Dealerships remain preferred choice for car buyers
New research has found that nearly three quarters of car buyers still prefer to complete their vehicle purchase through a dealership.
According to the latest Cazoo Consumer Insight Panel, 72% of car buyers said they value face-to-face interactions and would favour a dealership for their purchasing journey.
In contrast, the number of motorists who said they want to view and buy their next car online has fallen from 11% to eight per cent.
The research also found that 53% of respondents would rather speak to a member of dealership staff than an AI-powered phone assistant, although this fell to 42% among those who had already interacted with an AI assistant.
Preferred choice
Lucy Tugby, chief marketing officer at Cazoo, said: “Our research shows that dealerships remain the preferred destination for most buyers to view and purchase cars. This underscores the invaluable interpersonal role played by car retailers in establishing trust and building relationships.
“While marketplaces and other digital touchpoints play pivotal roles for buyers in the search and discovery phases, most still want the certainty that goes with personal interactions in showrooms when it comes to buying.”
