Customers want CO2 information from dealers, says survey

Time 7:49 am, June 12, 2013

43d0f46d-cf75-4e6d-8568-2efdc7f77bf4DEALERS are reporting a rise in the number of customers asking them for CO2 information as part of the used car buying process, according to HPI.

However, HPI’s new research confirms that cost is the driver behind consumer interest in CO2 data and savvy dealers, who are meeting the needs of their customers by providing this information, are securing more deals.

Of the dealers surveyed, 77 per cent said there is a greater awareness of CO2 emissions among customers, although, 85 per cent of dealers believe this is because of lower tax benefits; 49 per cent said lower running costs are the reason for ‘going green’.

Interestingly, 37 per cent said that CO2 emissions would frequently affect a customer’s decision to buy a vehicle. Only 13 per cent of dealers say that CO2 emissions are not an important factor.

However, 15 per cent of used car dealers say they rarely obtain CO2 Certificates for the stock on their forecourt with 28 per cent never doing so and 21 per cent saying they sometimes do.

The majority of dealers, who do obtain the certificate, display it and 61 per cent said that the certificate does aid the sales process.

Daniel Burgess, managing director of HPI, said: ‘It’s clear to see that CO2 now has more of an impact on a customer’s purchase decision, but many dealers are missing a trick by not offering this data, or only doing so when prompted.

‘While we might not be at the stage where customers choose their vehicle based solely on its emissions, CO2 is now a key piece of data that a buyer will use when considering a vehicle. By utilising all the tools offered with the HPI Check, dealers can maximise their potential sales,’ concluded Burgess.

Of those surveyed by HPI, 44 per cent were independent dealers, 27 per cent were single franchise and 23 per cent were multiple franchise.

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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