Dealers in the UK saw orders for new vehicles rise by 9.5%, against December 2019, as 2020 drew to a close.
According to the latest data from Dealerweb.
Orders for used vehicles fell by 10% while the average sale price increased from £18,682 to £20,900.
Enquiry levels fell for both new and used vehicles by 7.7% and 12.6% respectively.
James Hill, managing director of Dealerweb, said: “Dealers showed remarkable adaptability through 2020 and navigated the shifting retail landscape of national lockdowns and regional restrictions. A focus on giving customers a truly personalised experience online and in the showroom has supported both new and used vehicle sales.
“December’s result shows a marked increase in conversion as dealers focused on nurturing each lead. There is anecdotal evidence that there was a rush to buy before the Brexit deal was done due to concerns around tariffs.”
Independent research commissioned by Dealerweb shows that 42% of buyers are more likely to complete a vehicle purchase if they receive a response to an online enquiry within 30 minutes.
The study also shows that one in three buyers prefer contact by email or text.
The study examined data from 800 dealers across the UK.
In December, CitNOW Group acquired Dealerweb.
The two companies will continue to operate autonomously while working together.
The deal will see insight and experience shared across both businesses to improve efficiencies for dealers and create stronger customer relationships.
Martin Hill, a founder of Dealerweb, will continue to support the business as strategy director, with managing director James Hill assuming day-to-day management of the company.
Geoffrey Page-Morris, executive chairman of The CitNOW Group, said: “We are bringing together two leading automotive technology companies to leverage innovation and help retailers and manufacturers deliver an outstanding customer experience.
“The pandemic has shown that the automotive industry can adapt at pace with technology playing a key role in the future success of the industry. We are delighted that Martin Hill has agreed to be part of our growth, in the role of founder and strategy director of Dealerweb to assist us in bringing new technology to the market.”