AM Online

Lack of ‘basic car knowledge’ makes buying more stressful, says YesAuto

New data shows some British adults find buying a car more stressful than starting a new job, taking an exam, or managing deadlines at work.

Online car buying platform YesAuto says the study highlights an opportunity for car dealers to better support the consumer car buying journey.

A survey of 2,000 British drivers revealed that 44% are baffled by their cars, resulting in more than half (53%) finding the car buying process stressful, as they don’t know what questions to ask, how much things should cost or what kind of vehicle they even need in the first place.  

Stuart Palombo, UK sales director at YesAuto, said: “This new data highlights a glaring gap in consumer knowledge that is having a direct impact on customer experience of the car buying process.

“Purchasing a car is not only a significant investment, but also a long and exhausting process - especially when features are confusing. As the main point of contact for consumers, car dealers have a crucial role to play in helping to improve the experience.

“Going beyond the sales process to offer educational resources, and building a relationship that is based on communication and trust will help empower customers and improve the longer-term relationship between dealer and consumer.”

The study also found 41% do not know the difference between horsepower and miles per hour, while one in 10 are puzzled about how many miles per gallon their car can do.

A further three in 10 wouldn’t know how to pump up their tyres - let alone know how much pressure they need in the first place.

Among the reasons why motorists find vehicles bemusing is that they were simply never shown how to do certain things with cars, or that there is too much jargon attached to the car industry for them to follow. In response, the study highlighted that 55% wished purchasing a car was an easier process.

The latest AM industry special issue

The complexity of running a modern dealership can be misunderstood easily by people looking in on our industry.

Any general manager has so many plates to spin, and they must foster a talented team that they can rely on to not just do the basics well, but to sprinkle some magic on top that customers can notice.

If the marketplace in 2023 is steadily returning to relative normality, this normality now includes the drive to find customers for an increasing supply of electric vehicles, and the need to source used cars from all channels and market them carefully. And of course there are the desires to delight consumers with an omnichannel experience and to hold on to decent margins after a couple of years of strong profitability.

The expectations of both the customer and the business’s stakeholder must be achieved to the optimum level.

In this special digital publication, industry experts, prominent suppliers and franchised dealers share their insights on the major aspects required in running a modern dealership well.

Read now

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Login to comment


No comments have been made yet.