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Old 22nd April 2015, 11:19   #1
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Default Google's Report : Used Car Search Trends in India

Here is a link to Rehaan's excellent 2012 report (Google's Report on the Auto Industry : Search Trends & Buyer Behaviour (2012))

Google India has analysed the search trends of used car queries and actual market behavior, to understand the used car market in India. It has released a report in association with Mahindra First Choice.

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Some interesting facts from this report are as below:

• The most searched for used car type on Google in India are Utility vehicles. They comprise of 47% of all used car queries followed by hatchbacks at 20% and the remaining divided among sedans and luxury vehicles.

• This rise in online queries matches the offline sales of SUVs at Mahindra First Choice which has witness an SUV sales growth from 6% to 10% over the past 3 years.

• Used car queries on Google Search has grown 20 times in 6 years, at 30% YoY rise in 2014.

• As many as 8 out of 10 potential used car buyers start their search from Google search are undecided about which car to purchase. 84% queries in Google search are generic and only 16% are for a specific brand. The most common searched queries involve questions relating to budget, brands, fuel type and ownership.

• Still the used car buyers in India are less curious about 'certification' and 'warranty' on used cars in comparison to developed markets like the US.

• Even though the first time buyers still remain the largest category for a used car market, the proportion of first time buyers has declined while an increase has been registered in the "multiple car in the family segment". A used car as the second vehicle in the household instead of a two wheeler is the newer trend.

• The used car market is growing at a faster rate than the new car market and is also rapidly getting more organised. The organised used car market is likely to grow by 15-20% in the next 4-5 years.

• Search queries see a favorable spike towards diesel cars. While in 2011 and 2012 the ratio of petrol:diesel car queries was 80:20, it became 66:34 in 2014.

• Most number of searches come from Maharashtra followed by South India, West Bengal, NCR, Uttar Pradesh and Punjab.

• Honda is the most searched used car brand on Google and the City is the most searched used car.

Last edited by S2!!! : 22nd April 2015 at 11:22.
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