Understanding what transforms a customer into an advocate for your dealership — or worse, a detractor who warns others away — is crucial for long-term success. While you might assume it's about having the best prices or inventory, our latest research confirms what successful dealers already know: the human element of your operations is your strongest differentiator against online competitors and other dealerships. Here's what Canadian car buyers really value and how your dealership can exceed their expectations.
Just over a third (35%) of Canadian vehicle buyers start their search with a specific dealership already in mind. That means most of your potential customers are shopping around and comparing options before landing on who they want to work with.
We measured dealership customer loyalty by asking recent car buyers a Net Promoter Score question: How likely is it that you would recommend the dealership you purchased from to a friend or colleague? on a scale of 0-10.
Here are the results:
Nearly 4 in 10 buyers are lukewarm about their dealership and are at risk of finding another store when they are ready to trade in. Even more concerning, 1 in 7 are telling others (in-person and online) to avoid a dealership entirely.
The factors that drive customer advocacy tell a compelling story about the car buying experience.
Promoters (9-10 ratings) are influenced by staff interactions and the overall customer experience. These buyers focus on who helped them and how they were treated, not the vehicle or pricing — often creating a halo effect, making the rest of their experience seem flawless.
Passives (7-8 ratings) express a "meh" attitude about their buying experience — good but unremarkable with no moments of delight. They're open to considering other dealerships next time.
Detractors (0-6 ratings) cite lack of trust, dishonest sales tactics, and poor post-sales service as key issues. Failing to establish or maintain trust can easily turn potential promoters into vocal detractors.
After rating the dealership they bought from, we asked customers to explain their score. When we examine what buyers mention most frequently, customer service and experience dominate, with 37% of all feedback far outpacing vehicle quality (17%), price/value (15%), or any other factor. This reinforces that the human element of your dealership operations can be your strongest differentiator.
Top factors driving NPS comments are:
1) Invest in people and the broader customer experience: Since customer service and experience dominate loyalty drivers, invest in staff training and create processes that make every interaction or touchpoint memorable. Don’t overlook digital touchpoints (including AI-driven solutions) and ensure that your online experience reflects what they can expect in-store.
2) Focus on trust-building: Transparency tools, like Vehicle History Reports and honest communication, prevent the trust breakdowns that create detractors.
3) Find moments of delight: Look for opportunities to go above and beyond expectations—these unexpected touches can transform passive customers into vocal promoters.
4) Don't neglect post-sale service: Many detractors cite poor follow-up service, while promoters often mention ongoing dealership support. The experience should feel like a beginning, not an end.
5) Target younger buyers strategically: Their lower loyalty scores represent an opportunity. Create exceptional first experiences that establish long-term relationships.
The path from customer to advocate isn't about having perfect inventory or unbeatable prices; it's about creating remarkable human experiences that customers can't wait to share.