Negotiating a fair price is the biggest single worry buyers face when purchasing a car, according to eBay Motors Group’s latest Consumer Insight Panel findings.
The research of over 2,000 in-market decision makers identified how conversations with dealers about prices is the biggest turn off for both used (53%) and new (50%) buyers.
Other main bugbears cited by used buyers included knowing what to check for on test drives (38%) and part-exchanging their existing car against the value of their next one (33%).
New car buyers were even more apprehensive about the part-exchange process (37%), while also citing concerns about understanding finance offers (26%).
“Our data provides fascinating insight into the worries that car buyers have which could be impacting their desire to transact with a dealer. It’s a big purchase and people are anxious to know they’re getting a good deal and doing the right things,” said Lucy Tugby, Marketing Director of eBay Motors Group.
“Understanding the challenges and concerns of customers is essential for dealers which is why transparency in pricing and part-exchange valuations will always resonate with buyers and help build retention.
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“Additionally, our research highlights the amount of support buyers would also appreciate in getting the most out of test drives. This is an opportunity for dealers to highlight key features for buyers to assess, regardless of whether test drives are accompanied or not, and suggest routes that will reflect the buyer’s typical usage, not just a spin around the block,” she said.