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Negotiating fair price with car dealers is biggest worry for buyers – research

  • Price negotiations are biggest challenge for used and new buyers
  • Concerns also include part-exchange process, finds research by eBay Motors Group
  • Car dealers are urged to ensure people get the most out of test drives
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Time 11:19 am, October 25, 2023

Negotiating a fair price when buying a car is the biggest single worry for customers.

That’s according to new research from eBay Motors Group for its latest Consumer Insight Panel.

The poll of 2,004 in-market decision-makers last month revealed that conversations with dealers about prices was the biggest turn-off for used (53%) and new (50%) buyers.


Other bugbears of used buyers included knowing what to check for on test drives (38%) and part-exchanging their existing car against the value of their next one (33%).

New car buyers were even more apprehensive about part-exchanging (37%), while also citing concerns about understanding finance offers (26%).

Lucy Tugby, marketing director of eBay Motors Group, said: ‘Our data provides a fascinating insight into the worries that car buyers have, which could be impacting on their desire to transact with a dealer.


‘It’s a big purchase and people are anxious to know they’re getting a good deal and doing the right things.’

She added: ‘Understanding the challenges and concerns of customers is essential for dealers, which is why transparency in pricing and part-exchange valuations will always resonate with buyers and help build retention.

‘Additionally, our research highlights the amount of support buyers would also appreciate in getting the most out of test drives.

‘This is an opportunity for dealers to highlight key features for buyers to assess, regardless of whether test drives are accompanied or not, and suggest routes that will reflect the buyer’s typical usage, not just a spin around the block.’

John Bowman's avatar

John has been with Car Dealer since 2013 after spending 25 years in the newspaper industry as a reporter then a sub-editor/assistant chief sub-editor on regional and national titles. John is chief sub-editor in the editorial department, working on Car Dealer, as well as handling social media.

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