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Negotiating price revealed as primary challenge for car buyers

By Mathilda Bartholomew | February 28, 2024

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A survey, conducted among 3,000 potential buyers browsing for both new and used cars online, identified key pain points in the process.

Negotiating price revealed as primary challenge for car buyers

Negotiating the price of a car stands out as the most disliked aspect of the purchasing journey for customers, as per the latest Digital Touchpoints survey by Motors. The survey, conducted among 3,000 potential buyers browsing for both new and used cars online, identified key pain points in the process.

A significant 43% of respondents found price negotiations to be challenging. Additionally, 25% expressed difficulty in comprehending pricing, while 23% felt discomfort in understanding and arranging financing. Other notable concerns included finding a car that meets specific needs (25%), evaluating the condition of cars (24%), and creating a shortlist of potential cars (21%).

The study also highlighted a contrasting comfort level between new and used car buyers. While negotiating the price remained the primary worry for both, only 28% of new car buyers found it difficult, compared to 48% of used car buyers. Similarly, understanding pricing posed more of a challenge for used car buyers (28%) compared to those purchasing new cars (16%).

Lucy Tugby, Motors marketing director, commented on the challenges faced by buyers in the current economic climate, particularly for those buying used cars. Tugby emphasised, ‘As the cost-of-living crisis continues to bite, purchasing a car can be an even more challenging experience for buyers, particularly those buying used.

‘The research reveals just how uncomfortable the buying process can be for many buyers, especially when it comes to price negotiations and understanding what price to pay.

‘Addressing and overcoming these pain points can only be achieved through transparency and having processes in place to ensure customers are treated respectfully and fairly all the time and every time.

‘The best-performing franchised and independent dealers and car supermarkets recognise this and go the extra mile to put customers at ease and are rewarded by repeat business and recommendations.’

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