Figure of the month

NOVEMBER

P40
Willingness to pay for test drive 2019

The test drive is a crucial offline component in the purchasing process. It ranks third among offline information sources and was an option taken up by almost 80% of newcar buyers. From a gender perspective, the test drive is more important for women than for men. What’s more, no less than 71% of online buyers of new cars took a test drive as part of their purchasing process. Similar to the used-car buyers, all new-car buyers were asked whether they would be prepared to pay for a test drive and if so, what would be a fair price. This sum would be deducted from the purchase price. The figure shows that the vast majority would not be prepared to pay anything for the test drive. Only 16% would be willing, and could imagine paying EUR 48 for the privilege.

The test drive is a crucial offline component in the purchasing process. It ranks third among offline information sources and was an option taken up by almost 80% of newcar buyers. From a gender perspective, the test drive is more important for women than for men. What’s more, no less than 71% of online buyers of new cars took a test drive as part of their purchasing process. Similar to the used-car buyers, all new-car buyers were asked whether they would be prepared to pay for a test drive and if so, what would be a fair price. This sum would be deducted from the purchase price. The figure shows that the vast majority would not be prepared to pay anything for the test drive. Only 16% would be willing, and could imagine paying EUR 48 for the privilege.