7 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 4 O p e n i n g L i n e s DIGITAL AIR STRIKE REVEALS IN-DEPTH 9TH ANNUAL AUTOMOTIVE C EXPERIENCE TRENDS STUDY RESULTS AT NADA 2022 Industry’s longest-running and most extensive study of 5,000 consumers uncovers new trends in vehicle pre-orders, vehicle purchasing/servicing, financing, streaming habits, and more. Digital Air Strike, the leading consumer engagement (CX) technology company, has revealed the findings of its comprehensive 9th Annual Automotive Customer Experience Trends Study at the NADA (National Automobile Dealers Association) Show March 10-13, 2022, in Las Vegas. The study includes actionable consumer trends that auto dealers, lenders, OEMs, and other providers can leverage to improve the consumer’s vehicle and ownership experience. Over 2,300 vehicle purchasers and over 2,700 service consumers from transactions in the previous six months were surveyed, with no pre-qualification criteria other than transactions occurring at this time. The consumers were not predisposed to be online shoppers. Respondents were 57% male and 43% female, aged 25-54. The study provides compelling insights on the impact of the vehicle inventory shortage, online interactions that drive the customer journey, the importance of a dealer’s online and digital communication experience, and the platforms consumers prefer.