Used seeking honesty
June 7th, 2010 by Richard Aucock
USED car buyers are prioritising reliability more than ever when making their secondhand buying decisions.
RAC Warranty says ‘safe’ choices that will not have big bills in store are becoming the order of the day.
It’s because buyers are more anxious than ever about the effects of the recession, said sales and marketing director Ian Simpson.
‘The general mentality of customers at the moment is that they want to buy vehicles that are trustworthy.’
There is an opportunity here for smart dealers, he revealed. Used car prices are declining for all but the very best stock, which is in very short supply. Dealers are thus advised to ‘invest in bringing it up to scratch if they want to achieve strong prices.’
That includes presenting them well, ensuring the history is as complete as possible, and supporting the deal with warranties and other financial safety nets.
‘Dealers need to judge the customer mindset very carefully and ensure that they are meeting their needs. They are not so much selling a vehicle as peace of mind on wheels.
‘Customers clearly still want to protect themselves as much as possible from unexpected vehicle repair bills.’
Does this report from RAC Warranty match your own findings of used cars buyers’ mindsets?
June 7th, 2010 at 2:03 pm
And to add to that – buyers are much more web savvy. With computer and broadband penetration at high levels. More and more buyers are spending more time researching models and searching for the best deal online. Dealers should invest in all the points mentioned in the article but not forgeting to also invest in their digital marketing.