RESTON, Va. -

Nearly three out of four intenders who planned to purchase a vehicle in the next six months said the pandemic changed their plans in some way, according to new research. The top change is that they were more focused on finding a good deal.

The new research is from media planner Comscore, and the research also shows that the pandemic is top economic concern for four out of 10 intenders when they are thinking about purchasing a new vehicle.

The other ways the pandemic changed intenders’ plans to purchase a new vehicle were that they are currently more careful with all their spending, they expect to research more vehicles, income uncertainty has delayed their planned purchase, and they plan to buy new instead of used or certified pre-owned.

Comscore surveyed intenders — or respondents who had plans to buy or lease a new or used vehicle —to understand how COVID-19 has changed the automotive shopping landscape and contributed to shifts in consumer behaviors.

Other insights from the survey:

— Almost half of intenders say their income was negatively impacted by COVID-19.
— More of those aged 18 to 34 and 34 to 54 were negatively impacted than those aged 55 and over.

A third of intenders expected the pandemic and resulting economic situation to delay their research and subsequent purchasing timeline.

But not all shoppers were deterred, Comscore said.

Fifty-five percent of intenders expected no timeline change due to COVID.

Twenty-seven percent said the pandemic had not changed their plans to purchase a vehicle at all.

In fact, because of the new deals and customer assistance available for new vehicles, changes in COVID-19 case levels, and their feelings about being less safe in more public modes of transportation, 13% of intenders expected their research timeline to shorten.

Comscore said U.S. auto shoppers and sales saw a revival from their April 2020 lows. That is mainly because of automakers’ actions to support and incentivize consumers financially as well as more affluent consumers’ durable interest and flexibility. People who were less economically impacted by the pandemic remained in market to purchase at their convenience and take advantage of offers.

In addition to financial support, automakers empowered their dealer networks to adopt new COVID-safe and convenient services. Comscore said that took place to keep consumers comfortable and ease potential roadblocks in their journeys.

Several automakers launched new “online retail experience” sites and tools for consumers to shop, get quotes, seek loans, purchase, and set up home delivery, all from their homes. Comscore called that “perhaps the most promising new offering.”

Forty-eight percent of intenders last year expressed interest in shopping for and purchasing a car completely online. That is a 10-point increase from 2019.

That boost in interest resulted in a strong influx of traffic to the online shopping domains that various automakers launched or expanded in response to the pandemic.

Fiat Chrysler Automobiles (now Stellantis) launched DriveFCA.com last April, later transitioning to branded “e-Shop” domains. By December, unique visitation to FCA’s e-shop domain had grown 214% since launch.

Comscore vice president of auto, Dennis Bulgarelli said that despite the pandemic’s economic impact, consumers remain ready for larger purchases such as vehicles, as long as they see the right motivation.

“That means in the near term, automakers must continue strategizing and innovating to meet the distinct needs of different consumer types,” Bulgarelli said in a news release.

Bulgarelli also said, “Even as life begins to return to ‘normal’, consumers will have adapted new habits, preferences, and expectations about what services are available — and they likely won’t take kindly to a revocation of the now standard conveniences. Brands across the spectrum — automakers being no exception — will have to be ready and informed to keep delivering value.”

Comscore provided a 2021 outlook, saying that although vaccinations are ramping up, it could still be several months before many consumers experience a more “normal” car-buying experience.

With many consumers still ready to make larger purchases such as vehicles, automakers in the near term should continue strategizing and innovating to meet the distinct needs of different consumer types, Comscore said.