The requirement for customer-focused digital services and emotionally aware service packages make leasing a genuine alternative to car ownership.

Crasman conducted two automotive industry studies during 2020 and 2021, where consumer attitudes towards subscription-based driving were queried. Additionally, thoughts on car acquisition and ownership were examined.

We compiled a comprehensive information package from the responses of over 2,000 participants, which helps car dealers attract new users to their services.

The first, qualitative study was conducted in collaboration with Beelyn. The second online panel study was conducted in association with The Finnish Information Centre of Automobile Sector. These studies evaluate the future, albeit small but growing, potential of private leasing in Finland and also assist car dealers in making strategic decisions.

The emergence of the ownership feeling and the importance of smooth transactions

There are two significant psychological challenges underlying the decisions of people considering leasing services, both being age-old mechanisms. They slow down decision-making and cause the customer to more frequently say no.

• The desire to own things, loans are not personal ownership

• The possibility of risks and losses is reinforced by experiencing the acquisition phase as difficult

However, based on the research results, there are identifiable solutions that allow guiding customers more effectively towards leasing driving.

Leasing driving intrigues consumers. The challenge is the desire to own things, which makes leased items feel like a poor option. The study showed that this feeling can be overcome and an important sense of ownership can also be established for a leasing driver. For instance, trial periods and flexible mileage can be as significant a step towards signing a leasing agreement as a test drive is for a purchase decision.

Another challenge is related to transactions. If the acquisition phase is perceived as complex, the feeling of risks and losses increases. Consumers want a wealth of information behind their decisions, and easily found information and effortless transactions are already a standard expectation. Car dealerships can meet this by investing in digital channels.

A third observation from the study highlighted ecological values, which should be considered in leasing agreement packages.

Leasing can ease the conflict of responsible consumption and daily choices

Making ecological choices has strongly entered conversations and decisions. We recycle, avoid food waste, feel pangs of conscience for the miles we fly, and turn off lights in March along with the rest of the world. However, we must live our daily lives and often a car is a necessity. Many recognize the conflict between responsible consumption and practical actions.

As there are still few electric cars in the second-hand market and their purchase prices remain high despite subsidies, a plug-in car is not yet a realistic option for many households. Nevertheless, there is interest in new energy sources, as evidenced by 75% of survey respondents expressing an interest in trying them.

Based on the research, car dealerships should focus on a previously overlooked target group: the carless individuals who make ecological choices.

For example, an ecological service package offering a car powered by new energy sources appeals to those for whom a car is a necessity in daily life and who find the use of traditional combustion engine cars morally conflicting.

We delve deeper into the research and its results in the automotive sector's Crasman Insight publication.

Interested? Contact us for further discussion!