Has Your Car Buying Decision Journey Changed?

According to Google we no longer see an ad, pop down to the store, buy one, and enjoy the user experience.

Today when we see an ad we go online to do our research before visiting the shops. What's more is owners are posting their user experiences online adding to huge amount of articles, blogs, forums, reviews and comparison sites.

What's changed is the number of researchers, sources of information and the ease of transmitting and receiving information.

If a car buyer is interested in a crossover, SUV, 4x4 type car because they've seen an advert or maybe a gleaming example in a car park this may cause them to read a Land Rover Freelander review for example. Google say 70% of buyers read reviews before making a purchase. Car buyers use an amazing 18-plus sources of information before buying.

The car buyer may go on to make comparisons. 54% of buyers make comparisons before buying a product. They're more likely to search 'best in category'. So in our case it might be best SUV, best 4x4 or best crossover car and they'll probably end up on a car comparison website.

83% of car buyers now do online research before visiting a car dealer. 97% are influenced by their research.

Going armed with information to do battle with a car salesperson may not be a good approach. Car dealers have experienced researchers way before the Internet existed. They'll want to know your source of information. If you don't give it up they won't take you seriously. They'll then look it up online. Battle then commenses. No matter what you might think of car salespeople a salesperson has always been the best source of information.

I think it's advisable to work out what information you need in advance. You need to be asking the right questions online.

It still remains a test drive will always be your very best source of information regarding how you feel about a car. Were you comfortable, did you feel at ease, did you feel happy? Never mind about the car. What about you?

Always bear in mind what you most like about your present car. Try to rank what features you think are most important. The type of roads you use, who will drive the car and what you might carry are also important.

Regards
Ralph