Who knew? The fact is that half of buyers visit only one dealer on the road to their next car. But the lure of a better deal is what drives 67% of the rest to visit multiple forecourts. That’s the latest finding from Auto Trader’s Buyer Behaviour Survey which pooled the views of more than 1,300 new and used car buyers earlier this year.
According to the research, 19% of buyers visit two dealers and 31% visit three or more. Two thirds said that one of the key reasons for multiple showroom visits was to shop around for a better deal. An additional 19% pointed to poor service as the driver.
“We know that online research is king for the vast majority of buyers,” said Nick King, Auto Trader’s Market Research Director. “The fact that half of buyers visit only one dealer en route to their purchase shows that many are armed with all they need before they arrive on a forecourt ready to do a deal.”
“However, half choose to visit multiple sites and that shows there’s still a job to be done on the forecourt itself. We know from other research that not achieving an anticipated part-exchange value is cited as the biggest cause of deal breakdown among consumers, reinforcing the need to align expectations on pricing. Helping consumers with part exchange values and making sure that cars in stock are closely priced to the retail market value gives sellers the best chance of making a sale.”