The needs of a vehicle buyer can vary depending on if they’re going to buy new, used, or certified pre-owned. These changing needs impact how a dealership should provide information to potential buyers, both online and in-person.
When it comes to customers who bought a new car last time, they’re very focused on new vehicles exclusively, with only 1 in 4 considering options outside of new vehicles. For the limited number of new car buyers that are cross-shopping, the most popular option is CPO, with 20% of new car buyers suggesting they considered CPO, and 12% considering used.
New car buyers want to drive away with exactly what they want, with an emphasis on new technology and safety features. What they don’t want is to worry that their vehicle could have unexpected problems.
So, when promoting new vehicles and working with new car buyers, your focus should be to make sure they feel like the make and model from your dealership has the latest technology and is exactly what they want. Afterall, they had an idea in mind when they arrived, your goal is to match it. If they are cross-shopping, your competition is likely going to be another store, or different new vehicle.