More than half of UK drivers (56%) bought their most recent car from a showroom in a face-to-face transaction says a new Opinium survey of 2000 UK drivers, commissioned by InsuretheGap.com, rising to 70% of over 55s, compared to less than half (44%) of under 55s.
Women also have reservations about car showrooms. One in five (20%) find them intimidating and describe negotiating as “embarrassing” (22%), compared to only 12% and 15% respectively of men.
Almost a third (30%) of all drivers wish car salespeople would simply give their “best price” straight away (33% women vs 27% men). Over one in ten (11%) also say showrooms pressured customers to buy additional products like GAP (Guaranteed Asset Protection) insurance.
Around four in ten drivers, however, prefer to buy from a car showroom (37%), with over a third (35%) saying they would buy this way so they can part exchange their existing vehicle. Similarly, almost a third (32%) buy from a showroom so they can get a warranty, although this sentiment is far higher over 55s (40%) compared to a quarter (25%) of under 55s. Three out of ten (30%) also feel they will have better consumer rights if they buy from a showroom.
Other ways drivers bought their cars include: direct online from a car manufacturer, dealership or retailer (16%), a private advert (11%), a car supermarket in person (5%), an online retailer, such as Cazoo (4%) or an online marketplaces, such as Gumtree (4%). Almost one in ten (9%) like to buy online or privately so they don’t have to deal with car salespeople.
Interestingly, one in ten say they would buy a car without test driving and 8% would buy a car online without seeing it, rising to 11% of all under 34s.
Ross Callander at InsuretheGap.com said, “Whilst the majority of UK drivers bought their most recent car from a car showroom, it’s clear that other purchasing channels are becoming more mainstream, particularly amongst younger drivers. As a result, we may increasingly see showrooms adapting their sales approach in the future to stay relevant.”