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Dealers need to recognise the power of unaccompanied test drives, says Cooper Solutions

Test drive

Dealers are being urged to recognise the potential of unaccompanied or extended test drives, as 32% of buyers said it would increase their ‘love’ of the vehicle, says Cooper Solutions.

According to research by What Car? the rise in choice and popularity of electric or hybrid vehicles will increase demand for test drives of these vehicles.

This is supported by the findings of the Cooper Solutions survey that revealed one in four car buyers like to test a car to make sure it fits their lifestyle, which is all the more important if a customer is considering switching from a petrol or diesel vehicle to an electric or hybrid model.

Cooper Solutions’ director Dean Pipitone said: “Those dealers allowing their customers to fully immerse themselves in the driving experience over an extended period of time, are much more likely to benefit.

“Dealers need to actively encourage customers to go beyond trying out the comfort and the way the vehicle handles in terms of performance, instead focusing on how the car can satisfy their daily needs. 

“Most importantly, it’s the opportunity for other people to admire and envy a potential purchase, particularly if this is an upgrade, where the test drive process substantially increases the chances of a sale.”

A total of 43% of buyers said they would use a test drive to show off, while 89% said that a positive response from loved ones would influence their decision.

Dealers will be concerned to learn that the study by What Car?also showed that 62% of buyers still find contact with dealers difficult. 

However, the good news is that half of car buyers surveyed by Cooper Solutions said they would feel more positively about a dealer if they were offered an extended or unaccompanied test drive which would help them make a better informed purchase decision.

Based on 200 responses from consumers aged 18-55+ conducted by Gorkana Surveys

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