Online reviews critical to dealership profits
Nearly two thirds of used car buyers said they would be reluctant to use a dealer with poor online reviews.
February’s Startline Used Car Tracker found that 62% of customers said online reviews was a key factor in selecting a dealership, with 61% saying slow communications was also a negative.
Badly presented cars (55%) and disinterested staff (46%) were also identified as potential reasons for car buyers to go elsewhere.
Paul Burgess, CEO at Startline Motor Finance, said: “Besides their home, a car is probably the most expensive purchase most people make and it’s important they feel reassured about not just the specific model they hope to buy but the retailer selling it.
“Online reviews are a window into the experiences of other people in the same position and our research shows potential car buyers take them very seriously. If dealers want customers to trust them, they need to ensure their online profile is sound.
“Other factors in our research paint a vivid picture. Consumers want prompt and professional service, an easy buying process, a well-presented vehicle, and a comprehensive range of finance and aftersales products. If any of these are missing, they serve as a red flag that means the buyer may well pull out of the deal.”
