Research reveals car buyers still imtimidated in new car showrooms

Rdiscovered that out today from Auto Trader discovered that 74% of British car buyers feel apprehensive in a new car showroom, a larger percentage than in any other retail environment. The study undertaken to kick off Auto Trader’s New Cars website revealed that manipulative sales people rank as the greatest element in helping to make the new car showroom appear daunting*.

Regionally, this intimidation is experienced most by individuals in the North East where 35% of men and women feel intimidated in a new car showroom environment.

Auto Trader is keen to assist car buyers and dealers connect better and feel more at ease in a car dealership, outlining that feelings of intimidation are entirely unnecessary in the modern age. Auto Trader’s recently launched New Cars website was created to get potential buyers “showroom-ready” and provide shoppers with all the information they require to walk into a new car showroom with the confidence to make the correct purchase, therefore aiding dealers in securing a greater volume of sales.

“There’s no denying that entering a new car showroom can be overwhelming for buyers” said Matt Thompson, Group Marketing Director, Auto Trader. “In today’s testing economy, cost conscious consumers are spending cautiously and investing in a new car is a significant purchase decision to make. There’s a real opportunity for new car dealers to help put buyers at ease in the showroom. By making the buyer feel relaxed and giving them the breathing space and time to browse at their leisure they are far more likely to go ahead with a sale.”

The research also demonstrated that 50% of those surveyed cited ‘perceived attitude of staff’ as further reason to feel anxious followed by an absence of obvious price tags or costs (47%). When asked what would make the shopping experience more pleasant, 49% of respondents said being able to comfortably browse at their leisure followed by 37% who said having more information about the purchase being made.

Thompson continues: “With the launch of Auto Trader’s New Cars we want to banish the trepidation felt by Brits for good and make sure consumers are enjoying the time they spend in car showrooms. In recent years dealers have made huge advances in the way they engage with consumers both on and off the forecourt and our research with help them take this level of interaction to the next level. Our New Cars site has already become one of the leading destinations for new car buyers in the UK. It’s an ideal first stop for consumers looking to make a new car purchase, providing them with detailed information and advice on what is sometimes considered a bit of a minefield. Tools such as our Owner and Expert Reviews and key comparison feature are there to help consumers make their final purchasing decision and equip them to work with the dealer community to find the best model and price for them.”

*Statistics based on 1,000 consumer responses collected via Red Shift research in May 2011