Lead, Test Drive and Sales by Source September 2020 (vs August 2020)

In September  we've seen a rebound in in activity across many of the major KPI's that AutoPlay track.  As Auckland came out of Level 3 we saw increases in the level of Leads, Test Drives and Appraisals compared to August.  To read more about the market trends for these KPI's click HERE.

As of 30th September the top sources of leads remain unchanged from previous months with 'Web - Classified' and 'Web - Dealer' taking out the top two spots, and leads from 'Brand' being the third most common source of leads for Kiwi dealers (AutoPlays customer base is heavily skewed towards franchise dealers).  Interestingly Leads from 'Web - Classified' sources actually decreased, but the majority of other sources have increased over the month of September.

Web - Classified - Down 0.8% (vs 24.7% decrease in August)
Web - Dealer - Up 15.1% (vs 28.4% decrease in August)
Brand - Up 12.4% (vs 34.2% decrease in August)
September figures as at 8.20pm 30/09/20

With Test Drives falling in August as Auckland suffered under Level 3, September has seen the top 3 sources of test drives remain the same, but have bounced back in September.

Web - Classified - Up 10.6% (vs 28.9% decrease in August)
Web - Dealer - Up 4.4% (vs 39.5% decrease in August)
Direct - Up 29.0% (vs 40.6% decrease in August)
September figures as at 8.20pm 30/09/20

The first time NZ came out of Level 3 we saw an almost immediate and robust recovery in Lead, Test Drive and Sales volumes.  The big question many people had was whether the rebound would be as strong second time around.  Whilst Sales have increased overall we've seen Sales actually decrease for several of the main sources.  Given the time it takes to convert a lead to a sale this is likely representative that fewer volume of leads from these sources were captured in August.  Watch this space to see how sales fare in October.

Web - Classified - Down 1.8% (vs 17.3% decrease in August)
Web - Dealer - Up 1.6% (vs 33.5% decrease in August)
Repeat - Down 8.1% (vs 21.0% decrease in August)
September figures as at 8.20pm 30/09/20