By separating actual vehicle customers from consumers in general, the perceptions of dealership operations are greatly enhanced, according to a recent survey commissioned by Automotive Retailing Today (ART) and conducted by Harris Interactive (Wirthlin Worldwide). Harris interviewed by phone 887 new-car buyers/lessees, 147 consumers who shopped for a car but didn’t buy, and 630 consumers who hadn’t shopped for a new car during the same time frame.
New-car buyers ranked their dealers nearly as trustworthy as law enforcement, the highest-ranked entity. On a 100-point scale, law enforcement earned a score of 69.5 in trustworthiness; auto dealers scored 68.4.
It’s gratifying that our customers acknowledge the effort we put into winning their confidence and trust, said ART Chairman Alan Starling. Buyers are telling us they like what they encounter at their local dealers, and women and minority buyers give us especially high marks.
According to Maury Giles, vice president of Harris Interactive, 91 percent of new-car buyers reported satisfaction with their dealership experience; 83 percent of women had a positive overall experience and an especially favorable experience in the finance department; and 89 percent of minorities left dealerships satisfied. Consumers who did not buy and those who did not shop perceived dealers as less trustworthy than those who did make a purchase.
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