Purchasing from a “reputable retailer” is the number one factor for used car buyers, according to a new survey.
Conducted for the RAC Dealer Network and its aftersales partner Assurant, the research shows seller trustworthiness named by 62% of respondents — an increase from 59% in 2023 and 55% in 2021.
In second place is the manufacturer and model of the car, chosen by 54% now, compared to 55% in 2023 and 49% in 2021.
Lee Coomber, RAC client director at Assurant, said,“These results indicate buyers are primarily and increasingly concerned about the credibility of the seller and the car on offer. One of the internet’s lasting effects on retail has been the ability to use online reviews to easily check on the customer experience provided by businesses. Having a good rating is becoming crucial when people are searching for a used car.
“This importance is underscored by our partnership with JudgeService, which makes it much easier for members of the RAC Dealer Network to maximise and manage their online reviews. Also, of course, the presence of the RAC brand provides a very real reputational enhancement for our dealers.”
Other responses in the research include the car being provided with a full MOT and fresh service (52% 2025, 60% in 2023 and 53% in 2021), and prepared to a high standard with a multi-point vehicle check (47% 2025, 46% in 2023 and 45% in 2021).
Lee added, “Buyers want a car they feel is ready to go and likely to present the minimum of problems, so having an MOT and service in place, plus the comfort of an in-depth check, are all important factors. For this reason, all of these are elements are included in our RAC Approved Dealer programme.”
Respondents are also keen the seller should be in a local or easy to reach location (45% 2025, 50% in 2023 and 44% in 2021).
“These results represent an interesting trend over time. It may be that in the immediate wake of lockdowns, around 2023, buyers adopted a more localised mindset, which appears to be shifting again. With ever-more detailed descriptions of cars available online, and nationwide delivery becoming commonplace, buyers are probably looking ever further afield.”
Finally, those surveyed would like dealers to conform to Chartered Trading Standards Institute or similar programme (37% 2025, 35% in 2023 and 33% in 2021), want breakdown cover (36% 2025, 36% in 2023 and 39% in 2021) and value the option to buy products such as extended warranties at the point of sale (31% 2025, 27% in 2023 and 25% in 2021).
Cars remained one of the nation’s biggest reasons to borrow – with the average vehicle loan reaching £13,046.
Novuna Personal Finance said one month stood out: January was the UK’s biggest month for car-buying, making up 14% of all vehicle loans.
The ‘new year, new wheels’ mindset shows up clearly in our data and matches what we saw in the wider market – intense January car-buying research, resilient EV demand and consumers feeling confident enough to finance bigger-ticket vehicles.
Drivers also took advantage of spring stock and summer used-car bargains, with May (11%) also proving popular.
Monthly share of vehicle loans as percentage of total UK borrowing:
Jan 14% | Feb 10% | Mar 9% | Apr 9% | May 11% | Jun 8% | Jul 10% | Aug 8% | Sep 7% | Oct 7% | Nov 7%
