Want to appeal to young drivers? Don’t target them online.

Posted by: Neil Murphy | Posted on: September 16th, 2014 | 0 Comments

Research has shown that new drivers, aged between 18 and 24 prefer to consult a dealership rather than shopping online for a new car.

Experian’s research highlighted that only one third of younger drivers suggested internet surfing for information on a car. They also stated that they would rather talk to a family member, friend or dealership sales person to get the best advice.

From the 1000 UK drivers that were surveyed a massive 74% made their car purchase through a dealership with 1 in 20 buying their car from a car supermarket.

The main reason people prefer to buy their car from a dealership was due to risk being eliminated as they could see and try the car first hand. 46% of these people also stated that being able to go back to the dealer if there was any problems with the car was also a major factor.

The principal consultant for Experian’s Automotive business, Andrew Ballard said: “Our research shows that the vast majority of those who bought from a dealer in the past would go back to a dealer for their future purchase. Clearly reputation and trust have a key role to play and the steps taken over the years by many motor retailers to build that trust are paying off.”

The realisation that a dealership could miss a telephone call from a selection  of the 74% that prefer to use dealerships, highlights the amount of business that could be lost. Dealerships must make sure that they are always available to answer the phone even before and after opening hours.

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