Evaluating Online Classified Platforms in Automotive Retail

Research Objectives

The study was designed to uncover critical insights into dealership engagement with classified car listing portals, specifically:

• Identify the most widely used online classified platforms across six major markets.
• Evaluate performance and cost-efficiency of each platform (lead quality, ease of use, dealer support).
• Track advertising spend trends post-COVID-19 and their link to car sales recovery.
• Assess platform selection drivers and reasons for discontinuation.
• Rank platforms on value for money, usability, analytics, and sales enablement.

Target Audience

The research exclusively targeted decision-makers in automotive retail, ensuring insights were practical and actionable.

Methodology

1. Rigorous Sample Vetting

• Geography-specific screening for the six target markets.
• Filters for role, department, and company type to ensure only relevant automotive professionals participated.
• Respondents had to be both aware of and actively using classified portals.

2. Survey Design

• Duration: 30-35 minutes.
• Question Types: Mix of closed-ended questions, ranking exercises, and conditional routing.
• Metrics Captured: Platform usage, advertising spend, performance ratings, lead volumes, switching drivers, and Net Promoter Scores (NPS).

3. Data Points Collected

• Awareness and historical platform usage.
• Advertising spend shifts since 2019 (COVID-19 impact).
• Key decision drivers and switching reasons.
• Monthly listing volumes (new and used).
• ROI rankings across sales generation, usability, analytics, and support.
• NPS benchmarks by platform and market.

Geographic & Platform Coverage

Markets Covered:

Some of the Platforms Evaluated:

Outcomes & Business Impact

The study delivered granular, market-level insights that empowered dealerships and platforms alike:

Why It Matters

With online car sales accelerating, this study gave dealership executives a clear competitive advantage. By comparing AutoTrader, Mobile.de, AutoScout24, and other key classified platforms, dealerships gained visibility into what’s working, what isn’t, and where to focus their marketing budgets.

For platform providers, the findings offered a roadmap to improve dealer satisfaction, enhance analytics capabilities, and strengthen ROI delivery-ensuring long-term relevance in a fast-evolving automotive retail market.