Almost two-thirds (62%) of used car buyers say poor online reviews would make them think twice about buying from a dealer, according to the Startline Used Car Tracker which questioned 301 consumers and 62 dealers.
The research revealed other “red flags” when it comes to motor retailers, including slow communications (61%), badly presented vehicles (55%), dirty, unappealing premises (49%) and disinterested staff (46%).
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.”
Further issues include the business being brand new with no track record (43%), a hard-to-use website (38%), no aftersales products such as warranties being on offer (37%), a difficult buying journey (36%) and a poor choice of motor finance products (31%).
