Buyers baulk at showroom negotiations

Visiting showrooms remains the most common way for consumers to purchase cars, but a new survey has revealed that other channels are becoming increasingly popular.

According to a survey of 2,000 UK drivers commissioned by InsuretheGap, 56% of respondents bought their most recent car from a showroom in a face-to-face transaction.

However, the experience is not always enjoyable.

In fact, nearly a quarter (23%) of under 34s believe they’ll get a better deal not buying from a showroom, while one in five find them intimidating and 22% find negotiating embarrassing. Further, almost a third (30%) of all drivers wish car salespeople would simply give their best price straight away and 11% said they felt pressured to buy additional products.

While 37% of respondents said they prefer to buy from a car showroom, 16% bought their cars online from the manufacturer or dealership, 11% bought them from a private advert, with nine per cent buying privately.

Ross Callander at said: “Whilst the majority of UK drivers bought their most recent car from a car showroom, it’s clear that other purchasing channels are becoming more mainstream, particularly amongst younger drivers. As a result, we may increasingly see showrooms adapting their sales approach in the future to stay relevant.”