Loyalty among new car buyers is significantly higher than from customers of nearly-new and used cars, according to a survey from Motors.co.uk.
The survey of more than 1,000 consumers found that 56% of new car buyers said they would probably or definitely return to the same dealer next time. Just 8% said they would probably not buy again from the same dealer and just 5% said they definitely would not.
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In contrast, over a third of used car buyers also said they would definitely or probably return to the same dealership for their next purchase, though 47% were undecided and 17% said they would either probably or definitely not return.
“Our research vindicates the strides some franchised dealers have made to build and retain loyal customer bases by delivering the best possible purchasing and ownership experience,” said Dermot Kelleher, Motors.co.uk’s head of marketing and business intelligence. “This high loyalty rate will help dealers boost new car sales through the all-important September plate-change period and beyond.”
The research also found that less than 30% of customers know the exact make and model they want when they start searching for their next car. While 29% of all buyers know the exact make and model of their next car, 22% know the make but are open to which model and 17% of buyers have a short list of three to five cars. A further 18% know the body style they want but not the make or model.
“The research reveals just how open-minded car buyers are when they first consider making a purchase, providing dealers with an ideal opportunity to show they have the right car for them,” said Kelleher.
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By GlobalData“This is where having a strong online proposition can capture the attention of undecided buyers. By promoting special offers, showcasing cars with high quality images and detailed descriptions, dealers can help buyers narrow their search and make informed purchasing decisions,” he concluded.
