Dealer transparency identified as key car buying issue
Dealer transparency is the most important factor for prospective car buyers, according to a new survey.
According to a Consumer Insight Panel conducted by Motors and Cazoo, 23% of customers said that full answers to questions without pressure to buy was the most important thing to them.
A further 17% said transparency about availability and price was critical, while 15% wanted clear information about vehicle specification and history.
Meanwhile, 31% of motorists visiting dealerships want staff to be honest about any issues or imperfections and 20% want to be offered test drives without pressure to buy.
The research also found that 23% of buyers want dealers to be transparent about prices, fees and add-ons during the buying process.
Engagement and trust
Lucy Tugby, marketing director, said: “Our Consumer Insight Panel research shows transparency is key to building engagement and trust throughout the buying process; it’s what customers say they most want.
“Buyers typically spend 48 days searching for the right car, so sales teams play a crucial role in this process by either adding delight or destroying confidence.
“Pushy sales techniques can quickly put off buyers. Instead, salespeople should build trust by being product experts and provide reassurance through the process. These will combine to build frictionless interactions that deliver customer satisfaction and help build long term relationships.
