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Car Buyers Want Touch, Not Just Clicks
18 Jan
Summary
- Most car buyers prefer in-person interactions for purchases.
- Online car buying faces hurdles, especially in financing.
- Consumers value seeing and feeling cars before buying.
While the automotive industry has been accelerating efforts to facilitate online car purchases, a significant portion of consumers still favor traditional in-person experiences. Surveys indicate that a substantial majority of car buyers want to see and physically interact with a vehicle before committing to a purchase, with many also preferring to sign important documents in person.
The transition to digital car buying, spurred by the pandemic and successes of companies like Tesla and Carvana, has introduced advanced technologies. Many buyers appreciate the convenience of online research and loan pre-approvals. However, when it comes to finalizing the purchase and securing financing, anxiety often leads them to seek the reassurance of a physical dealership.
Initiatives like Amazon's Autos division and automakers' own online platforms aim to bridge this gap by offering online research and financing options, ultimately directing customers to local dealerships for completion. This hybrid approach acknowledges the consumer's desire for online convenience while addressing their need for tangible interaction and support, particularly during the crucial financial aspects of the transaction.
