CUSTOMER INSIGHTS. Commercial Segment Analysis

Transcription

1 Commercial Segment Analysis

2 2 Methodology

3 Commercial Truck and Van Segments are Defined As: 3 Truck Chevy Silverado 2500, 3500 GMC Sierra 2500, 3500 Ford F250, F350, F450 Ram 2500, 3500, 4500, 5500 *1/2 Ton P/U trucks were not used in this analysis Van GMC Savana 1500, 2500, 3500 Chevy Express 1500, 2500, 3500 Ford E-150, E-250, E-350 Ford Transit 150, 250, 350 Ford Transit Connect Mercedes-Benz Sprinter Nissan NV, NV200 Ram ProMaster RAM C/V

4 4 Contents Supply Demand Commercial Shopper Behavior GM Business Elite Competitive Advantage What Can Dealers Do To Align Their Marketing Efforts

5 5 Supply

6 The Commercial Segment Has Over 400,000 Vehicles For Sale On Autotrader 6 4.2MM VINs AUTOTRADER.COM TOTAL INVENTORY Average daily listings on site all vehicles 449,000 VINs COMMERCIAL INVENTORY Average daily new vehicle listings including ½ Ton P/U trucks 151,218 COMMERCIAL INVENTORY Average daily new vehicle listings excluding ½ Ton P/U trucks Note: Commercial Segment Inventory Analysis includes P/U truck (2500, 3500, 4500 & 5500) and Van (All) inventory

7 7 Demand

8 Over 1 Million Commercial Shoppers Each Month On Autotrader 8 1.1MM COMMERCIAL SHOPPERS Monthly unique visitors including ½ ton P/U trucks 500,000 COMMERCIAL SHOPPERS Monthly unique visitors excluding ½ ton P/U trucks 212,000 GM COMMERCIAL SHOPPERS Monthly unique visitors excluding ½ ton P/U trucks

9 Commercial Shopper Behavior

10 Commercial Segment Shoppers Are More Engaged On average, Business Elite shopping sessions are twice as long as average site sessions. Business Elite shopping sessions last an average of 2:30 longer than the average Commercial segment shopping session. Business Elite Shoppers view more than double the Page Views per session vs. average site sessions. Business Elite Shoppers view nearly five additional Pages of Content vs. the average Commercial segment shopper per session.

11 Commercial Segment Shoppers View More VDP s Per Session Business Elite Shoppers view nearly double the VDPs per session vs. the average shopper on site. Business Elite Shoppers view an average of 1 VDP more per session than the average Commercial segment shopper. VDP Views Per Session

12 Commercial Shoppers Are More Engaged With VDP Content Business Elite Shoppers spend more time on Vehicle Detail Pages Average Time on Vehicle Detail Pages Total Time Per Session: Hr/Min/Sec

13 Commercial Shoppers Are Undecided On Make/Model Truck shoppers consider up 5 Alternate options and Van shoppers consider up to 7 options. Average # of Cross-Shopped Alternatives Trucks # Alt. Model Solutions Cross- Primary Model Shopped F Ram Sierra Ram Sierra Silverado Ram Silverado Ram F F Your inventory, branding and merchandising can influence shoppers to choose GM. Vans # Alt. Model Solutions Cross- Primary Model Shopped C/V 7.3 Savana ProMaster 6.0 Savana Express NV NV 4.3 Express E Express Transit Connect 3.9 E Savana Sprinter 3.9 E Interpretation Example: On average, Primary New F450 shoppers cross-shop five alternate model solutions.

14 Commercial Segment Shopper Key Takeaways Commercial segment shoppers spend more time per session, and view more pages of content than the average Autotrader shopper. Commercial shoppers view more Vehicle Details Pages per session, and stay engaged with VDP content longer than the average Autotrader shopper. Business Elite shoppers spend more time per session, view more pages of content, view more VDP s and stay engaged with VDP content longer than both average Autotrader shoppers and Commercial segment shoppers. Commercial segment shoppers are considering multiple makes and models: Up to 5 alternate options for Trucks and up to 7 alternate options for Vans GM Business Elite dealers have an opportunity to influence Commercial shoppers through their BE program branding differentiating their inventory.

15 GM Business Elite Competitive Advantage

16 GM Business Elite & Business Choice Branding Highlighted on Inventory Listings Business Elite Branded Tile Business Choice Branded Tile Program & Incentive Branding is on Mobile, too!

17 GM Business Elite & Business Choice Branding Highlighted on Vehicle Detail Page Business Elite and Business Choice Branded Ad Tiles INCLUDES: Up to 9 Stock Photos and Branded Video Program & Incentive Branding is on Mobile, too!

18 Competitive Advantage The Commercial Segment on Autotrader is very competitive. Commercial Shoppers are undecided and cross-shop up to 7 different vehicles. The Business Elite program branding on Autotrader highlights and differentiates GM s commercial inventory with Commercial segment shoppers. The GM Business Elite branded inventory program adds 10,000 incremental VIN s (1/3 Business Elite volume) to GM s Commercial segment volume. GM Business Elite is well positioned to engage Commercial shoppers on Autotrader. Business Elite program branding and merchandising is unique to GM. Business Elite program is the only Commercial program branded on Mobile. Business Elite shoppers are spending more time per session and viewing more content and VDPs per session vs. the site average and the Commercial Segment overall.

19 What Can Dealers Do To Align Their Marketing Efforts

20 Use the Online Success Checklist to Assess Your Online Presence Go to for more program information.

21 Best Practice Merchandising Well merchandised inventory drives more sales. Search Results Page (SRP) Custom Vehicle Description Multiple, Actual Photos & Video

22 Best Practice Merchandising Well merchandised inventory drives more sales. Vehicle Details Page (VDP) Multiple, Actual Photos & Custom Comments VIN-Level Video

23 Look at Your Autotrader Results Dealers with their New Inventory in the Featured or Premium tier(s) on Autotrader can access program reporting in the dealer portal at: Go to for more program information.

24 How Can Business Elite Dealers Get Engaged? GM Business Elite Video Overview GM Business Elite Commercial Program Overview 4 Page Executive Summary PDF Dealer reporting /Merchandising Best Practices Frequently Asked Questions (FAQ s) Document Commercial Segment Analysis Online Checklist for Success Go to for more program information.