Clients Under Pressure When Entering a Car Showroom, Study Shows

A foreseeable fact came out revealing that 74% of British consumers feel under pressure when looking around a new car showroom, a percentage that is higher that in any other sale environment. The findings that revealed this concerning number were shown by Auto Trader in a recent study. Their research shows that people rank the pushy sales on top of the complaint list, making the car showroom appear unfriendly to consumers.

“There’s no denying that entering a new car showroom can be overwhelming for buyers” said Matt Thompson, group marketing director, Auto Trader. "In today’s testing economy, cost conscious consumers are spending cautiously and investing in a new car is a significant purchase decision to make.There’s a real opportunity for new car dealers to help put buyers at ease in the showroom. By making the buyer feel relaxed and giving them the breathing space and time to browse at their leisure, they are far more likely to go ahead with a sale.”

Also shown in the research was the fact that 50% of those surveyed stated the “perceived attitude of staff” makes them feel more uncomfortable, followed by a lack of obvious costs. The consumers where asked what would make the shopping experience more pleasant, 49% of British consumers said being able to feel comfortable to browse at their leisure followed by 37% that said having more knowledge about the purchase being made.

“With the launch of Auto Trader’s New Cars we want to banish the trepidation felt by Brits for good and make sure consumers are enjoying the time they spend in car showrooms," Thompson added.