WITH sales of the new 69-plate well underway, franchised dealers can expect high levels of repeat business from new car customers, according to Motors.co.uk’s latest Consumer Insight Panel survey.
The research, which polled the views of over 1,000 car buyers, found over half (56%) said they would either definitely, or probably, return to the same dealer to purchase their next new car.
Only 8% said they would probably not buy again from the same dealer and just 5% said they would definitely not.
Dermot Kelleher, Motors.co.uk’s head of marketing and business intelligence, said: “Our research vindicates the strides some franchised dealers have made to build and retain loyal customer bases by delivering the best possible purchasing and ownership experience.
“This high loyalty rate will help dealers boost new car sales through the all-important plate-change period and beyond.”
Over a third (36%) of used car buyers also said they would definitely, or probably, return to the same dealership for their next purchase, though 47% were undecided and 17% said they would either probably or definitely not return.
The research also found that less than a third know the exact make and model they want when they start searching for their next car.
While 29% of all buyers know the exact make and model of their next car, 22% know the make but are open to which model and 17% of buyers have a short list of three to five cars. A further 18% know the body style they want but not the make or model.
Kelleher added: “The research reveals just how open-minded car buyers are when they first consider making a purchase, providing dealers with an ideal opportunity to show they have the right car for them.
“This is where having a strong online proposition can capture the attention of undecided buyers. By promoting special offers, showcasing cars with high quality images and detailed descriptions, dealers can help buyers narrow their search and make informed purchasing decisions.”
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