The sale of new cars in Estonia will probably set a new record in 2017, because it is already approaching to boom-time levels, when more than 30,000 cars were sold in Estonia annually.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_single_image image=”15765″ img_size=”full” style=”vc_box_rounded” onclick=”custom_link” img_link_target=”_blank” link=”https://majandus24.postimees.ee/4198279/graafik-uute-autode-muuk-laheneb-buumiaegsele-tasemele”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]The boom time was cool, then I was even in the role of a producer, whose task was to organize customer events for car dealers. One of the biggest was a youth band competition held in a soundproof container in Estonia, Latvia and Lithuania. This was only so that everyone who wanted to listen to the band had to sit in the car next to the container and turn on the radio.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_video link=”https://www.youtube.com/watch?v=gX0lZdDEsaU” align=”center”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]All the bands got a video of one of their songs and the best band got a record deal, so even the garage bands had enough motivation to take part in the event. My personal favorite song was the band Illustrator's song "Or what I do with my little beer belly” or “Body”.
With a slightly smaller budget, a solution was created in which people who got into a car at the mall got their own personal movie trailer.
Getting the customer to sit in the car is still one of the main goals of car dealers, but more and more potential customers are going to do their "first sitting" virtually, that is, to research more about a specific make and model online, especially in the form of a video.
Motors24 test drives
In October 2015, I named Motors24 as the best YouTube channel in Estonia, which already In February 2014, it was definitely the first in its target group with 1700 subscribers and 1.3 million viewers.
As of today, it has Motors24 over 16,500 subscribers and 13 million video views. 16,000 subscribers means that the Mercedes-Benz S 560 L test drive uploaded yesterday is almost 2,500 people watched within 24 hours, which is more than in the last 70 Silberauto Youtube videos in total.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_video link=”https://www.youtube.com/watch?v=FUzlRJIg4Xo” align=”center”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]In the Motors24 test drives playlist there are 281 videos, which shows that car dealers have also begun to understand that you have to go where the viewers are, and a test drive video can be a better investment than an online banner ad.
Car dealers on Youtube
There are more than 500 companies in Estonia that operate with car sales as their main activity, but a quick look at the biggest shows that, like Silberauto, other YouTubes are mainly an archive of video advertisements. This is confirmed primarily by the non-existent number of subscribers to the channel.
| Car dealer | Subscribers | Views | Clips |
| Kia Estonia | 138 | 1128445 | 173 |
| Toyota Estonia | 103 | 450011 | 156 |
| Auto100 AS (Skoda) | 65 | 75389 | 22 |
| Amserv Auto | 36 | 159843 | 178 |
| Nissan Estonia | 28 | 20929 | 86 |
| Silberauto | 19 | 28903 | 106 |
| Reval Auto (Audi) | 9 | 1105 | 4 |
| Moller Auto (VW) | 5 | 3442 | 11 |
| Scania Estonia | 0 | 900 | 5 |
One exception, however, is Aasta Auto, which took Tõnis Niinemetsa as its advertising face and apparently will continue to cooperate in the new year, but the main focus of the clips has probably been on Facebook, perhaps Car of the Year YouTube channel would need a little tidying up.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]5 car buying moments
Two years ago, former car marketer David Mogensen, head of advertising marketing at Google, brought out 5 car buying moments that every brand should know.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_single_image image=”15787″ img_size=”full” alignment=”center”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]In short, the article says that video is the best answer to every moment:Which car is the best? Customers do virtual online research with a wide variety of models before getting into the car. According to a 2015 study, YouTube has more influence than TV, newspapers or magazines.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_single_image image=”15790″ img_size=”full” alignment=”center”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]Is this the right car for me? How big is the capacity of the car, what is its interior like, what does the sunroof look like - the video gives everyone a better answer. As MotorsTV confirms, interest in test drives and introduction of car features has also increased on YouTube.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_single_image image=”15795″ img_size=”full” alignment=”center”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]Can I afford it? The number of people looking for a car in a certain price range has also increased on the Internet. If the car has a price, it could also be shown in the video.Where can I buy it? Here is where the dealers are competing with each other. Which representation presents itself best? The best salesman of the Car of the Year does it quite well.
[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_video link=”https://www.youtube.com/watch?v=FQQgpzsq5i4″][/vc_column][/vc_row][vc_row row_type=”row” text_align=”left” css_animation=””][vc_column][vc_column_text]Did I get a good deal? It is worth knowing that a potential customer in the representative office takes apart the mobile phone and checks whether it is the best offer for him. Try to become the dealer that is reached by mobile searches made at other dealerships.
Make a video of each car
In conclusion, I give all car dealers a "recommendation of the year" - make a video of every car! The white and black one standing at the entrance of your dealership and the purple one with an extended body waiting for a buyer in the corner of the square.
Get your best salesman or Tõnis Niimets in front of the camera and make a video of each specific model you have in your warehouse. Upload the videos to YouTube and mark all the details of the car with each video, if you wish, also its price, so that when a potential customer arrives, he already knows everything about the particular machine and can take a test drive.
Don't send your social media fans to Youtube, but add all the videos to your website and send the viewer there. For example, Silberauto should put yesterday's Motors24 Mercedes Benz test drive video on their website and then share the link on theirs 5,800 for fans. This means that the viewer of the video will be on the Silberauto page for 10 minutes, next to which you can place an ad for a particular car. At the same time, take care with the links so that the YouTube viewer reaches your website, where there are also other models and offers.
If a car dealer was inspired by this story and doesn't have a videographer, we will come and make a video of every car in your warehouse. Also this extended body purple one.
[/vc_column_text][/vc_column][/vc_row]
English 
Estonian