Figure of the month

SEPTEMBER

P43
Points when choosing a dealer 2019

For the new-car buyer, rational factors too play a role alongside the more emotional ones. As part of the survey for the DAT Report, new car buyers were asked to rate various aspects that can be important when choosing a car dealer, on a scale from 1 ‘very important’, 2 ‘important’, 3 ‘less important’ to 4 ‘unimportant’. It turns out that all criteria were rated either ‘very important’ or ‘important’. However, the first four items stand out as particularly important in rating the dealer: the dealer needs to have specialist knowledge and expertise; it must be possible to get information there as a buyer; the dealer’s needs analysis and advisory service is considered very important; and a good reputation or personal recommendation plays a key role. The factors that follow in the ranking have more to do with the internal organisation of the car company, i.e. the option of a test drive, quick response times to enquiries, or the range of accessories and services offered.

For the new-car buyer, rational factors too play a role alongside the more emotional ones. As part of the survey for the DAT Report, new car buyers were asked to rate various aspects that can be important when choosing a car dealer, on a scale from 1 ‘very important’, 2 ‘important’, 3 ‘less important’ to 4 ‘unimportant’. It turns out that all criteria were rated either ‘very important’ or ‘important’. However, the first four items stand out as particularly important in rating the dealer: the dealer needs to have specialist knowledge and expertise; it must be possible to get information there as a buyer; the dealer’s needs analysis and advisory service is considered very important; and a good reputation or personal recommendation plays a key role. The factors that follow in the ranking have more to do with the internal organisation of the car company, i.e. the option of a test drive, quick response times to enquiries, or the range of accessories and services offered.