Dealerships ‘more important’ today for car buyers



Despite some pundits predicting the demise of the traditional car retailer due to the growth of the internet and online shopping, the latest research has found that more car buyers expect to visit a dealership than they did in 2010.

Now more than ever, it seems, people want their car buying journey to be a personal one with the dealership.

The study was conducted by CitNOW, which provides video technology to car dealerships, was conducted for the company’s Evolution of the Car Buyer report.It found that 54% of customers expected to visit a dealership as part of researching their next car, up from 48% in 2010.

The study also found that:

  • 56% have researched the car before they make a visit to a dealership.
  • Interest in online video reviews as part of the research process had almost doubled (13% to 25%).
  • 36% said they already knew the model they were looking to purchase.
  • 60% expect to take a test drive.
  • A significant minority – 11.5% - expect to buy a car when they visit.

Over 55s (69%) were the most likely to visit a dealership.Men were slightly more likely than women to visit a dealership when choosing their next car.

Another key finding was that one third of those asked said they would consider buying their next vehicle entirely online.

The willingness to both purchase online and visit the showroom is perhaps reflective of the same trend – an increase in the trust consumers have in car retailers.Fuelled by a more transparent process which in turn has led to the inevitable boost in service levels, customer confidence seems to be rising.

“Motorists clearly still covet that face-to-face customer experience and want the buying journey to be a personal one with the dealership,” Carol Fairchild, the Commercial Director of CitNOW, said.