Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
ActivEngage

ActivEngage

Exclusive Blog Posts

Dealer Response to Covid-19

Dealer Response to Covid-19

While each dealer presumably will and or has already responded differently to COVID-19, it is essential for all dealers to respond. Offering a front-facing…

Your BDC Can Work From Home

Your BDC Can Work From Home

For those dealers who have BDC Departments, it is possible for your BDC team to work from home. In which case they can manage the leads, social media, and …

Building Your Budget for the Covid-19 Environment and Beyond

Building Your Budget for the Covid-19 Environment and Beyond

In this moment of time we're in, there is an opportunity: growth. Whether you have a strong grasp on budgeting your digital marketing or have just begu…

Messaging in Challenging Times: Communication Strategies for Dealers

Messaging in Challenging Times: Communication Strategies for Dealers

The last few weeks have been some of the most unusual any of us have seen in our lifetime, as our industry navigates rapid change amid the coronavirus pand…

A Word from the DrivingSales Team

A Word from the DrivingSales Team

As COVID-19 continues to spread, our thoughts are with dealership employees and their families.  Retail has been hit particularly hard with officials …

Will Dealership Sales Suffer As Test Drives Decline?

 


new study shows that a new breed of “digital test drivers” are completely skipping the dealership sales process. More than 10% of new-car shoppers are buying vehicles without even seeing them in person. To me, this seems like buying a pair of pants without trying them on – except a thousand times more expensive. But for some consumers, online research and previous experience are enough to make a purchase decision.

This is a rather disturbing trend for dealership sales – test drives are a favorite sales technique for committing a buyer to a vehicle or converting a customer from a competitor. The Maritz Research study, which surveyed 80,219 buyers of 2012 model-year vehicles, found that 11.4% didn’t take a test-drive. It’s the first year the study has asked the question. It also found that 8 out of 10 buyers use the Internet to research vehicles before setting foot in the dealership.

But why aren’t buyers coming into dealerships anymore? The Maritz study reports that some are intimidated by the cutthroat, pushy nature of dealership sales. Some just aren’t very interested in cars, and they’re not willing to invest much time in the purchasing process. But the Internet remains the biggest reason: the wealth of information found through online research is worth more to consumers than any “new car smell.”

When customers aren’t visiting stores to purchase their next cars, what can auto dealers do to clinch dealership sales? Consider adding a virtual test drive to your website or live chat service – a short video tour of a vehicle that offers the same rush of a test drive through your dealership website.

The only way to preserve your dealership sales is to adapt to the rising trends of Internet commerce and research. Implement a progressive solution for your website – as the data indicates, an online dealership may someday be just as important as a physical one.

Jim Bell
I read this article this morning and was a little taken back. I have to wonder if people are committing over the internet through email/phone before coming in more. I have a feeling that the customer is actually driving the vehicle before they go into the business office, but will commit to the vehicle before then. That's my 2 cents.

 Unlock all of the community & features  Join Now