Auto dealers are intent on selling as many cars as possible so their marketing strategy should include reaching out to buyers who are new to the brand, conquesting, and strengthening loyalty from existing customers. Maritz Research points out that too few dealers are contacting consumers who have purchased a vehicle from them in the past. As a result, they are missing a perfect opportunity to sell to a key audience.
Tag: new-vehicle buyers
According to a new study by J.D. Power and Associates, more than one-half (52%) of new-vehicle buyers cite dealer treatment as a reason to purchase their new vehicle from a specific dealer. In comparison, 38% of buyers cite vehicle price or the deal offered as the reason for selecting their dealer. The study also finds that 60% of new-vehicle buyers visit more than one dealership during the shopping process. While many dealers are rejected for not having a vehicle that the buyers wanted to purchase, a significant number of buyers (18%) end showroom visits primarily due to poor customer treatment by the dealer’s salespeople. “With new-vehicle retail sales remaining soft and manufacturers spending considerable amounts on incentives to get customers into showrooms, the value of prospects coming in to a dealership is extremely high,” said Osborn. “Dealers cannot afford to drive away customers through poor treatment.”