Almost half (45%) of consumers want face-to-face guidance from dealers when deciding on which car to buy, according to a survey by Black Horse.

The number rose to over 50% for those in the 18-24 and over-55 age ranges.

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

18 to 24 year olds were also the group least likely to waive dealer guidance altogether, with just a third saying they would be comfortable buying a car without face-to-face interaction.

Around half of 18 to 34 year olds wanted advice on finance options, compared to just over a third of all other respondents.

Additionally, 80% of all respondents said they would be unlikely to buy a car that they had not had the occasion to test.

Richard Jones, managing director of Black Horse, said: “It’s clear that people still value the role of the car dealer and need the guidance they provide as part of the overall buying journey. This seems particularly true of the younger generation, especially in the area of finance.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“Of course we recognise that digital has an important role to play in research and selection and that an integrated buying experience – one of both bricks and clicks – is the model of the future. So we need to put ourselves in the strongest possible position to deliver a great car buying experience.

“A core element of this is demonstrating our professionalism by being able to answer questions, provide clear explanations and help customers understand their options so they make fully informed decisions on the most suitable choice for them. An emphasis on training will help further develop the already excellent levels of knowledge and expertise on forecourts across the UK.”