Transparency is the most important consideration for customers when it comes to buying a car from dealers.
The latest Consumer Insight Panel from Motors & Cazoo asked customers about their car buying experiences and what would most help them from initial contact and visiting showrooms to purchasing and handover. Transparency across all interactions emerged as a recurring theme.
When asked which single factor would help during their first contact with dealers, nearly a quarter (23%) cited full answers to their questions without being pressured to buy.
Other expectations included dealers being honest and transparent about a car’s availability and price (17%) and providing clear information upfront about specification and vehicle history (15%).
When visiting dealerships, 31% of customers want staff to be honest about any issues or imperfections, followed by 20% desiring test drives without feeling pressured by salespeople, while 15% most like being given sufficient time and space to properly assess cars.
During the buying process itself nearly one in four buyers (23%) want dealers to be transparent about prices, fees and add-ons, followed by clear and honest answers to questions (17%) and paperwork presented in simple and easy to understand formats (15%).
And when it comes to taking delivery of a car, 24% of buyers mostly want vehicles to be fully prepared and ready on time, followed by clear explanations of key features (22%) and to experience a well organised handover (19%).
Lucy Tugby, marketing director of Motors & Cazoo, said: “Our Consumer Insight Panel research shows transparency is key to building engagement and trust throughout the buying process – it’s what customers say they most want.
“Buyers typically spend 48 days searching for the right car, so sales teams play a crucial role in this process by either adding delight or destroying confidence.”
The Consumer Insight Panel polled the views of 2,001 car buyers and was independently researched by Insight Advantage.
