AM Online

What factor is more important than price to customers choosing a car dealer?

AM Digital Dealer Conference 2015 logo

New car buyers are more likely to be swayed by dealership customer service when it comes to buying a new car, Carwow sales director John Miele will tell delegates at AM’s Digital Dealer Conference next week.

Miele said: “Dealerships around the UK are largely bound by the same margins, campaigns, and pricing, yet today's consumers are increasingly likely to comparison shop before any large purchase.

“This leads consumers to choose to buy from a particular dealership based on the level of customer service they receive.”

Carwow lists new car deals and takes a commission from the dealer when a vehicle is sold from its platform has sold cars to 16,000 motorists since launching two years ago.

Carwow's television advertising campaign, headed up by Sir Michael Gambon, will begin airing on September 15 when Miele speaks at the event at Silverstone.

Of the 10,000+ dealer reviews by Carwow buyers, by far the most mentioned factor was the customer's experience with the salesperson.

In fact, in a survey of 1,000 UK adults, Carwow found that 67% would not buy from a particular dealership because of a ‘pushy salesperson’.

Additionally, new car-buyers don't have a preference for the time of year they make their purchase with their buying habits fairly consistent all year round.

Drawing on its data, Miele will show its customers not to be overly influenced by the plate change months, which, he will argue, raises questions over the surge in new car registrations recorded by the Society of Motor Manufacturers and Traders (SMMT) in March and September.

In fact, its data shows February to be the peak month for new car sales and December to be the lowest with very little separating the two.

Carwow will also present its findings from another national survey it commissioned to understand the most important factors when buying a new car for consumers.

Topping the list was price with fuel economy and colour ranking higher than the brand.

"We have found convenience and experience to be far more important," Miele said.

"If someone is looking for a Ford Fiesta, for example, but a comparable vehicle such as a Vauxhall Corsa is up for sale at a dealership closer by, most will opt for the nearest dealership rather than be swayed by brand.

"The only thing which we see that separates one dealer from another is the customer experience."

Already counting 1,000 dealers which have signed up to its website, equating to a fifth of the UK'S dealers, Carwow considers itself to be at the forefront of customer service.

Thus, dealers who fail to offer good customer service including responding quickly to enquiries face the prospect of being struck off Carwow's books.

As Digital Dealer's headline sponsor, Carwow will also be looking to dispel a few myths about its service, particularly surrounding price.

Said Miele: "We are not here to drive down the price of cars.

"There are plenty of models on our website which are not discounted and people are able to see it's a fair price. We are aiming to deliver price confidence through a fully transparent process."


Tickets are only available to dealers and vehicle manufacturers.

To book, please contact Emma-Louise Kinnaird on 01733 395133, email or visit


Suppliers wishing to exhibit please email or call 01733 366467.


Silverstone Wing, Silverstone Circuit NN12 8TN

Location map

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


  • Henry & Rhea - 10/09/2015 18:09

    Do you guys want to attend this meeting?