Car buyers still favour dealership visits in purchase journey
Car buyers say that visiting a dealership remains the greatest source of assurance during their car buying journey.
New research found that 50% of prospective car buyers believe visiting the dealership instils more confidence in the process than anything else.
It was closely followed by car search websites (44%), followed by dealership websites and apps (37%), car buying websites and apps (30%) and advice from family and friends (28%).
This is according to the latest Consumer Insight Panel from Cazoo, which polled the views of 2,025 car buyers. It also revealed that 13% said AI platforms would give them confidence when buying a vehicle, although AI was the most popular choice among buyers aged 25-34 (21%).
Lucy Tugby, chief marketing officer of Cazoo, said: “Confidence is central to making the right car buying decisions. Our latest Consumer Insight Panel once again shows how much buyers still value visiting dealerships, while highlighting the pivotal role of car search websites in prompting dealer visits.
“It is also significant that younger buyers are the most likely to use AI platforms when selecting their next car. This underscores the importance of dealers making their listings more attractive for AI-powered searches through detailed, descriptive content and video.”
