More buyers skip the test drive, with many visiting only one dealer

More buyers skip the test drive, with many visiting only one dealer

The importance of test drives may be diminishing, according to a recent survey by dealership marketing firm DMEautomotive. The survey of 2,000 new and used car buyers found that 16 percent took no test drive, and 33 percent test drove only one car. More than two-thirds visited two or fewer dealerships before buying, and 40 percent visited only one.

Mary Sheridan, manager of research and analytics at DMEautomotive, stated that more of the car search and ownership process is moving online –with four in five people using the Internet for car buying, visiting 10 auto websites in the process,” she said. –Dealers need to have the most powerful online presence wherever dealer/vehicle selection is happening, and work far harder to keep customers close throughout the ownership cycle.”

Even among used car buyers, 18 percent did not test drive any cars before buying, and 30 percent test drove only one. Buyers under 35 are only slightly more likely to test drive a new or used car. Women are more likely to skip the test drive (19 percent of women versus 12 percent of men).

The survey found that 68 percent of buyers visit two dealerships or fewer, and only 15 percent visit four or more before buying. The data confirms recent industry research — such as a survey from McKinsey in February — that found that buyers visit 1.6 dealerships before buying, plummeting from five visits a decade ago.