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Digital IQ Index®: Auto 2016

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Low interest rates and declining gas prices fueled a record 17.5 million new car sales in the US, and in Europe, new car registrations have enjoyed 28 consecutive months of growth. In the midst of this upward trend, focus has shifted to digital connectivity and electric vehicle (EV) powertrains, as the growing millennial cohort drove 27 percent of new car sales in the US and are now the second most influential group of buyers behind Baby Boomers. Among Millennial auto shoppers, 62 percent would pay more for Internet-enabled vehicles, and 41 percent are using mobile devices to inform purchase decisions. Three in four drivers indicate they would consider conducting the entire car-buying process online. Within the industry there are distinct winners and losers. Only a quarter of brands that registered both a strong Digital IQ and above-average sales growth were affiliated with the Detroit “Big Three”—the majority of domestic digital champions hailed from the Fiat-Chrysler group. And despite the global nature of the industry, brand performance varied significantly from geography to geography. Nissan secured the number one spot in our U.S. ranking and a gifted placement in our U.K. and German rankings, with desktop and mobile sites that prioritize omnichannel features. This study attempts to quantify the digital competence of 53 Auto brands operating in the United States, United Kingdom, and Germany. Members can download the full report at L2inc.com.