THE annual publication of the BCA Used Car Market report underlines just how important it is for dealers to offer used vehicles at an attractive price point for motorists, writes Simon Henstock, UK network operations director for BCA.
The ‘right car at the right price’ was cited by 39 per cent of respondents in this year’s survey, and this factor remains the biggest influence on car buyers when deciding which used car retailer to buy from.
And the good news is that even more motorists say they prefer to buy from dealers as the economic recovery continues. When it comes to buying that next used car, the number of motorists looking to do business with a ‘franchised dealer’ rose one point to 49 per cent this year, with nearly half hoping to trade in their current vehicle.
Of those going to a dealer, a quarter expect to get a ‘good deal on the car’, whereas a fifth of motorists look to ‘deal locally’, ‘trade in their car’ and do business with a ‘reliable and trustworthy dealer’.
Meanwhile, 16 per cent say they intend buying from an ‘independent used-car retailer’ and nine per cent from an ‘internet trader’. A significant number of used-car buyers – 30 per cent – still intend to deal ‘privately’ or with a ‘family member or friend’, with men much more likely to buy privately than women.
At 60 per cent, older motorists and wealthier buyers are more likely to favour franchised dealers, while a similar percentage of low-income motorists look to buy privately or from a friend or family member.
Unsurprisingly, younger motorists are more comfortable buying from an internet trader. Interestingly, when choosing a dealer, motorists say ‘helpful, friendly and professional staff’ and ‘easy negotiation’ are far more important than showroom facilities or low finance, underlining the importance of well-trained people in the dealership.
- Simon Henstock is UK network operations director for BCA. Read his regular column in Car Dealer every month.
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