FUTURE OF SALES
Digital car-buying still needs the human touch
Mercedes expects 25% of its sales to take place online soon, but customers still like to get personal advice
As modern cars become ever smarter and more digitised, so too does the way we buy them.
Five years ago the average customer visited a dealership five or six times before a purchase; now it’s an average of 1.4 times, says Selvin Govender, Marketing Director of Mercedes-Benz Cars South Africa. He says car buyers now do about 19 hours of research before walking into a showroom...