Understanding What Consumers Want in a Dealership

When it comes to purchasing a vehicle, consumers want a positive experience at the dealership. A recent survey found that consumers prioritize an attentive and informed salesperson who can answer questions, the ability to define the purpose of their visit, flexible pricing, and the ability to walk the dealership by themselves.?

Interestingly, dealership amenities such as coffee, food, and play areas have much less of an impact on dealership selection. Instead, perks such as free oil changes and car washes are much more important, particularly for women and lower-income households.?

In terms of the factors that consumers consider "extremely important," flexible pricing is the leader. Additionally, the ability to define the purpose of the visit, have an attentive/informed salesperson who can answer questions, perks such as free oil changes and car washes, the ability to walk the dealership by themselves, and the ability to bring their own financing are also essential to consumers.?

At the dealership, women are more focused on the financial aspects of the car purchase, specifically monthly payments based on credit, while men are more focused on the test drive and comparing trim levels.?

It's worth noting that despite the growing popularity of online car shopping, the majority of consumers still prefer to interact with dealers in-person. However, email communication is most appealing to respondents aged 31-40.?

Dealerships that prioritize attentive and informed salespeople, flexible pricing, and valuable perks such as free oil changes and car washes are likely to attract and retain more customers. It's also important to understand the different priorities of male and female customers, as well as the preference for in-person interactions versus online communication. By understanding what consumers want in a dealership, dealerships can provide a positive and successful car buying experience for their customers.?