/or fun experience, was there nothing special about it, or did they even see it as a ‘necessary evil’? Among new-car buyers, the excitement/fun factor at 44% was significantly higher than among used-car buyers (38%). The car purchase was “no special experience” according to half of the buyers of new and used cars (46%). For 10% of new and 16% of used car buyers, the purchase was even seen as a necessary evil that entailed a lot of effort as well as stress. Compared with the results from two years ago, it is noticeable that the excitement/fun factor has faded significantly (-6 percentage points) – which might also be due to consumer uncertainty in the light of the ongoing diesel debate and driving bans.
A6

APRIL

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MARCH

W23
Number per car/year
Repair frequency
Learn more AprilFebruary
Repair frequency
Each year, the DAT Report asks consumers about their attitudes to repair. The repair frequency per passenger car and year is gradually declining. An average of 0.54 repairs per car were carried out in 2018, down from 0.62 repairs in 2009. In the early 1990s, this figure was as high as 0.95. With regard to the current figures, it should be noted that 16% of all respondents put off having repairs done for as long as possible to save money. This behaviour varies greatly depending on the owner’s annual mileage: only 8% of high-mileage drivers (over 30,000 km per year) were willing to postpone repairs, compared with 17% of low-mileage drivers (under 10,000 km per year).
W23

März

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Car market in Germany 2018
Figures in percent
EA 1

FEBRUARY

Difference to 100% = others
Learn more March January
Car market in Germany 2018
The DAT-Report 2019 shows in detail the distribution of the various drive systems for new registrations and ownership transfers in 2018. First-time registrations comprise 32.3% diesel and 62.4% petrol engines, with all alternative drives together making up the remaining 5.3%. Thus they are still in single digits. Alternative drives comprise natural gas, LPG, all-electric and hybrid vehicles. When considering hybrid vehicles, it should be noted that as a result of the Electric Mobility Act, these cars also include what are known as ‘mild hybrid’ models and vehicles with a 48-volt electrical system, even though they cannot drive a single metre on electric power alone, but are powered by a petrol or diesel engine. For this reason, the German Federal Motor Transport Authority (KBA) lists plug-in hybrids separately among all hybrid cars. They account for 24% of all new hybrid cars and 18% of all used hybrid cars.
EA 1

FEBRUARY

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New registrations and transfers of ownership for passenger cars
Amounts in Millions
P1
Transfers of ownership
New registrations

JANUARY

Learn more February
New registrations and transfers of ownership for passenger cars
The automotive year 2018 was a stable one despite the ongoing debate about driving bans and the diesel engine. The Federal Motor Transport Authority (KBA) recorded a total of 3,435,778 new registrations and 7,192,411 transfers of ownership – 10,628,189 units in all. Year-on-year this represents a drop in used cars of just 1.5 percent or 105,871 units. First-time registrations declined by just 0.2 percent, equivalent to 5,484 fewer cars.

JANUARY

P1
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Contact

Dr. Martin Endlein
Head of Corporate Communication
Tel.: +49 711 4503-488
eMail: martin.endlein@dat.de
web: www.dat.de

ADRESSE

DAT Deutsche Automobil Treuhand GmbH
Hellmuth-Hirth-Straße 1
D-73760 Ostfildern

Download figures

Media representatives and DAT customers may download selected figures from the DAT Report here. Please note that „Deutsche Automobil Treuhand GmbH (DAT)“ should always be credited, as all data is covered by copyright. Commercial use, even in part, is only permissible with the prior consent of DAT.