Car purchase and auto repair shop behavior from the perspective of the end consumer
The DAT Report has been published since 1974 and since then has been a reliable, neutral source of information on consumer behavior regarding the purchase of used cars and new cars as well as the auto repair shop business. It is regarded as a standard work in the automotive industry and provides representative information on automotive attitudes in Germany in a unique form year after year. Since the DAT Report has been in existence, the market behavior of German motorists has become transparent and tangible.
The report is aimed in particular at automotive companies, manufacturers, importers, and suppliers, as well as the media and representatives from politics and associations. As a source of information, it also serves trainees and students within the automotive industry and is the basis for strategic decisions.
Marktforschung Automobilbranche DAT-Report 2021
Video message from DAT Managing Director Jens Nietzschmann on the 2021 DAT Report.
This is supplemented with a short statement by VDA President Hildegard Müller.
Uta Heller and Dr. Martin Endlein provide a brief insight into the 2021 DAT Report.
…car purchases and on auto repair shop behavior. For car purchases, 2,550 private individuals were surveyed (condition – the car had to have been purchased between March and October 2020). The survey period was from July to October 2020 (face-to-face/CAPI). For the repair and maintenance section, 1,997 motorists/car owners were surveyed (questionnaire via access panel/CAWI). The survey period was from September to October 2020. All samples are weighted and therefore representative of private car buyers and all car owners in Germany. For reasons of readability, the simultaneous use of the language forms “male,” “female,” “other” is dispensed with. All references to persons apply equally to all genders, unless explicitly stated in the text.
It is important to us to make a precise distinction between the terms “prospective customer” and “customer.” This is extremely important when analyzing the customer journey. A prospective customer makes statements of intent, a customer has already made their decision. In the DAT Report, car buyers are exclusively customers of the car market. In this regard, car trade and private market are given equal consideration. In the section on auto repair shops, auto repair shop customers are also analyzed. If repairs or other work have been carried out by the customer, this is noted accordingly.
Every month, we focus on individual topics, which we examine from different angles. The findings of the DAT Report, supplemented with further information, continue to be the basis for this.
At the beginning of each automotive year, DAT provides the facts from the DAT Report, which can be used as a basis for strategic decisions. The main target groups are automotive companies, manufacturers, importers, and suppliers as well as the media and representatives from politics and associations. The report also serves as a source of information for trainees and students within the automotive industry. For more than 40 years, the DAT Report has always been based on a representative survey of end consumers conducted by a neutral market research institute on behalf of DAT.
You can order the 2021 DAT Report for a fee via the web store of the German Association of the Automotive Trade (ZDK). Automotive businesses that belong to a guild of the ZDK can purchase it there at a preferential price.
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