No means of calling dealer is number one “sale blocker” for used car buyers, according to research carried out by Toluna Harris Interactive for the RAC Dealer Network and its aftersales partner Assurant.
The research questioned 800 UK adults who own a car and are looking to purchase another within the next three years. The data shows 47% said the inability to speak to someone “easily and readily” about a car for sale would put them off progressing.
Lee Coomber, RAC client director at Assurant, said: “In an increasingly digital marketplace, it’s clear that personal interaction remains critical to the car-buying experience.
“Nearly half of respondents said that the ability to speak with a dealer is a factor in making a purchase, highlighting the enduring value of human connection in the car buying journey.
“While online tools are essential, our research confirms that buyers want to engage with retailers directly—whether to ask questions, build trust, or simply get a feel for the dealership.”
Other deterrents revealed in the research include a low level of detail in the car description (44%), no formal accreditation for the dealer (44%), not being aware of the dealership (37%) and information on the dealer web site not being up to date (37%).
Coomber said: “From an RAC Dealer Network point of view, we’re particularly interested in the desire for some form of dealer accreditation.
“We know the presence of RAC brand and especially the RAC Approved Dealer initiative generates a high degree of trust, and seeing a high level of enthusiasm for this kind of third-party approval could, we believe, become increasingly important to used car buyers over time.”
A lack of detail in online images (36%), having no recent MOT or service (25%) and having no opportunity to purchase an extended warranty or other aftersales products (22%), and not being able to have the car delivered (21%) were also factors.
Coomber said: “The fact that around one in four people are including a desire to extend the standard dealer warranty into their ‘must have’ list is an indication of the importance of these products for dealers.
“It’s not just about offering an add-on that can generate additional revenue while meeting a customer need, it can affect whether many consumers will consider buying from you at all.”
