According to a new article by Automotive News, young car shoppers are not ditching the dealership. Online shopping trends are continually growing but for large items like vehicles shoppers, even Millennials, want to shop in-store. Studies show that young car buyers (Gen Z and Millennials) visit more dealerships than Baby Boomers traditionally do. With the younger crowd visiting 3.8 dealerships on average compared to the older generation visiting 2.1 on average.
Trust and transparency have taken over. More than 80 percent of buyers say price influences their decision the most. With quality service, low-pressure sales and the overall experience following close behind. With the younger generation visiting more dealers in their car buying journey it is a clear sign to dealers to adjust their pricing transparency as well as their sales tactics to help meet the needs of their largest market, Millennials.
This underscores the value of the brick and mortar facility. Amazon is a perfect example, and you can see the convergence of them with Walmart. One began as a discount store and the other an online bookseller. Now? They both understand the need for an omnichannel presence and a physical location.
Visiting the dealership is not dead. 83% of young car buyers say they would never buy a car without test driving it. 89 percent said that the test drive would influence their purchase the most, followed closely by online reviews. Learning how to market to the younger audience is definitely a task, but when done effectively, will bring more people into your dealership. What is your store doing to make sure it is attracting the young buyers into your dealership?