Car buyers value trust most, RAC survey finds
Trust has become more important to car buyers in the last 12 months and is now the number one consideration when selecting a new vehicle.
According to research commissioned by the RAC Dealer Network, trustworthiness was identified as the key factor for 62% of consumers this year. This is up from 59% in 2023 and 55% in 2021.
In fact, trust in the retailer scored higher among consumers than car manufacturer and model, which was selected by 54% of respondents.
Meanwhile, 52% said a full MOT and recent service was a factor, 47% said they valued the way the car has been prepared and 45% said the location of the dealership was a consideration.
Credibility
Lee Coomber, RAC client director at Assurant, said: “These results represent an interesting trend over time. It may be that in the immediate wake of lockdowns, around 2023, buyers adopted a more localised mindset, which appears to be shifting again. With ever-more detailed descriptions of cars available online, and nationwide delivery becoming commonplace, buyers are probably looking ever further afield.
“Buyers are now primarily and increasingly concerned about the credibility of the seller and the car on offer.”
