New research says dealership experience still valuable

A survey has found more than 80% of potential new vehicle buyers would not purchase a car without seeing it, touching it and driving it first.

Urban Science surveyed more than 2000 US new car buyers, after it was reported Tesla had considered closing all its stores to sell cars exclusively online – Tesla later changing that view.

Tesla’s initial move to eliminate the dealership experience would have prevented buyers seeing, touching and driving the vehicles before purchasing.

Urban Science dealer services global director Randy Berlin says younger shoppers as a group visit nearly four dealers before making a buying decision, whereas baby boomers tend to visit just two dealers on average.

“That’s one of the important findings of this from a dealer standpoint,” Berlin told Automotive News. “Right now, all the data or so-called studies provided to the industry indicate that customers are visiting only like 1.2 dealers. This research is saying quite the opposite.”

Berlin says the perception that young shoppers want to do everything online is debunked as they’re visiting over three dealers before purchasing.

“They’re the ones that are looking at multiple brands, but also multiple dealers, to make that decision.”

Berlin puts it down to young shoppers not being loyal to any brand yet as it is their first major purchase.

“For them it really is an active shopping process.”

According to the survey, 81% of car buyers trust the information from a franchised dealership.