A good example of the kind of conversation that can be started is around the relative economic merits of petrol versus diesel. A surprising 55% of the total sample believe diesel’s fuel economy means they will spend less money if they buy a diesel car. It does not take a particularly deep knowledge of car valuations, depreciation and other factors to understand the equation is not quite so simple.

The same argument applies when we consider the ways the consumer panel ranked the ‘best ways to save costs on motoring’. Predictably, choosing a model with higher mpg comes in first – cited by 61% of interviewees. In the 55+ age group, this figure rises to 74%. Then comes ‘careful driving techniques’. A quarter of the sample still believe simply buying a diesel is the key to saving money.

These figures show there are opportunities to shift the conversation toward the real issue – will the retail car buyer be financially better off buying a car, from which the first and biggest slice of depreciation has already been taken? Or will they be better off driving 5mph slower and braking more gently at the lights?

As the chart shows, the old days of consumers focusing on qualities such as performance, handling and badge pride are giving way to considerations of overall affordability.

Steering the customer conversation toward the depreciation that has already taken place on a car – and demonstrating it with evidence – can make an impact. Contrasting the cash that depreciation translates to, with the sums that can be saved by merely looking at an extra 5mpg or a few pence per litre apparently saved each time at the pump, makes for a powerful argument in favour of the used car.

The success of the used car retail market over the past two years is no accident. The long game is changing in favour of the professional used car retailer.