Dealership trust critical to repeat purchases
Research from AA Cars has revealed that dealership trust is critical to car buyers, with almost half returning to the same dealer for their next purchase.
The study showed that 48% of motorists have bought more than one car from the same dealership, with 28% of drivers buying two cars from the same retailer and a further 20% purchasing three or more.
Customers seeking a new or used car from another dealer said the main factors were price (68%), good warranties (65%), and trust in the brand (55%).
Other factors cited in the survey were independent inspections (45%), accreditation by bodies such as Trading Standards (42%), online reviews (32%), and extended test drive opportunities (26%).
Customer trust
James Hosking, managing director of AA Cars, said: “Building customer trust and loyalty is key for any successful car dealer, as this is what drives valuable repeat business and referrals.
“Finding out what keeps a customer returning to a dealership is really important, but to start with you need to know what attracts them in the first place.
“Cars that offer good value for money are always going to catch the eye, but an enticing warranty, independent vehicle inspections and trusted, third-party accreditation are all key to bringing in new customers.
“Dealers who can offer all of these things as part of a compelling package are going to find they’ve got a competitive advantage over their rivals, which is crucial in today’s crowded marketplace.”
