Most car buyers satisfied with dealership experience
Eight out of 10 new car buyers were satisfied overall with their most recent dealership experience, reports a new study by Foresight Research. The remaining 20 percent have some suggestions that could be useful for dealers.
Most of the 1,500 less-than-satisfied buyers are Millennials and Gen X buyers (born from the 1980s on). Their top suggestions center on the process spend less time at the dealership with all the required paperwork, to include haggling about financial issues such as price and credit.
The number one suggested change from the small group of truly discontented buyers (about 5 percent) is for dealership staff to be honest. These buyersê top five suggestions included better customer service, a more likeable salesperson and less aggressive high pressure sales tactics. This group is most likely to walk away and change dealers. To satisfy this group, Nancy Walter of Foresight Research suggests getting continuous customer feedback and offering frequent and progressive sales training to staff.Download Bulletin PDF