One of the mysteries of the automotive market, is that despite mufti-million euro marketing expenditure, car manufacturers and their networks often miss out on huge amounts of custom because they do not get the basics of business right. A new survey of 19 different marques in various European countries supports this view.

Researchers attempted to make some 2,500 requests for brochures and test-drives through carmaker’s websites. A shocking 45% of requests went unanswered within the 14-day survey period, with most manufacturers either slow to respond or making no attempt to contact the customer.

The survey authors BearingPoint, say that manufacturer websites are the first point of call for many potential buyers and say it is a fundamental failure to not respond to enquiries they generate. It also points out that dealer websites are often even guiltier of the same mistakes.