A reputation for pushy sales tactics and negative online reviews are the top reasons why drivers would be deterred from visiting or buying from a used car dealer, analysis by AA Cars, the AA’s used car website, has found.
A reputation for pushy sales tactics would dissuade almost a fifth (19%) of motorists, while 18% of car buyers see negative online reviews of a dealer as a turn-off. Online reviews are especially decisive among younger drivers, with 37% of those aged 18-24 saying they would avoid a dealer if they read about other motorists’ bad experiences on the internet first.
The AA-Populus poll of 17,230 drivers found that other factors which would put motorists off buying are a dealer who is reluctant to allow a reasonable test drive (12%), stock that does not look as though it has been cleaned or moved for a long time (12%) and a dealer’s lack of familiarity with the cars for sale (11%).
Online portals are playing a greater role in used car sales as they are creating more transparency in the marketplace and are making it easier for motorists to buy with confidence. Half (49%) of drivers said their car-buying process consists of searching online first, and then only visiting dealers who have a specific car for sale.
The poll found that nearly three in 10 (28%) motorists would first form an idea of what type or size of car they were looking for, before visiting only one or two dealers to see what they have to offer.
Surprisingly, the range of stock available at a particular dealership doesn’t seem to carry much weight as only 4% of buyers said a limited range of stock would be off-putting.
James Fairclough, CEO of AA Cars said,“When it comes to buying a used car, trust in the dealer is critical, which is why buyers place great emphasis on a dealer’s reputation and online reviews when choosing where to buy from.
“Motorists want to know that they will receive a high quality service before they even arrive at the forecourt, and they do not want to feel pressured into a sale once they get there.”