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Dealer views on branding contradict consumer opinion

Nearly three quarters of dealers believe their brand is important to customers when considering a new car.

The results of AM’s latest poll show that 74% of dealers believe the strength of their brand will directly influence a customer’s decision to buy.

However, the results contradict Auto Trader’s consumer research, which was revealed at AM’s Used Car Conference 2010.

Auto Trader surveyed 5,000 consumers on its website, 65% of which said the dealer brand was not important to them in the purchase decision. In addition, 20% said they couldn’t name a single franchised dealer brand.

One dealer said: “I believe most dealer groups are kidding themselves despite their best efforts to create strong own brands. The only brand the customer really takes much notice of is the manufacturers over the dealership.”

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