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Consumers perceive pressure when in the car showroom

Findings out today from Auto Trader found that 74% of Brits feel uneasy looking around a new car showroom, higher than in any other sales environment.

The research carried out to launch Auto Trader’s New Cars website revealed that pushy sales people rank as the biggest factor in making the new car showroom appear daunting.

Auto Trader is keen to help shoppers and dealers connect better and feel more comfortable in a dealership, outlining that feelings of intimidation are totally unnecessary in today’s day and age.

Auto Trader’s recently launched New Cars website is designed to get buyers “showroom-ready” and give shoppers all the information they need to walk into a new car showroom confidently to make the right purchase, therefore helping dealers to secure a higher 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 showed that half of those surveyed (50%) cited ‘perceived attitude of staff’ as further reason to feel uneasy followed by a lack of obvious price tags or costs (47%).

When asked what would make the shopping experience more pleasant, 49% of Brits said being able to feel comfortable to browse at their leisure followed by 37% who said having more knowledge about the purchase being made.

Thompson added: “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."

The website includes owner and expert reviews plus a key comparison feature to help consumers make their purchasing decision.

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